Client Type: Account Engagement

At a glance

Company: Guidant Global
Sector: Staffing and Recruiting
Objective: To merge two Pardot accounts, align templates globally, seamlessly migrate data and assets, and generate leads through the website.
Solution: Webform integration, Flexible email and form layout templates, Data & asset audit and merge.

Guidant Global is a new global talent acquisition and managed workforce solution provider operating at the forefront of today’s workplace.

In October 2018 Guidant Global was created out of the best of two Impellam businesses: Guidant Group based in the UK, and Bartech Workforce Solutions, based in the Americas.

Merging accounts

With the merge of the two companies, Guidant Global decided to continue working in the UK Pardot account, which meant migrating the US account.

Therefore to support this process, we audited the assets and technical processes in both accounts, and advised on the best solution.

In addition, we marked any differences in the automated processes that had to be resolved before the merge to ensure a seamless transition.

Aligning branding

The two merged companies had different email styles with their own branding. Templates were not optimised for sending, and the designs were not aligned with their new branding.

In order to create consistent branding in Pardot, we worked with customer’s marketing team and designed email templates.  This then provided useable assets in line with the new brand and modern look.

Generating more leads

As part of the merge, a new website was put in place, and Guidant Global decided to utilise the site for lead generation.

Upon request, we designed new layout templates with aligned form styling in Pardot to match their new branding.

We also provided support with embedding the forms on the website, to increase lead generation through their new website. 

Migrating data

Moving the US database from one Pardot account to the other was essential for the customer to continue marketing to their target audience from the global account.

Firstly, we audited and exported prospect data from the US account to have a clear overview of the work ahead of us. In addition, we prepared their values in a consistent data format with the agreed options. This finally resulted in consistent data, all stored within one Pardot account. 

Key stats

7,530

Prospects audited and imported from the US account to the global account.

82

Marketing assets migrated from the US account to the merged account.

9

Consistently branded templates created for the global company.

At a glance

Company: Westbase Technology
Sector: IT & Communications
Objective: To maximise the use of Pardot by tracking visitors, qualifying more leads and optimising marketing campaigns.
Solution: Enabling visitor tracking, webform integration, nurture emails, landing pages and social posting integration for end users to get the most out of Pardot.

Westbase.io is a leading 4G LTE and IoT networking distributor, providing the advice, services and solutions organisations need to be better connected. With 30 years of distributed network experience to share, Westbase.io works with their customers to help them to embrace the latest advancements having worked with wireless LTE networking solutions throughout its evolution. They apply the valuable insights gained from working with these customers to help evaluate distributed networking needs both today and further down the road.

Gaining valuable insights for sales

Westbase Technology wanted to use Pardot to monitor visits to their corporate site and webstore, to warm up existing leads and track ROI across multiple channels. They wanted visibility of their visitors’ actions to gain insight into their customer’s behaviour and intentions, using this information to better inform the sales team. Armed with more insight on their customer’s interests, the sales reps were able to close more business. Over the past quarter, tracked site visitors increased by over 20% and Marketing Qualified Leads increased by 1089%, compared to the previous period.

Generating more leads

In order to generate more leads for sales, the marketing team needed a way to easily create landing pages and forms to promote content and increase data capture of prospects. We created a template that the marketing team could copy and edit so they could get landing pages up and running within minutes. As a result, average monthly submission rate for content landing pages has increased by 114% over 6 months. We also replicated Westbase Technology’s web forms across the site so their data was captured and held in Pardot, ready to be marketed to and inform the sales team.

Re-engaging existing leads

To engage with existing leads, we helped Westbase Technology set up a nurture program in Pardot to promote the brand further and warm up leads ready for the sales team. Emails in the nurture program have an average click through rate of 6.52% and 9% of cold leads go on to be qualified and passed through to sales.

Calculating marketing ROI

As they were planning to reach out to new prospects via social, Westbase wanted to be able to monitor engagement on their social channels and determine the ROI of their activity. To get the most out of their social marketing efforts, we helped Westbase Technology connect their social channels to Pardot. This not only gave them an easy way to post social messages across multiple social media accounts (increasing the number of social posts by 58%) but also provided visibility of social engagement and ROI from the channel.

At a glance

Company: RSA
Sector: Non-profit organisation
Objective: To migrate all email sending and manage the email preferences of their diverse audience in Pardot.
Solution: A custom email preference center, advanced email analytics and dynamic content to make email sending easier.

The mission of the RSA (Royal Society for the encouragement of Arts, Manufactures and Commerce) is to enrich society through ideas and action. We believe that all human beings have creative capacities that, when understood and supported, can be mobilised to deliver a 21st century enlightenment. We work to bring about the conditions for this change, not just amongst our diverse Fellowship, but also in institutions and communities. By sharing powerful ideas and carrying out cutting-edge research, we build networks and opportunities for people to collaborate – creating fulfilling lives and a flourishing society

A diverse audience

With many different topics, themes and projects for RSA Fellows to get involved with, there was a challenge to manage campaigns and preferences at many different levels from general newsletters to individual projects. Additionally, RSA Fellows and subscribers were not easily able to manage which emails they receive from RSA and preferences were not managed centrally.

Managing preferences in a simple but structured way

The custom built Email Preference Center (EPC) was used as the basis for prospects managing their preferences for the specific mailing. A series of custom redirects and custom fields now manage prospect list membership, which can be reported on in Pardot and Salesforce. Lists can now only be created in one of the 4 categories to maintain a consistent structure.

Enlightened email sending

Email sending has been migrated in to Pardot and a combination of advanced email analytics and A/B testing is used to improve email performance. Using Pardot’s Advanced Dynamic Content feature, RSA are now able to tailor sections of the newsletter to show relevant content (e.g. regional events) without having to create multiple emails. The time taken to send the weekly newsletter has been drastically reduced and can now be managed by one team member rather than a whole team.

Getting the maximum ROI of Pardot

The majority of marketing teams are now using Pardot with a 35% increase in emails sent per week since implementing the email preference center. Due to better targeting, there was over 42% drop in Opt Outs over the first 6 weeks of implementation and the fortnightly Fellowship Newsletter (largest email communication) is now consistently A/B tested, which has resulted in a 14% increase in click-through rate over 4 months.

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 regional marketing teams 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.