Accelerating BrandDemand through connected customer journeys:

Helping Toro personalize at scale with
Salesforce Marketing Cloud.

Competencies utilized:

Content audit and gap analysis | Buyer journey mapping | Demand generation strategy and planning | Martech strategy and planning | Content/message mapping | Program measurement and optimization

Toro is a global leader in turf and landscape maintenance, snow and ice management, irrigation and outdoor solutions — serving customers and professionals through major retailers, dealer networks and direct channels worldwide. 

The challenge

For over a century, Toro has built its reputation as a global leader in turf and landscape maintenance, snow and ice management and irrigation and outdoor solutions. But as customers’ digital expectations evolved, Toro’s dealer-first sales model made it difficult to build direct, ongoing relationships.

Customer data lived in silos across systems and marketing efforts couldn’t easily track or personalize the customer journey. The result: missed opportunities for loyalty, upsell and retention.

Toro needed a new approach — one that would modernize customer engagement and unlock lifetime value through automation, data and content strategy.

Our solution

To help Toro modernize how it engaged customers, we applied our Accelerating BrandDemandSM framework, focusing on aligning content to the buyers’ mindset across every stage of the customer lifecycle. The messaging strategy balanced brand and demand needs, reinforcing brand credibility to gain buyer trust with content information and assets to educate, inform, confirm and retain. To execute, we architected a Salesforce Marketing Cloud solution that automated each stage:
  • Recognition stage: Weekly educational and seasonal emails built trust with helpful, value-first content on lawn care, innovation and sustainability
  • Consideration stage: Triggered nurture flows responded to interest with tailored product benefits and comparisons
  • Conversion stage: Welcome and post-registration messages reassured new buyers and introduced accessories and complementary products
  • Retention stage: Maintenance reminders, loyalty offers and seasonal promotions reinforced value and encouraged repeat purchases

This automation gave Toro control over the customer journey and the ability to respond based on real engagement.

Using Salesforce Marketing Cloud, we integrated product registration feeds, online and offline data sources and behavioral triggers to create a single, connected customer view. This enabled Toro to deliver the right message at the right time, automatically and at scale.

We structured lifecycle programs around Toro’s most critical engagement points. Each program was mapped with rules, timing and content logic:

  • Post-registration: Two-step email flow with a thank-you message and helpful tips, personalized by product and user type
  • Maintenance: Emails triggered by product registration dates with part suggestions and seasonal prep guides
  • Appreciation (cross-sell): Twice-yearly dynamic emails offering attachments, accessories and upgrade items

Each email used modular content blocks and reusable templates designed to serve the full Toro product catalog.

Recognition stage: Weekly thought leadership

We launched a weekly content stream designed to build trust. These emails featured:

  • Seasonal yard tips based on region
  • Educational content about sustainable lawn care
  • Highlights of Haven™ smartyard innovation

The tone was helpful, neighborly and value-first. These messages kept Toro top-of-mind while reinforcing brand credibility. 

Consideration stage: Trigger and timed demand gen campaigns

Prospect behavior and product interest triggered personalized flows. These included:

  • Lead magnet downloads triggered nurture emails
  • Product page views started consideration flows
  • Registration triggered upsell and loyalty emails

These campaigns were layered with timing logic based on purchase windows and seasonal readiness. This helped Toro reach buyers at high-intent moments.

Conversion stage: Win-back and opportunistic campaigns

Reactivation and moment-based campaigns gave Toro a flexible channel for:

  • Re-engaging dormant customers
  • Sending weather-predicted promotional offers (e.g., snow blower before storms)
  • Launching new products with dealer co-branded campaigns

Each campaign launched quickly using modular creative and triggered targeting. This allowed the brand to adapt fast while staying relevant.

The results

Toro’s new marketing automation engine empowered the brand to connect meaningfully with customers — turning data into relationships and relationships into results.

25%

above goal of average online order value

19%

above goal of customer retention rate

300%

above ROI goal

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