Media and Entertainment
Inspire readers, viewers, and advertisers with a seamless omnichannel journey – with the help of CRM, audience management, and AI solutions for media companies. We accompany you from strategy to go-live and help you increase reach, subscription, and advertising revenue.
CRM for media companies, broadcasters, and publishers
Media and entertainment companies are under intense pressure: while print circulations are declining and advertising revenues are shifting toward large digital platforms, heterogeneous legacy systems and data silos make it difficult to gain insight into readers and advertising customers.
A modern CRM ecosystem with a central database and automated marketing makes all the difference here. It bundles content, subscription, and marketing data, automates paywall and campaign journeys, and provides a 360-degree view. Editorial, sales, and marketing teams can thus work together seamlessly and in real time.
With in-depth industry expertise, Salesfive tailors the Salesforce platform specifically to media use cases – from CRM integration and newsletter personalization to AI-powered churn prevention. This turns readers into loyal subscribers, advertisers into repeat partners, and data into actionable insights.
CRM solutions are measurably changing the media landscape:
Christian Achatzi
Christian Achatzi is your expert for the strategic implementation of CRM solutions in the media and entertainment industry.
higher self-service rate among readers at specialist publishers
increase in sales productivity through efficient advertiser platform
of subscriber acquisition processes can be fully automated
Use Cases
Achieve more with digital solutions
Digitalization in the media industry is as multifaceted as its content, including subscription models, sponsored content, and live events. The following use cases are based on real projects in which we have supported media companies.
Personalization of content
Personalization of content
Is your content getting lost in the digital noise? With Marketing Cloud, you can manage tailored content journeys, capture user preferences, segment target groups, and automatically send personalized messages.
Subscriber retention and churn prevention
Subscriber retention and churn prevention
Subscribers cancel unexpectedly? With Salesforce, you can identify churn risks: usage patterns, complaints, and engagement levels are analyzed, retention campaigns are triggered, or targeted offers are made.
Lead generation and conversion
Lead generation and conversion
High reach, but few subscribers? Use lead scoring and behavioral analysis to identify who is ready to buy. Run onboarding campaigns, upselling campaigns, and similar initiatives to increase subscription numbers.
Cross-selling and upselling of products or formats
Cross-selling and upselling of products or formats
Are you maximizing your sales potential? With Salesforce, you can consolidate data, analyze purchase history and usage, and offer suitable add-on packages via the preferred channel. This allows you to increase your sales sustainably.
Multichannel communication
Multichannel communication
Messages getting lost between email, apps, and social media? With Marketing Cloud, you can centralize customer data and segments, and orchestrate automated journeys for consistent experiences and higher engagement rates.
Event and community management
Event and community management
Top events, but no guests? Use Salesforce to bundle profiles, interests, and event history. Send automated invitations, reminders, and follow-up campaigns, and activate your community.
Services
How we strengthen your media brand
Digital target architecture, tailor-made Salesforce implementation, and ongoing operation: we provide comprehensive support to publishers, media companies, and entertainment platforms during their transformation. This ensures that CRM, marketing automation, and AI deliver noticeably greater reach, subscription, and advertising revenue.
Together, we outline a sustainable digital architecture that addresses your current pain points – whether data silos or dependence on third-party platforms. In practical co-creation workshops, we prioritize topics such as paywall optimization, first-party data monetization, and automated advertising customer pipelines, and use them to form a realistic implementation roadmap. Best practice insights from projects with leading publishers, broadcasters, and streaming services provide fresh impetus – such as new revenue models like membership communities, hybrid live formats, or podcast networks.
We carefully select the appropriate Salesforce Cloud components – including Marketing, Experience, Commerce, and the industry-specific Media Cloud. We tailor these precisely to your editorial, marketing, and subscription processes. Using MuleSoft and ready-made connectors, we seamlessly integrate CMS, paywall, ad server, ERP, or SAP. This allows us to bring all data sources together and create a unified platform for editorial, sales, and advertising. Thanks to agile methodology with clear roles, short sprint cycles, and regular showcases, you maintain an overview at all times and achieve fast, measurable added value.
A reliable data strategy is the foundation for profitable decisions in editorial, sales, and marketing. We build real-time dashboards and automated reports for you based on Salesforce Data Cloud and Einstein, which, for example, forecast subscription churn, personalize content recommendations, or optimize advertising yield. We also take care of data cleanup, migration, and ongoing quality assurance so that your first-party data is always trustworthy, GDPR-compliant, and ready for AI-supported use cases.
Even after go-live, we remain your reliable partner: a dedicated customer success team supports editorial, marketing, and ad ops with SLA-based support, release and feature roadmaps, and practical training for administrators and power users. Through structured change management, we strengthen acceptance across all departments. At the same time, we continuously develop your platform – proactively, user-oriented, and tailored to new business and monetization models.
“The media industry is undergoing fundamental change. CRM systems are becoming strategic platforms that enable personalized experiences through AI, automation, and omnichannel communication in real time. Anyone who wants to remain relevant in the long term must put technology at the heart of their customer strategy.”
— Christian Achatzi, Client Partner and media industry expert
FAQ
You have the questions – we have the answers
We know that digitization projects are complex. That’s why we’ve compiled and answered the most frequently asked questions from other companies in the media industry for you.
With modern CRM and marketing automation, you can stay close to your audience: the system analyzes clicks, reading, and viewing behavior, identifies interests, and delivers tailored content or offers.
This results in clearly segmented target group profiles, personalized recommendations, and consistent communication via email, apps, the web, and social media – exactly where your users are.
The future lies in data-driven models: flexible paywalls, membership programs, and first-party data marketing open up new sources of revenue. A CRM collects consent-based user data, segments target groups, and optimizes advertising materials. This allows you to increase subscription revenues and CPM at the same time.
With a future-proof platform strategy. A flexible CRM becomes a central hub for innovation, allowing you to seamlessly integrate new features such as Einstein and Agentforce, automated journeys, or live dashboards.
A clearly defined technology roadmap prioritizes use cases, defines expansion stages, and ensures that you can quickly adapt to trends without slowing down your day-to-day operations.
By bringing together data, teams, and goals: A centralized CRM breaks down silos, provides all departments with the same real-time information, and links workflows across marketing, sales, and service automation. Shared KPIs and agile, cross-functional teams create transparency, accelerate decisions, and enable a seamless customer journey – from topic planning to subscription upsells.
Salesforce Media Cloud extends the core platform with sales and service components and media-specific features such as a customized data model and industry-specific CPQ. With Salesforce OmniStudio and OmniScript, you can map complex business processes in a customized way and support them with guided business processes.
