Stein IAS has used the following skills/services in the project.
SmartPort is a critical interface between ship and port, on land and at sea. Building on Trelleborg’s history of engineering ingenuity, with a keen eye on data capture and management, SmartPort technologies can increase efficiencies, improve safety and improve ROI for ports and vessels alike.
The Challenge
SmartPort is an excellent offer. But a relatively new one, with little material for the sales team to drive new business. They needed inspiring and factual material to aid them. Furthermore, with a possible 10,000 decision makers, Stein IAS needed to create a campaign that handed MQLs over, rather than the sales team taking shots in the dark.
The Objective
• Create qualified leads for sales team
• Email open rate of 5.95%
• Raise awareness in 10,000 stakeholders
The Strategy
Qualitative research identified the top industry issues as clearance delays, increased freight rates, port congestion and a lack of technology to deal with these issues. Ports were also under immense pressure to solve these issues in a highly competitive market. Technology was the answer but changing anything in a port has huge consequences. We needed to enable Trelleborg’s sales team with both inspirational content and factual data to convince their customers to make huge purchase decisions.
A Global Issue
The world’s ports deal with an increasing amount of traffic. These huge hubs, some with upwards of 150K employees, transfer 80% of global trade. The efficiency of docking and mooring has far-reaching consequences and harbormasters face increasing pressure to ensure the world’s products and passengers flow freely.
Sales Enablement
The sales team were supplied with brochures, data sheets and whitepapers for the key SmartPort products: Automoor, Dynamoor, Quick Release Hooks and Mooring Load Monitoring. With MQLs primed by creative video content, the team were armed with all the tools they needed to push clients along the buyer journey with pace.
Nurtured Video Content
The campaign targeted a group of 10,000 stakeholders. The tactic was to engage them with the SmartPort video, promoted by an Eloqua Email nurture program. This was augmented by sponsored LinkedIn updates and InMail that could pinpoint communications to the most relevant job titles.
Creative Solution
The “SmartPort” idea was an “ah-ha” moment for port operators that were struggling with outdated manual systems. Stein IAS presented SmartPort as an integrated solution, giving port operators 360-visibility of their port. With the awareness phase of the campaign videoled, it was followed up by brochures, data sheets and whitepapers.
The Results
• 10,000 stakeholders were targeted with the video and 3,177 viewed it.
• 50.2% Open rate for LinkedIn InMail
• 3.51% Click-through rate
• 50% Email open rate