Marketing automation in action: Omnicar trusted Pardot and Next Consult

Omnicar BG is a leader in the distribution of Mobil oils and other lubricants. They never leave their success to chance and trust the latest software solutions to manage and improve their business daily.

Omnicar BG has trusted Salesforce to manage customer relationships and optimize sales processes. The next logical step was to improve their marketing processes with the most innovative marketing automation solution, Pardot.

Lina Hristozova, Marketing Manager at Omnicar BG and Emil Vuchkov, Partner Digital Marketing at Next Consult, talk about the implementation process and the first results.


Why Salesforce Pardot?

EV: Pardot is a B2B marketing platform that lets you create content from one place to communicate with potential and current customers on different channels and track their behavior and interaction with your marketing assets - emails, landing pages, events, ads, and more. In essence, this marketing automation allows you to manage customer journeys and automate your marketing processes, saving you time and effort. If you also have a CRM system like Salesforce, for example, Pardot can cooperate with it and give you a real ROI. You know when a customer X bought something from you or which particular campaign he came from, what was his first touch with your company, so you could assess the effectiveness of your marketing strategy. In the long run, this means that your efforts will be more concentrated, will cost less, and will have better results.

Scheme: Exemplary client trip


What is a client's journey and how is Pardot useful to it?

EV: The customer journey to B2B business is long. Companies do not make spontaneous decisions. Instead of that often decisions are taken jointly or in stages by different people in the company. I'll give you an example - let's say you post an interesting social networking article for your product, and an employee of your potential customer reads it. After that, he subscribes for your newsletter. After two months you invite him to an event organized by you, by creating a login landing page and sending him an email invitation. However, his manager comes to the event and is pleased. After the event, you send a thank-you email to the attendees and put additional information about your product, an interesting article or a customer story. The manager reads the e-mail articles and visits your page where he notices the Costs sub-page. All of these decisions mean that this customer is very interested in you and your products and is ready to move on to the next stage of his journey - a meeting. At this point, the salesperson must immediately call him(you do not want to leave the customer to take a closer look at other competitors). The question is how do you follow all these things?

With Pardot, not only is this possible, but it's also automatic. For each of his actions, the customer in question will receive score points. Then you can specify for which customer action (for example viewing your Pricing page) or when reaching a certain score to be automatically contacted by your salesperson. This is an exemplary journey, but it is different for each client. To be able to manage these journeys efficiently for all your potential and current customers, you need a good marketing automation tool like Pardot.


What was your motivation at the start of the project?

LH: Omnicar BG is a company with more than 20 years of history and specialization in lubricants for the automotive industry. Our company offers expert advice and high-level business solutions. In 2000 Omnicar BG started its joint venture with ExxonMobil and in 2010 we became an authorized Mobil distributor for Bulgaria. Our longstanding successful partnership with a global brand like Mobil enables us to touch the best of the world of marketing, motivates us to be successful, seeks inspiration, and draws ideas from our global partner network. We strive to keep up with trends, and always step forward by planning and anticipating the needs of our customers to help them grow - because their growth is our success. That was also the reason to trust Next Consult to recommend the best marketing automation solution.


Why did you choose Next Consult for this project?

LH: Next Consult is a leading company in the field of management, business consulting and digital marketing. As a representative of one of the most successful companies in the world - Salesforce, we have had a number of successful projects together. This was also the reason to trust them for our new challenge - digital marketing and automation.


Why marketing automation is important for Omnicar BG?

LH: For us as a company, it is important to optimize all marketing processes and communication with our customers through automation. Everyday customer life is important for us. Omnicar BG does not just deliver high-quality lubricants but offers its customers relevant business solutions. Good and bilateral communication with them is essential. Process automation enables us to communicate in the best way, at the right time and in the right place. By reducing the human factor, our efforts become more efficient and the campaigns more precise. Through automated marketing, we succeed not only in identifying the needs of our customers, but also in helping them and suggesting exactly what they are. On the other hand, the increased productivity of the Marketing Department leads us to better business solutions for our customers. This leads to more conversions and less unnecessary marketing costs.



How do you rate Pardot - what has changed in your marketing/processes after implementation?

LH: We understand well that in order to be successful on the market, we can’t just sell products, we have to offer solutions. Not only a supplier of high-quality lubricants but a trusted partner. For that, we need to have good relationships and excellent communication with our clients. Everything must be two-sided. We must find a way to not only talk to them but also to listen to them. The goal is to understand their needs, preferences, opinions and to respond quickly to their wishes. That's why we automated the communication process with them. Using Pardot, we strive to always be one step ahead and instead of waiting for customers to tell us what they want, we can overtake them and predict their needs with the power of AI. This shows our commitment and attention to them. By sending them various emails with information based on actions they take - opening links, downloading files, reading articles, we learn what matters to them and offer them the right solution at the best time.

Pardot is the absolute solution for us. Our business is fully B2B oriented. We work with all of its functionalities - email campaigns, handheld web pages for direct lead generation and customer journeys - through Salesforce Engage. One of Pardot's best functionalities is the ability to get real-time reports. This allows us to manage each campaign while it is ongoing. The biggest advantage of Pardot is its integration with Salesforce. This helps us to instantly capture every new lead in the system and to inform the salesperson instantly. This gives him the opportunity to qualify the lead and put it in the funnel where the sale process begins. When the customer is excited about something and receives a call/visit from a salesperson immediately we increase the opportunity to close the deal in short-term.

How long does it take the implementation process?

LH: We needed about a week for the implementation and nearly a month to start working with it without the help of Next Consult. It's extremely important to mention that the platform is very easy-going. Its interface is very well structured and you don't need to have any specific skills for example design skills to manage with it. We create a landing page for about 15 minutes by yourselves and the best thing is that it can be redesigned at any future moment. We highly recommend to all marketing specialists in the B2B sphere to learn more about the product and to try it themselves.


If you would like to participate in future trainings and events and receive news from us or our partners, sign up here.

Latest news


Meet us in London at the Salesforce World Tour

Join us at Salesforce World Tour on 23 May in London Excel to learn more about our experience with Salesforce and our industry tailored-made solutions.

Read more


Next Consult and Salesforce help Economedia with a 360-degree view of the customer across different platforms

"Fully focused on our readers, we decided to make an in-house business process analysis in our company. As a result, we found that our two sales teams are working with two different customer databases. So, we decided to join these databases up to have more extensive knowledge of our customers and the products they are interested in."