industry: Business Services

How Hitachi High-Tech Analytical Science Uses Act-On

Implementing marketing automation with Act-On led to significant productivity gains for High-Tech Analytical Science.

Company:
Customer:

Kerry West

Communications, Hitachi

Results

Following its implementation of Act-On, Hitachi High-Tech Analytical Science has automated 40% of all new marketing leads and dramatically cut down on manual tasks. Coupled with a robust connection with the Salesforce CRM through Act-On’s native integration, this new approach to marketing automation is adding up to significant gains in productivity for Hitachi High-Tech Analytical Science marketing and sales. 

  • Hitachi High-Tech Analytical Science has automated 40% of new marketing leads with Act-On
  • This saves a significant amount of manual work each month
  • Implementing Act-On has lead to efficiency gains for sales and marketing

Problems Solved

As Hitachi High-Tech Analytical Science migrated its CRM system from Microsoft Dynamics to Salesforce, it was looking for a partner to facilitate synchronization between its ERP, CRM, and marketing data in a much more sophisticated manner. Integrating Act-On marketing automation with Salesforce solved a painful data integrity roadblock.

“The Act-On platform is now integral to our marketing operations.”

kerry west, hitachi High-Tech Analytical Science

Approach

The initial drivers for Hitachi High-Tech Analytical Science’s integration of Act-On with Salesforce were to automate lead creation for the majority of its digital sales enquiries and deploy a new data infrastructure. Hitachi High-Tech Analytical Science wanted a solution that would enable more efficient processes via less manual intervention, and provide better insights into audience actions. In all, the new integrated softwares provide a better framework for future data strategies.

The deployment has delivered significant time-savings and has also brought closer alignment between sales and marketing. “Through the Act-On and Salesforce integration we were looking for enhanced visibility from a platform that would allow us to be more strategic with segmentation off the back of richer, interconnected data,” explains Global Digital Marketing Communications Manager, Kerry West.

“We also wished to drive closer alignment with our sales, marketing, and service teams to provide a smoother, richer customer experience. We wanted a deeper integration to precisely target and nurture customers at all stages in the buying journey and improve our ROI.

“Prior to implementation, we conducted robust benchmarking of Act-On, Pardot, HubSpot and Marketo. We had several demonstrations and discussions, specifically analyzing key criteria including CRM integration, reporting and analytics, administration (including segmentation and global use), and content creation. We were delighted to choose and continue to work with Act-On.”

Integrating Marketing Automation with CRM: The Details

Hitachi High-Tech Analytical Science wanted to drive closer alignment between sales, marketing and service teams in order to provide a smoother, richer customer experience. “We wanted a deeper integration to precisely target and nurture customers at all stages in the buying journey and improve our ROI,” West explains.

To achieve the ambitious goal of improving the customer experience to boost ROI,
Hitachi High-Tech Analytical Science uses Act-On for:

  • List building, contact management and segmentation
  • Serving downloadable content like white papers and brochures
  • Hosting and promoting webinars and virtual product demonstrations on demand
  • Automating email communication across the customer lifecycle
  • Sales lead acquisition with direct handover to sales upon custom triggers
  • Measuring performance and improving marketing results

“We wanted a deeper integration to precisely target and nurture customers at all stages in the buying journey and improve our ROI.”

kerry west, global digital marketing communications manager, hitachi HIGH-TECH ANALYTICAL SCIENCE