How Volvo Construction Improved Leads, Increased Sales by Bridging the Marketing-Sales Communication...
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Transcript of How Volvo Construction Improved Leads, Increased Sales by Bridging the Marketing-Sales Communication...
How Volvo Construction Improved Leads, How Volvo Construction Improved Leads, Increased Sales by Bridging the MarketingIncreased Sales by Bridging the Marketing‐‐Sales Communication and Technology GapSales Communication and Technology GapSales Communication and Technology Gap Sales Communication and Technology Gap
John JohnstonJohn JohnstoneBusiness Marketing ManagereBusiness Marketing ManagereBusiness Marketing ManagereBusiness Marketing ManagerVolvo Construction Equipment N.A.Volvo Construction Equipment N.A.
About John JohnstoneBusiness Marketing ManagerVolvo 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 GroupHe 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.
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Volvo Construction Equipment N.A.
• The company: Volvo Construction Equipment
h k l b l h f f• The marketplace: Business‐to‐business relationship for manufacturer to dealer to customer environment selling heavy construction equipment
• The product: Started in 1832 Today Volvo CE manufactures a wide rangeThe 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 dealerscustomers and distribute relevant information to our dealers
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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
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g popportunities
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System Design
ExactTarget Dunn & Bradstreet Online Form Leads Marketing Leads
CRMConfiguration designed to pass leads from “parent‐to‐child” CRM S
System data integrated and accessible through CRM and
l CRM Systemsportal
Dealer solutionSaaS configurations are set up to work withDealer solution
Region INTL SaaS
Region North America SaaS
Region Asia SaaS
Region Europe SaaS
Dealer solution hosted on‐site
Dealer solution hosted on‐site
SaaS configurations are set up to work with Microsoft CRM and Through FTP integration to
work with other CRM systems
Dealer solution hosted on‐site
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SaaS
Dealer Solution SaaS
Dealer Solution SaaS
Dealer Solution SaaS
Dealer Solution SaaS
Dealer Solution SaaS
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Strategy and Tactics
Tactic 1: Employ a new online marketing process
L i th b fit f l ti• Leveraging the benefits of analytics and a newly implemented CRM system with integration to various systems, Volvo CE created a process to pconsistently evaluate the customer lifecycle and online interactions.
di l i h li d• Immediately using the online data collected, the customer is sent relevant information and dealers and internal staff are sent consolidated reports.
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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.
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Strategy and Tactics
Tactic 3: Centralize all dataS l (N )
• Leads are complemented with D&B information and customer data is added or automatically appended to existing account data as well as
Sales (New)
Sales (Used)
Analytics
existing account data, as well as integrated with their online activities through analytics. Customer
Warranty
C ditS i l
Lead Results
• System integration and continuous updates allow data to be relevant and create an enhanced customer profile to complement the lead data
Credit Status
Industry Segment
Surveys
Social Media
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complement the lead data. Online Sales
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Strategy and Tactics
Tactic 4: Leverage the use of Microsoft CRM and a web portal
O d l i it b d t Mi ft CRM t• Our dealers were given security based access to our Microsoft CRM system and to a custom‐built portal. The portal accessed select data from the CRM and allowed basic interaction without requiring full CRM functionality.
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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/contactsdealer/contacts.
• eMails are designed to provide recipients customer information, lead p ,data and provide access to a consolidated customer profile, as well as link to the CRM or portal for opportunity management input
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opportunity management input.
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Questions …
Strategy and Tactics
Tactic 6: Utilize dynamic content in eMails
With CRM kfl t bli h d V l CE bl t CRM d t• With CRM workflows established, Volvo CE was able to use CRM and system integration to allow dynamic content and content syndication enhance all online interactions and increase traffic to our websites.
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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 andcampaigns, 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
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workflows. This complements our existing leads and opportunities.
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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 moreanalytics, 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
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abilities.
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Summary and Key Takeaways
Back end systems are important, but it is critical to use technology to h h ’ i h h d k ienhance the customer’s experience through automated marketing.
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 gthat success is exponentially increased by leveraging existing system data for better analytics.
Speed of deliverability and simple feedback is essential for user buy‐inSpeed of deliverability and simple feedback is essential for user buy‐in.
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Business Impact of Volvo CE’s CRM and
• Real‐time reporting of campaign results and automatic tracking of ROI
Automation Initiatives
(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%)
E i i i i h V l CE d l d h i i• Easier integration with Volvo CE dealers and their various systems, databases and with Volvo CE global systems and databases
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Questions …
Credits
• Volvo CE N.A. team: o John Johnston, eBusiness Marketing Manager, g go Margot Gorman, eBusiness Marketing Specialisto 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 Analyticsy , g y
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