Localization of a global online strategy, optimized to generate leads

Case in brief:

CHALLENGE: Demonstrate the local business value of an online strategy with digital marketing
SOLUTION: Local ownership of a local online strategy with a clear connection to sales
RESULT: Better local understanding of global initiatives; an adaptation of global strategy to local markets

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“Expresso coached our market coordinators in our four biggest markets.
The result is a greater local understanding of our global initiatives in digital marketing and online strategy, as well as an adaptation of the global strategy to the local market and local sales targets."

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Malin Ringvall
Commercial Marketing Director | Piab Lifting Automation

Challenges

  • Local marketing coordinators, who previously only assisted the sales organization, did not aim to actively generate leads in digital channels
  • Local marketing activities were not directly linked to sales results
  • No channel strategy in place and no clear ownership

Expresso's solution

  • Review of global online strategy together with the local market coordinator in each of the division's four main markets
  • Ensure local ownership of local online strategy and implement clear goals linked to local sales strategy
  • Analysis of the local online presence
  • Ongoing coaching in digital marketing methodology throughout the project's duration
  • Packaging of the local online strategy.
Key to success: Clear connection to global initiatives and campaigns

Expresso's delivery

Lokalisation

Localization of the global online strategy to make a clear connection with the business in the local market

Channel strategy

Develop and implement a clear channel strategy and ownership in the local market

Inbound Marketing methodology

Coaching in the Inbound Marketing methodology to increase understanding of how it can be activated locally for the best possible results

Cooperation

Demonstrate the value of close collaboration between marketing and sales

Background

Since 2017, Piab Lifting Automation has invested successfully in generating leads. The focus has been on optimizing the digital market presence by consciously working with organic search engine optimization. In 2019, an equal share of all new customer contacts was generated via the web as via trade fairs. In the spring of 2020, the pandemic put an end to trade fairs – and with that, the digitalisation of the entire sales process accelerated in traditional B2B sales.
In order not to lose momentum on its growth journey, Piab Lifting Automation decided to accelerate implementation of a digital marketing and sales process with a focus on both recruiting new customers and increasing sales to existing ones.
tawi

About Piab Lifting Automation

Founded: 1923. Part of the Piab Group since 2020
Commercial brands TAWI and Manut-LM
HQ: Kungsbacka, Sweden
Geographical presence: Global
Sales 2020: SEK 620 million
Core business: Development, production and sale of lifting solutions using vacuum technology
Owner: Piab Group 

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TAWI smart lifting

Team Expresso

This project was delivered by Expresso

Linda Gårdlöv

Digital Marketing Strategist

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