With the help of the digital agency dotSource, myAGRAR has invested in establishing a 360-degree view of the customer. By implementing Salesforce Sales Cloud and the corresponding marketing automation solution Pardot, the online shop for agricultural products not only relies on digital marketing and sales structures, but also sets new standards within its industry.
In 2021, an online shop alone is no longer enough. This is also true for an industry such as agriculture. Nowadays, anyone can order (almost) anything online, and it is especially younger farmers who want to adopt this approach, which they are already used to in their private lives, for their everyday working lives as well.
Since 2017, myAGRAR, a company from Northern Germany that is part of AgrarOnline GmbH and thus a subsidiary of the tradition-steeped ATR Landhandel group, has been offering an e-commerce platform where people can choose and order from a wide range of crop protection products, agricultural technology and animal feed as well as fertilisers, seeds and workwear.
In order to be successful in business, however, companies not only have to offer products, but must above all know and understand their customers. With this in mind, myAGRAR approached the digital agency dotSource with the request to analyse the area of customer success with regard to optimisation potential.
In order to be able to convince customers online with good service, a customised approach and individual offers, the myAGRAR system landscape still lacked a state-of-the-art CRM system that brings together data from the online shop and the ERP solution. It made sense to integrate a suitable marketing automation software as well in order to be able to use this data effectively in the future.
Achieving a 360-Degree View of the Customer with CRM and Marketing Automation
Thanks to a detailed provider evaluation and system selection, it was possible to find out which systems would best support the Ratzeburg-based company in pursuing its ambitious plans: it was decided to implement Salesforce Sales Cloud as the CRM system and Salesforce Pardot as the marketing automation solution. Not only are these systems highly innovative and market-leading, but they also interact optimally with each other. This way, links are perfectly mapped and impulses can flow in both directions.
Within just three months, dotSource was able to configure and implement both systems. Since they are intelligently linked together, they enable myAGRAR to obtain a 360-degree view of the customer and to efficiently plan, manage and control marketing campaigns. In addition, the company’s telephone system and e-mail communication were connected so that the entire customer communication is handled via Salesforce from now on.
Setting New Standards and Ensuring Future Viability
By implementing the CRM system, myAGRAR pools existing data, enabling not only better and faster services, but also a personalised, automated and emotionally appropriate customer approach on all channels. Based on this, the company aims to carry out cross-selling and upselling campaigns in order to increase sales, strengthen customer loyalty and ensure efficient, innovative customer management. Thanks to the implementation of the marketing automation software Salesforce Pardot, myAGRAR can also increase the productivity of marketing, sales and service, generate high-quality leads, reduce manual efforts and automate communication in a rule-based manner. Customer activities can be tracked in a data-driven way and conversion rates as well as sales can be increased through personalised offers.
myAGRAR was faced with the challenge of optimising its own marketing and sales processes and developing digitalised, data-driven processes in this area. The company’s achievements so far also make it a role model for its parent company. This is similar to what happened with the development of the online shop, where myAGRAR as a subsidiary also passed on its knowledge to ATR Landhandel. With the help of the new CRM system and the new marketing automation software, the online shop for agricultural products and dotSource not only set new standards within the agricultural industry; the new systems and processes also ensure the company’s future viability.