The life sciences company wanted to reach the widest possible audience. With that in mind, the company wanted a learning hub that was integrated into the website, fully searchable, and distinctly branded. Adobe Captivate Prime is built on a strong philosophy of extensibility via APIs that allow the LMS to integrate with other enterprise martech solutions and offer an integrated Digital Learning hub.
“Adobe understands how big enterprise systems work,” says the company’s Customer Digital Education Leader. “Built-in workflows make our lives a lot easier, as we don’t need to spend time and resources manually extracting data or tying systems together. Everything just works.”
To enroll in an e-learning program, customers fill in a web form with their name and email address. Using an Adobe API embedded in the website, this information is automatically fed into Adobe Captivate Prime to create a new user record. Once customers are registered in the Captivate Prime system, they can follow the link to their online course. Integration with the Sitecore content management system allows users to view the entire course directly through the company website.
“The webpage and course materials are all company branded,” says the company’s Customer Digital Education Leader. “Learners don’t even know that it’s all being powered by Adobe Captivate Prime. They just see one seamless online experience.”
The name and email address entered into the form are then fed into Salesforce. If the information matches an existing Salesforce record, the record is updated with information about enrollment and course completion status. Otherwise, a new Salesforce record is automatically created.
Sales and customer service representatives can use the learning information in Salesforce to create more personalized customer experiences. For example, if a customer service representative notices that a customer has taken a course, they can build upon this foundational knowledge by offering more advanced suggestions and tips to help the customer find an answer faster.
The Salesforce information also gets pushed into matching customer records in Marketo Engage, which begins engaging the learner with automated marketing campaigns. A welcome email thanks the learner for enrolling in a course. A follow-up email reminds the learner about any unfinished courses. The company can also use customer intelligence to recommend courses. If a customer downloads a white paper about affinity chromatography, Marketo Engage might send an email suggesting that the customer take a chromatography course.
“Learning content plays a critical role as a content piece at the top of our funnel,” says the company’s Customer Digital Education Leader. “With integration between Marketo Engage and Adobe Captivate Prime, we can use insights to score leads, personalize campaigns, and better prioritize sales efforts on highly engaged customers and prospects.”