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Action 2021 : EMEA zone // Landing pages

Lucie Durocher - 08/06/2022

CONTEXT

CONTEXT

- January / February 2021: New geographical repartition (growth of sales teams)

- Heterogeneous zones: known historical markets (existing machines) + new zones to prospect

- Target markets: Agrochemicals, Chemicals, Petrochemicals, Beverage concentrates

- Buyer personas: Technical Director, Maintenance Director, Production Director, Agents / Distributors

- Objectives: growth (acquisition or increase in the number of qualified leads)

PIRATE FUNNEL

AWARENESS

Visit the website

ACQUISITION

Sending forms

ACTIVATION

Purchase of a machine

RETENTION

Purchase of additional services (Service contract at the end of the warranty)

Recommendations

REFERRAL

LifeCycle of the machine or purchase of another machine (retrofit, services...)

REVENU

ACTIONS

ACTION : LANDING PAGE

- Thought: important disparities between the countries to prospect (cultural, business...)

- 1st strategy: translation of the website into the languages of the targeted countries > high cost and potentially time-consuming action to implement.

-2nd strategy: Generic landing page introducing the activity with a quick call-to-action (very used in growth hacking) that can be adapted to all the languages you want.

ACTION : LANDING PAGE

- The sales team agreed to the plan (each sales person prioritized 2 countries to prospect in their area)

- Keyword studies by country on KWfinder : https://app.kwfinder.com/

- A/B testing of several LPs on UsabilityHub : https://usabilityhub.com/

ACTION : LANDING PAGE

- LP launch:

EN : https://www.packr.com/filling-solutions-for-each-application/

TUR : https://www.packr.com/dogru-dolum-partneriniz/

ALL : https://www.packr.com/ihr-partner-fur-prazises-abfullen/

IT : https://www.packr.com/il-tuo-partner-per-un-accurato-riempimento/

- Related Google Ads:

RESULTS

RESULTS

- For countries with no background: +45% of qualified projects compared to 2019 (2020 is not a base year)

- For known zones: +31% of qualified projects

- Transformation over 2022: 65% of machines sold in 2022 are at the origin of Internet leads (including 50% on landing page projects)

RESULTS

- Comments: Not all leads came from the types of companies previously considered.

- 2020: Changes observed in international BtoB marketing in this niche market.

NEXT

NEXT

- Different landing page depending on what is most searched for by country: for example 1 page dedicated to "Sucess story" paint for Turkey, 1 page oriented to Chemistry for France or oriented to "large packaging" for the USA

- Different and seasonal declinations

- Not a barrier with SEO or towards websites

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