Company Overview
A global leader in the automotive and marine industries has a rich history of innovation and excellence in the development of motorcycles, marine products, power sports equipment, and other motorized vehicles. The company’s commitment to cutting-edge technology and high-performance engineering is evident in its world class motorcycles, outboard motors, and personal watercrafts.
Goal: Break down Organizational Data Silos
The organization has several business units – including Motorsports, Marine, Watercraft, and more. Each business unit largely operated in silos, using its own disparate set of data and employing different tools (CRMs, email platforms, etc.) to target and engage with prospective buyers and current customers.
To drive efficiency and deliver more personalized customer experiences, executive leadership aimed to unify their fragmented technology footprint into a connected digital ecosystem that better supports product and service promotion across business units. They partnered with Bridgenext to:
- Develop a modernized and consolidated tech stack and unified marketing processes across business units to create a more holistic view of the business and more robust marketing strategies.
- Aggregate and consolidate all consumer data to provide a single source of truth.
- Implement new data analysis tools, strategies, and visualizations to leverage available data to uncover cross-selling opportunities.
- Create personalized journeys to capitalize on consumer preferences, increase revenue, and grow brand loyalty.
Solution: A Unified Data and Marketing Ecosystem
The Bridgenext team worked closely with client to bring this vision to life by implementing a holistic, phased strategy which included:
- Implementing Salesforce Marketing Cloud (SFMC)
- Creating a strategic roadmap and robust new data architecture
- Leveraging business intelligence to deliver personalized experiences
Their business units had been operating within different CRM/Martech tools (including Acoustic and HubSpot). Contact data wasn’t shared universally throughout the organization, which meant limited opportunities to cross-sell across their ever-expanding product lines. Bridgenext began with a SFMC implementation and migration to provide a unified platform for email and marketing campaigns.
Next, a strategic roadmap and integrated data-architecture solution were developed. A consumer 360 data hub was chosen to provide a single point of access for all data silos across various data silos including Siebel, Oracle Commerce, GA4, SFMC, and more. Designed for scale, this not only centralized and simplified data access, it also automated data integration, saving time by reducing process complexity and improving data quality.
Once the data was consolidated, it was vital that their sales, customer service, and marketing teams could actually use that data to improve customer experience and guide business decisions. Bridgenext helped their digital experience team leverage Personalization Studio (a tool within SFMC) to track consumer behavior and personalize web content for returning visitors. They also integrated Tableau, a data visualization/business intelligence platform, so they could easily transform their data into actionable insights. Engagement highlights included:
- Implementation of SFMC, a best-in-class tool offering comprehensive marketing automation capabilities, enhanced consumer segmentation, and personalization.
- Integration of Consumer 360 data hub, providing a single source of truth, automated data import, and automated data export to SFMC.
- Proof-of-concept for leveraging Personalization Studio on their individual BU websites, with the aim of offering personalized, real-time dynamic content to visitors according to their interests.
- Tableau introduced more robust email reporting and visualization tools to guide business decisions.
Results: Realizing their Vision
The organization unlocked new opportunities by unifying their business units, restructuring and consolidating their data, empowering sales and marketing teams with actionable insights, deepen customer experience with conversion-effective experiences. Value realized includes:
- 360 Degree Visibility: Powered by the Consumer 360 data hub, all business units now have access to data across the organization.
- Greater Efficiency: Automatic data imports and exports eliminate time-consuming and error-prone manual processes.
- Cross-Selling Opportunities: Universal data access opens the doors to cross-selling opportunities across product lines.
- Enhanced User Experience: Personalization capabilities ensure that users are seeing information that is relevant to their interests, creating a more engaging buyer journey.
- Reliable Data: Creating a single source of truth enables cleaner, more trustworthy data, making marketing campaigns more effective.
- Actionable Insights: Robust business intelligence tools provide valuable insights to drive better decision-making.
