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Optimising Marketing Automation for HANetf with Salesforce and Pardot

Introduction

As Europe’s largest provider of white-label UCITS ETFs and ETCs, HANetf empowers asset managers with a comprehensive suite of operational, regulatory, distribution, and marketing solutions. However, to keep pace with its rapid growth and evolving business needs, HANetf required a more integrated and scalable approach to marketing automation. To achieve this, HANetf partnered with Futureform to optimise its Salesforce and Pardot implementation, ensuring seamless lead management and enhanced marketing effectiveness.

Challenges

As HANetf expanded its global reach, it required a streamlined marketing automation solution integrated seamlessly with Salesforce. The key challenges included:

  • Inefficient Email Campaign Processes: The existing setup lacked a structured approach to campaign execution and tracking, leading to inconsistent engagement.
  • Disconnected Salesforce and Pardot Integration: Lead data synchronisation was not set up properly, causing missed engagement opportunities and inefficient follow-ups.
  • Regulatory and Compliance Tracking: Ensuring compliance was critical.
  • Data Management and Migration: Transitioning data from legacy systems while maintaining integrity and segmentation posed challenges.
  • User Training and Adoption: Teams needed hands-on training to execute email campaigns, social media distribution, and website tracking efficiently.

Solution

Futureform deployed a comprehensive Salesforce and Pardot optimisation strategy tailored to HANetf’s needs. The project scope included:

  • Onsite Pardot Discovery & Strategy – Defined a structured email campaign process, ensuring alignment with marketing goals.
  • Pardot and Salesforce Integration – Enabled contact and campaign synchronisation between Salesforce and Pardot for seamless data flow.
  • Advanced Pardot Configuration – Set up Pardot Engage components, configured domain keys, and implemented tracking scripts to monitor website interactions.
  • Regulatory Compliance Enhancements – Introduced Page Actions to support institutional and individual disclaimer tracking. 
  • Marketing Automation Setup – Email templates and a nurture campaign to enhance lead engagement. 
  • Data Migration and Testing – Conducted an initial prospect sync, validated data uploads, and created structured lists for targeted marketing efforts.
  • Training – Delivered end-user training covering email template creation, campaign execution, website tracking, and social media integration.

Results

With Futureform’s support, HANetf now benefits from an optimised Pardot and Salesforce ecosystem, enabling:

  • More Efficient Email Campaign Execution – A standardised email campaign process for consistent outreach and engagement. 
  • Seamless Salesforce and Pardot Integration – Improved lead tracking and marketing insights with synchronised campaign data. 
  • Regulatory Compliance Alignment – Enhanced tracking and disclaimer management for institutional and individual investor interactions. 
  • Improved Marketing Automation – Streamlined nurture campaigns and better audience segmentation for personalised outreach. 
  • User Empowerment – Teams are now proficient in executing campaigns, managing templates, and leveraging Pardot Engage effectively.

Conclusion

Through Futureform’s expertise in Salesforce and Pardot, HANetf has successfully transformed its marketing operations, improving efficiency and compliance while enhancing lead management and engagement. This optimisation positions HANetf for sustained growth and more effective investor outreach in the competitive asset management space.