Klinger's Inbound Marketing Success Story
Summary
- Challenge
After intensive research work of their own and a sharp learning curve, Klinger began to learn how they wanted to use inbound. After several partnerships and campaign work, their experience and knowledge grew. When a third campaign was around the corner, they began the search for a partner who could meet their unique needs.
- Results
Klinger was given the structure they so desperately wanted and Smarkify is now a proud partner. The campaign resulted in more conversions and Klinger got a Smarketing think.
“We got a lot of Brand Awareness and we got very good sessions on the website, it doubled during that particular period when we were running the campaign. We also created many new contacts that we did not have before, even with existing customers,” says Johan.
Background and Challenge
When Inbound Marketing was brought up at a management meeting at Klinger in Sweden for the first time in 2019, an interest in the knowledge-generous way of marketing itself was aroused. Klinger, a world-leading provider of solutions in seals, fluid regulation and level measurement were previously more familiar with more traditional marketing, but began to see the opportunities of inbound as a strategy.
“The first thing we connected Inbound Marketing to was B2C. How you, as a private individual, have been helped by inbound thinking in your own purchases. We at Klinger sell traditional industrial products to companies, but we could still see that Inbound Marketing could also benefit us,” explains Johan Schnurer, Business Area Manager at Klinger.
After intensive research work of their own and a sharp learning curve, Klinger began to learn how they wanted to use inbound. After several partnerships and campaign work, their experience and knowledge grew. When a third campaign was around the corner, they began the search for a partner who could meet their unique needs.
“It was when we figured out exactly what it was we wanted that it became easier to find a partner. We got in touch with Smarkify when we did our own research. They felt like a flexible partner listening to what we wanted as a customer,” said Malin Kahn, Business Controller at Klinger.
Taking advantage of the expertise of both parties allows the goals to be high and still be achieved. A partnership is supposed to be based on working and respectful cooperation, so for Klinger, the personal relationship was crucial in the election.
“We wanted to get as much input as possible on the parts of inbound that we had less knowledge about, but also someone who listened to what we wanted and who we were as a customer. We went a lot in the personal meetings with Smarkify and the feeling we got from collaborating with them. It is important to have the people behind it, especially if you are going to work with them as a partner for a long time. It was important that we made the personal work,” says Johan.
Solution / About the Collaboration
En tydlig lista på vad de sökte i ett bra samarbete
KLINGER jobbade redan aktivt med workshops kring målgrupp, buyer persona och utmaningar som de löser för målgruppen. De hade sedan tidigare god teknisk kunskap om sin bransch och sina kunder. När de valde partner hade de en tydlig kravlista på vad de ville ha, och struktur låg högst upp. De ville ha en projektledare som hade koll på hela projektet från början till slut. De ville framförallt känna sig trygga i att alla delar som ingår i en kampanj, såsom content och HubSpot-komponenter, planerades in i tid och hanterades väl.
"Vi var ganska klara med vad vi ville göra med kampanjen och utefter det satte Smarkify upp ett konkret förslag. Annonser, antal artiklar och sociala medie-inlägg har vi jobbat fram tillsammans under resan. Vi hade bra koll på vad vi var ute efter så det gjorde det enklare att verkligen komma igång snabbt och effektivt", säger Malin.
En konverterande kampanj med tydliga mål
Kampanjen resulterade i en guide, en checklista, 5 artiklar till KLINGERs kunskapssida, annonser och organiska inlägg på LinkedIn. KLINGERs erfarenhet, engagemang och innovativa idéer kring både content och grafiskt material gav Smarkify alla förutsättningar att genomföra en lyckad kampanj.
Bild från Klinger Sveriges kampanj som illustrerar att PTFE-packningar har en tendens att krympa redan vid lågt tryck och temperatur.
Smarkify hjälpte KLINGER med allt från content-produktion och layout till att sätta upp kampanjsidan, automation e-post och allt operativt kampanjarbete i HubSpot. Under tre till fyra månader arbetade Smarkify och KLINGER tätt tillsammans med strukturerade möten, tydlig projektledning och utstakade delmål för att nå bästa resultat.
"Smarkify ledde projektet både internt och externt. De styrde oss i vad vi behövde hinna med totalt sett, men såg även till att olika delar i projektet levererades i tid. Det är mycket som kan göra att tiden rinner iväg om man inte håller deadlines längs vägen. Den strukturen var vi tydliga med att vi ville ha och den fick vi verkligen", säger Johan.
Kampanjen hade som huvudsakligt syfte att ytterligare stärka KLINGERs varumärke på den svenska marknaden. De ville värna om sin nuvarande kundbas och lägga extra fokus på att ta hand om relationen till de kunder de redan arbetade med.
"Alla kampanjer vi har gjort hittills har varit i varumärkesbyggande syfte, men självklart har vi också velat få in fler kontakter och fler konverteringar. Vi ville dela med oss av kunskap till våra nuvarande och potentiella kunder. Framförallt för att skapa förtroende, men också för att förhoppningsvis utöka partnerskapet", säger Johan.
“Smarkify guided us in what we needed to achieve overall, but also ensured that different parts of the project were delivered on time”
Johan Schnurer
Head of Business Area at Klinger
Results
More conversions and a Smarketing mindset
The results spoke for themselves. Klinger's own research and inbound experience combined with Smarkify's in-depth expertise provided the right conditions for more conversions.
“We got a lot of Brand Awareness and we got very good sessions on the website, it doubled during that particular period when we were running the campaign. We also created many new contacts that we did not have before, even with existing customers,” says Johan.
The collaboration with Smarkify worked particularly well as Klinger already shared the view on the importance of bringing sales and market together. The Smarketing mindset was therefore ever-present throughout the work.
We have listened a lot to Smarkify's podcast (Smarketing podcast) where they talk about Smarketing, the collaboration between Sales and Market. It's really great that Smarkify is so focused on that thinking, since we had the same approach. This is super important and we really need close cooperation,” says Malin.
Trust and commitment in a successful collaboration
Klinger was given the structure they so desperately wanted and Smarkify is a proud partner.
“There was absolutely joy in the collaboration, we have had no friction at all but we have just had fun. It has felt like we have seemed alike. Everyone at Smarkify has been driven in what they do at work. They are knowledgeable and committed, says Johan.Smarkify are really the experts, that's the case.
“We have gained confidence in Smarkify and would definitely recommend them to other companies,” says Malin.
After a successful campaign, Klinger looks forward to future collaborations with Smarkify.
“We are very pleased, we really have to say that. And we're probably pretty picky when it comes to partners anyway. Everything from the knowledge to the process and the commitment has been felt 100%,” says Johan.