Generating 27,100+ potential clients for a leading collaborative robot manufacturer

 

BACKGROUND

We established our APAC hub agency in Hong Kong in 2017. The main driver was its role as a logical point of entry for the Asian market, where many of our global clients are focusing their efforts. We help businesses build successful marketing strategies on Google and Microsoft and local platforms, such as Baidu, 360, WeChat, Yahoo Japan! and Naver.

Recognizing the business’s need to shift marketing strategy from offline to online in the wake of the pandemic, we successfully assisted Universal Robots (UR), one of the largest manufacturers of collaborative robotic arms, in implementing a full-funnel online strategy.

The strategy shift contributed to record annual revenue in 2021 of USD 311M, 41% up in 2020 and 23% up from their pre-pandemic results.

The APAC region is a critical region for UR. MediaGroup liaises closely with UR’s local offices ranging from China, Taiwan, Hong Kong, Thailand, Vietnam, Indonesia, Malaysia, Singapore, Philippines, and South Korea to Japan.

SOLUTION

To continue acquiring customers and make rational use of marketing budgets in challenging times, our client has undergone a digital marketing transformation. MediaGroup Worldwide developed a full-funnel paid campaign covering the whole customer journey to engage our target audience (Operational Manager, Supply Chain Manager, Automation Engineer, Manufacturer Owner, SMBs owners etc.) in different funnel stages, and thus generate quality marketing leads for sales.

Our understanding of B2B, especially in the Engineering & Manufacturing sector, allowed us to identify the value of a more prolonged engagement, 0.5-2 years before the acquisition.

Our paid marketing strategy includes:

1. Transition from physical to virtual events.

One of the biggest challenges during Covid-19 has been the lack of face-to-face communication for factory visits or product demos. Instead of promoting offline expos like the pre-pandemic period, we leverage CRM data and identify similar audiences to promote online webinars and seminars. We gathered suggestions from local media presentative and shared some best practices, such as running live stream, event ads, creative best practices, and engagement for webinar campaigns. This helps to maintain engagement and conversation with potential clients.

2. Establish brand awareness by utilizing online media.

We built brand awareness and established the largest collaborative robotics brand among their audience via several local channels:

  • Brandzone on Baidu to expose multimedia variations of the brand; Live link

  • Regular posting of social marketing on Wechat, Meta (Facebook & IG).
  • Videos showcasing LinkedIn professional job titles and relevant audiences.
  • Automation-related posts on Twitter targeting industrial page followers and automation keywords.
  • Showcasing production line and interviews to capture audience on YouTube, Douyin and TikTok.
  • In-feed advertisement on Toutiao news.

3. Keep engaged with B2B customers by offering a lead magnet.

An audience is fed into the top of the funnel by first becoming aware of the brand. Then, regular follow-up campaigns are scheduled tonurture the audience and convert them to leads. Gated content such as guidelines, tips on manufacturing and automation, E-books and whitepapers areall offered in exchange for contact information. Once a leads contact is received, they become subscribers and automatically receive notifications of the latest whitepapers, case studies, demos etc. Apart from social media and display channels, we promote these lead magnets by bidding relevant keywords across Paid search campaigns on global search engines and local platforms.

4. Leverage data and analytics for acquisition.

Past marketing efforts gather valuable data like cookies, which landing pages are the most engaged, and job titles of customer experience platforms from multiple sources. It allows a holistic overview and analysis for more precise targeting, often involving retargeting some engaged or abandoned leads. Since MediaGroup partners with many DMP platforms (such as IPINYOU, BAIDU DMP), this allows sophisticated measurement of each customer touchpoint. Another tactic is providing more customization for the customers further down the marketing funnel, such as assigning operational specialists for a site visit to investigate the problem at their manufacturing production line. Thanks to the close collaboration with Universal Robots, their sales team is always responsive and effectively builds reports with customers whenever receiving a lead.

5. Localized solution.

MediaGroup has established strong relationships with local media platforms. We have a dedicated platform representative on LinkedIn, Meta, Baidu, 360, Douyin and Yahoo Japan!, ensuring we are always on top of new features and stepping ahead of competitors. We form a detailed, localized analysis before implementation. For example, collecting opinions from local audiences in terms of landing page navigation, analyzing recent trending search terms on different platforms, comparing with local competitor ad campaigns, ensuring we regulate local laws regarding content and ad copy etc.

6. Display activities.

Our diversified programmatic activities focused on each funnel stage with different messaging. This approach successfully increased UR’s revenue in APAC region. The approach was based on purchasing only highly viewable impressions from proven publishers, directing our paid content to users interested in manufacturing, factory automation, and lookalikes built on website visitors and converters. We used statistical analysis to optimize the campaign with daily performance reviews. An essential part of the campaign was to secure the budget against ad fraud.

 

RESULTS

Our shift in strategy from offline driven sales to an online full-funnel marketing approach brought remarkable results across PPC, Social, and Programmatic advertising in the period January 2021 – to May 2022.

We successfully generated 13,600+ potential clients in the APAC region.

As for China and Taiwan, our efforts generated 13,500+ potential clients.

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