FOCUS-ON is a collaboration between SAMSON and KROHNE. Their goal is to improve factories and make them ready for the future with advanced technology. FOCUS-ON produces smart meter valves, called FOCUS-1, that aim to help factories reach their full potential by simplifying and optimizing their process loop enhancing their reliability and efficiency.
Resistance from potential customers
The process industry is a very conventional industry that is slow at adopting new innovative ideas and devices. Additionally, it is sometimes necessary for a plant to partially or completely shut down its operations to replace the traditional setup with the FOCUS-1 device. This results in a lot of resistance from companies to try the FOCUS-1.
Demand generation
Since the plant industry is highly conventional and slow to adopt new technologies, Dapper proposed a demand generation strategy. This strategy aims to keep the company visible and top-of-mind with the relevant target audience, ultimately achieving niche fame over the long term.
To achieve this, Dapper created a content calendar for the creation of case studies, blogs, videos, and thought leader posts. Each week, Dapper and FOCUS-ON would create new content which got uploaded organically on LinkedIn and the website. We also used the thought leadership post for paid advertising on LinkedIn to reach a relevant target audience.
On top of this, we planned monthly video shoots with a Subject Matter Expert (SME) to create short thought leader videos which also got posted organically on LinkedIn and pushed through paid channels.
Besides a Demand Generation strategy, we also started with a Demand Capture strategy to capture any demand that was already coming from the market. For this we set up Google ads campaigns with relevant search keywords.
All the efforts combined, FOCUS-ON has seen the following results:
12%
Increase in leads in 6 months time
133%
Increase in organic website traffic
400%
Increase in PDF downloads in 6 months time
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“ Since we started with Dapper we finally have prospects reaching out to us, instead of relying on outbound. ”
