Academic Work
Academic Work is one of the leading recruitment companies in the Nordic region with services in B2B and B2C. The client's impact goal with the project was to increase the turnover from the digital business by 20% by the end of 2020.
Challenges faced
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Some failed attempts to launch Marketing Automation
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Planning and communication when implementing MA in multiple countries
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Establishing and managing lead processes
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Lack of internal expertise on Marketing Automation
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Increasing the use of marketing resources and existing content
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Building targeted and personalized campaigns and content
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Create a common understanding of the process between marketing and sales
How did we do it?
Feasibility Study
The focus of this phase was to create clarity about the current situation by mapping existing processes, technology, and target audiences. We defined the project's overall objective and identified concrete deliverables to ensure a shared understanding of what would be considered successful at the project's conclusion.
Feature Analysis
We analyzed which features the marketing organization needed in a Marketing Automation system, which were the highest priority, and what impact the features had on the department's ability to achieve its goals.
System Comparison
Based on the most important features, we then compared three different Marketing Automation systems and created a list of pros, cons, and budgeting for each system. This information was then used for system selection.
Implementation
The Marketing Automation system was implemented in 6 different countries. The processes were defined and implemented in the system, and then we onboarded the local marketing departments to the new way of working.
Read more about the serviceIntegration with CRM
To be more relevant in the dialogue with contacts, we needed to have access to customer data located in the CRM system. We project-managed the integration project and ensured that the customer data needed for personalized communication was collected in the MA system.
Results
Integrated CRM & MA
Customer data was retrieved for personalization in customer communication.
Lead process
A unified definition of the lead pipeline as a basis for collaboration with sales.
Engagement
Higher open rate, click rate, and average score in the database.
