About the Customer
Mack Trucks is one of North America’s largest manufacturers of heavy-duty Class 8 trucks, engines, and transmissions. Founded in 1900, Mack trucks are sold and serviced in more than 45 countries worldwide. Mack is part of the Volvo Group, one of the world’s leading manufacturers of trucks, buses, construction equipment, marine, and industrial engines.
Scope and Challenges
Mack historically relied on three marketing channels – dealership brochures, ads in industry publications, and trade shows. At the same time, the company’s communications efforts were fragmented. They employed different channels to serve diverse markets and were unable to track how their campaigns affected sales.
To fulfill Mack’s brand promise of a personalized customer experience, the company needed to revolutionize the way it marketed its products. It needed to rethink how it engaged with its consumer base, and how it would interact with a new generation of truck drivers. It also needed to converge previously fragmented communications channels into a single, coordinated platform.
Outcome and Implications
Mack underwent a CX transformation in partnership with Oracle, expanding its marketing ecosystem to include a centralized customer and prospect database so it could coordinate and automate marketing across multiple digital channels.
Meanwhile, the company needed to reach a proud and loyal fan base who have long since traded in their CB radio monikers for Twitter handles, and their highway lingo for 140+ characters. Oracle’s social listening, engagement, and analysis platform gave it the tools to help grow its social media presence organically.
Mack’s campaign content was irresistible. Over 9,300 people digitally opted in to receive more information about the Anthem. Whether they filled out a form on MackTrucks.com or liked a Facebook post, Mack tracked these digital interactions as data points, helping build out the profiles of 175,000 potential customers in the Oracle Eloqua marketing database.
Based on this activity, Mack further engaged this targeted audience with personalized content throughout the campaign, moving them through the sales funnel. Ultimately, the marketing team handed off 1,700 qualified leads to Mack’s complex network of independent dealerships across the U.S.
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