John Johnston, eBusiness Marketing Manager for Volvo Construction Equipment North America, needed sales to move fast on the leads he passed along and report back. But first, he had to bridge daunting technological and communication gaps. Learn how John achieved a 40 percent increase in dealer sales reporting - even with limited budget and resources.

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

2. 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.
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3. 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
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4. 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
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5. 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
S
Dealer solution
Dealer solution SaaS configurations are set up to work with
SaaS configurations are set up to work with Dealer solution
Dealer solution
hosted 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
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6. 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
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7. 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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8. 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
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9. 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.
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10. 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
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11. Questions …

12. 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.
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13. 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.
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14. 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
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15. 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
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16. 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
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17. Questions …

18. 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
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