Confronting Outdated Practices in Customer Engagement
A global industrial leader faced a common challenge in traditional industries: outdated marketing and customer engagement practices based on brochures, leaflets, in-person meetings, and trade shows prioritizing effort over measurable outcomes. With limited digital marketing or virtual sales, the company was not leveraging the opportunities of a digital world.

Recognizing the Need for Digital Transformation
Management identified a need to modernize. While the decision to digitalize had been contemplated pre-pandemic, the global crisis amplified its urgency. The challenge was not just to adapt but to transform, shifting from outdated methods to a digitally driven, customer-centric, and outcome-based model.

Crafting and Implementing a Digital Engagement Strategy
A strategy to digitize customer engagement was defined and implemented. Amongst others, virtual events were reimagined, moving from impersonal, third-party platforms to company-hosted webinars that leveraged proprietary networks and targeted digital lead generation. Trade shows evolved into omnichannel experiences, with pre-event digital campaigns on LinkedIn and Google driving early engagement and personalized follow-ups ensuring sustained connection. Digital lead generation strategies supported product launches by defining target audiences, crafting compelling messaging, and building lead funnels in collaboration between marketing and sales.

Empowering Sales Teams for Digital Success
Furthermore, the company implemented a robust training program for digital customer engagement, empowering the sales team to maintain strong client relationships during and after the pandemic. These efforts not only secured immediate results but also set the foundation for growth in a digital era.