Doubling Leads and Driving Dealer Alignment
The Raymond Corporation — a pioneering global manufacturer of lift trucks, warehouse and distribution operations solutions — wanted to significantly improve both its customer experience and communication with dealers. Nerdery modernized Raymond’s digital solutions and increased efficiency through a Sitecore CMS migration, multi-tenant site architecture, content strategy and marketing automation consulting. The results included increased brand consistency, empowered corporate team members and local dealers, and double the amount of qualified leads.
CMS Development and Migration
Research and Consumer Insights
Raymond approached us with a common business problem: They were producing industry-leading products, but dealer locations were challenged with lower than projected sales. At the time, Raymond was attempting to manage its own corporate site plus 17 independent dealer sites — all manually, and without a modern and scalable digital solution. They weren’t able to capitalize on opportunities to grow the business because they were spending valuable resources on time-consuming content updates. Raymond needed not just a new and improved digital presence, but a governance strategy that would allow them to deliver a delightful, personalized customer experience.
Strategy and solution
Nerdery worked closely with Raymond’s marketing leadership team to create a long-term digital strategy to modernize their systems through a multi-site architecture. This modernization included a new content management and governance plan, web publishing platform, corporate website, and the ability to create and scale dealer websites efficiently. Dealers are now empowered to deliver the best experience to their customers to drive performance, and corporate can rest assured these new experiences are consistent with the vision of their brand through aligned content and messaging.
Marketing Manager, Raymond Corporation
The new Sitecore CMS, site architecture, marketing automation tools and content strategy led to improved SEO and the ability to update digital content nearly 20 times faster, as well as an enhanced user experience — doubling the amount of qualified leads in the first six months.
Nerdery is the liaison between the client’s marketing and IT departments and we’ve collaborated on more than 20 additional projects that help maintain and grow trust between our client and its dealers. As we work through our client’s digital transformation roadmap, we’re implementing changes to improve marketing personalization, talent acquisition strategies, ESL customer access, e-commerce customer experience and sales.