A technologically complex product. A worldwide launch. A B2B market.
Atlas Copco designs and manufactures power generators, lighting towers and water pumps. It stands out for its innovative spirit, its international nature – with a presence in 180 different countries – and its commitment to sustainability in all areas.
The Power and Flow division wanted to unveil their new range of energy storage systems, designed with lithium batteries, compact, lightweight and silent, which provided up to twelve hours of electricity on a single charge.
The challenge was introducing a new product with a highly specific market niche. The launch would be online and the target audience could be located in any country.
We decided to use LinkedIn Ads and split the campaign into several phases following the SEE THINK ACT system. One focused on product awareness and the other on lead generation.
In the first phase, we showed a promotional product video, highlighting its main advantages. This attractive format within the user’s feed allowed us to measure both video views and traffic to the product page.
Sometime later, the public target that had shown interest was hit with a second ad in the feed. This time promoting the product launch event. The target audience could subscribe to the online event by filling out a short and simple form, providing Atlas Copco with qualified leads.
We segment by industry, company size and specific positions to impact our market niche.
But how do you know which job positions to target? Who makes the purchase decision for such a complex product involving large investments? We had to identify the Decision Making Unit. That is, not only the position that makes the final decision (often referred to as C-level) but also identifying those experts who will advise the decision-maker on strategic issues. Engineers or other specialists whose advice and opinion will be decisive and influential. Focusing on both profiles was decisive for the success of this campaign for Atlas Copco.
Are you a B2B business or looking for talent? LinkedIn is your social network.
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