Case Study: Pacific Life achieves unified customer engagement and personalized cross-channel experiences with Salesforce Marketing Cloud

Pacific Life enhances customer engagement across its U.S. retail businesses

Pacific Life, a Fortune 500 life insurance and retirement solutions company with $158 billion in assets and 3,500 employees, faced mounting disruption from new competitors and rising expectations for personalized, seamless experiences. The company’s key challenge was to digitize its U.S. retail business and create a unified platform to improve visibility across marketing, sales, and service touchpoints.

To address this, Pacific Life implemented Salesforce Financial Services Cloud, Marketing Cloud, Einstein Analytics and MuleSoft to build a central customer data hub and integrated CRM. The solution delivered a single view of customers, real‑time analytics and next‑best‑action insights, improved campaign tracking and partner integrations, and enabled more personalized engagement, operational efficiency and expanded customer reach.

Pacific Life

Adrian Griggs

Chief Operating Officer