The Challenge

The Machinery Group faced the task of digitizing their operations to enhance the online customer experience and streamline their marketing efforts. With a $100 million advertising budget and the need for a global reach, they required expertise in handling a myriad of digital marketing components, from the setup of a new e-commerce platform to the coordination of live events and marketing technology across North America, South America, and Europe.

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01. The Solution

NOQii Digital was entrusted with leading the global digital transformation for The Machinery Group. Our role encompassed:

  • Launching and managing the group’s parts e-commerce site in collaboration with Caterpillar.
  • Global deployment of Adobe marketing technology and blueprinting new digital strategies.
  • A comprehensive approach to paid and organic media, print advertising, and social media.
  • Building and maintaining strong influencer relationships.
  • Strategic media buying and ad placement across various markets.

Our global team worked in unison with internal teams to ensure a seamless digital transition.

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02. The Results

Our partnership led to remarkable achievements over a three-year trajectory:

  • A 23% increase in lead generation and conversion rates.
  • A reduction in cost per lead (CPL).
  • Contributed to over $7.4 billion in group revenue and $235 million in direct sales from the parts e-commerce platform.
  • Facilitated $80 million in new rental revenue streams.

Summary: With an annual marketing budget of $50 million, NOQii Digital’s initiatives within just one year significantly boosted The Machinery Group’s digital presence. Our strategies resulted in a surge of new rental revenue and a substantial increase in online conversion rates, from 1.32% to an impressive 2.91%, while decreasing the CPL from 147.62 to 102.11.