Case Study: Panasonic Corporation doubles B2B campaign impact and drives marketing-attributed sales to 51% with Adobe (Marketo Engage)

How Panasonic brought its global marketing operation onto a single platform

Panasonic, a global technology leader founded in 1918 with 158,000 employees, needed to unify its sprawling B2B marketing across hundreds of local teams and a vast product portfolio while improving personalization, efficiency and GDPR-compliant data control. The challenge was to deliver timely, targeted campaigns for diverse industries and roles, expand beyond email into social and web channels, and generate measurable demand globally.

Panasonic standardized on Marketo (Adobe Experience Cloud) to centralize automation, use Smart Lists and integrated webinar tools, and scale personalized multi-channel programs. The results: 1,500 Marketo campaigns run annually in Europe, B2B sales attributed to marketing rose from 26% to 51%, LinkedIn campaigns achieved up to 5% conversion and grew the following to 3,000 in 18 months, and niche promotions reached 30% of target audiences delivering qualified leads to sales.

Panasonic Corporation

Joerg Hufschmid

Marketing Manager