We are continuing to see business-to-business (B2B) buyers leaning on digital content to support their buying process prior to engaging with a live sales person. This is driving a lot of the activity in marketing to ensure we are focused on the customer experience at the right place and time.
Part of our latest initiative is the launch of the 2022 “Choose Delo®” media campaign, in which we plan to drive leads to the new “Delo Difference” pages on ChevronLubricants.com. Each of the three pillars has a page, highlighted below, which provides insights and educational content for the viewers.
We incorporated learnings and data from the Emission Control Center Pages, which have been highly successful in supporting Delo 600 ADF. To keep the messaging simple, we are focusing the educational content and insights on the three business drivers of our customers which includes: Durability (Equipment and Component Life), Reliability (ODI Service Intervals) and Efficiency (Fuel Economy).
All of this content leads to the product page, where we have strategically displayed our products to simplify the customer experience in selecting and learning about our products. We are just finishing up Phase One of this work and will be shifting focus to the individual product pages. Stay tuned for more information and sales content on new pages in the near future.
