MarketingSherpa Video Archive
How Volvo Construction Uses Digital Marketing to Fuel Sales
Justin Bridegan, MECLABS, and John Johnston, Volvo Construction
In this B2B Summit 2012 video replay, watch as Justin Bridegan, Senior Marketing Manager, MECLABS, interviewed John Johnston, Director of Digital Marketing, Volvo Construction, on content-rich emails as an important element of an overall digital marketing integration strategy.
"Do what you can do, and do it right, then build off of that success," Johnston advised.
Rather than tackling your entire digital marketing campaign at once, start with what you already have. In Johnston's case, he started with building a very strong landing page, which acted as an anchor for his other channels.
Changing the role of online marketing within your company is a gamble, but Johnston said the results can easily outnumber the challenges that you face, including:
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- Better placement in search engines
- Increased leads
- Improved usability
- Higher customer satisfaction
- Enhanced online presence for partners (which in Volvo's case, was its dealers)
Related Resources:Lead Gen Summit 2013: Sept. 30 - Oct. 3, San FranciscoEvent Recap: MarketingSherpa B2B Summit 2012Customer Connection: Does your entire marketing process connect to your customers’ motivations?Email Marketing: Segmentation, triggered sends generate twice the revenue with half as many email sends for furniture company