Driving Cat Mining’s Digital Transformation


Implementing modern marketing strategies can be intimidating, no matter how much dominance a company has in the marketplace. In 2015, Cat Mining’s marketing strategy needed to be refreshed. They also needed to undergo a digital transformation, rethinking their channel marketing strategy in the context of new technologies and customer behavior. With resource industries representing nearly $10B in revenue, this would be a high-priority, high-visibility effort.

Strategic Imperatives

In order to achieve these objectives, it was necessary for the group to simultaneously transform their marketing strategy, build a new marketing operations model, and revamp their web experience.

1: Transform the Marketing Strategy

  • The group wanted to use new digital marketing tactics, but their mix was heavily traditional and relied primarily on sales collateral.
  • The group was not using data-driven techniques to target new customers and struggled to maximize the increasingly advanced purchasing journey of existing customers.

2: Build a New Marketing Operations Model

  • The marketing team was newly-restructured, siloed, and needed help finding their footing with digital marketing practices.
  • The extended network of distributers were willing to coordinate with the group, but needed direction and guidance.


3: Revamp the Web Experience

  • Existing web content was fragmented, non-strategic and redundant. Content needed to be migrated to a new platform.
  • Development of a digital strategy and website in preparation for the industries largest tradeshow also had to happen at the same time.


I worked as a Lead Strategist on this initiative on a marketing agency team. In this capacity I completed the following actions.

  1. Identified priorities. Worked with marketing leaders to clarify and/or define: (1) Business & marketing goals, (2) Areas of strategic focus, priority sub-products and regions, (3) Priority customer segments
  2. Conducted voice of customer and competitive research. Developed personas and journey maps to articulate insights and opportunities.
  3. Built a comprehensive global marketing strategy with many interconnected strategic elements. Strategy focused on deeper digitization of marketing strategy, leveraging data to personalize digital experiences, and better align corporate and distributor activities.
  4. Developed a new message and content focus for the group. This new focus  on technology-enabled solutions and integrated with the overall Caterpillar brand theme.
  5. Rebuilt the groups core website, which included a robust solid thought leadership content strategy.
  6. Built smaller digital marketing campaigns which put strategy into action. Some campaigns were focused on priority sub-products and regions, others centered on an upcoming tradeshow.
  7. Built a detailed playbook and training for team members outlining new digital marketing strategy with best practices for continued digital success.


A well-thought out, well-executed marketing strategy which blends traditional and digital marketing tactics across multiple sub-groups.  The strategy is still in place today with the Cat Mining website taking centerstage.

A newly-energized and aligned workforce ready to take on a contemporary, interconnected global marketing strategy with an emphasized presence in the digital domain. Today, the team exhibits the capability and confidence necessary to propel their digital marketing efforts forward.

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