CASE STUDY

CRM Integration with Salesforce and Customer.io – Clean Data, Automated Campaigns

No more data silos: find out how we brought marketing and sales together for orderbird to successfully scale lifecycle campaigns and winback flows.

Starting point

orderbird is one of the leading providers of POS solutions in the German-speaking region. To drive further growth in the hospitality sector, the company needed a setup that closes the gap between sales (Salesforce) and marketing automation (Customer.io). As a CRM agency, we supported this project from technical design to the implementation of the first campaigns.

Challenge

The main challenge lay in the history of the CRM system. Over the years, large volumes of leads, contacts and opportunities had accumulated in Salesforce. These grown structures contained many data fields that were no longer relevant and different logics for lead capture.

The core tasks:

Data mapping: the Salesforce objects (leads & contacts) had to be merged into a single “person” profile in Customer.io.
Subscription management: consents for email, SMS and WhatsApp had to be redefined and consolidated.
Volume management: only relevant records should be synchronized to keep the system efficient and clear.

“For the introduction of Customer.io at orderbird, we needed a partner who not only masters the theory but dives deep into the systems technically. The team at CRM agency Saphiron not only implemented the system with Salesforce but configured it so precisely to our requirements that we could start working productively right away. The collaboration was professional, extremely well-founded and on an equal footing.”

Karina Müller Senior CRM Marketing Manager at orderbird GmbH

Our approach

Instead of starting with configuration right away, we first visualized the existing processes and data flows in an on-site workshop. This allowed us to identify bottlenecks and translate the desired use cases – such as automated trade show follow-up or winback campaigns – into precise technical requirements.

Implementation

We set up Customer.io to act as a powerful engine for the entire customer journey:

Data-in sync with filters: complex filter logic ensures that only active and relevant records are synchronized from Salesforce. This keeps the database clean and saves costs.
Bidirectional data exchange: activities from Customer.io (e.g. email clicks or newsletter sign-ups) flow straight back into Salesforce via data-out syncs. That way the sales team always knows how engaged a lead is.
Automated lifecycle campaigns: we implemented flows that contact leads immediately after trade shows or automatically re-engage lost opportunities (winback) as soon as certain criteria are met in Salesforce.
Omnichannel integration: via a JS script, we integrated Customer.io directly into orderbird’s web app and iOS app to deliver targeted overlay and pop-up messages.

Results: marketing and sales on one data foundation

Thanks to the deep integration, marketing and sales now work on a shared, clean data foundation.

Real-time communication: lifecycle campaigns are delivered based on real-time data – via email, WhatsApp and in-app.
Higher relevance: thanks to clean mapping and segmentation, customers only receive messages that are relevant to their current stage in the customer journey.
Automated sales: winback management runs fully automatically in the background and reactivates lost leads without sales having to intervene manually.

CONTACT

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