International Lead Generation for ENGEL
For ENGEL, a leading global supplier of injection molding machines, we implemented an integrated online and offline lead generation strategy for the relaunch of its corporate website on an international scale. The project was managed through regular consulting meetings based on defined KPIs.
Andreas Spicker
Head of Marketing, Engel Austria GmbH
Strategic Consulting for Corporate Websites
ENGEL manufactures injection molding machines and automation systems for plastics processing. With its headquarters in Schwertberg and 43 branches in over 85 countries, ENGEL has a global presence.
As part of the digital transformation of this international innovation leader, we set and achieved the following five goals.
1. Objective
The new corporate website is the key tool for lead generation.
2. Objective
Improving the KPIs agreed upon with ENGEL, such as the number of visits and the conversion rate , or website speed.
3. Goal
A persona-focused presentation of the products, technologies, and services.
4. Goal
A modern and user-friendly web design.
5. Goal
Efficient local and international content management and integration with the Customer Relationship Management (CRM) system.
Holistic Lead Generation with a Focus on Personas
To lay the groundwork for holistic lead generation, we first worked with ENGEL buyer personas . This also involved defining the customer journey and the touchpoints with potential customers.
The buyer personas and customer journeys developed collaboratively form the basis for strategies targeting the key factors influencing lead generation.
Digital Consulting
In digital consulting, we place special emphasis on lead generation. To effectively engage users and encourage them to get in touch, this includes, for example, conversion rate optimization and adjusting the navigation structure.
We also support ENGEL in the following areas:
- Basic and Internationalization Strategy for Search Engine Optimization (SEO)
- Consulting & SEO Training for the Headquarters and International Branches
Content Creation
In the Content Division , we help ENGEL optimize its texts so that they provide real added value for customers . To do this, we develop an editorial plan based on personas and write the corresponding content with a persona-focused approach.
In addition, ENGEL receives our support through:
- Mockups
- Page Layout
- Training and Coaching
Performance Marketing
We use ad campaigns to boost ENGEL’s online visibility. To generate relevant leads through online advertising, it’s important to address the specific needs at each stage of the customer journey.
For ENGEL, we are implementing the following measures with regard to ads:
- Setting Up and Optimizing International Google, Display, and YouTube Ads
- Setting up and optimizing international social ad and video ad funnels
- Introduction to Call Tracking
Lead Generation by Phone
In the field of Telemarketing , we support ENGEL with:
- the implementation of international telemarketing campaigns in the EU, the U.S., and Latin America
- training for the subsidiaries
Data Analytics
To ensure that we can continuously optimize our campaigns, we have taken the following steps:
- Implementation of a Cross-Channel Tracking System
- AI-Powered Keyword Potential Analysis
Using the agreed-upon KPIs, data-driven decisions can thus be made and appropriate changes implemented.
Andreas Spicker
Head of Marketing, Engel Austria GmbH
Do you have questions about your international realignment and holistic lead generation?
Talk to us about a strategy tailored specifically to your company.
Our Process in Detail
Target your budget specifically where your potential customers are. Work with us to increase your visibility in just four steps:
Step 1: Comprehensive Potential Analysis
As part of a potential analysis, we assess your current situation. In doing so, we examine the buyer personas and their pain points. Based on this, our agency defines key performance indicators and your customized strategy for lead generation.
Step 2: Pilot Project
Our team is launching the pilot phase with the first online and offline initiatives. We are focusing on a clearly defined sub-area where the strategy can be implemented quickly. We are implementing data collection processes and achieving initial quick wins.
Step 3: Rollout
The expansion to the remaining areas will take place as part of a phased rollout. We’ll be applying the insights gained from the pilot phase. Our lead generation agency handles everything from A for analysis to W for website development.
Step 4: Optimization
Fine-tuning is performed based on the defined metrics. The data is analyzed on an ongoing basis and continuously optimized accordingly.
Get started with your international lead generation today!
Schedule a free 30-minute initial consultation with our team.
