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SOCIAL NETWORKS
Digital Marketing
Gates
CLIENT Gates Corporation
TRADE Mechanical Engineering
PROJECT Synchro-Clean™
TARGET Development engineers, technical buyers, OEM manufacturers
EXPERTISE Digital Marketing
MARKETS DACH, UK and Nordics
Digital Marketing
Gates
CLIENT Gates Corporation
TRADE Mechanical Engineering
PROJECT Synchro-Clean™
TARGET Development engineers, technical buyers, OEM manufacturers
EXPERTISE Digital Marketing
MARKETS DACH, UK and Nordics
Need
Developing new markets is a challenge in the industry because business relationships are often grown over many years and cannot be easily expanded. This case study shows how digital marketing can be used profitably to generate new leads.
Gates is a global leader in power transmissions and fluid power products with more than 13,000 employees. The company is world-renowned as an automotive supplier. However, it also serves markets such as the food industry with specific products. In this case, the objective was to target European manufacturers of machinery for the food and agriculture business, creating awareness and demand for Gates’ Synchro-Clean™ range of food grade conveyor belts.
Approach
In a first step, we developed the value proposition for the Synchro-Clean™ product range based on competitor analysis and discussions with Gates’ product management. We then translated this into a digital advertising concept.
As part of the media plan, various communication channels (Xing, Meta, LinkedIn, Google, Display, etc.) were evaluated and budgeted. After consultation with the client, we focused the budget on LinkedIn and Google as well as a three-stage emailing campaign.
Development engineers and technical buyers from German- and English-speaking countries have been identified as main targets.
To make the campaign even more eye-catching, prospects were given the possibility to consult a Gates expert or order a product sample directly via a form on a dedicated landing page.
Implementation
While Google Ads and email marketing lead to a common, resource-rich landing page, for LinkedIn, a pre-populate Lead Gen form was used. Using retargeting, non-converted visitors to the landing page were approached again via LinkedIn. Display network from Google was also used but showed lower performance with respect to our highly specific target group. Regarding SEM, special emphasis was placed on keyword semantics in both German and English language. The results were analysed and optimised weekly. Manual optimisation was always the preferred option.
Results
The CTR on LinkedIn was very high at 0.84%. 750 clicks, 89,000 impressions and 27 leads were generated via LinkedIn’s Lead Gen forms over an 8-week period. Google advertising, meanwhile, generated 3 million impressions, 38.000 clicks and 323 conversions on the landing page over a 12-week period.
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Qualified sample requests
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