Category: Marketing Analytics

Artificial Intelligence

Using AI to Create Data-Driven Campaigns to Drive Marketing…

Talk to any B2B marketer about the pain points of their jobs, and you’ll likely hear a common refrain: proving the success of a campaign. Determining the return on investment of a marketing campaign is often a challenge for marketing teams — leaving them scratching their heads and struggling to quantify their success. 

At Wärtsilä, they knew this struggle all too well. 

Wärtsilä is a global leader in smart technologies and complete lifecycle solutions for the marine and energy markets. Based in Finland, Wärtsilä manufactures and services large engines and other essential equipment for vessels and power plants worldwide. With clients all over the globe investing in Wärtsilä’s services, sales cycles can last years. 

Wärtsilä’s leaders found themselves with massive amounts of data compiled in multiple systems. The lack of unity in the data made it difficult for the team to see the full picture of their campaign efforts and draw insights from the results. Furthermore, the marketing team had trouble attributing sales success to the campaigns they were implementing.

Knowing they needed a way to connect the dots in their data to measure success and uncover better insights, Wärtsilä’s leaders tapped into Salesforce’s integrated service platform and began using Einstein Attribution to obtain AI-powered insights from their marketing campaigns.

Integrating marketing, sales, and service

Wärtsilä’s data was stored in multiple systems, which proved to be a huge roadblock for their team when trying to draw actionable insights from the results of marketing campaigns. The first step toward successful attribution measurement required integration of their marketing, sales, and service efforts.

Salesforce offered a single platform for all of Wärtsilä’s data. With Pardot, Sales Cloud, and Service Cloud working together to compile data into one source, the account teams were easily able to connect data from prospects, accounts, and more with Salesforce’s user-friendly interface. 

“Our campaign attribution was much more difficult before Einstein Attribution came into the picture. We used a home-grown model, working with massive data sets across multiple systems,” said Jaime López, General Manager for Marketing Operations at Wärtsilä and a Salesforce Trailblazer. “Salesforce not only allowed us to dig deeper into our data, but made the user experience seamless and easy to use.” 

Now that Wärtsilä’s teams were able to see all of their data in one integrated platform, they could begin to understand the impact of their campaigns, use those insights to boost sales, and prove the value of their marketing efforts.

Measuring ROI and attributing success

Salesforce’s integrated system gave Wärtsilä the strong foundation they needed to start making sense of their data. With the assistance of AI-powered insights from Einstein Attribution, including the new Data-Driven Model, they can better understand the effects of their marketing campaigns and draw actionable and profitable insights. 

Pardot enables Wärtsilä to dive into micro-level insights to uncover detailed findings about their marketing performance. This magnification of detail gives their team the information they need to have more meaningful conversations and spark new ideas.

“Leveraging Pardot’s B2BMA, we now have a much more complete view of ROI and can dive deeper on conversations at a micro level. Salesforce has taken our massive amounts of data across multiple systems and made it all seamless and easy to use . . . This helps us massively in trimming the sails and adjusting our marketing,” said Lopez.

Using Einstein Attribution, Wärtsilä was able to attribute 7x more revenue to various marketing campaigns when compared to the traditional models they had used in the past. The marketing team was also able to credit 8x more leads in Wärtsilä’s pipeline to their campaigns.

And the value of using Salesforce extends beyond their marketing campaigns. Using Service Cloud, Wärtsilä’s customer support team has been able to resolve cases more efficiently. They’re also able to quantify the impact of their customer service operations — even supporting an additional $150k in sales

Pardot’s user-friendly, easy-to-use platform meant Wärtsilä was able to quickly train 150+ users in 30+ companies. With more team members accessing the company’s data, they can approach their marketing, sales, and service as a unified front. As a result, Wärtsilä is capitalizing on their marketing campaigns to boost sales and accurately measure their success. 

  • Learn more about how Pardot’s marketing automation and Einstein Attribution can help define success for your campaigns.
  • Register for Pardreamin’ to learn how to implement the strategy, content, design assets, and technology you need to take your marketing to the next level. #ParDreamin2020

How Uses Data-driven Marketing to Guide Strategy

As any marketer will tell you, there are a myriad of benefits to using data to inform your marketing decisions.

For instance, data can help marketers learn from past mistakes and pivot to create increasingly effective campaigns over time.

