Enxoo helps Arelion to align marketing and sales activities

Arelion chose Enxoo to implement Salesforce Pardot Marketing Automation and integrate with Salesforce CRM.

About Client

Arelion owns and operates one of the world’s most extensive fibre backbones, and is the connectivity partner of choice to the world’s largest content providers, operators and enterprises.

The Challenge

The major challenge Arelion faced concerned leads & data quality – the client was receiving mass SPAM records and for this reason, the main goal of the project was to increase their lead conversion level. Working with the segmentation of the audience, lead flows planning & executing, proposing & implementing new marketing strategies in SPAM protection, helped Enxoo to develop a long-term solution that can help everybody involved in the Arelion sales process.

Good data quality improves your performance, and KPIs, making the work of the sales team better and helps grow faster! For this reason, as part of its B2B marketing strategy, Arelion decided to implement a platform that automates the demand generation process and allows the marketing team to make smarter decisions

The solution had to align marketing and sales activities, providing a streamlined and transparent lead generation process, resulting in an increase of qualified leads assigned to the sales team.

The new marketing automation platform needed to be integrated with the Salesforce CRM solution that was already at the heart of Arelion’s sales operation, ensuring optimal use of existing customer data and information. 

The Solution

Maximizing conversion rates is a universal objective for businesses. Yet, achieving this goal is no simple feat without robust filters and criteria guiding your lead communication strategy. To bolster the effectiveness of the Arelion Sales team, Enxoo has developed a sophisticated Lead Qualification process, leveraging criteria such as scoring, grading, geographic location, prospect type, and industry specificity.

In the language of business, this segmentation methodology is based upon the responsiveness and engagement of leads, complemented by segmentation parameters established by our Marketing team within the Marketing Cloud Account Engagement platform. Once a lead meets the qualifying criteria, it is seamlessly routed to our Sales Representatives, ensuring their focus is directed solely towards prospects displaying genuine intent to purchase, as indicated by their segmentation profile.

A comprehensive understanding of our target audience, coupled with well-defined objectives for each opportunity, and meticulous segmentation practices, form the cornerstone of our success strategy.

To mitigate SPAM entries on Arelion forms, Enxoo has implemented supplementary configurations integrated with the Marketing Cloud Account Engagement system. As a result, forms are now structured to prohibit submissions from free email providers. Furthermore, the implementation of additional automation rules serves to prevent the synchronization of such entries with the CRM system.

To achieve all that, Arelion chose Enxoo to deliver the Salesforce Pardot Marketing Automation tool to automate its B2B demand and lead generation process.

To ensure marketing and sales are aligned, Enxoo deployed the Salesforce Connector, allowing Pardot to securely sync prospects, contacts, leads and opportunities with the Salesforce CRM.

The solution has clearly defined lead qualification and generation processes, leveraging Pardot’s powerful features such as lead scoring & grading, automated lead assignment, and forms including progressive profiling.

Enxoo also enabled various reports and dashboards for prospect lifecycle tracking and marketing activity monitoring.

The Results

The integration of Pardot with the Salesforce CRM provides Arelion with a high-performing B2B marketing and sales platform, ensuring an effective, data-driven decision process.

The marketing team is able to evaluate the effectiveness of campaigns and track demand digitally. The automated scoring & grading system assures only the most qualified leads get passed on to sales.

Arelion noticed a huge improvement in lead conversion through Enxoo lead flow & anti-SPAM filter proposals. The sales team benefits from an automated lead assignment process which ensures sufficient sales-ready leads are being moved through the funnel. This prevents sales reps from wasting time on leads who aren’t ready to buy. 

The integrated platform creates a seamless experience and aligns marketing and sales teams under the same data, goals, and 360-degree view of the customer.

See what such a project could look like in your company.
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    Ewa Jaśkowiak
    Head of Sales

    ewa.jaskowiak@enxoo.com

    T +48 22 115 1500

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