Case Study: Clarion Events achieves more than 50% higher lead conversion and centralised customer data with Salesforce Pardot

Clarion Events boosts sales productivity and customer engagement with Salesforce

Clarion Events is a global organiser of more than 200 B2B and consumer events across 50+ countries, with about 1 million annual visitors. Rapid growth and a history of acquisitions left the business fragmented: 11 separate CRM systems, inconsistent KPIs and manual, disconnected processes made it hard to track performance or coordinate engagement across divisions and customer records.

Clarion implemented Salesforce (Sales Cloud and Pardot) in a phased rollout supported by Trailhead, centralising roughly 250,000 customer records and replacing multiple email and data providers. The change gave 550 salespeople a single view of customers, boosted sales productivity, and made marketing measurable—lead conversion rose from 4% to 10%—while improving insight, reporting and readiness for mobile, gamification and AI-driven optimisation.

Clarion Events

Dave Cook

Chief Technology Officer