The iconic brand’s digital campaign for its Anthem highway tractor was as bold and efficient as the new big rig, thanks in part to Oracle Eloqua Marketing Automation.
“[Oracle’s digital marketing tools] allow us to be more targeted, more efficient, and able to measure our activities in a far more effective way. ”
Mack Trucks is a powerhouse brand, with trucks bearing its bulldog hood ornament ever-present on construction sites and trash routes across North America.
With the 2017 launch of the Mack Anthem highway truck, its first major new product in about 15 years, the company was looking to grow its over-the-road business as well. Its marketing team wanted to go big and bold with the campaign, beyond the brochures, print ads, and industry trade shows that for decades had been its channels of choice when introducing a new product.
Those channels didn’t provide the opportunity Mack was looking for to craft and deliver different messages for different customers as measure the success of its outreach.
I can see on the digital side what happens with every dollar we spend. Then we can A/B test that and decide what’s the best way to have a conversation with a customer to move them through the sales funnel.
Why Mack Trucks chose Oracle
Mack’s marketing team shifted into a higher gear for the Anthem launch, using Oracle Eloqua Marketing Automation, part of the Oracle CX suite of cloud CRM applications, to drive a digital marketing campaign that emphasized segmentation and metrics over mindshare. The team originally chose Oracle Eloqua in 2014 because at the time they had no centralized marketing database and no email marketing software to build campaigns, and because it already was looking to roll out a self-hosted Oracle Siebel CRM solution, it made sense to continue with Oracle.
“We keep renewing because now Eloqua is core to all of our marketing activities,” says Neil Tolbert, Mack director of marketing communications. “Everything we do in marketing drives to capturing prospect data and developing a qualified lead for our dealers.”
Central to Mack Truck’s Anthem digital marketing campaign the Oracle Eloqua database of more than 175,000 customers and prospects. The marketing team used a range of creative content assets, including gated YouTube videos and virtual reality tours of the highway truck courtesy of VR viewers distributed to potential customers. It used that content to engage some of those 175,000-plus people and move them further and further through the sales funnel, until they finally asked to talk with a Mack dealer. Oracle Eloqua’s lead scoring model was based partly on each person’s tagged engagement with other high-value content on Mack’s website, as well as on an estimate of each person’s purchasing authority, given his or her job role.
Meantime, the marketing team’s social media initiative pointed Mack Truck’s Twitter, Facebook, and LinkedIn followers as well as their YouTube subscribers to videos, photos, text summaries, and other content on every aspect of the new truck line. Mack connected the social activity with the 175,000 profiles in its Oracle Eloqua Marketing Automation database, so they knew if a person clicked on, say, a Facebook post to view an Anthem-related video and then later downloaded a business brief/ebook or looked for other information on macktrucks.com.
Close to 10,000 people opted into some aspect of the Mack Anthem campaign in the first several months after the July 2017 product launch, generating about 1,700 in qualified leads and millions of dollars in gross sales.