MTD Products Benelux BV is owned by Stanley Black & Decker, the US-based global leader in providing outdoor power equipment. With a family of strong brands such as DeWALT®, WOLF-Garten®, CubCadet®, Robomow®, CRAFTSMAN®, and BLACK+DECKER®, SB&D is one of the largest players in the European garden industry and inspires people all over the world to care for and enjoy the outdoors.
Challenge
Stanley Black & Decker (SB&D) faced challenges when it came to marketing its products. They were unable to scale their marketing campaigns as they work with traditional local resellers who don’t have sufficient skills, resources and time to launch Google Ads campaigns themselves. Potential buyers were searching on Google for local dealers to purchase their land and robotic mowers. SB&D were not in control of the local customer journey which was a missed opportunity as local Search is growing 400% year on year (source Google). A single agency also made the process very manual and difficult to measure whether they were leveraging and launching content. Dealers were only using MDF for offline marketing activities such as POS material, brochures, flyers and events, while all potential customers are using Google to make a purchase decision – 75% of the purchase journey takes place online before consumers visit a retailer. Additionally, POS material was only present in dealerships in limited quantities and the MDF (marketing development funds) program was only adopted by 20% of resellers. As a result, scalability and partner adoption was low. SB&D needed a program that was scalable and required little input from partners to generate visibility on Google to help them drive demand and be successful.
Solution
SB&D found that they needed help reaching new customers. The Impartner Google Ads for the Channel module enabled them to do this quickly, creating co-branded local dealer campaign pages and Google Ads campaigns at scale for their partners. It also provided valuable insights and extensive reporting to measure campaign performance across all of their dealer’s campaigns, giving them full visibility on important KPIs such as Cost per lead, CPCs, Conversion %, and lead follow up. Impartner and SB&D worked closely to create a scalable partner marketing strategy. After 3 years of running campaigns, they are continually optimizing the accounts using Impartner’s unique AI Technology with a 49% decrease in the cost per lead since they started.
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A central and templated one-to-many approach that’s scalable, saves a lot on operational costs and allows our small independent retailers to grow generating more leads and sales!”
Vanessa van Herpen, Marketing Manager
Industry
Manufacturing
Location
Netherlands
Solution In Use
Automate Your Channel Marketing
Results
100%
adoption of the marketing program
163%
increase in local dealers’ leads
49%
decrease in cost per lead
75%
more time saved
Outcome
SB&D has seen significant success since collaborating with Impartner. Google Ads for the Channel has helped the company create a local digital presence for their dealers, grow its business and reach new customers, saving time and increasing productivity in the process. Impartner has also helped SB&D to deliver the best partner experience possible, with partners providing positive feedback and high adoption rates. The company has experienced a 163% increase in leads since implementing Google Ads, and its Cost Per Lead (CPL) has decreased by 49%. Additionally, Impartner has enabled SB&D to achieve a competitive advantage by providing professional exposure that dealers would not be able to obtain on their own. It’s also helped to build strong relationships with them and demonstrates that they’re willing to invest in their resellers.
Conclusion
Through Impartner’s services, SB&D can now easily run local Google Ads campaigns at scale for 150 independent resellers, secure in the knowledge that they have full control of the local customer journey and brand consistency through centralized Google Ads and reseller websites. SB&D is able to launch scalable marketing campaigns quickly and easily, saving time and increasing productivity in the process. Partner feedback has been positive and adoption rates are high, with significant increases in leads and decreased CPLs. It’s also zero effort for partners as they don’t need to keep up with digital marketing trends, as the automated tool manages it all for them. Furthermore, with increased visibility into partner activity, SB&D has access to valuable data to help them measure engagement as well as ROI—enabling more informed decision-making for the future.
The value of having access to all insights and reports on marketing activities to measure important KPIs is a massive benefit.
Vanessa van Herpen, Marketing Manager
