Huliot

Mission

Huliot, whose expertise is in the production and marketing of plastic pipes and plumbing systems for water, wastewater and sewage systems, turned to our team with the aim of expanding their business operations in Western Europe, and in particular in 5 countries where the company was inactive. Our role was to help the company recruit new distributors for their products. Shortly after approaching us, they were planning on participating at one of the world’s largest exhibitions in the water industry in Frankfurt, Germany. Huliot asked us to help coordinate meetings at the exhibition with potential distributors from those countries.

To achieve this goal, we designed an action plan that was spread out over four months.

Plan of Action

In order to reach Huliot’s goals, we realized that our mission starts with finding the right people to connect with on LinkedIn, establishing a relationship with them, and then increasing Huliot’s brand awareness whilst leading to a relevant call to action with a personal to meet at the event. The KPIs of success were defined as setting four or five relevant meetings in hopes of helping Huliot harnessing a new distributional partner.

We chose to focus our activities on LinkedIn since it enables us to define the professional segmentation of the target audience and to directly connect and communicate with them, regardless of job title or rank. Therefore, we optimized the Marketing VP’s LinkedIn profile to better deliver their specific messages in a targeted manner upon reaching out to the relevant people. 

At the same time, we created a common language of visibility with clear marketing messages for each of the company’s digital assets, emphasizing the core message of the campaign, and created a dedicated landing page to which all traffic was channeled from this unique customer journey.

LinkedIn’s segmentation options helped us build a “target bank” of relevant executives from within the industry. This is how we ended up with an over-sized list of 20,000 profiles. In order to meet the goal with more precision, we optimized the target bank with more accuracy based on their professional characteristics, keywords, and other factors from researching on Google for distributors. We managed to build a hyper-focused list of about 5,000 relevant profiles.

Although we’ve sent our connection requests, we have not yet sent an invitation to the exhibition to our new connections. It’s still too soon. We knew that for the sake of quality action, a deeper relationship must be created. To do so, we designed a content marketing journey on the personal profiles and created data-based sponsored campaigns for other social media and business platforms.

Only after completing the above steps (and a few others) did we reach out with a relevant and personalized message to the new list of connections with an invitation to meet up at the event.