Global Driver Safety Behaviour Change

Introduction

In 2019, global driver risk management company eDriving partnered with Perfect Circle to support the development of a scalable marketing automation platform capable of supporting international growth.

Both organisations share a strong focus on positive behaviour change. eDriving’s technology helps organisations reduce collisions and improve driver safety by identifying high-risk drivers and influencing safer driving behaviour through data-driven coaching and engagement.

Perfect Circle specialises in behaviour change communications and marketing automation, helping organisations design communication programmes that influence behaviour, improve outcomes and support measurable change.

At the time, Perfect Circle was also the first SharpSpring Platinum Partner in the UK, having implemented the SaaS marketing automation platform for organisations since 2015 and becoming one of the largest SharpSpring partners in the country.

This combination of behaviour change expertise and marketing automation capability led eDriving to appoint Perfect Circle as its UK automation partner.

As eDriving’s global marketing activity expanded, the organisation required a scalable automation platform capable of supporting increasingly sophisticated campaigns while also meeting evolving European data protection requirements.

Perfect Circle was therefore asked to evaluate alternative marketing automation platforms, recommend the most appropriate solution, and implement a system capable of supporting global demand generation and engagement.

The Challenge

At the time, eDriving had been using SharpSpring to support its marketing automation activity. However, evolving GDPR and data sovereignty requirements meant the organisation needed to review its technology stack.

Many marketing automation platforms relied heavily on US-hosted infrastructure, which created potential compliance challenges for organisations operating across Europe.

The objective was to identify a platform capable of delivering:

Enterprise-level marketing automation
Advanced campaign management and reporting
Integration with Salesforce CRM
Strong international campaign management
European data hosting to support GDPR compliance

At the same time, the platform needed to provide a user experience and campaign capability comparable to the system being replaced, ensuring continuity for global marketing teams.

Evaluating The Right Marketing Automation Platform

Perfect Circle led a detailed evaluation of a number of enterprise marketing automation platforms with European data hosting capabilities.

This included reviewing several major SaaS automation solutions such as:

Salesforce Pardot
Marketo (Adobe)
Oracle Eloqua
Act-On
Other automation platforms operating European infrastructure

Each system was assessed against criteria including:

Campaign management capability
Automation workflows
Reporting and analytics
CRM integration
Usability for marketing teams
Compliance with European data requirements

The evaluation process provided Perfect Circle with valuable first-hand insight into the strengths and limitations of many of the world’s leading marketing automation platforms.

Selecting Act-On

Following the evaluation process, the Act-On SaaS marketing automation platform was identified as the platform that best aligned with eDriving’s requirements.

Act-On provided:

European data centre infrastructure
Advanced automation and segmentation capabilities
Strong reporting and analytics tools
Flexible integration with Salesforce
A user experience well suited to global marketing teams

This allowed eDriving to maintain sophisticated automated marketing programmes while ensuring its data infrastructure aligned with European regulatory requirements.

Platform Implementation

Perfect Circle worked closely with the eDriving team to implement the Act-On marketing automation platform and integrate it into the organisation’s wider digital ecosystem.

The implementation included:

Deployment of the Act-On SaaS marketing automation platform
Integration with Salesforce CRM
Integration with eDriving’s website infrastructure
Development of automated campaign programmes
International marketing automation across multiple regions
Lead segmentation and behavioural engagement tracking
Marketing performance reporting and analytics

The platform now supports marketing communications across more than 20 languages, enabling eDriving to engage organisations around the world.

Supporting Marketing Operations At Scale

As eDriving’s global marketing activity expanded, the automation platform evolved to support a number of key marketing processes.

Perfect Circle helped implement automation programmes designed to support:

Lead engagement and qualification
Automated nurturing and education programmes
Data quality and lifecycle management
Campaign automation across multiple markets

These programmes help ensure marketing data remains accurate, relevant and actionable, while enabling marketing teams to scale campaigns efficiently.

Salesforce Integration

Marketing automation also needed to operate seamlessly alongside Salesforce, eDriving’s CRM system.

Perfect Circle designed and implemented the integration between Act-On and Salesforce, enabling marketing and sales teams to share engagement data and manage lead progression more effectively.

This integration ensured marketing and sales activity remained aligned, with clear visibility of engagement behaviour and lead development across the customer journey.

Behaviour Change As A Shared Mission

Both organisations share a strong focus on positive behaviour change.

eDriving’s technology helps companies identify high-risk drivers and influence safer driving behaviour through data-driven coaching and engagement.

Perfect Circle’s expertise in behaviour change marketing and social marketing communications helped ensure that the marketing automation platform supported this mission — enabling campaigns that educate, engage and influence driver safety culture within organisations.

The Result

Today, the marketing automation platform enables eDriving to run sophisticated global marketing campaigns while maintaining strong compliance with European data protection standards.

The system supports international marketing communications, automated lead engagement and data-driven marketing decision-making across multiple markets.

For Perfect Circle, the project also provided deep experience across a wide range of SaaS marketing automation technologies — insight that continues to benefit organisations seeking to implement advanced automation and behaviour-change marketing strategies.

Looking for a partner to plan, implement or improve your marketing automation? Explore our marketing automation services.

About eDriving

eDriving, a Solera company, is a global leader in digital driver risk management. Its technology helps organisations reduce collisions, injuries and operational risk by identifying high-risk drivers and supporting safer driving behaviour through data-driven engagement programmes.

The company works with many of the world’s largest organisations to improve driver safety across global fleets.

If you would like to learn more about the project and our work with eDriving, you can explore the blog series below.

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