Hitachi

Act-On integration with Salesforce.

About Hitachi

This business unit of Hitachi specializes in high-tech analytical solutions designed to tackle the tough challenges of a rapidly evolving industrial sector. Today, they help thousands of companies streamline costs, minimize risks, and improve production efficiency.

Their range of powerful laboratory and on-site testing instruments provide essential analysis throughout the entire product lifecycle—from raw material exploration to incoming inspection, production and quality control, all the way to recycling.

The challenge

With a large number of customers and products, the marketing team at Hitachi High-Tech faced the challenge of meeting the specific needs of each individual customer. Hitachi used Act-On marketing automation to communicate with their extensive customer base.

However, they realized they needed to improve their actions and insights in order to deliver the right message to the right customer at the right time—both for new business leads and existing customers.

That’s why they switched to Salesforce CRM, which needed to be integrated with Act-On to enhance lead quality and better manage customer data for more effective marketing communication. But they knew they couldn’t do it alone—they needed a partner to help them, so they reached out to us.

The key challenges:

The goal

Hitachi’s key challenges gave Marketing Guys a clear goal. The objective was to ensure that the CRM and marketing automation software were properly implemented and integrated. This would result in reliable and well-structured data. From there, the data could be translated into relevant insights and used to generate high-quality leads. In a nutshell: being able to rely on data again in order to provide leads and customers with messages and information that truly matter to them.

Our approach

Marketing Guys has helped many companies integrate Act-On with their CRM systems, such as Salesforce, Microsoft Dynamics, SugarCRM, and NetSuite.

Based on these experiences, we developed a blueprint consisting of 7 phases: reporting, design, data inventory, testing, live integration, segment creation, and lead scoring.

Strategic advice

First, strategic advice was provided on the various ways Act-On and Salesforce could be integrated. A range of topics was discussed—from lead scoring and nurturing to sales-marketing alignment and ROI insights. This led to a clear understanding of which data was most important to Hitachi and ensured that the most valuable information was properly connected.

After this initial session, a general recommendation was made on how to best structure the data infrastructure for Hitachi’s specific situation. This laid the groundwork for the actual technical integration, in which Act-On and Salesforce were successfully connected.

Results

As a result, Hitachi now has a tidy database with different segments to accurately track their customers and leads. This gives them clear insights thanks to the integrated systems. This database was also personalised to Hitachi’s specific needs. They use this to offer their customers a personalised approach with their new marketing campaigns and email marketing.

The new dashboard with all their key KPIs now gives Hitachi a real-time insight into their marketing ROI. This dashboard also gives them a complete picture of their leads and customers. This gives them a great advantage not only in generating leads, but also in scoring and nurturing them.

30-minute strategy meeting

Book a free 30-minute strategy meeting with Caroline and discuss one of the topics below:

  • Lead generation strategy
  • Marketing & Sales strategy
  • Data-driven digital marketing strategy
  • Marketing & sales automation audit
  • Real-time dashboarding
  • Digital advertising

Discover how technology can accelerate your growth.

Have questions about marketing automation, CRM, or integrations? Together, we’ll find the best solution for your organization.