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.
Needing to rethink their digital customer experience to better understand the buying and ownership journey, Hastings Deering engaged Triggerfish to help move their previous website on a bespoke CMS to Sitecore. This change would give the company a more customer-focused, data-rich scalable platform with marketing automation and CRM integrations as well as e-commerce capabilities.
With their new Sitecore website up and running in just 90 days, the Hastings Deering marketing team were in a favourable position to ensure their investment would deliver a seamless digital experience, which is core to their customer engagement model. In order to get the most of their MarTech investment, Hastings Deering worked with Triggerfish to deliver cross-functional capabilities including front and back end development, solution architecture, improved user experience, customised lead nurturing, automated email marketing and search optimisation.
Moving quickly to keep the momentum, Hastings Deering engaged Triggerfish on an ongoing basis to complement the existing marketing team capability, and help connect the people, process and tools. This approach enabled the business to leverage the benefit of a connected digital customer experience – a key pillar of their five-year strategy.
The Stack
-
Sitecore 9 using SXA
-
Microsoft Azure PaaS
-
Dataweavers DevOps processes
-
CRM Integration
Marketing Operations Hygiene
Measuring the right things
Triggerfish worked closely with the Hastings Deering Marketing team to understand the overall business objectives and ensure all marketing goals aligned.
Engagement value scoring, classification and segmentation
Driven by the data presented in the weekly scorecard, the team began lead classification and segmentation. Triggerfish worked with Hastings Deering to understand what the team considered to be the most valuable activity to the business across the website, and used Sitecore’s engagement value scoring to attribute values to certain outcomes or goals. The team applied numerical values to watching videos, downloading brochures, using the call function or requesting a quote, among others.
These activities and their corresponding value progressively profiles visitors and provides more detailed understanding of visitor behaviour and the most effective conversion points. Pattern matching of visitor activity across the site now profiles the visitor to one of Hasting Deering’s key product offerings; Parts, Service, Building and Construction Products, General Construction or Mining.
Campaign assets designed to attract and close
Understanding that email is a powerful tool for attracting and engaging both new and existing customers to the website, Triggerfish also produced a suite of best practice campaign and organisational emails that would attract visitors to the new landing pages in preparation for conversion.
All assets were designed, developed and delivered mobile optimised and marketer-friendly so little to no development work is required when the Hastings Deering team need to send a campaign.
Bringing all campaign assets into Sitecore, and integrating the Cat® SalesLink CRM now drives a superior end-to-end customer experience from the first touchpoint through to purchase – bringing together the sales, marketing and customer service business units and ensuring they are all working towards the same business goals.
Process to drive results
Operating on a quarterly goal-setting rhythm broken down into weekly progress checkpoints, the Triggerfish and Hastings Deering teams have been able to achieve business-focused outcomes, fast.
Achievable milestones are set, to ensure quarterly goals are being worked towards, and that the technology is working for the business and not against it. The team also address issues or roadblocks that arise no more than a week apart, to progress issue resolution in a timely and effective manner so teams can keep moving forward.
The quarterly pulse gives both teams the opportunity to see the activity request backlog and prioritise the most important things to focus on, that will achieve the business goals without other backlog items getting lost along the journey. Roles, responsibilities and accountability to complete tasks across teams are set and understood by all during the quarterly planning, and maintained through clear communication.
Building for the future
With repeatable systems and processes 100% aligned to Sitecore best practices, the Hastings Deering website will continue to grow and evolve with updates and as new features and benefits are added to the platform. By working with the cross-functional Triggerfish team, the Hastings Deering marketing team are successfully leveraging the Sitecore platform with an outcome-focused approach.
The Journey
Backlog Initiatives
- Backlog review
- Prioritize
- Agree
Quarterly Priorities
- Rock Planning
- Milestones agreed
- Business goal alignment
Hybrid Team Delivery
- Growth Optimisation
- Issue Resolution
- Key Scorecard Metrics
Building a MarTech Stack
- Funnel Conversion
- Personalization
- Digital Profiling
Quarterly Reset
- Projects review
- Refocus Business Goals
- Issue Identification
- Backlog review