How do you become a household name in the world of automotive technology?
Stringo, a global leader in vehicle movers, wanted to strengthen their brand in a rapidly evolving industry where competitors were emerging left and right. To maintain their position and become thought leaders, Stringo turned to Invise for comprehensive marketing support. The secret to their success? Seamless alignment between sales, marketing, and technology.
About Stringo
Stringo provides the automotive industry with safe and efficient vehicle movers. Founded in 1985, this family-owned company runs its factory in Sweden’s High Coast. While serving customers worldwide, Stringo has a particularly strong presence in the USA and Germany.
The challenges
Staying top of mind in a changing industry
The automotive industry, traditionally conservative and slow-moving, has experienced a significant transformation over the past decade. Stringo, once without competitors, suddenly faced a wave of them. Prices were squeezing, delivery times shrinking. To maintain their position and remain top of mind with the target audience, Stringo needed to hit the gas.
Becoming synonymous with vehicle movers
Communicating with diverse B2B audiences worldwide carry several challenges. Can a Swedish vehicle mover build deeper relationships with German decision-makers on LinkedIn while also attracting the American market? How could Stringo, through digital efforts, bridge the gap and become synonymous with vehicle movers?
Aligning sales, marketing, and tech
The recent digitalization and automation within the automotive industry has significantly shortened sales cycles. Stringo, who had previously put a lot of work into established contacts and relationships, needed to become more agile. Additionally, they had potential for upselling to existing customers. To effectively engage with a diverse target audience spread across different markets, with numerous factories, departments, and decision-makers, Stringo needed better collaboration between marketing, sales, and technology. This is where Invise entered the picture – and started challenging on multiple fronts.
The solutions
“Operation Handshake": A streamlined sales process
By mapping Stringo's sales processes and automating, optimizing, and streamlining where needed, sales teams started to work smarter. The new sales process, known as "Operation Handshake," allowed the sales team to deepen their relationships with existing customers. This pilot program set up by Invise for the digital sales process in the USA, is now being evaluated for implementation in other markets.
Qualified leads
Paid social and keyword advertising brought Stringo many, as well as the right kind, of leads. Smart conversion optimization and lead nurturing flows helped capture potential customers and make them sales-ready. The advertising is continuously analyzed and optimized based on new customer insights.
Content for the entire customer journey
With a clear inbound marketing strategy, all leads are nurtured with relevant content tailored to different stages of the buyer's journey. This depended on thorough buyer persona work, a well-thought-out content strategy, and an adapted tone of voice guide, translated into storytelling through both text and video.
Key activities
- Growth marketing strategy
- Inbound marketing strategy
- Project management of the marketing team
- Tone of voice guidelines and buyer persona strategy
- Content strategy and content production
- Content review and conversion optimization
- SEO content
- Design
- Marketing automation in HubSpot Marketing Hub
- Lead nurturing
- Organic social media
- Paid performance marketing (LinkedIn + Facebook + Google)
- Web development in HubSpot's CMS
- Video production
The results
- 109% more leads through paid advertising (LinkedIn Ads, Facebook Ads, Google Ads)
- +150% exposure in social channels (from 1,142,349 to 2,870,550 exposures)
- 55% reduction in ad costs on LinkedIn (from 199.93 to 90.27 SEK per thousand views)
- 27,5% more clicks to the website from social media ads (from 15,342 to 19,585 clicks)
- 224% ROAS – earning 2,24 SEK for every SEK spent in 2022
- 2% of the total generated leads became customers in 2022
Success factors
It's ok to fail
Courage is the key to change. Daring to try, evolve, and sometimes fail. With Invise as strategic partner and advisor, Stringo was challenged – and also challenged Invise. Through this, the partnership exceeded set goals and broke new ground that otherwise would have been impossible.