Ever since Benjamin Obdyke opened its doors in 1868, it has pursued one goal: to build better. The company, which stands as the foremost provider of roof and wall-building materials in the United States, continually fine-tunes its product lines to suit the ever-evolving needs of the building and contracting community. Proactivity defines Benjamin Obdyke’s approach to product line development — however, until recently, the same could not be said about the company’s approach to marketing and sales.
Before 2020, the company lacked a standard way of qualifying and nurturing incoming leads; it couldn’t accurately capture pipeline opportunities or track interactions with dealers and contractors. Additionally, because its sales and marketing teams used distinct platforms, the two often failed to communicate, let alone collaborate.
Benjamin Obdyke knew that it needed to apply its “build better” motto to its internal processes, as well as its products. To that end, the company reached out to Gerent, a preferred partner for Salesforce implementations, for advice and support.
First Impressions: Identifying Problems and Growth Opportunities
Implementations are always a collaborative process. After connecting with Benjamin Obdyke’s transformation leaders, Gerent’s solution architects spent some time in conversation to define the manufacturer’s pain points and goals. The team established that the company needed to:
- Transition to a unified sales and marketing platform
- Reduce its manual reporting burden
- Establish standardized lead generation processes
- Increase its ability to market to existing contractors, dealers, and customers
Gerent’s solution architects proposed a straightforward means of achieving these goals — implementing Pardot and Sales Cloud.
Pardot Provides a Comprehensive Fix for Lead Management
While switching to Sales Cloud would resolve one of Benjamin Obdyke’s primary goals — namely, breaking down silos between its sales and marketing teams — integrating Pardot was an equally important part of the manufacturer’s transformation strategy.
For context: Pardot is a top-tier marketing solution that empowers organizations to maximize their pipelines and forge meaningful connections with their consumers. With its expansive set of tools at hand, marketing teams can increase their ability to identify qualified leads, track campaign engagement metrics, automate personalized outreach, and improve follow-up speed. Other features include (but are not limited to) an all-in-one dashboard, which marketing and sales teams can use to track campaign progress, and automated lead qualification.
By using Pardot, Benjamin Obdyke could accurately capture pipeline opportunities, conduct robust reporting without unnecessary manual intervention, and establish best practices for lead generation, qualification, and sales distribution. In other words — the manufacturer would obtain the functionalities it needed to modernize and optimize its marketing approach.
Gerent Turns Potential into Productive Reality: Implementing Pardot
After establishing that Benjamin Obdyke’s immediate needs would be best served by implementing Sales Cloud and Pardot, the team held several conversations with the manufacturer to understand its existing processes and requirements. Ultimately, Gerent and Benjamin Obdyke agreed to execute the implementation via a three-week Quickstart.
Quickstarts are accelerated projects that implement a basic version of a given solution within two to four weeks. As in Benjamin Obdyke’s case, these are often used to establish an immediately functional foundation that can be expanded at a later date.
The manufacturer’s QuickStart occurred in two phases. The first (“architect”) phase encompassed all initial planning and design work. Gerent’s solution architects configured Pardot and Sales Cloud per Benjamin Obdyke’s unique needs, then conducted demo sessions to obtain feedback and finalize the build. In the second (“deploy”) phase, the Gerent team migrated the manufacturer’s data onto its new system, trained a designated client representative on the product, and handed over the metaphorical reins.
By the end of 2020, Benjamin Obdyke achieved a unified sales and marketing platform that suited its needs and status as a top-tier player in the construction materials industry. The manufacturer’s initial partnership with Gerent has since come to a close; however, Benjamin Obdyke continues to collaborate with its implementation team on smaller initiatives, striving — as always — to build better.