About TomTom: Industry leader
Becoming a global leader in navigation, traffic information, and mapping products doesn’t 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.
What TomTom says about Marketing Guys:
“We had a great experience with Marketing Guys as an external agency. They were flexible, came to our office multiple times to help us with training and onboarding. The integration was also monitored continuously to ensure that any areas that needed more attention were addressed. To this day, the integration is monitored by them. Also, they were super accessible and always eager to help and brainstorm ideas. A knowledgeable team that shares ideas with you and proactively looks for solutions.”
The challenge
TomTom B2B had been using 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 done without the need to set up new HTML code each time.
The goal
TomTom decided to switch to a more advanced Marketing Automation Platform (MAP). Therefore, the goal was to ensure 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 integrated into their entire infrastructure. An additional challenge was that the migration should not have a negative impact on ongoing business activities, something that requires great precision.
Our approach
Marketing Guys was picked as HubSpot partner for the selection and implementation of the new Marketing Automation Platform. We started off demonstrating different Marketing Automation Platforms so TomTom could make an informed decision.
Throughout this process, we worked closely with TomTom’s marketing team. This made it easier for us to offer fitting advice when TomTom’s goals and needs 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 further developed in order to meet the requirements of TomTom’s marketing team in detail.
The results
The migration from Pardot to Hubspot has brought all kinds of improvements for TomTom:
- No more dependence on an external partner when building emails. In fact, TomTom’s marketing team had become very skilled at this now!
- The existing website forms were successfully integrated into the HubSpot Marketing Hub, retaining all tracking and reporting functions. Maintenance was also greatly simplified
- The link between Hubspot Marketing Hub with TomTom’s data warehouse system. This made it possible to easily forward important customer data to HubSpot for further analysis and reporting
- A two-way integration with Salesforce was established, ensuring that the lead management process and data synchronization remain fully operational and in sync
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 effectively engage more with leads throughout their journey. So, this transformation marks a new era in TomTom’s marketing strategy!
“I did not have any expectations before this, but it exceeded if I had any. HubSpot is more customer friendly and easy to use, even for beginners like me!” – TomTom B2B Marketeer
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