Trelleborg Marine Systems, by IAS B2B Marketing

Summary

Trelleborg Marine Systems is the world’s leading manufacturer of fender systems, docking and mooring systems and marine protection structures for ports, harbours and civil engineering infrastructure projects.

Trelleborg needed to raise awareness and generate sales leads for their range of pneumatic fenders. It was a product that had been in their portfolio for a while but sales were sluggish.  It was strategically important to generate orders for a newly opened factory in China and new orders we needed fast.

A fully integrated email campaign strategy was developed to:

• Raise awareness and position the range of pneumatic fenders

• Reach new potential prospects and generate project opportunities

• Provide a relevant, creative and engaging experience

• Develop a clearly segmented and compelling message

• Provide a trackable and measurable programme integrated with the sales force

The email campaign was delivered to nearly 10,000 individuals, opened by 40 per cent of the recipients and generated an incredible eight per cent (768 people) click through rate to the landing zone. Of these 80 per cent were new prospects who had never done business with Trelleborg. Through sales nurturing activity and follow-up, 10 per cent of all leads were identified as project opportunities. In addition, real sales of over $500k have been generated.