Case Studies

© 11/2022 IMPARTNER. All rights reserved. HQ: +1 (801) 501-7000 | Paris: +33 (0) 1 87 16 73 86 | London: +44 (0) 204 576 9682 CUSTOMER STORIES: STANLEY BLACK AND DECKER 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. 163% Increase in Reseller Leads Since Implementing Google Ads for the Channel " Impartner enabled us to generate additional revenue for all of our 150 local resellers by giving them online exposure on Google Search that they would never have been able to set up themselves." Vanessa van Herpen, Marketing Manager Solution Use Industry Manufacturing Location Netherlands Google Ads for the Channel • Setup and optimize Google Ads campaigns for partners fully automated and at-scale • Control the co-branded partner Google Ads campaign messaging and bidding • Enable channel partners to run co-branded Google Ads campaigns including landing pages with minimal effort from the partner • Automatically assign and distribute leads to partners based on their Google Ads campaign • Full visibility of performance across all partner campaigns through extensive reporting.

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