Additionally, data can provide marketers with insights about their audience and what matters most to both prospects and customers. It also helps marketers earn buy-in from leadership to experiment and test new, innovative strategies for increasing brand awareness and ROI. knows the importance of data all too well. The work OS — used by major brands including Uber, Hulu, and Coca-Cola — has seen incredible growth over the past year, reaching $100 million in revenue and surpassing 100,000 customers.

And, as Rotem Shay, Head of User Acquisition and SEO, told me: “We strongly believe in data-driven decisions for everything we do, from the day-to-day to planning future campaigns.”

Keep reading to learn more from Shay about how uses data-driven marketing to guide its powerful, effective marketing strategy – and how you might use data in new, unique ways, as well.

Additionally — If you’re a HubSpot customer, take a look at the new powerful integration between HubSpot and

4 Tips on Data-Driven Marketing from

1. Get creative when it comes to the analytics tools your team uses.

Ultimately, data-driven marketing can’t happen without robust analytics tools that enable you to properly measure campaign performance and create A/B tests to ensure you’re providing prospects and customers with the most value.

For, that analytics tool is homemade: “Our main tool for tracking campaigns is an internal and powerful tool we built here, in-house, called BigBrain.” Shay told me.

“With BigBrain, we’re able to track and centralize all the data in one place so we have one source of truth. We complement BigBrain with Looker, Google analytics 360, HubSpot, and Singular to make sure we don’t miss anything.”

If your company is scaling quickly or demands certain functions that you aren’t finding in one analytics tool, consider how you might combine a few tools or create a unique dashboard to collect the information most critical to your business.

Ultimately, choosing the right analytics tools might take some trial-and-error, but the hassle will be worth it when you find a process that works best for your team. 

2. All metrics matter.

As marketers, it’s easy to focus on a few key metrics and ignore the rest. For instance, HubSpot’s Blog team primarily focuses on traffic and leads. While other metrics — including shares, impressions, and customer lifetime value — still matter greatly to us, it can be easy to become singular in focus to block out the “noise” of various metrics.

However, Shay refutes this kind of thinking. Instead, he suggests: “In marketing campaigns, I believe you need to measure everything and track everything you can — starting from how many impressions you get, until the end of your funnel.”

Shay told me, “In order to make the right decisions, you have to see the whole picture. Sometimes people think that too many metrics or numbers make too much ‘noise’, but I really believe that a marketer should get all the information she can get and, after digesting all the data, clear the ‘noise’.”

Consider how your own marketing team might shift focus to ensure you take the time to gather valuable intel from each potential marketing metric and KPI. Ultimately, each metric contains valuable insights into how your content is reaching and converting leads.

3. Pay attention to both quantitative and qualitative metrics to inform your overall strategy.

It’s critical to remember that you should use data to inform all your future marketing decisions. That includes the types of content you promote on social media, all the way up to the major quarterly campaigns you create to drive revenue for your company.

Of course, there are two different types of data — quantitative and qualitative — and you’ll need to use both to create a more well-rounded picture of both your successes and setbacks.

Shay supports this, mentioning that his team at uses both types of data when making decisions: “During any brainstorm for future campaigns, we deeply analyze campaign results together with the insights we are gathering from customers’ feedback and user testing. We combine both methods in order to understand and get insights that only numbers can’t give us.”

4. Use data to confirm or disprove hypotheses to ensure you don’t waste valuable resources.

Data doesn’t just tell you how previous campaigns and strategies performed — It can also tell you the potential performance of future campaigns, which can end up saving you both time and resources you might’ve otherwise wasted.

For instance, at, Shay’s team worried that website visitors perceived as project management software, and as a result, didn’t feel confident trying out other verticals. His team came to this conclusion through tracking analytics — including homepage user behavior, as well as user activity on the website as a whole.

Shay told me, “We felt that our users weren’t aware that is both easy to use and robust with additional features. In order to test our hypothesis, we presented different use cases on the homepage using a motion sequence that showed users using for different verticals, and added a roulette/scroll showing additional use cases.”

The results? A tie, according to Shay’s team’s KPIs — which told them they could continue with the original design of the homepage, rather than making any major alterations. This ultimately saved them from wasting resources re-designing their already successful homepage, and let them focus their energy elsewhere.

Ideally, these strategies can inspire you to reconsider how you might use marketing analytics in increasingly creative and unique ways. Ultimately, of course, you’ll need to decide for yourself how to use data most effectively for your own needs and goals.

[Note: If you’re a HubSpot customer, take a look at the new powerful integration between HubSpot and]

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