Article

Emma Hill
Emma Hill 31 March 2022

Hitachi High-Tech Analytical Science Automates 40% of Marketing Leads with Act-On

Hitachi High-Tech Analytical Science has automated 40% of all new marketing leads, saving on average 10 hours per month globally, following its implementation of growth marketing automation platform Act-On. Hitachi High-Tech Analytical Science, engaged in the manufacture and sales of analysis and measuring instruments, selected Act-On and Act-On’s partner, Marketing Guys to expand its CRM automation platform.

As the Hitachi High-Tech Analytical Science business unit migrated its CRM system from Microsoft Dynamics to Salesforce, it was looking for a partner which could enable it to synchronise its ERP, CRM, and marketing data in a much more sophisticated manner.

Act-On’s platform was selected; the deployment has helped Hitachi High-Tech Analytical Science deliver huge time-savings and has also brought closer alignment between sales and marketing. 

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 insights into its audience’s actions to provide a better framework for its future data strategies. 

Read How to Automate Your Marketing With a CRM System to learn how integrating your CRM system with a marketing automation platform helps enable sales and marketing to work together, pass leads more effectively, gain more visibility into the sales cycle, and achieve greater ROI.

Kerry West, Global Digital Marketing Communications Manager at Hitachi High-Tech Analytical Science, says: “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. 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 analysing 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.”

Gregg Ames, Chief Commercial Officer at Act-On adds: “Like many customers who use our automation platform, Hitachi High-Tech Analytical Science sought a marketing automation provider which could help its overarching business goals and future data strategies via an innovative and sophisticated platform. Hitachi High-Tech Analytical Science places a high emphasis on meaningful and engaging interactions with its technical B2B customer base and therefore needed a partner who could aid this. Because of Hitachi High-Tech Analytical Science’s approach to its customers, it has continued to deliver forward-thinking marketing strategies and we’re pleased to have been part of the efforts in achieving that. We’re looking forward to strengthening our relationship even further and helping Hitachi High-Tech Analytical Science to build further integrations.”

West concludes, “Throughout the integration process, the support team at Act-On has provided a good level of interaction alongside its partner, Marketing Guys, who have been instrumental with technical support. The Act-On platform is integral to our marketing operations and now that the CRM migration is complete, we look forward to expanding our scope with Act-On further, making further use of its automation features and integrating it with even more platforms, such as our website.” 

Align your entire strategy and implement your plan in one coordinated platform with this Marketing Automation Quickstart Guide.

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