Case Study
Sector Industrial
Demand Gen international program for waterjet cutting machines
The combination of technology and precision
OMAX Corporation is an American company based in Seattle with a presence in more than 60 countries through distributors that manufacture water jet cutting machines with their exclusive technology.
The company asked THE MARKETING HUB to design an innovative digital marketing strategy through an international demand generation program to impact a technical niche audience in Spain, Mexico, Italy, United Kingdom and France. Our agency proposed a comprehensive search engine optimization strategy along with ultra-targeted advertising on social networks.
Challenge:
A disruptive digital marketing strategy targeting a niche audience
This demand generation program was a challenge for the type of companies we targeted, B2B in the industrial sector, and their audience, as the audience is very small and became a challenge for ABM.
Solution:
Redefining how concepts become reality
In this case, it was essential to know on which channels these audiences moved in each distinct market and country, as well as what type of content they consume in order to be able to target them with the certainty of generating a demand in the market.
A large part of the market was familiar with such industrial techniques as laser, fire, and plasma, but they were not familiar with the technique of cutting with pressure water jet. Thus, it was necessary to focus the content on sharing with the market the main advantages of pressure water jet cutting over other types of machinery and techniques. Advantages include:
- Ease of use
- High precision
- Fast turaround
- Cuts variety of materials
From the launch of the campaign, there was a success. We started with two demanding and complicated markets, Mexico and Spain, and continued with France, Italy and the United Kingdom.
A sales funnel was generated from the beginning by dumping data into the customer's CRM and then prospects requested a quote through social networks until they received an official offer.
Thanks to this initiative, OMAX has been able to strengthen its position in the market against the competition and has been able to generate a sufficiently large and qualified database to expand the number of orders in the coming months.
Here at The Marketing Hub, we want to help and guide you in the generation of international demand and support your need to create a complete and controllable sales funnel.