Chapter 4: Pardot Deep Dive: Creating Data-Driven Campaigns to Drive Marketing ROI at Wärtsilä
Talk to any B2B marketer about the pain points of their jobs, and you’ll likely hear a common refrain: the difficulty of proving the success of a campaign. Determining the return on investment of a marketing campaign is often a challenge for marketing teams — leaving them scratching their heads and struggling to quantify their success.
At Wärtsilä, they knew this struggle all too well.
Wärtsilä is a global leader in smart technologies and complete lifecycle solutions for the marine and energy markets. Based in Finland, Wärtsilä manufactures and services large engines and other essential equipment for vessels and power plants worldwide. With clients all over the globe investing in Wärtsilä’s services, sales cycles can last years.
Wärtsilä’s leaders found themselves with massive amounts of data compiled in multiple systems. The lack of unity in the data made it difficult for the team to see the full picture of their campaign efforts and draw insights from the results. Furthermore, the marketing team had trouble attributing sales success to the campaigns they were implementing.
Knowing they needed a way to connect the dots in their data to measure success and uncover better insights, Wärtsilä’s leaders tapped into Salesforce’s integrated service platform and began using Einstein Attribution to obtain AI-powered insights from their marketing campaigns.
Integrating Marketing, Sales, and Service
Wärtsilä’s data was stored in multiple systems, which proved to be a huge roadblock for their team when trying to draw actionable insights from the results of marketing campaigns. The first step toward successful attribution measurement required integration of their marketing, sales, and service efforts.
Salesforce offered a single platform for all of Wärtsilä’s data. With Pardot, Sales Cloud, and Service Cloud working together to compile data into one source, the account teams were easily able to connect data from prospects, accounts, and more with Salesforce’s user-friendly interface.
“Our campaign attribution was much more difficult before Einstein Attribution came into the picture. We used a homegrown model, working with massive datasets across multiple systems,” said Jaime López, General Manager for Marketing Operations at Wärtsilä. “Salesforce not only allowed us to dig deeper into our data, but made the user experience seamless and easy to use.”
Now that Wärtsilä’s teams were able to see all of their data in one integrated platform, they could begin to understand the impact of their campaigns, use those insights to boost sales, and prove the value of their marketing efforts.
Measuring ROI and Attributing Success
Salesforce’s integrated system gave Wärtsilä the strong foundation it needed to start making sense of its data. With the assistance of AI-powered insights from Einstein Attribution, including the new Data-Driven Model, Wärtsilä could better understand the effects of its marketing campaigns and draw actionable and profitable insights.
Pardot enables Wärtsilä to dive into micro-level insights to uncover detailed findings about its marketing performance. This magnification of detail gives the team the information they need to have more meaningful conversations and spark new ideas.
“Leveraging Pardot’s B2B Marketing Analytics, we now have a much more complete view of ROI and can dive deeper on conversations at a micro level. This helps us massively in trimming the sails and adjusting our marketing,” said López.
Using Einstein Attribution, Wärtsilä was able to attribute seven times more revenue to various marketing campaigns when compared to the traditional models it had used in the past. The marketing team was also able to credit eight times more leads in Wärtsilä’s pipeline to their campaigns.
And the value of using Salesforce extends beyond marketing campaigns. Using Service Cloud, Wärtsilä’s customer support team has been able to resolve cases more efficiently. They’re also able to quantify the impact of their customer service operations — even supporting an additional $150,000 in sales.
Pardot’s user-friendly, easy-to-use platform meant Wärtsilä was able to quickly train 150-plus users in over 30 companies. With more team members accessing the company’s data, they can approach their marketing, sales, and service as a unified front. As a result, Wärtsilä is capitalizing on its marketing campaigns to boost sales and accurately measure success.
See Pardot in action.
