TomTom
Migration from Pardot to HubSpot.
About TomTom
Becoming the global market leader in navigation, traffic information and mapping products does not happen overnight. TomTom has been providing the best and most accurate map data for many years. Indispensable in every car but especially in the transport and logistics sector.
The challenge
TomTom B2B used Pardot (Salesforce Marketing Cloud Engagement) as its marketing automation platform, but the marketing team regularly ran into problems. The platform was time-consuming, expensive and lacked user-friendliness and essential functions.
The challenge for Marketing Guys was to improve usability and implement the desired, often out-of-the-box functionalities.
Another important challenge was to ensure that e-mail creation could be carried out without having to set up new HTML code each time.
The goal
TomTom decided to move to a more advanced Marketing Automation Platform (MAP). The goal was therefore to achieve a seamless migration from Pardot to the new MAP. However, such a migration is not easy; in fact, it posed quite a challenge. For years, TomTom had been working with Pardot, which was therefore integrated into their entire infrastructure. An additional challenge here was that the migration should not have a negative impact on ongoing business activities, something that requires extreme precision.
Our approach
Marketing Guys was selected as HubSpot partner for the selection and implementation of the new Marketing Automation Platform. We started by demonstrating different Marketing Automation Platforms so that TomTom could make an informed decision. During this process, we worked closely with TomTom’s marketing team.
This made it easier for us to give advice when TomTom’s goals and requirements were clear to us, and so it was easier for TomTom to make a choice that best suited them. In the end, TomTom’s choice fell on HubSpot. During the migration and implementation process, the close contact was well maintained and built upon in order to meet TomTom’s marketing team’s requirements in detail.
Results
No more depending on an external partner when building emails. Indeed, TomTom’s marketing team can do this very well themselves now!
The existing website forms were successfully integrated into the HubSpot Marketing Hub, while retaining all tracking and reporting functions. Maintenance was also greatly simplified.
Linking Hubspot Marketing Hub with TomTom’s data warehouse system. This made it possible to easily forward key customer data to HubSpot for further analysis and reporting.
A two-way integration with Salesforce was established, keeping the lead management process and data synchronisation fully operational and in sync.
Working with HubSpot
Working with HubSpot is perceived by the team as intuitive and effective. Among other things, they had mastered creating segments and workflows in no time.
With the move to HubSpot, TomTom B2B has a marketing automation platform that allows them to more effectively engage with leads throughout their journey. So this change marks a new era in TomTom’s marketing strategy!
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
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