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Norgren Generate Nine Pounds for Every Pound Spent Through B2B PPC
Brief
Norgren are an international engineering business that specialise in motion and fluid control technologies. They are part of the FTSE 250 listed IMI Group (£1.9bn annual group revenue), and offer products under the trusted Herion, Buschjost, KIP and Webber brands.
To maintain their growth, Norgren wanted to expand their client base outside of their traditional customers. Their target market (manufacturing companies who use pneumatics in their own products) were proving difficult to reach using traditional online and offline marketing methods.
Strategy
ClickThrough identified that this informed audience preferred to work through product brochures themselves, and then speak to a technical specialist to answer any queries they might have, rather than be pushed into a sales process at the outset.
Execution
With this knowledge our conversion experts developed bespoke landing pages, incorporating brochure download calls-to-action, video content and the creation of a dedicated Advice Line for prospects to call for specific advice relevant to their needs from Norgren product specialists.
Then, working with Norgren, ClickThrough created a PPC campaign based around the industry terminology that would only be used by prospects from this industry, reducing wastage from the outset.
Results
As a direct result, Norgren received a significant increase in brochure enquiries, including one lead which turned into a multi-million pound client contract. In the UK, at the peak of the campaign almost half of all clicks resulted in brochure downloads.
Thanks to the success of this campaign, ClickThrough now manage all of Norgren’s Pay Per Click Marketing in 11 languages across 3 continents (North America, Europe and Oceania).
Key campaign takeaways
- For every pound spent on the campaign, Norgren generated almost nine pounds in revenue.
- Five-fold increase in traffic delivered to Norgrensites with minimal cost per click variance.
- Success resulted in the rolloutof the PPC campaign across 19 countries, including France, Germany, Holland, Italy, Norway, Poland, Spain, Czech Republic, Australia, New Zealand and the United States.
“ClickThrough has made Norgren’s motion control expertise central to our Pay Per Click campaign. This informed approach has paid dividends by helping us to expand our customer base considerably.”
Ian Jarrett, Global Communications Manager, Norgren Express
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