Building a Global Marketing Automation Platform for eDriving
Posted by TeamPC on 17 Mar 2018
As we explored in our previous article Why Global Driver Safety Requires More Than Training, improving driver safety requires more than traditional training programmes.
Organisations responsible for large fleets increasingly rely on behaviour-led driver risk management platforms to improve safety and reduce collisions across their operations.
For global driver safety specialist eDriving, this created a new challenge how to communicate the value of these programmes effectively to organisations around the world.
The Challenge of Global B2B Communication
eDriving works with many of the world’s largest organisations to help improve driver safety.
Its driver risk management programmes are used by companies operating across multiple countries, languages and regulatory environments.
Reaching these organisations requires more than traditional marketing campaigns.
Communications must be capable of supporting long B2B buying journeys involving multiple decision-makers, including fleet managers, safety leaders and HR teams.
Marketing communications therefore needed to be:
- Relevant to different organisational roles
- Consistent across global markets
- Adaptable for regional language and messaging
- Able to support complex B2B sales conversations
Traditional email marketing tools were not designed for this level of global coordination.
Designing a Global Marketing Automation Platform
Working alongside eDriving, Perfect Circle helped design and build a global marketing automation platform capable of supporting these requirements.
The objective was to help eDriving deliver the right information to the right organisations at the right stage of the buying journey.
This meant moving beyond basic email campaigns towards a structured marketing automation system designed to support global sales activity.
The platform was designed to:
- Segment audiences by role, organisation and geography
- Deliver targeted educational content
- Support nurture programmes for complex B2B sales cycles
- Enable coordinated global marketing activity
This allowed eDriving to communicate its behaviour-led driver safety programmes more effectively to organisations evaluating driver risk solutions.
Supporting Long B2B Buying Journeys
Unlike consumer marketing, B2B decision-making often involves multiple stakeholders and extended evaluation periods.
Fleet safety programmes are rarely purchased quickly. Organisations often need time to evaluate solutions, understand the evidence and build internal support.
Marketing automation allows these conversations to be supported with structured content journeys.
These journeys can help organisations:
- Understand the risks associated with driver behaviour
- Explore behaviour-led safety solutions
- Review research and case studies
- Build internal confidence in adopting new programmes
By delivering this information at the right moment, organisations are better equipped to make informed safety decisions.
Creating a Scalable Global System
One of the key priorities when designing the platform was scalability.
eDriving operates internationally, meaning communications needed to support multiple markets while maintaining consistent messaging.
The automation system therefore enabled:
- Multi-region campaign coordination
- Localised messaging where required
- Consistent global brand communication
- Structured content distribution to target audiences
This allowed eDriving’s marketing and sales teams to support global business development more effectively.
Helping Behaviour Change Solutions Reach More Organisations
While eDriving’s technology focuses on improving driver behaviour, marketing automation plays an important role in helping organisations discover and adopt these programmes.
By providing relevant information at the right time, organisations responsible for driver safety can better understand the value of behaviour-led safety solutions.
This ultimately helps behaviour-change programmes reach more fleets and more drivers worldwide.
In our next article, we explore how global data privacy regulation forced organisations to rethink how marketing automation platforms are designed and managed.
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