EXPANDING VERSATILE'S PRESENCE IN THE U.S. MARKET
I developed and managed a B2B market expansion campaign for Versatile, targeting farmers in regions surrounding existing and new Versatile dealerships across the United States. The campaign combined targeted direct mail, PPC, content strategy, landing pages, HubSpot marketing automation, and performance tracking to introduce the brand to new customers and generate qualified leads.
The campaign positioned Versatile around three core brand qualities: reliability, longevity, and toughness, differentiating the company from established competitors such as John Deere and Case IH.
THE CHALLENGE
Versatile had an opportunity to expand its customer base in the U.S. by increasing awareness in markets surrounding its dealership network.
The challenge was to introduce the Versatile brand and its history to potential customers who may not have been familiar with the company, while giving them a compelling reason to learn more about its products.
Rather than relying on broad awareness advertising, I developed a targeted approach focused on farmers located within specific geographic markets around existing and new dealerships.
THE STRATEGY
The campaign combined traditional and digital marketing to create a connected customer journey. The initial communication used a targeted print mailer to introduce the Versatile brand and communicate its key differentiators. The call to action directed recipients to a dedicated landing page where they could request additional information.
Digital advertising and PPC supported the campaign, extending its reach beyond the initial mailer and reinforcing the message across multiple channels. The campaign incorporated A/B testing to evaluate creative and messaging performance and inform ongoing optimization.
FROM MAILER TO QUALIFIED LEAD
A key element of the campaign was connecting the physical mailer to a measurable digital journey. The mailer directed recipients to a dedicated landing page where they could provide their information and request further details. Once captured, the lead entered a HubSpot email drip campaign designed to continue the conversation and move the prospect toward a product demonstration.
The resulting customer journey was:
Targeted Mailer → Landing Page → Lead Capture → HubSpot → Email Nurturing → Lead Qualification → Product Demonstration
This allowed the campaign to move beyond traditional direct marketing and create a structured lead-generation and nurturing process.
MEDIA & CAMPAIGN MANAGEMENT
I managed media buying and placement across both PPC and print channels, working within a defined campaign budget and using performance data to optimize the marketing investment. The creative strategy covered both the visual and written components of the campaign, ensuring the brand message remained consistent while adapting the content to each channel.
MEASUREMENT & OPTIMIZATION
I established campaign tracking using unique URLs, QR codes, Google Analytics and Google Tag Manager. These tools allowed campaign activity to be tracked from the initial communication through to digital engagement and lead capture. Performance data was used to monitor user behaviour, evaluate campaign effectiveness, and make ongoing improvements to the campaign.
MY ROLE
I managed the campaign from strategy through execution, including:
MARKET EXPANSION STRATEGY
Developed the approach for introducing Versatile to targeted U.S. agricultural markets.
Developed the approach for introducing Versatile to targeted U.S. agricultural markets.
BRAND & CREATIVE STRATEGY
Developed the visual direction and messaging around Versatile's reliability, longevity, and toughness.
Developed the visual direction and messaging around Versatile's reliability, longevity, and toughness.
CONTENT STRATEGY
Created and managed campaign content across print and digital channels, including A/B testing.
Created and managed campaign content across print and digital channels, including A/B testing.
MEDIA BUYING
Managed PPC and print media placement within the allocated campaign budget.
Managed PPC and print media placement within the allocated campaign budget.
LEAD GENERATION
Developed the landing page and customer journey connecting the mailer to lead capture.
Developed the landing page and customer journey connecting the mailer to lead capture.
CRM & MARKETING AUTOMATION
Built HubSpot email automation to nurture and qualify leads toward product demonstrations.
Built HubSpot email automation to nurture and qualify leads toward product demonstrations.
ANALYTICS
Implemented unique URLs, QR codes, Google Analytics and Google Tag Manager to track campaign performance.
Implemented unique URLs, QR codes, Google Analytics and Google Tag Manager to track campaign performance.
THE OUTCOME
The campaign created an integrated approach to U.S. market expansion and lead generation, connecting targeted direct mail with digital advertising, landing pages, CRM, and automated email marketing.
Rather than using the mailer as a standalone piece of advertising, I built it into a measurable customer journey that allowed Versatile to identify interested prospects, nurture those leads, and move them toward a product demonstration.
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