Success Story

Prescribing Change: A B2B Marketing Automation Platform Overhaul

5 platforms linked
1 B2B marketing automation hub
1st targeted email campaigns

We’re enabling this global, research-based pharma company to implement a B2B marketing automation hub that’ll deliver value across 3 languages and 10+ channels.

Industry
Pharmaceuticals

Date delivered
October 2024

Length of project
12 months

Solution provided
Understanding customers, Delivering personalisation, Connecting journeys, Measuring effectiveness, Managing operations

Technology
Marketo Engage

The Project

For our client, the European subsidiary of a century-old pharmaceutical manufacturer, strong relationships with local healthcare professionals are everything. We’re working with them to safeguard those relationships. This digital transformation project centres on a new B2B marketing automation platform for the UK, France and Germany. It’s helping to enhance communication, streamline marketing workflows and deliver better experiences.

The Challenge

The company’s decision to implement a marketing automation platform arose from several coinciding factors:

  • Marketing operations in France, Germany and the UK were siloed.
  • No standard processes or central hub for team communications existed.
  • Manual processes were time-consuming and restrictive.
  • Disconnection between marketing platforms and the CRM meant they couldn’t access the data to personalise marketing in any meaningful way.
  • COVID restrictions halted in-person events which were important for their relationships.

They needed a centralised marketing hub that could bring in data from online and offline marketing channels, process it, and make it actionable for a variety of use cases and teams. It was time for a digital transformation. But which platform to pick?

The Solution

We ran an RFP process for the client. They had a shortlist of B2B marketing automation platforms but needed our unbiased CXM consulting expertise to evaluate the options.

After engaging with vendors met and assessing all requirements, we helped them decide on Marketo Engage. It’s ideal for account-based marketing use cases, strong on compliance, and integrates well with Salesforce CRM. Next, we embarked on a 9-month Marketo implementation in 3 phases.

Phase 1: Setup

  • Implementing Marketo Engage as a central hub for France, Germany and UK teams.
  • Integrating Marketo and Salesforce CRM, including custom processes for a highly modified Salesforce instance.
  • Making marketing channel data available in the CRM.
  • Building consent management capabilities, including a self-serve user preference page hosted in Marketo.

Phase 2: Advanced CRM Integration

  • Making web content capabilities available (landing pages and forms).
  • Integrating event communications, including invitations, registration and attendance for in-person and virtual events.
  • Enabling the PowerBI team to access Marketo data.
  • Sales enablement, using Marketo Sales Insight to give teams access to engagement analytics and email capabilities.
  • Engaging Sales teams to facilitate their transition.
  • Establishing a Centre of Excellence to share ideas, processes and best practices.
  • Delivering personalised B2B customer experiences.

Phase 3: Scaling Up and Broadening Scope

The Results

Our first major milestone came when our client sent their first country-specific email campaign. Before Marketo, this was prohibitively difficult. Since then, we’ve seen the team gain confidence—and their B2B marketing automation capabilities gain traction:

  • Bringing data from 5 marketing channels into Marketo.
  • Managing online events end-to-end in Marketo, from invitations to registration processing, reminders and follow-ups.
  • BI team using Marketo data for advanced reporting.

With the implementation now complete, we’re moving on to strategic value-adds:

  • Streamlining processes for efficiency.
  • Enabling Sales with customer engagement data from the CRM.
  • Creating a Centre of Excellence within Marketo.
  • Automating multi-channel B2B workflows.

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