Case Study: Financial Times achieves unified customer management and 20% increase in social-driven traffic with Salesforce Marketing Cloud

The Financial Times scoops the competition in the digital age

The Financial Times, a 125‑year‑old business news publisher with a daily global audience of more than 2.1 million and digital subscribers now exceeding print circulation, faced the challenge of transforming into a channel‑neutral, digital-first organization. To compete in a mobile, social and subscription-driven market the FT needed to align teams, consolidate customer and subscriber data, replace legacy systems, and deliver consistent service across global call centers.

The FT standardized on Salesforce — using Sales Cloud for ad sales and subscriber data, Service Cloud for over 100 call‑center agents, Marketing Cloud for social engagement, and the Salesforce Platform for sites and internal systems — migrating contracts, billing, order management and more. The single platform reduced maintenance costs, gave employees a unified customer view and one login, sped issue resolution, and helped drive traffic and new customers (social traffic rose 20% in six months).

Financial Times

Christina Scott

Chief Information Officer