Marketing Automation with CRM integration

Academic Work is one of the leading recruitment companies in the Nordic region with services in B2B and B2C. The client's impact target for the project was to increase the turnover from the digital business by 20% by the end of 2020.

Challenges

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Some failed attempts of launching Marketing Automation

Planning and communication for the implementation of MA in several countries

Establish and manage lead processes

Lack of in-house expertise in Marketing Automation

Increase the use of market resources and existing content

Build targeted and personalized campaigns and content

Create a common understanding of the process between marketing and sales

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SYSTEM

Salesforce Account engagement (Pardot)

HEADQUARTERS

Stockholm

NUMBER OF EMPLOYEES

+700

OBSERVATION

+1000M

INDUSTRY

Recruitment & Staffing

TARGET GROUP

B2B &AMP; B2C

How did we do it?

Pre-study

The focus of this phase was to create clarity around the current situation, as well as to identify the objectives of the project, and the deliverables that demonstrated the success of the project.

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FUNCTION ANALYSIS

We analysed which functions needed marketing organisations in a Marketing Automation system, which were the highest priority and what impact the functions had on the department's ability to achieve its goals.

SYSTEM COMPARISON

Based on the key features, we then compared three different Marketing Automation systems and developed a list of advantages, disadvantages and budgeting for each system. This basis was then used for system selection.

IMPLEMENTATION

The Marketing Automation system was implemented in 6 different countries. The processes were defined and implemented in the system and then we onboarded the local marketing departments in the new way of working.

INTEGRATION WITH CRM

To be more relevant in dialogue with contacts, we needed to have access to customer data held in the CRM system. We managed the integration project and ensured that the customer data needed for personalised communication was collected in the MA system.

Result