Case Study: Panasonic achieves 26% marketing-sourced pipeline and 5x campaign output with Marketo

Panasonic Increases Marketing Campaign Output Five-fold with no Increase in Resources using Marketo

Panasonic System Communications Company Europe (PSCEU) is the B2B arm of Panasonic with revenues over €500M, a 370‑person team and a vast product and content footprint (460 products, thousands of assets, 63,000 pages across 72 websites in 22 languages). After merging multiple B2B units in 2012, the marketing team faced the challenge of integrating customer databases, targeting larger accounts without losing channel business, improving cross‑sell and campaign ROI, and creating closer alignment between sales and marketing across Europe.

PSCEU selected Marketo and integrated it with Salesforce, importing 55,000 contacts and rolling the platform out across 25 countries in April 2013. In 18 months marketing’s contribution to new pipeline rose from under 10% to 26%, campaign output increased five‑fold to 100+ campaigns per month with no extra budget or headcount, CRM contacts doubled to 110,000, lead scoring and behavioral insights improved sales conversations and cross‑sell opportunities, and team visibility, motivation and efficiency grew—prompting plans for a partner portal and wider global deployment.

Panasonic

Stephen Yeo

European Marketing Director