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A niche player in the software industry with a cloud-based customer portal of which the business server is linked to Sales Cloud CRM to collect account data about their paid users as well as their new users in order to qualify them within the Lead Management process. Through a Pardot integration on both lead, contact and account level, leads are automatically added to a nurturing campaign to get them ready for a paid subscription. In addition, Account Based Marketing campaigns (ABM) are run to drive renewals and upsell among paid users.