What they were up against.
Caterpillar is a global leader in construction and mining equipment. While number 1 in the U.S., Caterpillar Paving Products lagged behind competitors globally. CAT Paving had a strong foundation but needed help telling its story online to improve sales and perception globally. Through research, we realized that dealers were focused on the more familiar CAT earth moving machinery and dedicated relatively little mindshare to paving equipment. The challenge was compounded by the fact that paving equipment is more complex than other CAT product lines. There was an opportunity to make the dealers’ job easier by providing intuitive, in-depth digital sales tools to support both upfront product sales and on-site job consultation.
What we did to help.
We created a digital sales support ecosystem that encompassed the full line of CAT paving equipment (70+ models) as well as an online catalog spanning thousands of items. The ecosystem included new microsites and a companion digital hub housing video content and sales tools, including spec sheets and 3D renderings of all machinery. The content hub was designed for multidevice access (mobile, tablet, desktop and interactive kiosk) so sales teams could quickly find the product information they needed. We also designed a mobile app that allowed CAT support teams and contractors to make real-time decisions in the middle of a paving application. The digital toolkit was deployed in 11 languages to support key global sales regions.
What happened next.
Our digital ecosystem and toolkit enabled the sales organization to improve customer communication and engagement, customize the sales process, convert leads and provide critical post-sale support. The impact on the business was significant, supporting 2,500 sales visits with a close rate of more than 70%, resulting in $35 million in incremental revenue.