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ImplementationClient: Global Medical Devices Manufacturer
Industry: Healthcare and Medical Devices
Geography: Global operations
The Challenge: The client was using Salesforce Pardot as a marketing automation platform. However, they were not using the tool to its full potential. Their marketing campaigns were going on without any segmentation and automation. Moreover, the marketing team was not aware of the performance of the marketing campaigns. They could not effectively track the campaigns and the leads generated. Hence, the company was not able to achieve the desired results from the marketing technology tool they had deployed.
What Was Needed: The organization was in need of a structured approach to use the Pardot tool in the right manner. This would improve the marketing campaigns and the use of the tool in their marketing initiatives.
Technology Enablement: Pardot configuration optimization, marketing automation, marketing campaign segmentation, marketing automation, marketing campaign reporting, marketing campaign tracking, and team enablement.
Business Outcomes: Improved campaign execution and stronger lead generation through the optimized use of the Pardot.
Measurable Impact: The marketing campaigns were easily trackable. The marketing team was able to get a clear view of the marketing campaigns. The generation of leads was more structured and consistent throughout marketing campaigns.
The Challenge
Pardot Was in Place, but Its Capabilities Were Underused
The organization had invested in Salesforce Pardot as its marketing automation platform. However, many of the platform’s capabilities were not being used effectively.
Campaigns were neither segmented nor automated. As a result, their effectiveness was difficult to measure.
The company’s marketing team was also not experienced enough in utilizing Pardot’s features. This meant the insights offered by the tool were not being utilized effectively.
Tracking campaign performance was another challenge. It was difficult to see which campaigns were generating leads and which ones were not delivering results.
Why change now: With global marketing programs, the company needed better visibility into campaign performance, as well as a more disciplined approach to managing lead generation.
Business Objective
The client defined a series of practical objectives, all of which were focused on enhancing the effectiveness of the company’s marketing activities.
- Improve utilization of Salesforce Pardot across marketing programs.
- Enable the company’s marketing activities to be automated.
- Improve segmentation of the company’s marketing campaigns.
- Improve reporting and dashboards to track campaign performance.
- Assist the company’s marketing team in utilizing Pardot more effectively.
The Solution
Turning Pardot into a Structured Lead Generation Engine
Achieva helped the client optimize Pardot, ensuring that the company was utilizing it effectively. We worked with the client to review the current Pardot setup, as well as identify opportunities where it was not being utilized to its full potential.
The goal of this engagement was to improve the effectiveness of the company’s marketing campaigns, as well as ensure that they were better segmented so that they could be more targeted.
Automation workflows were also introduced as part of the implementation. This helped the marketing team in the effective execution of lead nurturing activities.
Additionally, the reporting features were enhanced to ensure the campaign results could be measured. This enabled the marketing team to understand the campaigns that were generating leads and the status of the leads.
The marketing team was not only provided with the technical assistance they needed but also given hands-on guidance to ensure they felt comfortable working with the Pardot tool.
Key Services Provided and What They Enabled
- Pardot configuration optimization
Improved the overall Pardot configuration, allowing campaigns to be managed more effectively. - Improvements to campaign segmentation and planning
This helped the team target campaigns to the appropriate audience. - Marketing automation workflows
This enabled the campaigns to be nurtured through the lead generation process. - Campaign performance dashboards
This provided visibility to the campaigns to be tracked more effectively from a single console. - Improved campaign tracking and reporting
This made it easier for the campaign results to be measured to understand which initiatives were generating better leads. - Marketing team enablement and training
Assisted internal teams through training to develop a sense of confidence in utilizing Pardot and conducting campaigns on their own.
Business Impact
The impact was seen in how the marketing operations became more organized and easier to handle because of the optimized Pardot platform.
The campaigns were conducted in a more organized manner, making it easier for the marketing team to track them through dashboards and reports.
The lead generation campaigns became more streamlined, with a sense of consistency in utilizing automation.
The marketing team became more comfortable using the platform, which ensured these changes would continue in the long run.
The Bottom Line
The optimization of the Pardot platform and a more organized campaign approach ensured that the client was able to make the best out of their marketing platform.
The organization can now:
- Plan and execute marketing campaigns in a more organized manner with clear segmentation.
- Track campaign performance through reports and dashboards.
- Conduct campaigns for lead generation through automated workflows.
- Generate more leads through a more consistent approach to marketing campaigns.
- Use Pardot more effectively as their core marketing automation platform.