Optum - Healthcare Technology Leader
Client Overview
Optum, part of UnitedHealth Group, is a leading health services and innovation company focused on improving healthcare through technology, data analytics, and integrated care. Its marketing team's goal is to build trust and awareness among healthcare organizations by showcasing Optum's expertise in delivering better health outcomes and operational efficiency.
Rather than traditional consumer advertising, Optum's marketing emphasizes thought leadership, education, and strategic communication to demonstrate how its solutions transform healthcare delivery. Optum manages global marketing operations across multiple regions, maintaining separate Marketo instances based on regions and other marketing requirements, along with several Salesforce (SFDC) instances to support distinct business units.
Challenge
The Problem: Optum's marketing and sales alignment was hindered by disconnected systems. Marketo's native integration supports only a single Salesforce connection, but Optum operated multiple SFDC instances. This created significant operational challenges.
Key challenges included:
- Inability to sync leads and contact information across different Salesforce instances
- Manual and time-consuming lead routing between regional Marketo instances
- Difficulty syncing programs, tokens, and program-specific data between Marketo and Salesforce
- Lack of connectivity with their Snowflake data warehouse, limiting the use of advanced customer data for targeting and segmentation
These limitations caused data silos, operational inefficiencies, and restricted Optum's ability to run unified, data-driven marketing campaigns.
Solution
Portqii's Audienz.ai Platform: To overcome these challenges, Optum adopted Portqii's Audienz.ai platform tools including Action, Decisions, Sync, and Connect-Audience. These products enabled multi-instance connectivity, automation, and intelligent data integration between Marketo, Salesforce, and Snowflake.
Feature-by-Feature Impact
Using Audienz.ai, Optum connected multiple Salesforce instances to their Marketo environments. This streamlined data movement between systems and allowed automatic lead creation and updates across all Salesforce instances, plus synchronization of contact information between Marketo and Salesforce. Result: Reduced manual lead management and improved visibility across business units.
Optum previously faced issues with leads landing in the wrong regional Marketo instance due to global form submissions. With Portqii Action, they could now connect one Marketo instance to another and apply conditional logic on lead source data to automatically route records to the correct regional instance. Result: Efficient regional lead management and reduced manual intervention.
Marketing programs in Marketo needed to be synced with Salesforce for accurate sales team visibility. Using Portqii Sync, Optum automated program creation and updates from Marketo to Salesforce, synced tokens and program tags containing program-specific data, and wrote Salesforce program IDs back to Marketo for traceability. Result: Seamless alignment between marketing and sales operations.
Optum wanted to ensure that contacts engaging in specific Salesforce campaigns were reflected in targeted Marketo lists. Using Connect Audience segmentation, they synced Salesforce campaign members with corresponding Marketo lists on a daily basis, ensuring that campaign interactions in Salesforce instantly influenced Marketo audience segments for ongoing nurture efforts. Result: Improved campaign targeting accuracy and consistent audience data between platforms.
Previously, Optum couldn't utilize data in their Snowflake warehouse for marketing insights. With Audienz.ai Decision, they established a direct connection to Snowflake, used the advanced drag-and-drop query builder to create segmentation logic and aggregate functions, and segmented Marketo audiences based on Snowflake data without manual imports. Result: Smarter targeting, faster campaign creation, and data-driven marketing decisions.
By using Audienz.ai Syncs, Optum enabled automatic non-native synchronization of Marketo Sales Insight (MSI) data between Salesforce and Marketo. Result: Sales teams gained a complete view of leads and engagement history.
Additional Benefits: Portqii's platform also supported data transformations and string concatenations for cleaner records, sending Marketo program membership and form submission activity data to Salesforce, and custom Data Object (CDO) lookups for advanced marketing operations.
Results
By implementing Portqii's suite, Optum achieved transformational outcomes:
Key Achievements:
- Full integration across multiple Salesforce and Marketo instances
- 60% reduction in manual lead management effort
- Improved campaign segmentation using Snowflake and Salesforce data
- Stronger marketing-sales data alignment