About GRANIT PARTS
As a wholesaler of original and identical parts for all brands, GRANIT PARTS supports agricultural machinery, gardening tools and construction machinery specialist dealers across Europe with top service and top products. Throughout Europe, GRANIT PARTS is active in 25 countries and counts 38,750 specialist dealers among its customers.
The European central warehouse in Heeslingen comprises 65,000m² with 230,000 permanently available items. Comprehensive customer support, quick shipping and a wide variety of services make GRANIT PARTS the competent and reliable partner of specialist dealers.
| CLIENT | GRANIT PARTS |
| INDUSTRY | Spare Parts Wholesaler for Agricultural Machinery, Gardening Tools and Construction Machinery |
| BUSINESS FIELD | B2B/B2B2C |
| PROJECT | Implementation of Salesforce Marketing Cloud |
| PROJECT PERIOD | Ongoing Since March 2018 |
| SYSTEM |
Salesforce Marketing Cloud for Future-Proof Campaigns in B2B and B2B2C
Initial Situation
GRANIT PARTS already relied on Salesforce Marketing Cloud for its own marketing activities. In March 2018, the company was looking for a partner to take over and assist in the necessary further development of the marketing tool in order to be able to support other corporate divisions in this regard as well.
Project Objective & Services
GRANIT PARTS has set itself the goal of staying fit for the future with the help of effective marketing campaigns and intends to further expand Salesforce Marketing Cloud for itself and other Fricke Group divisions. In addition to sending e-mails automatically, GRANIT PARTS also wants to create and manage customer journeys, for example.
dotSource initially provided support services and further developed the marketing automation system together with GRANIT PARTS. Besides the migration from Salesforce Classic Content to Content Builder, this also included state-of-the-art design adjustments and the development of a new data structure.
GRANIT PARTS previously only supplied industrial customers with newsletters itself but is now giving other Fricke Group divisions the opportunity to conduct targeted e-mail marketing. For this purpose, existing mailing templates were revised and adapted to the individual requirements. This gives all Fricke Group divisions the opportunity to keep track of customer and user data at all times.
Personalisation with Salesforce Marketing Cloud
Before the beginning of the project, GRANIT PARTS mainly used Salesforce’s marketing tool for sending e-mails. The company is now also using dynamic content to provide the different target groups within its mailings with suitable content based on segments and the respective language.
Creating more dynamic newsletter content allows GRANIT PARTS a more personal interaction with customers and makes the content significantly more relevant for the respective recipient.
GRANIT PARTS is now also implementing trigger campaigns that address customers in a targeted and individual manner, for example via welcome journeys. Moreover, the integration of reactivation campaigns is intended to turn inactive contacts back into active customers in the future.
The implementation of Salesforce Journey Builder also ensures that a consistent customer experience across all channels can be created and managed easily and quickly. Based on real-time user activities, Journey Builder can automatically send messages and serves customer needs right where they arise.
The wide functional scope of Salesforce Marketing Cloud allows GRANIT PARTS to create personalised experiences at every stage of the customer journey, thus generating genuine added values for both the company and its customers.
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Markus Bartholmé
