Situation
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.
Actions
As a Lead Strategist on the marketing agency team, I completed the following actions:
Identified Priorities and Conducted Research:
- Worked with marketing leaders to clarify and define business and marketing goals, strategic focus areas, priority sub-products and regions, and customer segments.
- Performed voice of customer and competitive research, developing personas and journey maps to articulate insights and opportunities.
Built a Comprehensive Global Marketing Strategy:
- Focused on deeper digitization of the marketing strategy.
- Leveraged data to personalize digital experiences and better align corporate and distributor activities.
Developed New Messaging and Content Focus:
- Focused on technology-enabled solutions integrated with the overall Caterpillar brand theme.
- Rebuilt the core website, including a robust thought leadership content strategy.
Launched Digital Marketing Campaigns:
- Focused on priority sub-products, regions, and an upcoming tradeshow.
- Created a detailed playbook and training for team members outlining the new digital marketing strategy with best practices for continued digital success.
Results
Well-Executed Marketing Strategy:
- Blended traditional and digital marketing tactics across multiple sub-groups.
- The strategy is still in place today, with the Cat Mining website taking center stage.
Energized and Aligned Workforce:
- The team is now ready to implement a contemporary, interconnected global marketing strategy.
- Exhibits the capability and confidence necessary to propel their digital marketing efforts forward.