HOW VOLVO TRUCKS USES DIGIZUITE TO ACHIEVE FASTER
TIME-TO-MARKET

Summary

Volvo Trucks North America needed technology that would lead directly to increased market share. They also wanted a solution that would enable marketers to efficiently distribute digital assets to their reseller network.

They chose the Digizuite DAM because Digizuite gave them everything they needed for speedy content production and distribution.

Who is Volvo Trucks North America?

The North American division of Volvo Group Trucks, the truck manufacturing operation of Volvo that serves all of North America. Manufactures a wide spectrum of highway and vocational class 8 vehicles; Supports new and used Volvo trucks through a dealer network as well as leading parts and service programs.

Enterprise Breakdown:

Headquartered in Greensboro, NC; 10,000+ employees.

Challenge:

Collaboration gaps internally and between dealer networks; could not reach full sales potential with communication gaps/time-consuming processes in getting material to resellers.

Revenue:

~$900 million USD.

Solution:

Implemented the Digizuite DAM at the end of 2019, which they integrated with the Sitecore CMS.

Results:

Easy, timely communication with sellers throughout dealership network, where sellers have easy access to product material.
More efficient and less time-consuming processes for managing e-commerce site (for aftermarket part sales).
Keeps trucks in operation longer through efficient communication with resellers and customers.

The Challenge

Volvo Trucks North America may be a household name, but the massive corporation still faces marketing challenges. Before optimizing its digital ecosystem, marketing and ecommerce teams faced major difficulties aligning not only all internal employees, but also getting everyone in their indirect sales channels (namely, salespeople at dealerships across the country) on the same page.

The Volvo Trucks North America IT department also spent far too much time preparing images for their eCommerce platform, which facilitates aftermarket parts sales.

With major communication and information gaps, in addition to other time-consuming logistical challenges, Volvo Trucks teams across the North American organization collectively could not reach their full sales and profit potential.

The Solution

Volvo Trucks North America needed technology that would lead directly to increased market share. This solution would also need to enable marketers to efficiently distribute marketing assets to its entire dealer (reseller) network.

“Everything we do is about building business cases,” Joe Salling, Volvo Trucks eBusiness Manager, explained. “When we procure a solution, we’re looking for it to help us improve lead generation, brand messaging, and to drive website traffic.”

Salling’s search led his team to the Digizuite DAM, the platform that his team implemented in December 2019. And, a core part of this implementation was integrating the Digizuite DAM with the Volvo Trucks content management solution (CMS). This immediately gave marketers the toolset they needed for speedy content production and distribution.

“Getting products to market faster is an ongoing process and that’s part of our digital story. A DAM has been a big part of this, in large part because of how it breaks down silos and gets everyone on the same page to distribute updated or new content more quickly.”

The Results

FOR IMPROVED TIME TO MARKET

With the Digizuite DAM as Volvo Trucks North America’s centralized branding and media library, it’s incredibly easy (and fast) to get updated content into the hands of sales representatives everywhere. In other words, there is no lag time between product release and relevant material distribution to the people selling it. The natural result has been improved time-to-market for all its new vehicles.

Also, before Volvo Trucks had a modern DAM, members of the digital marketing team had to manually resize and watermark more than 23,000 images every month for the PartsAsist site – the company’s after-market program through which customers can order parts online. Now, with Digizuite, the watermarking and image formatting processes are automated.

As a result, Volvo Trucks North America saves countless man hours every month and wastes no time displaying all parts available for purchase on the PartsAsist site – thus a shortened sales cycle for the parts they sell through PartsAsist.

“The DAM has helped us build out a way for people to quickly update content to show an accurate image of a truck or part”, Joe Salling said. “Sellers need this accuracy to help sell a truck or a part required to get a truck back in commission with the correct part at the right time.”

FOR Sales ENABLEMENT

Of course, it’s not just internal sales reps who need instant access to marketing material. For Volvo Trucks North America to meet (and exceed) sales goals, dealers must get the exact content they need – before they even know they need it.

To accomplish this, Volvo Trucks North America has built media portals. This allows Volvo marketing teams to deliver assets to dealers directly from their DAM. By setting up automated workflows, Volvo Trucks guarantees that every single member of its salesforce has instant access to all relevant, up-to-date material.

By quickly getting the best, most accurate content in front of the right people through these portals, Volvo Trucks has been able to differentiate its brand from competitors. After all, the more (and sooner) that a seller at a dealership knows about a new product, the more comfortable they are promoting it to customers.

FOR REGULATORY COMPLIANCE

To remain in operation and to maintain good business standing, Volvo Trucks must adhere to strict regulations set by the United States Environmental Protection Agency (EPA).

For one, to remain EPA compliant, truck manufacturers must have up-to-date versions of product safety sheets — documents that outline the human safety and environmental impact of every vehicle — widely and readily available to the public. And, as a single source of truth for all content (that also provides version control), the Digizuite DAM makes it simple.

"One simple example is, coolant is not exactly environmentally friendly, so it’s important for our truck vendors and owners to have the knowledge required to be able to monitor it,” Salling said.

“Being able to ensure that relevant content is up-to-date, and that everyone – on our side, on the vendor’s side, and even on the customer side – knows how and where to find the accurate version is extremely important.”