Enterprise Sitecore & Salesforce Platform for Australia's Material Handling Leader
Re-architected the digital experience platform for a national heavy equipment provider, connecting parametric machinery search directly into regional Salesforce sales queues to boost inbound lead conversions by 20%.
Transforming the Digital Experience for Australia's Material Handling Leader
In capital equipment and industrial machinery sales, business buyers research forklifts, reach trucks, and warehouse automation systems online long before picking up the phone to talk to a dealership rep.
Our client is one of Australia's premier material handling companies, supplying heavy machinery, fleet leasing, and maintenance services to warehousing, logistics, construction, and manufacturing operations nationwide.
Their existing digital footprint was failing to support their market leadership. The website was not mobile-responsive, product spec sheets were buried, and inbound sales inquiries were manually collected from basic web forms and emailed around the office. Zediant was selected to re-architect and rebuild their entire web presence on the Sitecore Experience Platform, complete with bidirectional Salesforce CRM integration, geo-targeted branch content, and an intuitive heavy machinery catalog.
The Cost of an Outdated Industrial Web Experience
The company faced four primary barriers that were costing them valuable equipment sales and fleet service contracts:
Slow and Non-Responsive Layouts
Warehouse managers and job site supervisors frequently browse equipment on mobile phones and tablets. The legacy website was desktop-only and took several seconds to load.
Manual Lead Handoff Delays
When a buyer requested a quote on a 5-ton forklift fleet, the form submission arrived as an email. Delays in manually entering details into Salesforce meant competitors often called back first.
Difficult Machinery Navigation
Buyers looking for specific mast heights, fuel types (electric vs. LPG), or lifting capacities struggled to filter through hundreds of machinery variants.
Fragmented Regional Content
With branch depots and repair centers across multiple Australian states, regional teams had no way to showcase local stock, rental fleets, or service contact numbers.
Four Core Implementation Challenges We Solved
Delivering an enterprise platform for capital equipment buyers required solving four critical technical problems:
Bidirectional Salesforce Sync
Connecting Sitecore directly to Salesforce so quote requests, brochure downloads, and service bookings flow instantly into the right territory rep's queue with complete lead attribution.
Parametric Equipment Filtering
Engineering a structured catalog filter allowing buyers to narrow down machines by load capacity, lift height, operating aisle width, and power source without page reloads.
Geo-Location Personalization
Configuring Sitecore's personalization engine to detect the visitor's state or territory and automatically highlight the closest authorized dealership, rental hub, and service technicians.
Fast Asset Delivery
Optimizing heavy technical PDF spec sheets, machinery dimensions, and equipment imagery so pages render smoothly even on low-bandwidth job site connections.
The Integrated DXP & CRM Architecture
We structured the digital platform to connect public browsing directly into the client's commercial operations:
Sitecore Experience Platform (XP)
Delivers responsive, mobile-first pages with tailored equipment recommendations and automated branch location finders.
Custom .NET & C# Service Modules
Handles equipment search queries, spec comparison calculators, validation checks, and data transformation.
Secure Salesforce API Integration
Pushes qualified quote requests and service tickets straight into regional branch sales pipelines within seconds of submission.
Microsoft SQL Server Core
Stores the unified product catalog, technical specification tables, editorial content, and marketing asset libraries.
The Four Phases of Delivery
Delivered by an embedded engineering team over a structured 6-month timeline:
Discovery and Equipment Taxonomy
We audited their full machinery line, mapped specification attributes (capacity, mast heights, power systems), and defined lead routing rules for regional branch offices.
Sitecore Build and Salesforce Integration
We implemented the Sitecore component library in .NET/C#, developed custom catalog filtering, and connected the Salesforce REST API for real-time lead capture.
Content Migration and Lead Validation
We migrated hundreds of machine spec sheets and articles, conducted cross-device performance testing, and verified that quote submissions created verified Salesforce leads.
Production Cutover and Editorial Training
We completed an off-hours launch, configured CloudWatch telemetry, and trained internal marketing teams to manage catalog items and branch landing pages independently.
Measurable Commercial Growth
Launching the modernized Sitecore platform delivered an immediate uplift in marketing efficiency and sales velocity:
- 20% Uplift in Sales Conversions: Streamlined quote request forms and instant Salesforce routing resulted in faster sales rep follow-ups and higher deal close rates.
- 50% Increase in Page Views: Intuitive navigation, parametric equipment filtering, and mobile optimisation kept commercial buyers exploring the site longer.
- Eliminated Manual Data Handoff: Marketing and administration staff no longer spend hours re-typing web form emails into CRM systems.
- Empowered Regional Branches: Individual state depots can now run regional equipment specials and feature local fleet inventory directly on their localized pages.
Why B2B Machinery Buyers Demand Consumer-Grade Speed
In heavy machinery, buying decisions are driven by specifications and availability. If a logistics company needs five electric forklifts for a new facility opening next month, they will not wait around on a broken website. They want to check lifting dimensions, confirm battery specs, and get a quote within hours. By connecting a fast Sitecore browsing experience directly into Salesforce, Zediant helped this Australian leader turn their website into an active pipeline generator rather than an online brochure.
Built for Long-Term Digital Evolution
The Sitecore architecture provides a solid base for future industrial customer services:
Live Rental Fleet Availability
Connecting regional depot ERPs to show live rental stock and daily hire rates directly on the web.
Customer Fleet Portal
Allowing fleet managers to log in and review maintenance histories, scheduled servicing, and telematics health reports.
Online Replacement Parts Ordering
Adding digital parts diagrams and one-click ordering for replacement forks, tires, and hydraulic hoses.
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