How Melbourne Tractors Built a Better Customer Experience with Salesforce

Melbourne Tractors Group is a family-owned and managed business with more than 30 years in the earthmoving, construction, and agriculture industries. Over the last several years, the company has seen significant growth and now competes with the Caterpillar’s and John Deere’s of the World.

To achieve this level of success, Melbourne Tractors had to find ways to differentiate themselves from the competition. Similarly to how automation was changing the factory floor, Melbourne Tractors knew they needed to leverage this technology to transform the way they engaged with buyers.

A Small Team with A Big Dream

Fifteen years ago, Melbourne Tractors was just a small mining and agricultural business operating out of a single location with no formal structure. As business began to pick up, the team realized they were quickly outgrowing the informal processes they had in place.

For starters, there was no single source of truth when it came to customer data. Important information such as customer contact information, contract details, or service reminder agreements weren’t kept in a central location and the team could never find the information they needed when they needed it. This created huge challenges across their 50 person workforce, who interacted with over 100 customers on a weekly basis.

This lack of data also created forecasting issues. Because the lead time on their machine orders could take anywhere from 4-12 months, the team needed a reliable way to predict demand and anticipate customer needs. But with disjoined systems and unorganized data, there was no way to create accurate forecasting models.

Lastly, they needed to evolve their marketing strategy. Historically, their marketing had been very traditional and included TV and radio ads, magazines, and leaflets. But because they sold very specific products to a limited addressable market, they needed to be efficient with their marketing dollars and leverage channels that would help them target the right buyer.

Still, Melbourne Tractors knew they had a secret advantage over their competition: They weren’t as big as some of their competitors, so they had the ability to be flexible, agile, and innovative. They wanted to build on that advantage to differentiate their brand, help scale their business, and create a seamless customer experiences.

They just needed a solution that would help them succeed.

Putting the “Customer” in Customer Relationship Management

When the team at Melbourne Tractors began considering a CRM platform, they knew it would be a huge change for their company. But they also knew that moving from paper-based selling to a customer relationship management platform was the first step in their journey towards scaling their business.

After researching several solutions, the team at Melbourne Tractors chose Salesforce Sales Cloud as their CRM. Sales Cloud was a flexible platform, meaning it could be customized to fit their existing workflows. This would allow them to continue being agile while limiting the amount of process changes they would need to undergo.

“By transitioning our business over to a connected CRM platform, we were able to keep a close eye on our inventory by monitoring open opportunities and ensure we weren’t double selling any products,” said Lillie Holcombe, Marketing Manager at Melbourne Tractors. “It also brought our sales team closer together because everyone had a better idea of what was happening across the company — who they were talking to and where our customers were in the buying cycle.”

Sales Cloud also allowed sales reps to increase efficiency. Holcombe explained, “Our reps could improve on multi-tasking because everything was logged and easily accessible, rather than recorded on paper in their diaries or notebooks.”

Once the team was up and running with Sales Cloud, Melbourne Tractors still needed a way to leverage their customer data to create meaningful and personalized experiences.

That challenge opened the door for marketing automation.

Building a Better Customer Experience with Marketing Automation

Enter: Pardot. With Pardot, Melbourne Tractors was able to capitalize on all of their customer data in Sales Cloud to create personalized customer experiences.

As Melbourne Tractors began segmenting their customer database, they were able to create robust marketing campaigns that spoke to the needs of their individual buyers. As these prospects interacted with their marketing content, they could track prospect activity, score behavior patters, and qualify sales-ready leads. They could also report on their marketing campaigns to learn which channels were driving the most revenue for the business and improve campaign effectiveness over time.

The final step was taking the power of Pardot and putting it in the hands of their sales reps.

The Melbourne Tractors team deployed Salesforce Engage which revolutionized the way their sales team managed quotes and service agreement reminders. By being able to track email-opens and page views, sales reps could see when a customer was engaging with their content or reviewing their quote. Real-time activity alerts enabled reps to quickly pick up the phone whenever a customer was reviewing a quote, allowing Melbourne Tractors to stay top of mind, shorten their sales cycles, and close more deals.

Melbourne Tractors is a Trailblazer

Salesforce has given Melbourne Tractors the ability to connect with their customers across the entire customer lifecycle. Their team now has a complete 360-degree view of their customer and can leverage these insights to make data-driven decisions. Since implementing Salesforce, Melbourne Tractors has seen incredible results:

  • 2.5x increase in leads generated within the first year of deploying Pardot
  • Centralized database with segmented customer lists and targeted campaigns
  • Easily tracked sales trends to forecast more accurately

Kane Bennett, General Manager at Melbourne Tractors, says “We are able to differentiate our brand against larger competitors by being more agile. Pardot makes our connection to our customers easier and easier.“

Learn more about how Pardot helps manufacturing companies find and nurture leads, close more deals, and maximize ROI.

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