All cases

Mundipharma Nordic

Unites through
internal app

See more

TELIA ERHVERV

Content Marketing
on B2B

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MAN PRIMESERVE COPENHAGEN

Digital driven and individual
sales of genuine spare parts

See more

STRUERS

Cutting Edge
Lead Generation

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TELIA ERHVERV

Use own and public data
to lead generate

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CASE STUDY: STRUERS

Cutting Edge
Lead Generation

BACKGROUND

Struers is the world's leading manufacturer of metal preparation and analysis equipment. The analysis documents the nature of metals, hardness and alloy, which is used in the automotive, aerospace and electronics industries.

With sales in 74 countries, Struers - like all global B2B companies - struggles with large amounts of data in unhomogenic databases, in various formats, and with responsibility placed in silos.

Lead Scoring Board

"The website is the crankshaft of the lead Engine"


CHALLENGES

B2B customers utilise the wide range of digital channels to self-implement 2/3 of the decision-making process before contacting a sales person. Sales teams are now expected to be able to challenge and advise, which places increased demands for insight into the customer’s business and work processes

SOLUTION

The website is the crankshaft of the lead engine. It distributes content, establishes dialog and collects data for further qualification and processing. Built using Sitecore, struers.com fully utilises the platform’s personalisation capabilities.

Using data from 6 sources, we build accurate profiles of users. These sources include; dialogue with sales personnel, ERP, e-shop, marketing, e-learning, and the website. This enables us to optimise the customer journey and only deliver leads to sales that are actually ready to buy.

Results

320%

boost in traffic at
the website

40%

more time spent
at the website

182%

more qualified
leads

6 months

payback time

Winner at the Danish Digital Award 2017
and nominated for the Integrated sales and
Marketing B2B Award 2017

If you want the full story and to learn how to get started with true omni-channel marketing, contact our Head of Strategy & Partner, Niels Kaldahl

Niels Kaldahl

Director of Strategy & Partner

+45 23 23 70 11
kaldahl@kogp.dk