Mobilaris & Epiroc
With a global audience, long sales cycles, and a rapidly evolving industry, every warm lead that marketing can generate is incredibly valuable to companies like Mobilaris and Epiroc. A common challenge for B2B companies with niche products is to reach the right stakeholders at a cost that makes marketing efforts a good investment.
The possibility of travel was quickly removed as the COVID pandemic swept across the world. Trade fairs, which have long been a natural meeting place for innovators and stakeholders, had to be put on hold. When many saw business opportunities slip out of their hands, Mobilaris and Epiroc saw a chance to break through the noise. Together the companies created Mining Insights, an ongoing webinar series that brings together industry experts, users and potential customers under the same roof – albeit a virtual one.
By leading the discourse of the industry's common challenges and solutions related to safety, sustainability and productivity, Mobilaris and Epiroc take a position as thought leaders in their field. It strengthens the respective brands, and gives the participating experts a completely new platform to inspire others and share knowledge.
To present and spread Mining Insights, we have developed a coherent identity and a website to talk about the events, register and participate. We have also run targeted campaigns on social media to promote the webinar.
One brand – two companies
When we made the appearance for Mining Insights, we took into account that it should be able to stand on its own feet for the first time viewer. At the same time, it should radiate and accommodate both the Mobilaris and Epiroc brands, and maintain good brand recognition for those with existing relationships to these companies. The visitor who encounters the event in a neutral channel should become interested in both the event itself as well as the companies behind it. And if the visitor encounters the event in Mobilaris’ and Epiroc's own channels, it should feel like a natural part of the companies' communication.
A wide net and a focused funnel
In order to reach out to potential visitors on the global market, LinkedIn was prioritised. We launched posts via Mobilaris and Epiroc's own pages, as well as sponsored posts and advertisements, and created an event that participants could save and share on their own pages. By showing off their participation, the visitor strengthens their own brand, while at the same time the event gets an even greater spread thanks to their personal networks.
Once on the actual website, the visitor is greeted by an attractive design with clear information about the event and the current participants. The registration form is early, clear and simple,making it easy for the visitor to make and carry through a decision. Since the campaign is exclusively digital, it is fully measurable, and with the registration form Mobilaris and Epiroc get warm leads.
Reminders and follow-up
We have set up an automated flow of reminders for each upcoming event and its visitors. Everyone who has agreed to the event receives reminders about their registration, so that in the end they will actually take part in the webinar. After the event, information about upcoming Mining Insights will be automatically sent out, along with information about Mobilaris and Epiroc.
Continuous work brings results
During the event series, Mobilaris, Epiroc and we at Samuraj have learned that repetition leads to success, while at the same time we have monitored results to adjust methods and execution of details over time. And wouldn’t you know – the campaign has received an incredibly good response! With each Mining Insights that has passed, even more participants have joined in. The result: Stronger brands, increased brand awareness and warm leads to the companies' sales departments.
Are you also curious about content marketing and going from cold sales calls to being served piping hot leads? Contact us and we will tell you more about how we work!
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