{"id":7978,"date":"2022-01-26T11:07:49","date_gmt":"2022-01-26T10:07:49","guid":{"rendered":"https:\/\/new.contentplus.hu\/?post_type=esettanulmanyok&#038;p=7978"},"modified":"2022-01-26T14:08:06","modified_gmt":"2022-01-26T13:08:06","slug":"jungheinrich-hungary","status":"publish","type":"esettanulmanyok","link":"https:\/\/contentplus.hu\/en\/case-study\/jungheinrich-hungary\/","title":{"rendered":"From in person forklift sales to digital content supported intralogistics"},"content":{"rendered":"\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Jungheinrich&#039;s opinion about us\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/mD4IOnzQQc8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<style>iframe{min-height:550px;}<\/style>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-white-color has-black-background-color has-text-color has-background wp-block-heading\">Introduction<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Jungheinrich Hungary, a subsidiary of the Hamburg based leading intralogistics service provider, wanted to support its sales activities with a more robust digital presence focusing on a broader scale than forklifts.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-white-color has-black-background-color has-text-color has-background wp-block-heading\">Approach<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Jungheinrich Hungary B2B marketing case study - ContentPlus\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/azAbsOfY2jk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Our suggested concept approached the support of sales from a very different angle, which was pioneer in this industry.&nbsp; <strong>We wanted to provide solutions to the&nbsp; problems of the target group personas<\/strong> and <strong>help them in their decision making from the beginning of their buyer journey.<\/strong> We also <strong>set the goal of establishing an effective \u201cSMarketing\u201d organization and to achieve thought leadership in the field of intralogistics automation, energy efficiency and safety.<\/strong><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:60% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"526\" height=\"1024\" src=\"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=526%2C1024&#038;ssl=1\" alt=\"\" class=\"wp-image-7086 size-full\" srcset=\"https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=526%2C1024&amp;ssl=1 526w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=600%2C1169&amp;ssl=1 600w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=154%2C300&amp;ssl=1 154w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=768%2C1496&amp;ssl=1 768w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=788%2C1536&amp;ssl=1 788w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=1051%2C2048&amp;ssl=1 1051w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?resize=69%2C134&amp;ssl=1 69w, https:\/\/i0.wp.com\/contentplus.hu\/wp-content\/uploads\/2021\/12\/Content-hub-okoslogisztika.hu_.jpg?w=1135&amp;ssl=1 1135w\" sizes=\"(max-width: 526px) 100vw, 526px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>We developed an inbound lead focused \u201calways on\u201d communication strategy, which was supported by ABM advertising and social selling. <\/strong>The heart of the communication was a content hub under the domain okoslogisztika.hu (Smart logistics) where logistics specialists, executives, owners can get answers for their intralogistics investment issues with the help of articles, infographics, downloadable e-books, videos. <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>The human face of the campaign is ensured by the company\u2019s brand ambassadors, <\/strong>who are not only sharing content in their LinkedIn personal profiles which is supported by an employee advocacy platform but <strong>they also encourage conversations in the newly established Okoslogisztika<\/strong> (Smart logistics) <strong>Linkedin group <\/strong>and <strong>help the sales process with content and social selling<\/strong> techniques (which was backed by trainings for the sales team). <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>We used PR, SEO, LinkedIn page and email channels too for content distribution.<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-white-color has-black-background-color has-text-color has-background wp-block-heading\">Results<\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In the first ten months of the campaign <strong>the number of leads increased by 29%<\/strong> vs former period, <strong>the number of complex quotation requests has rocketed.<\/strong> Now the sales can easily sell without pushy techniques with the help of content provided for them by marketing. <\/p>\n\n\n\n<p>Thanks to the program now sales respects marketing more than before, they see them as a more credible partner. <strong>An effective SMarketing organization was born.<\/strong> The campaign\u2019s success is also proved by the fact that the biggest competitor, Linde, came out with a similar concept copying Jungheinrich half a year later.<\/p>\n","protected":false},"author":1,"featured_media":7983,"template":"","class_list":["post-7978","esettanulmanyok","type-esettanulmanyok","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B marketing case study - Jungheinrich Hungary - ContentPlus<\/title>\n<meta name=\"description\" content=\"From in person forklift sales to digital content supported intralogistics. 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