EXPERIENCE + TECH · 09 / 09
MarTech & Data
The infrastructure behind the magic.
Every great campaign people remember is sitting on top of a stack of unglamorous infrastructure they don't see. The CRM that knew which customer to retarget. The chatbot that handled the inbound at 11pm. The dashboard that flagged the channel that wasn't working. The geo-fence that delivered the ad only to people inside the catchment. None of it shows up in the case study video. All of it makes the case study possible.
Salt N Pepper runs MarTech as a first-class discipline, not as a tech-support function under digital. WhatsApp Business at scale — broadcast, chatbots, customer-journey flows — delivering 94%+ open rates because WhatsApp is the only inbox people still open. Geo-fencing down to pincode and building level for hyperlocal targeting. AI chatbots and conversational flows that qualify leads before a human ever picks up the call. CRM, CDP and marketing automation setup so that everything downstream actually fires.
The output is a single unified dashboard — one source of truth across every channel running for the brand, so a CMO doesn't have to log into nine platforms to find out what's happening.
What we do
- WhatsApp Business API — broadcast, chatbots, journeys
- Geo-fencing & location-based ad triggers
- AI chatbots & conversational marketing flows
- CRM, CDP & marketing automation set-up
- Custom analytics dashboards & data pipelines
- Proprietary audience-targeting filters
Deliverables & outcomes
- WhatsApp campaigns with 94%+ open rates
- Behavioural audience cohorts
- Chatbot-driven lead qualification & nurturing
- Unified marketing dashboard — single source of truth
- Custom audience builds across 700+ filters
- API integrations with client CRM, CDP & BI tools
How we measure it
WhatsApp open rate, click-through, conversion. Chatbot session-to-qualified-lead ratio. Dashboard uptime and data freshness. End-to-end attribution from first touch to revenue.
Frequently asked questions
For Indian audiences, almost always yes. WhatsApp deliverability dwarfs email — 94%+ open rates versus single-digit email open rates in most categories. The catch is governance — getting opt-ins right, managing send frequency, and not getting flagged. We handle all three.
Geo-fencing serves ads only to devices physically inside a defined geography — a mall catchment, a competitor location, a pincode, a single building. It works brilliantly for hyperlocal use cases (retail footfall, B2B account-based marketing, event activation amplification) and badly when used as a general-purpose targeting trick.
Yes — almost always. We build with the client's stack, not against it. Standard integrations with Salesforce, HubSpot, Zoho, Freshworks, Google Analytics, Mixpanel and major Indian CRMs. Custom integrations where needed.
Related disciplines
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