PROBLEM
Anritsu is a global high‑tech manufacturer and service provider producing advanced test and measurement solutions across industries including healthcare, pharmaceuticals, network communications, and sensing technologies. With a broad and diverse product portfolio spanning multiple markets and geographies, Anritsu needed a marketing automation platform capable of supporting complex buyer journeys and multiple personas at scale.
Although Anritsu was already using Salesforce CRM, its existing marketing automation setup was fragmented and lacked tight integration with sales processes. This limited visibility into prospect engagement and reduced the effectiveness of lead handover from marketing to sales.
Key challenges included:
- Fragmented marketing and CRM systems
Previous marketing automation tools did not synchronise effectively with Salesforce, leading to delayed or incomplete data updates. - Complex segmentation requirements
Anritsu needed to target multiple industries, regions, and buyer personas with distinct messaging and journeys. - Disconnected sales and marketing workflows
Sales teams did not have sufficient visibility into prospect engagement, resulting in missed or delayed follow‑ups. - Lack of clear marketing performance insight
Although content marketing activity was underway, the team lacked consistent analytics to measure effectiveness and optimise campaigns. - Rapid enablement needs
The marketing team required fast onboarding and practical guidance to adopt Pardot effectively for the first time.
Anritsu needed a scalable marketing automation platform that integrated seamlessly with Salesforce and supported personalised, data‑driven engagement across global markets.
SOLUTION
Cooper Parry Digital implemented and optimised Marketing Cloud Account Engagement (Pardot), fully integrated with Salesforce CRM, to deliver a unified, scalable marketing automation solution.
The solution included:
- Pardot implementation and optimisation
Pardot was deployed as Anritsu’s central marketing automation platform, enabling consistent engagement and automation across regions and industries. - Engagement Studio customer journeys
Distinct customer journeys were built for different buyer personas using Engagement Studio, ensuring relevant, personalised communications. - Dynamic segmentation
Dynamic lists and segmentation rules enable Anritsu to target prospects based on industry, geography, behaviour, and engagement history. - Seamless Salesforce CRM integration
Real‑time data synchronisation between Pardot and Salesforce ensures transparency and alignment across marketing and sales teams. - Advanced lead scoring and grading
Lead scoring and grading models were configured to help marketing identify high‑quality prospects and pass qualified leads to sales. - Marketing performance analytics
Pardot analytics track content downloads, engagement activity, and campaign performance to support ongoing optimisation. - Sales enablement through visibility
Sales teams now have full visibility into prospect engagement history, enabling more relevant and timely outreach. - Training and enablement programme
A structured “train‑the‑trainer” approach, supported by ongoing guidance and educational resources, ensured rapid and confident adoption by Anritsu’s marketing team.
VALUE ADDED
The Pardot solution delivered by Cooper Parry Digital transformed Anritsu’s approach to marketing automation and sales alignment.
Key outcomes included:
- A true 360‑degree customer view
Sales and marketing teams now work from unified, real‑time prospect data within Salesforce. - Improved lead quality and conversion
Lead scoring, grading, and engagement insights enable sales teams to focus on the most qualified prospects. - Personalised customer journeys at scale
Engagement Studio enables tailored messaging across industries and regions, improving relevance and engagement. - Clear, actionable marketing insight
Real‑time analytics provide visibility into campaign performance and content effectiveness. - Stronger sales and marketing collaboration
Shared data and aligned workflows reduce wasted effort and improve handover efficiency. - Faster marketing team enablement
Structured training and ongoing support accelerated adoption and confidence in using Pardot. - Scalable global marketing foundation
Pardot and Salesforce now support Anritsu’s evolving marketing needs across multiple markets and geographies.
Anritsu now operates with a connected, insight‑driven marketing automation platform that supports personalised engagement, qualified pipeline generation, and stronger alignment between sales and marketing.
