Caterpillar Streamlines Lead Generation Process, Improves Lead Quality, and Delivers Leads 300% Faster


About Caterpillar

Caterpillar is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. Caterpillar uses a global dealer network of over 220 dealers in over 180 countries to sell and distribute machinery and equipment.


The Challenge

Caterpillar principally operates through its three product segments: construction industries; resource industries; and energy and transportation. One of the company’s continuing initiatives is capturing and delivering high-value leads for its global dealer network. The digital marketing team had been using multiple, isolated tools, which caused some trade show leads to be lost at the point of contact. In addition, delays in following up diminished the value of some of the leads. Caterpillar needed a solution to help streamline its lead generation process, while improving its digital marketing ecosystem.

Key Challenges:

  • Capturing leads and delivering them to global dealer network more efficiently
  • Improving the company’s digital marketing ecosystem
  • Effectively presenting and communicating complex technical information for a wide variety of products

Our Solution

The digital marketing team at Caterpillar worked closely with the Modus development team to incorporate design and single sign-on requirements, and internally branded it as the CAT Sales App. The team chose Modus because of its ability to integrate with Oracle Marketing Cloud, which seamlessly transfers leads directly to lead scoring, and delivery to dealers via Saleforce.com. Also, the team chose modus because its sales enablement platform is optimized for large global organizations with dealer networks such as theirs. The CAT Sales App uses the camera in the iPad, iPhone, or Android device to scan bar codes on attendee badges and pre-populates contact forms, which saves time and increases lead accuracy. The app can capture a wide range of data, including contact information, content viewed, product interests, purchase preferences, and time frames. The solution gives Caterpillar the additional benefit of being able to nurture trade show leads while the show is still in progress.

The Result

Since implementing the new solution, Caterpillar has exceeded its lead goals by 120 percent on average across multiple industry events. Lead quality has increased because each interaction is now pre-qualified before it gets handed over to dealers, and the leads themselves are delivered more than 300 percent faster than before. The solution has also sparked ideas for how to enhance the overall customer engagement.

Modus case study client handshake
“With Modus Lead Capture, we are able to tie leads from events to actual sales.”

Rachel Perva
Market Development Consultant, Caterpillar