How Volvo Construction Improved Leads, Increased Sales by Bridging the Marketing-Sales Communication and Technology Gap

How Volvo Construction Improved Leads, Increased Sales by Bridging the Marketing‐Increased Sales by Bridging the Marketing‐Sales Communication and Technology GapSales Communication and Technology Gap John Johnston eBusiness Marketing Manager eBusiness Marketing Manager Volvo Construction Equipment N.A.

About John Johnston eBusiness Marketing Manager Volvo Construction Equipment North America John oversees all aspects of Volvo Construction Equipment’s eBusiness marketing for North America, including online content and design, email marketing, social technologies, eCommerce integration, lead and opportunity management, and more. He has also served on several global Volvo Group He has also served on several global Volvo Group communications, marketing and online steering committees, and participates on several AEM (Association of Equipment Manufacturers) online committees. 2#b2blead

Volvo Construction Equipment N.A. • The company: Volvo Construction Equipment • The marketplace: Business‐to‐business relationship for manufacturer to h k l b l h f f dealer to customer environment selling heavy construction equipment • The product: Started in 1832. Today, Volvo CE manufactures a wide range The product: Started in 1832 Today Volvo CE manufactures a wide range of heavy construction equipment and sells its products in 125 countries • The channel: The primary sales method is through the relationship between local dealers and customers • The campaign objective: To automate online marketing activities to customers and distribute relevant information to our dealers customers and distribute relevant information to our dealers 3#b2blead

Challenges and Goals Achieve end to end lead & Achieve end‐to‐end lead & campaign management process Increase lead‐to‐sales conversion ratio Reduce lead conversion time Improve sales effectiveness Track campaign effectiveness and ROI Leverage cross‐sale and up‐sale g p opportunities 4#b2blead

System Design ExactTarget Dunn & Bradstreet Online Form Leads Marketing Leads System data integrated and Configuration designed to pass accessible through CRM and leads from “parent‐to‐child” CRM portal l CRM Systems SDealer solution Dealer solution SaaS configurations are set up to work with SaaS configurations are set up to work with Dealer solution Dealer solutionhosted on‐site Microsoft CRM and Through FTP integration to hosted on‐site work with other CRM systems Region North Region INTL Region Asia Region Europe Dealer solution America SaaS SaaS SaaS SaaS hosted on‐site Dealer Solution Dealer Solution Dealer Solution Dealer Solution Dealer Solution SaaS SaaS SaaS SaaS SaaS 5 #b2blead

Strategy and Tactics Tactic 1: Employ a new online marketing process • Leveraging the benefits of analytics L i th b fit f l ti and a newly implemented CRM system with integration to various systems, Volvo CE created a process to p consistently evaluate the customer lifecycle and online interactions. • Immediately using the online data di l i h li d collected, the customer is sent relevant information and dealers and internal staff are sent consolidated reports. p 6#b2blead

Strategy and Tactics Tactic 2: Redesign the website for engaging lead collection • Online interactions were changed to be simple and engaging. In addition to Online interactions were changed to be simple and engaging In addition to integrated forms on our product pages with “thank you messages” at submission, eMails were sent that complemented the lead request and led the customer back to the website. 7#b2blead

Strategy and Tactics Tactic 3: Centralize all data Sales (New) S l (N ) • Leads are complemented with D&B Analytics Sales (Used) information and customer data is added or automatically appended to existing account data, as well as existing account data as well as Lead Results Warranty integrated with their online activities through analytics. Customer Social S i l Credit C dit • System integration and continuous Media Status updates allow data to be relevant and create an enhanced customer profile to Surveys Industry Segment complement the lead data. complement the lead data Online Sales 8#b2blead

Strategy and Tactics Tactic 4: Leverage the use of Microsoft CRM and a web portal • Our dealers were given security based access to our Microsoft CRM system O d l i it b d t Mi ft CRM t and to a custom‐built portal. The portal accessed select data from the CRM and allowed basic interaction without requiring full CRM functionality. 9#b2blead

Strategy and Tactics Tactic 5: Automate enhanced lead data distribution • Using the customer location and product request, the CRM routes the lead distribution to the appropriate dealer/contacts. dealer/contacts • eMails are designed to provide p , recipients customer information, lead data and provide access to a consolidated customer profile, as well as link to the CRM or portal for opportunity management input. opportunity management input 10#b2blead

Questions …

Strategy and Tactics Tactic 6: Utilize dynamic content in eMails • With CRM workflows established, Volvo CE was able to use CRM and system With CRM kfl t bli h d V l CE bl t CRM d t integration to allow dynamic content and content syndication enhance all online interactions and increase traffic to our websites. 12#b2blead

Strategy and Tactics Tactic 7: Integration with Volvo CE marketing activities • Using our CRM, Volvo CE was able centralize our marketing efforts and document all related activities through campaigns, leads, opportunities and campaigns leads opportunities and more. • Increasingly popular social discussions and interactions are able to be automatically stored with related contact records and associated workflows. This complements our workflows This complements our existing leads and opportunities. 13#b2blead

Strategy and Tactics Tactic 8: Integration with existing Volvo CE systems and data • With data from multiple systems, Volvo CE was able to offer advanced features to our dealers, including mapping, analytics, and more. analytics and more • Volvo CE also integrated other systems, like our Online Parts Store and Used Equipment Portal, into the CRM system. This allowed more data integration and enhanced marketing abilities. abilities 14#b2blead

Summary and Key Takeaways Back end systems are important, but it is critical to use technology to enhance the customer’s experience through automated marketing. h h ’ i h h d k i Providing leads to dealers is important, but adding value to those leads through enhanced data is critical to any marketing success. The use of a database is extremely important to your marketing success and y p y g that success is exponentially increased by leveraging existing system data for better analytics. Speed of deliverability and simple feedback is essential for user buy‐in. Speed of deliverability and simple feedback is essential for user buy‐in 15#b2blead

Business Impact of Volvo CE’s CRM and Automation Initiatives • Real‐time reporting of campaign results and automatic tracking of ROI (increased sales matches by ~15‐30% … dependent on campaign) • Decrease in time spent matching sales to leads (~25%) • Consolidated data from multiple systems for true holistic view • Dynamic list/campaign generation for eMail, Web and social media • Automatic identification of leads lost and proactive counter‐efforts (increased lost‐sales reports matching by ~40%) • Easier integration with Volvo CE dealers and their various systems, E i i i i h V l CE d l d h i i databases and with Volvo CE global systems and databases 16#b2blead

Questions …

Credits • Volvo CE N.A. team: o John Johnston, eBusiness Marketing Manager , g g o Margot Gorman, eBusiness Marketing Specialist o Jocelyn Barielle, Sr. Website Designer • Consultants: Customer Effective • eMail platform: ExactTarget • CRM platform: Microsoft CRM • Data cleansing: D&B • Enhanced analytics: ClickDimensions, Omniture and Google Analytics y , g y 18#b2blead

19#b2blead

Next Steps and Resources1. Please fill out the post‐webinar survey2. View past and sign up for future webinars • B2BLeadBlog.com/webinars3. Join the B2B Lead Roundtable LinkedIn group • B2BLeadBlog.com/Linkedin4. Connect and share • B2BLeadBlog.com g • Twitter @B2BLeadBlog

How Volvo Construction Improved Leads, Increased Sales by Bridging the Marketing-Sales Communication and Technology Gap

by B2B Lead Roundtable on Apr 26, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

How Volvo Construction Improved Leads, Increased Sales by Bridging the Marketing-Sales Communication and Technology Gap — Presentation Transcript