Enabling sales opportunities for mining equipment supplier

As a consultant for the commercial division of BTP Group, a subsidiary of mining services company Ausdrill Group, I led a transformation of the customer experience for the  “Service Exchange” program, improving marketing strategies and multichannel campaigns. With a need to modernize its marketing and sales approach for the Service Exchange program, I guided the transition from a traditional printed product catalog to an interactive eBook, reducing costs, improving lead generation, enriching CRM profiles, enhancing inventory management, and providing real-time stock adjustments. The project transformed BTP’s business model to better serve its customers.

By digitizing the product catalog, I made the traditional print publication more engaging and user-friendly, implementing deep linking to allow seamless navigation to the e-commerce platform. The electronic publication was used for lead generation with prospect data captured in Salesforce CRM profiles enriching customer profiles, and accounting for real-time stock adjustments as a priority. The digitisation also reduced the costs associated with printing, shipping, and distributing physical catalogs as a crucial part of the transition.

The project yielded significant results:

  • Lead Generation: The online parts catalogue contributed to a 30% increase in lead generation through forms and interactive content.
  • CRM profiles were enriched with data on customer preferences, enabling more targeted marketing and sales efforts.
  • Real-time stock adjustments and notifications reduced overstock and understock issues.
  • Annual expenses for printing and distributing catalogs decreased by 50%.

The transformation of the printed catalog into an online product catalog was a resounding success, achieving the objectives of improving lead generation, CRM profile enrichment, inventory management, and cost reduction.

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Joff Crabtree

Digital experience specialist in Perth

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