Challenges
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

SYSTEM
Salesforce Account engagement (Pardot)
HEADQUARTERS
Stockholm
NUMBER OF EMPLOYEES
+700
OBSERVATION
+1000M
INDUSTRY
Recruitment & Staffing
TARGET GROUP
B2B & B2C
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.
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.

Integrated CRM & MA
Customer data retrieved for personalisation in customer communication

Lead process
A uniform definition of the lead pipe as a basis for cooperation with sales

Commitment
Higher open rate, click rate and average score in the database