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
Salesforce Account engagement (Pardot)
NUMBER OF EMPLOYEES
Recruitment & Staffing
B2B & B2C
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.
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.
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.
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
A uniform definition of the lead pipe as a basis for cooperation with sales
Higher open rate, click rate and average score in the database