Unifying the Customer View: a Marketing Transformation Case Study

Learn how MarketOne helped a global agricultural machinery leader overcome fragmented data systems to create a unified customer view, implementing signal-led journey orchestration that processed billions of data points, unified millions of identity records, and accelerated sales cycles by 40%.

Introduction

In today’s data-driven agricultural sector, the ability to understand customers across their entire journey has become a critical competitive advantage. When one of the world’s largest manufacturers of agricultural machinery and equipment approached us in 2024, they were struggling to leverage their vast customer data to drive meaningful marketing outcomes.

With a global footprint spanning multiple continents and a diverse product portfolio ranging from compact tractors to sophisticated harvesting equipment, this industry leader had accumulated enormous amounts of valuable customer data. However, this information existed in disconnected silos across the organization, limiting their ability to deliver the personalized experiences their customers increasingly expected.

The Challenge

• The manufacturer faced several interconnected challenges that were hampering their marketing effectiveness and operational efficiency:
• Their marketing teams struggled with fragmented customer views, making it impossible to develop cohesive, personalized strategies across multiple channels. This disconnection was particularly problematic for a company whose customers span diverse segments from small-scale farmers to large agricultural enterprises.
• Years of technology adoption had left them with data scattered across numerous first-party sources and SaaS platforms, creating significant operational inefficiencies and making comprehensive reporting nearly impossible.
• Despite recognizing the need for change, the company lacked sufficient internal technical expertise to develop and implement a unified data solution that could address these challenges independently.

Our Solution: ‘CDP-Lite’

Rather than implementing an expensive off-the-shelf Customer Data Platform (CDP), we delivered our proprietary ‘CDP-Lite’ solution—a flexible, cost-effective alternative tailored to the client’s specific needs.

In today’s complex B2B landscape, the traditional linear marketing funnel has given way to unpredictable, non-linear buying journeys. With buyers completing nearly 80% of their journey before engaging sales and companies struggling with hundreds of disconnected applications, the challenge isn’t just data collection—it’s making sense of it all. Our solution addressed this fundamental challenge.

Key Components

Unified Customer Data Model

• Created a custom data architecture integrating all customer touchpoints
• Built robust data pipelines connecting 14+ disparate systems
• Successfully tracking 10+ million contacts across multiple data sources

Advanced Identity Resolution

• Implemented sophisticated contact-merging algorithms to solve identity challenges
• Established comprehensive data hygiene processes for standardization and deduplication
• Achieved nearly 3x match rate for first-party data and 1.70x for third-party data

Signal-led Customer Journey Orchestration

• Deployed our advanced Customer Journey Stage Model tracking millions of attributes daily
• Implemented a comprehensive segmentation framework that captures prospects at every stage—from unaware to loyal customers
• Created clear progression metrics with defined entry, exit, and advancement criteria for each customer segment
• Enabled 40% faster sales cycles by having the right conversations at precisely the right time

The Results

Our ‘CDP-Lite’ implementation transformed the client’s marketing capabilities by turning their fragmented data into a strategic “engine room” for all demand generation activities:

• Scale: Processing 2+ billion rows of data, including 20+ years of business information
• Efficiency: Merged 16.8+ million identity records, eliminating redundancies
• Integration: 70+ custom data ingests across 14 connected systems
• Continuous Improvement: Through customer dashboards and statistical modelling, created a self-improving system that constantly refines which signals correlate with conversions

Conclusion

By implementing our ‘CDP-Lite’ solution, this agricultural machinery leader has successfully unified their customer data landscape, enabling them to deliver highly personalized experiences across all marketing channels. The scalable, custom-built approach has provided immediate business value while establishing a foundation for continued marketing innovation and growth.