Polaris Industries designs and manufactures recreational off-road vehicles, which they sell through a network of over 1,500 dealers in North America and 43 distributors in 130 countries. Polaris’ marketing efforts were limited to printed materials and a basic Web 1.0 website with low visitor interaction, no recognition of returning visitors and low success in leading customers to dealerships.
As more customers moved from print to web to find information, Polaris’ sales funnel grew even weaker. They needed to focus on their online marketing efforts.
When Polaris launched a new interactive website, they used Webtrends to analyze customer web behavior and identify highest-value prospects. Polaris put online behavior data into the company CRM system and flagged qualified sales leads to be sent to dealerships and less mature leads were identified for more nurturing.
Focusing on business goals, Polaris used Webtrends Analytics to measure three key performance indicators: conversion (how many web visitors become qualified leads), influence (how many qualified leads go to dealerships) and response (how effective online and offline product campaigns are).
Putting online behavior data and customer engagement scores into company CRM systems created huge business value for Polaris.
- Polaris improved marketing efficiency by reducing advertising and collateral costs, moving print campaigns to the web, and reducing average cost per web visitor.
- Polaris increased lead engagement by increasing the company’s web audience and increasing the number of registered web visitors who become sales leads.
- Polaris established stronger online influence by increasing the number of units and the percentage of units sold due to online marketing efforts.
- Polaris increased overall sales.