Endress+Hauser
Digital Excellence for a leading industrial supplier
When Endress+Hauser, a global leader in measurement instrumentation, wanted to improve its digital marketing in the UK region, it turned to Youwe for help. With close to 16,000 employees worldwide, but a traditional approach to marketing, Endress+Hauser was ready to forge a partnership to achieve digital transformation.
Endress+Hauser delivers instrumentation products that help businesses achieve success by improving efficiency and safety, while reducing environmental impact. Its customers operate within chemical, food and beverage, life sciences, energy, mining, minerals, metals, oil and gas, and water industries.
Despite a well-established position as the global leader, its traditional marketing approach was facing fierce competition from new digital-first entrants. Endress+Hauser’s market share was starting to decline.
Although the business was still capturing leads and attracting new customers, the internal team knew that its existing technology stack was holding it back. And without the right in-depth, data-driven insights, Endress+Hauser was unable to make fully informed decisions. It was time to build on existing success, move to the next level, and focus on social media and email marketing excellence.
30-40
Additional nurture qualified leads for sales every month
326
Organic post clicks on average per month
3,7%+
Average social click through rate
We needed to deliver digital excellence, leapfrogging the competition to dominate the digital space and drive greater results
Our solution
Developing a solid strategy
We began by putting together a strategic roadmap. We analyzed Endress+Hauser’s current situation and identified its business objectives and future aspirations. From there we were able to identify the big strategic picture, and then shape the tactical elements to make it all happen.
Above all, this relationship was built on long-term co-operation, working together on integrated marketing campaigns to generate the best possible leads and product enquiries.
A game of digital leapfrog
One the biggest threats to Endress+Hauser was coming from its digitally savvy competitors. These businesses were well-versed in social media, and using it to maximum advantage.
We didn’t just need to help Endress+Hauser with digital transformation. We needed to deliver digital excellence, leapfrogging the competition to dominate the digital space and drive greater results.
A tailored, integrated approach
From our situational analysis, we knew which tactics to implement. Integrated campaigns were created across email, LinkedIn and Twitter, both paid and organic, focusing on specific industries, challenges and products. Our key focus was to engage audiences and generate leads that could be handed over to the sales team to initiate conversations.
Additional activities were also centered around existing customers. Email campaigns were activated for upselling and cross-selling purposes, while paid LinkedIn campaigns captured new audiences and propelled them through the sales funnel.
As well as communicating at a corporate level, we created social communications for use by Endress+Hauser employees, adding another layer of engagement with their audiences.
In it for the long run
Our campaign-led approach, and the success it has achieved, prompted Endress+Hauser to review the potential of marketing automation on a global scale.
We led on Salesforce optimization in the UK, as well as Endress+Hauser’s new marketing automation platform, Eloqua. Our involvement included internal training, onboarding sales and marketing teams, and promoting a more proactive, aligned way of working. We also ran a number of campaigns across Australia and the USA.
The results
Digital success and a brighter future
Endress+Hauser has moved forward into a new phase of sales success.. With regular, consistent and integrated social media campaigns, allied to email communications, high-quality leads and sales are in ascendance. Changing audience behaviors are now central to campaigns, and market share is being recaptured from digital-first entrants.
We have helped to achieve:
- 30-40 additional nurture qualified leads for sales every month
- 3.5%+ average social engagement rate
- 3.7%+ average social click through rate
- 326 organic post clicks on average per month
As the close relationship moves forward and our role evolves, we continue to strengthen the digital offering. Let’s see what the future brings for this successful digital partnership. We are certainly looking forward to it.
