At a glance
Company: Axis Communications
Sector: Communications, Security, Surveillance
Objective: Support a global roll-out of Pardot and formulate a scalable marketing automation strategy
Solution: Advanced Pardot support for the global Pardot team and localised support for regional marketing teams.
Axis enables a smarter and safer world by creating network solutions that provide insights for improving security and new ways of doing business. As the industry leader in network video, Axis offers products and services for video surveillance and analytics, access control, and audio systems. Axis has more than 3,000 dedicated employees in over 50 countries and collaborates with partners worldwide to deliver customer solutions. Founded in 1984, Axis is a Sweden-based company listed on the NASDAQ Stockholm under the ticker AXIS.
A global roll-out for a global brand
Pardot was the number one choice for this market-leader in network video, having just implemented Salesforce back in 2016. But with the new technology, came the challenge of rolling out a new marketing automation platform to approx. 200 users globally and differences in organisational structure, strategy and stages of user adoption across the regional territories to contend with.
Helping to achieve marketing automation success
As Axis started to roll out Pardot to the more mature regional markets, there were ongoing challenges with data quality, campaign optimisation and identifying the best use of Pardot. Time and resources were scarce from the global Pardot team so working with a partner who had specialist knowledge of Pardot was key to their marketing automation success.
Clever marketing with a clever tool
The regional marketing teams previously used a custom-built CRM, which was easy to use but had limited features, therefore we helped Axis manage the staggered roll-out of advanced functionality in Pardot. We helped the Northern Europe marketing team build automated journeys in Engagement Studio to onboard new customers and nurture leads generated at events which increased conversions and sales.
Ensuring best practice and a consistent approach
The success achieved with the more mature regional marketing teams has helped to roll-out optimised campaigns to other regions, far more quickly and efficiently than had they been started from scratch. User training has also been crucial to adoption and ensuring a consistent use of Pardot. Several Axis employees have attended our Pardot training course and we’ve also delivered bespoke training sessions online or in-house.
Advanced Pardot support for global initiatives
We work closely with the global Pardot team who act as a centrally-focused marketing systems team. We support them with the strategic aspect of Pardot and help formulate an effective marketing automation strategy to ensure they get maximum return on investment. Advanced reporting and regular audits also highlight where global campaigns can be improved, ensure a consistent use of Pardot and maintain a tidy Pardot account.