DuPont, a science company dedicated to solving challenging global problems through innovation, faced its own global challenge regarding how its Crop Protection Division could effectively provide accurate technical information to millions of farmers in 130 countries without lag time. To solve this issue, DuPont created a mobile app that provides instant and accurate information to its more than 10,000 sales representatives — which resulted in $1 million in global savings, and a 50 percent decrease in go-to-market time.
“One of the biggest challenges for our marketing team is to be able to take the value propositions of our products, and translate those down through our sales reps to customers,” says Joanne Hewitson, global digital marketing lead, Crop Protection Division, DuPont. “On top of that, we work in ecosystems, so we have different crops in every country, different pests, different regulatory environments, and, as a result, slightly different product lines in each country.”
DuPont launches a mobile solution.
For DuPont, creating a mobile solution was the key to its success. DuPont already used a customer relationship management application, which meant it had a CRM that could follow customer interests, trends, and potential sales opportunities, based on activity.
Using Adobe Experience Manager for digital asset and content management, DuPont piloted a sales enablement app in Brazil. It was able to convert PowerPoint Presentations that its sales team had been using to a mobile app, which was an instant success. Additionally, DuPont created a public-facing smartphone app in Germany that replaced a 400-page book that contained all of the division’s labels and safety data sheets. Replacing the clunky book allowed customers to sort through and search for material in an efficient manner, regardless of their location.
The efforts to repurpose existing sales collateral, and consolidate a paper book into an ebook represent only the tip of the iceberg, but they demonstrate how DuPont is committed to creating relevant content at the velocity required to meet its customer’s evolving needs. As a result, DuPont empowers its sales team and distributors by providing them with powerful tools that update in real time, improving the efficiency and effectiveness of the division’s sales and marketing teams.
DuPont is blazing the trail for manufacturers.
DuPont faced a problem that plagues virtually all manufacturers. The old ways of disseminating information in a B2B world are obsolete — and global manufacturing runs on information. Customers expect specs, technical details, pricing, and more to be delivered fast, conveniently, and in their native language. Since customers are typically through 57 percent of their decision-making process before they contact you, a sales team must be equipped with compelling and engaging material.
“Rich, reliable sales content enhances conversations between DuPont and customers,” says Joanne. “Eventually, we can use this app to upload and share the best sales materials worldwide to help make strong connections with farmers.”
Just like DuPoint, you can transform the way you communicate. Mobile apps can help you satisfy sales, customers, and partners alike by serving up the right information at the right place and time.
Building a smart, sales-enabled mobile app.
A set of proven tools is key to enabling an efficient roll-out of apps, and furthering the customer’s digital experiences. As DuPont’s success illustrates, a well thought out mobile and development strategy is critical for success. Here are some best practices for creating a successful sales-enabled mobile app:
- Digital Asset Management. Invest in a smart DAM that provides a digital foundation, and integrates into back-end systems. DuPont is able to update material in its DAM, and then distribute the latest version in real time, and in all markets.
- Mobile First. Digitally convert existing collateral into a mobile-compatible content management system so all slides, charts, and other visual aids are easily accessible.
- Familiar Interface. Apps should be clean and simple. They should have the look and feel of similar top B2C apps, including simple search functionality and intuitive navigation.
- Geolocation. It’s imperative to develop an app enabled with geolocation. Location analytics based on GPS or iBeacons assist manufacturers in delivering customized material to customers, based on location.
- Analytics. Invest in analytics to monitor adoption rate, and the timely and accurate delivery of all assets. Analytic capabilities provide insight into what’s working well and identify the areas in which you can improve.
Staying competitive in a mobile world.
It’s no secret, the manufacturing industry is changing. And digital is leading the charge. Switching from a paper-based system to a digital platform can be intimidating. Plus, the complexity of making the switch can be a challenge for any organization.
As DuPont discovered, a traditional paper delivery method — including its annual 400-page book — was no longer cost-effective, nor did it satisfy its customers. If you operate using a manual process, you run the risk of distributing out-of-date material, which is especially worrisome when documents need to be updated for compliance with industry regulations.
Essentially, manual methods decrease a company’s efficiency, while an advanced mobile app can provide instant access and improve customer service. Regardless of your company’s size, reach, and prominence, you will benefit by implementing a one-stop shop that offers a comprehensive digital experience and customer journey.
“We want to make it so easy and convenient for people to work with DuPont that they’d never trust their crops with anyone else,” says Joanne. “By integrating more tools into the app, we’re looking to create a one-stop DuPont experience for farmers.
Learn more about the effectiveness of mobile marketing and apps, as well as improving user experiences and sales effectiveness. You can also read about more best practices for digital experiences in our #manufacturing series.