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Moving "Big Iron" with e-marketing: How Volvo Construction Equipment uses digital marketing to fuel sales. Volvo Construction Equipment Americas

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(1)

Moving "Big Iron" with e-marketing: How

Volvo Construction Equipment uses

digital marketing to fuel sales

John Johnston Justin Bridegan

Director, Digital Marketing Senior Marketing Manager Volvo Construction Equipment Americas MECLABS

(2)

John Johnston

Director, Digital Marketing

Volvo Construction Equipment Americas

Justin Bridegan

Senior Marketing Manager MECLABS

Presenters

(3)

In 2004, Volvo CE’s e-business sites …

• were static with limited enhancements • were not engaging

• included basic “calls-to-action”

• had limited online promotions and

advertising

• was successful in that they had a website

In the Beginning …

(4)

4

Why Change?

“Change is based on a gamble, but the key to any

gamble is knowing that you’ll never beat the odds

unless you take the chance.”

-John Johnston, Volvo Trucks Conference, 2005

“Changing the role of e-business within your organization can result in: • better placement in search engines

• increased leads • improved usability

• higher customer satisfaction

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5

Simple Objectives and Goals

Objective:

Leverage technology for a better customer experience,

increased lead submissions and scalable enhancements

Increase leads

Increase unique visitors Increase time spent on site Increase page views

Increase natural search ranking Increase open and CTR

Decrease bounce rates Decrease page errors

Decrease lead distribution time Decrease development time

(6)

How did we find success? By

following these 10 key steps

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1. Develop for user needs

2. Engage the user 3. Guide the user

4. Adjust based on analytics and

feedback

5. Prioritize content and navigation 6. Leverage digital marketing

activities throughout your site

Step 1 - Continuously develop your website

7

Decrease bounce rates Decrease page errors Increase leads

Increase unique visitors Increase time spent on site Increase page views

(8)

Step 2 - Optimize for search engines

1. Identify appropriate keywords

2. Insert keywords, optimize keyword density, adjust based on search engine results, repeat

3. Update URL, headers, alt-tags, meta-tags, display names, file

names, document files, document content and more

4. Complement natural rankings with PPC (pay-per-click advertising) Google 65% Yahoo! 12% Bing 13%

Increase unique visitors Increase page views

Increase natural search ranking

(9)

Step 3 - Promote through PPC and banner ads

Social and

Natural

Listings

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Dynamic Content –Through

integration with Microsoft CRM, text, images and links are changed based on user interests

Interactive Functionality – Using

video links within an email

drastically increases CTR to the

website and opportunities for leads

Analytics – Analytics help identify

features and functionality that

work, capture customer insight and results and aid in redesign

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Step 7- Integrate your CRM with systems

CRM

Lead Results Sales (New) Sales (Used) Warranty Credit Status Industry Segment Online Sales Surveys Social Media Analytics • System integration allows for more data … • More data gives you

more customer intelligence … • More customer

intelligence allows for better personalized marketing

(14)

• Integrate your CRM and email

systems to capture, store and trigger activities

• Leverage workflows in your CRM to

automate the process flow to

dynamically reply to customers and process leads to salesmen

• Complement your leads with

CRM-stored data for greater value to your salesmen

• Capture lead status by salesmen in

CRM for sales funnel

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Step 9 – Mobilize your digital offering (cont.)

• Applications:

+ offer online and offline features - require updates to remain accurate + can utilize Internet to offset internal content or enhance application

functionality

• Mobile phone websites: + easier updates

- various browsers cause maintenance issues and inconsistencies

- require Internet access - Internet speed is issue

(17)

Step 10 - Analyze your efforts and adjust

SEO Email CRM Social Analytics Search

(18)
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Continuously develop your website

Optimize for search engines

Promote through PPC and banner ads

Support through email marketing

Link through social technologies

2

3

1

Suggestions for Digital Success

4

5

(20)

Develop & implement a CRM strategy

Integrate your CRM with systems

Automate your marketing & leads

Mobilize your digital offering

Analyze your efforts and adjust

7

8

6

Suggestions for Digital Success

9

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Achievements

• All objective goals achieved

• Links back to social and email led

to increased customer velocity

• Analytics highlighted need for

mobile solutions

• Mobile enhancements increased

time on site and lead submissions

• CRM integration decreased email

build time by half

Volvo CE results and key takeaways

Lessons Learned

• Take your time and do it right

• Adjustments will need to be made • Personalization is essential

• Digital marketing is all about data • Don’t jump on the bandwagon, do

what’s right for your business based on your customer needs

(22)

Thank You – Any questions?

John Johnston

Director, Digital Marketing

Volvo Construction Equipment Americas

John.johnston@volvo.com

Justin Bridegan

Senior Marketing Manager

MECLABS

Justin.bridegan@meclabs.com

References

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