Heavy Equipment State of Marketing 2026

Who are you in the industry?

We'll tailor a handful of questions to your role so the data is as accurate and useful as possible. Takes about 5 minutes.

Equipment Dealer

You work at a dealership — selling, marketing, or running the business

OEM / Manufacturer

You work at an equipment manufacturer or brand — marketing the product line or supporting a dealer network

Marketing Agency

You work at an agency that serves equipment dealers or OEMs

Please select one to continue.

US-based respondents only · Anonymous and aggregated · Independent research — no sponsors

Section 1 · About You

Let's start with some context.

6 questions · about 90 seconds. All responses are anonymous and aggregated — your individual answers are never shared. IronBenchmark is independent research — not sponsored by any equipment manufacturer, dealer group, or vendor.

Question 1What best describes your role?

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Question 2How many locations does your dealership operate?

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Question 3What is your approximate annual marketing budget (all channels)?

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Question 4How many people (FTE or equivalent) work on marketing at your company?

Just me 2–3 people 4–10 people More than 10

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Question 5How is your marketing function structured?

Entirely in-house Primarily in-house, some agency support Mix of in-house and agency Primarily agency, small in-house team Just me — no agency

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Question 6What brand line(s) do you represent or primarily work with? (optional)

e.g. Caterpillar, Komatsu, John Deere, AGCO, Kubota, Volvo CE, CNH, independent / multi-line

Section 4 · How You Operate

Systems, data, and how you run the business.

4 questions · about 90 seconds. This section produces the most distinctive findings in the report — where the industry actually sits on digital maturity.

Question 14Which best describes how your sales and marketing operation runs today?

Primarily relationship-driven — no formal CRM or digital lead tracking Leads come through referrals and direct relationships. Follow-up is managed by the rep. Spreadsheets, notes, and phone calls do most of the work. CRM and digital tools are in place — used for tracking and campaigns You have a CRM, run email campaigns, and track leads digitally. The team logs activity and follows up based on what's in the system. Connected systems — fleet data, service history, and buying signals inform outreach Your CRM connects to machine data or service records. You can identify which customers are likely approaching a purchase decision based on usage patterns — before they call.

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Question 15How would you describe how your team actually uses your CRM?

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Question 16When a new inbound lead comes in, how quickly does your team typically respond?

Excluding automated responses such as auto-reply emails. Inbound channels include web form, phone, email, and chat.

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Question 17Can you identify prospects who are researching your equipment before they reach out to you?

Yes — we track website visitors or use tools that flag interested prospects Sometimes — we pick up some signals but it's not consistent No — we find out someone was interested only when they reach out No — and it's not something we have tools in place for yet

Please select an option to continue.

Last step — get the report.

As a contributor, you'll receive the full Heavy Equipment State of Marketing 2026 report free — delivered to your inbox before public release.

Work email address

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What state are you in? (optional — helps us segment regional findings)

🔒 Your data is private. No individual responses are ever shared or used for sales targeting. All findings are anonymized and aggregated. Unsubscribe anytime.

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Your responses have been recorded. You'll receive the full Heavy Equipment State of Marketing 2026 report free when it publishes — before public release.

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