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Sales and Marketing Asset Performance at a Global Scale

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About Toro

Toro celebrated 100 years in 2014 and continues to strengthen their position as a leading worldwide provider of innovative solutions for the outdoor environment, including turf maintenance, snow and ice management, landscape, rental and specialty construction equipment, and irrigation and outdoor lighting solutions. Through a strong network of professional distributors, dealers and retailers in more than 125 countries, Toro proudly offers a wide range of products across a family of global brands to help golf courses, professional contractors, groundskeepers, agricultural growers, rental companies, government and educational institutions, and homeowners – in addition to many leading sports venues and historic sites around the world.

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The Challenge

Toro sells the majority of its equipment through a worldwide network of indirect channels like distributors, dealers, and retailers. This complex sales infrastructure requires a massive amount of content to be produced given the variety of audiences that must be communicated to across multiple languages.  Toro needed a solution that could not only be the central source of truth for all in-language content, but one that could deliver a customized user experience based on that user’s geography and sales role. Additionally, the Toro marketing team needed data about how often each asset was used and which contributed to closing deals in order to inform future content creation priorities.

Our Solution

Modus and Toro partnered together in 2015 to develop a fully branded version of the Modus application, called “Toro Sales Advantage.” Toro was able to organize content by groups, regions, and languages. So, if a distributor in France opens the application, and at the same time a dealer in Germany, they will both get a unique user experience that caters to their specific needs.

Toro Marketing also receives valuable analytics back on their sales and marketing asset performance. This data was used to effectively reallocate budget from content types that were not being used heavily, towards one that was.

Static vs. Interactive

Toro used analytics from the app to help make decisions on resource spend. While pdf resources were still needed, there is a definite trend towards more interactive content such as videos, virtual product demos, and other assets.

Toro also used Modus Create to develop interactive content, so that their sales reps would have cutting edge ways to showcase their products. Toro still relies on, and always will, to putting their customers on their equipment – to have them touch, feel, and experience the difference. But short of that, Toro salespeople use interactive content to drive home the value.

ROI

In a 2017 survey of their sales users, Toro found the following:

responded that Modus helps them get their job done more effectively
responded that Modus has completely or mostly diminished the need for print materials
responded that Modus has directly helped them close a deal in the past 12 months
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“Modus provides a great sales tool, and that alone is something I appreciate because we want to make sure our salespeople have what they need when they need it. But I think Modus provides a powerful marketing tool as well. My team and I rely on the analytics to make better decisions on our marketing content budget.”

Karine Watne

Sr. Manager, Marketing Communications & Projects, The Toro Company