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The largest heavy-duty truck manufacturer in North America and the leading producer of medium-duty trucks and specialized commercial vehicles identified a disconnect between their existing marketing and sales efforts. This disconnect, causing marketing inefficiencies and missed sales opportunities, was particularly concentrated at the dealership level. The company leverages an extensive dealer network to market and sell their products directly to consumers, but each dealership had varying levels of marketing and sales sophistication.
Today’s buyers do not contact suppliers until 57% of the purchase process is complete. For this truck manufacturer, the focus became optimizing and standardizing the digital customer journey from awareness to post-purchase given that many foundational pre-purchase decisions occur online.
Overground worked with marketing leaders to develop a pilot program for digital marketing support to empower dealerships to continue marketing conversations ultimately leading to new truck sales.
Participating dealers achieved an average 125% increase in online performance score.
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