ChemAxon: How Salesforce Marketing Cloud Account Engagement Transformed Sales and Marketing

ChemAxon is a global chemical and biological informatics company that has been providing software solutions since 1998. Serving industries such as agrochemicals, cosmetics, food, and pharmaceuticals, the company implemented Salesforce CRM in 2007 to streamline sales and finance operations. In 2019, they integrated Marketing Cloud Account Engagement with the help of Attention CRM Consulting to enhance their B2B marketing strategy.

Overcoming Early Challenges with Salesforce

ChemAxon’s initial adoption of Salesforce was far from seamless. According to János Fejérvári, Head of Marketing, the system was launched without structured planning, training, or consulting. At that time, Salesforce had no official presence in Hungary, and the implementation was handled internally through U.S. colleagues.

Without clear guidelines, sales teams defined leads and opportunities inconsistently, leading to unreliable data. Over time, this made reporting and forecasting difficult. By 2013, it became clear that expert support was needed to customize and optimize the CRM system. This led to ChemAxon’s collaboration with Attention CRM Consulting, which helped transform Salesforce into a powerful tool for company-wide transparency, structured data management, and improved financial planning.

Centralizing Marketing with Marketing Cloud Account Engagement

Before integrating Marketing Cloud Account Engagement, ChemAxon’s marketing data was scattered across multiple platforms. Newsletters, social media campaigns, and event data were all managed separately, making it difficult to track marketing performance effectively. Reporting required pulling data from various spreadsheets, creating inefficiencies.

The company needed a centralized system to manage all marketing activities, automate lead generation, and improve collaboration between marketing and sales. Since Salesforce was already the backbone of their sales operations, Marketing Cloud Account Engagement was the natural choice for marketing automation.

Implementing Marketing Cloud Account Engagement: Step by Step

The implementation process took place in three key phases:

• Design phase (3 weeks): ChemAxon and Attention CRM Consulting defined goals, mapped business processes, and identified system integrations.
• Development phase (2 weeks): Custom integrations were built, ensuring smooth data flow between platforms.
• Training & launch: A 3-day intensive training helped the team understand Marketing Cloud Account Engagement’s functionality before the system went live in August 2019.

Key Goals and Achievements

ChemAxon outlined six main objectives for implementing Marketing Cloud Account Engagement:

• Measuring marketing campaigns and channels
• Enhancing global sales support
• Improving audience segmentation
• Providing more personalized communication
• Integrating website content with lead generation
• Building marketing infrastructure for SaaS product promotion

To achieve these goals, the following implementations were made:

• CRM, GoToWebinar, and Google Analytics integration
• Landing pages and forms for newsletter signups
• Email templates and engagement programs
• User setup, tracking codes, and web analytics configuration
• B2B Marketing Analytics integration

The Results: More Leads, Better Insights

With Marketing Cloud Account Engagement fully integrated, ChemAxon gained deeper insights into website visitor behavior and lead generation. The company now receives 120-150 new registrations per day, filtering them to generate 20-30 qualified leads daily—compared to the previous unstructured process.

Additionally, marketing and sales teams now work with real-time, structured data, eliminating the need for manual reporting from multiple sources. As Fejérvári puts it:

“We no longer have to dig through 64 Excel sheets. Everything is in one place, automated, and optimized. Now, the real work begins—refining our strategy to drive even more sales and, ultimately, global growth.”

Conclusion

ChemAxon’s journey with Marketing Cloud Account Engagement demonstrates the power of a well-integrated CRM and marketing automation system. By partnering with Attention CRM Consulting, the company transformed its sales and marketing processes, leading to increased efficiency, better lead management, and higher conversion rates.

Want to optimize your Salesforce and Marketing Cloud Account Engagement setup? Contact Attention CRM Consulting today to start your transformation.