Pirnar operates in more than 30 markets and speaks to very different audiences: homeowners choosing an entrance door, new potential partners, and established B2B partners with different roles and needs. Each of them expects communication that is relevant, timely and consistent with the Pirnar brand.
Marketing was already part of Pirnar’s Salesforce setup. With Marketing Cloud Next, it now runs on the same customer, sales, and service context already connected across the business.
More than follow-up
Pirnar uses Marketing Cloud Next for targeted communication with different segments of its B2B partner network, with a dedicated flow for new B2B leads, including those from trade fairs. On the consumer side, communication is tied to the signals that matter most, in the customer’s own language and market.
The result is not a set of isolated campaigns. Every message is part of a journey built on what Pirnar already knows about the relationship.
Faster from idea to live journey
The Pirnar team also uses MCP (Model Context Protocol) to work with Salesforce through AI assistants.
This makes them noticeably faster at defining campaigns, building flows, and preparing emails, so they spend more time on content and the customer and less on configuration.
Prospect and customer relationship management in one place
With Marketing Cloud Next, Pirnar has brought prospect relationship management and customer relationship management together. A new contact and a long-standing partner now live in the same environment, with the same data, the same brand voice and a clear line from first interest to an ongoing relationship.
“Our goal is a martech stack that orchestrates every journey, for every audience, in every market. Marketing Cloud Next is a central part of it, because it lets us manage prospects and customers as one continuous relationship rather than two separate worlds.”
Špela Makovšek
Director of Marketing, Product Management & CX, Pirnar
“We already had the customer and sales context in place, and the next step was to use it more effectively in marketing through more automated journeys, better timing and a closer connection with sales. What worked especially well was how the Agilcon team translated our real marketing and sales scenarios into journeys that fit the way our teams actually work, making the result practical and immediately relevant.”
Amel Ščuk
CRM & Salesforce Consultant in Marketing, Pirnar
Pirnar continues the approach it has used across its Salesforce environment: adding capabilities step by step, around real business processes.
