What’s Inside?
- Deployment of Pardot marketing automation for targeted B2B lead generation.
- Creation of tailored landing pages, automated forms, and tracking criteria.
- Seamless Sales Cloud integration to route eligible leads directly to sales managers.
Context
A leading European SME financing provider needed to implement a marketing automation solution to support the launch of a new investment fund dedicated to financing industrial equipment.
Challenges
The client wanted the automatic generation of targeted leads. They aimed to target these prospects based on their specific profiles and needs, with the ultimate goal of automatically transferring eligible leads directly to the sales manager.
The Solution
To achieve these objectives, the deployed solution utilized Salesforce Sales Cloud and Pardot.
Our Contribution
We designed the marketing strategy and actively identified the required target profiles. Our team implemented targeted automated scenarios based on these specific profiles and automated the eligibility criteria at each stage of the prospecting cycle. We built the necessary forms, landing pages, email templates, and automated response emails. Finally, we configured tracking links and KPIs to monitor conversions and the overall transformation rate of the marketing campaigns.
Benefits
The project successfully delivered an increase in targeted leads. Furthermore, the client achieved better overall productivity through the strategic automation of targeting and eligibility criteria.
Key Figures & Dates
- Project duration: 09/2018 – 03/2019
- Workload: 30 man-days
- Impact: 40 users
