Three years ago, Trelleborg was only known for engineered polymer (that’s rubber to you and me), such as bumpers and docking/mooring gear. They needed digital transformation in their business and brand. But this couldn’t be done overnight. Stein IAS are working alongside them on an eight-year revenue growth plan for SmartPort.

The Challenge

Starting in 2018, Stein IAS had to establish a market-facing positioning, sub-brand and product brand names. With very little digital marketing happening, we also had to create an end-to-end GTM framework to establish the new SmartPort brand, create demand and ignite sales.

The Objective

• Deliver 400+ Marketing Qualified Leads

• To reach a 7% share-of-revenue target

• A compound annual growth rate of 7.5%

The Strategy

Stein IAS found that over 40% of the market was “digitally overdue,” while over 50% of the market was “digitally dependent.” Research also revealed that the market was keen to digitally innovate despite slow uptake. Through qualitative customer interviews, we also found that customers saw Trelleborg as the “industry standard of excellence.” A move in the direction of digital technology would, thus, drive additional value for customers and be seen as a natural evolution for an industry leader.

Competitor landscape

Through immersion research and the use of unique, real-time data/intelligence tools proprietary to Stein IAS, we assessed the potential competitor landscape in the context of the digital opportunity.

Market analysis

Through quantitative research among port executives globally, we assessed the current uptake in digital technologies and how the market perceived this opportunity.

From brand to demand

After two-years of SmartPort promotion, brand awareness and interest was high. It was time to switch to more focussed demand generation tactics. This was done by using our previous activities to define a TAM of 22,356 professionals across 8,000 accounts. With our audience defined, a more technical and bespoke content strategy was employed.

Creative Solution

The Smarter Approach campaign created paradigm-shift content like The Safe Tug 360 Experience. This VR application allowed stakeholders to experience the connectivity SmartPort offers from the bridge of a super-container ship. Over three years a huge array of content and tactics were produced including a VR experience, 3D video, whitepapers, brochures and reports.

The Results

• 459 Marketing qualified leads

• 25%+ Engagement of the TAM

• ROMI of 10:1

• 9.2% Growth in share of revenue