Hastings Deering increase MarTech maturity with 17% web traffic uplift, across 200 products and 10 industries with 90-day delivery of Sitecore 9 on Microsoft Azure PaaS.

Hastings Deering sell, rent, and offer support and parts distribution services for customers across a range of industries, including mining, general construction, civil transport and commercial construction, power systems, government, primary industries and marine.

With headquarters in Brisbane, Australia, the company’s corporate purpose is to deliver a better future, through partnerships with their customers, suppliers, communities, their people and shareholders. 

The need for digital experiences

The diverse geographical nature of their customers, combined with a shift from traditional face-to-face sales and a changing digital landscape led Hastings Deering to rethink their digital customer experience, to widen their reach at a lower cost.

To do this, the team at Hastings Deering identified the need for a new content management system and customer-facing website. They recommended a ground-up rebuild of their web platform to the wider business, selecting Sitecore as their platform of choice – for its scalability, marketing automation, multi-lingual functionality and eCommerce capability. Its multisite functionality would also assist in consolidating platforms across the wider Sime Darby group in the future.

Customer Experience is a key pillar of Hasting Deering’s five-year strategy, and they see the delivery of a seamless digital experience being core to the customer engagement model. The team needed to develop a platform that was designed to acquire and nurture new and existing customers through the extensive product offering and supporting services, all while offering a superior customer experience. 

Increasing MarTech maturity

The new website, on Sitecore 9 with SXA, was designed, built and implemented in 90-days, increasing the company’s MarTech maturity dramatically with 17% increased website traffic from day one. The platform now has real time lead profiling with dynamic on-page personalisation and lead classification to better support the product ownership lifecycle past the point of purchase, through to service and support.



In numbers


go-live delivery


decrease in page load time


deployments for fast release


personalisation personas

The Stack

Sitecore 9 using SXA

Microsoft Azure PaaS

Dataweavers DevOps processes

CRM integration

The Journey

  1. Build the right things
    • Business Direction Workshop
    • Growth Goals
    • Sitecore Blueprint
  2. Build for conversion
    • User journey mapping
    • Component design
    • Segmentation
    • Dataweavers.io
  3. Built for Marketing Operations
    • Analytics & Reporting
    • UAT
    • Content population
  4. GO LIVE
    • On-site go-live support
    • Deployment & Testing
    • DNS changes & cutover
    • Monitoring & sign-off
  5. Quarterly Planning
    • Growth optimisation
    • Goal prioritisation
    • Lead funneling
    • Campaign Planning

Ongoing Optimisation for the future

The Sales and Marketing team now have two-way integration between the CRM for complete visibility of the customer across functions. Digital leads are categorised and sent directly to the relevant team, making way for online/offline pre-sale lead nurturing and cross-sale opportunities that didn’t exist before. Backend processes are streamlined with daily deployments for quick and easy website improvements and optimisation, utilising cloud hosting on Microsoft Azure PaaS using Dataweavers DevOps processes.

Most importantly, customers of Hastings Deering now enjoy a more customer-centric, mobile friendly and digitally intuitive website that empowers them with the information they need when making valuable purchases.


Our relationship has very much evolved such that Triggerfish is just an extension of our marketing function. Working very closely with the team on a daily basis now to optimise, improve and enhance the site has been the key to our success.

Kelly Jury, Marketing Communications Manager, Hastings Deering
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