How We Changed the Culture of Communication with Potential Clients in the Russian B2B Market
To figure out how to change the culture of communication with potential clients and to switch over from a dialogue with a procurement department to communication with marketers, producers, and logistics experts.
Background
The renewable materials company, Stora Enso, develops and produces solutions based on wood and biomass for a range of industries and applications worldwide. Stora Enso has some 26,000 employees in more than 30 countries, and is publicly listed on the Helsinki and Stockholm stock exchanges.
Goal
To figure out how to change the culture of communication with potential clients and to switch over from a dialogue with a procurement department to communication with marketers, producers, and logistics experts.
Solution
It was important for the RMAA Group team to gain deeper insight into the packaging decision-making process, who is involved, and what is important to these stakeholders.
We intended to understand:
- What drives the market,
- who is a driver of change,
- which barriers slow down the development and
- how to draw the attention of marketers, logistics experts, and producers to the Stora Enso offer.
To achieve this objective, we conducted a series of in-depth interviews with representatives of manufacturers, retailers, and agencies.
We split the report into two large parts: research and strategy.
The first one responds to a question "as it is", in other words, carries out market analysis, gets insight into the target audience, and describes the current status.
The second part presents suggestions and ideas for changing the situation and attracting the attention of marketers, logistics experts, and producers to Stora Enso's offer. In our research and strategy, we have done the following:
Landing Pages and White Papers Creating
- Five analytical overviews of packaging technologies and Stora Enso services for meat producers as part of the first advertising campaign in 2018;
- Two analytical overviews, each for coffee and tea producers, snack producers, and confectionery manufacturers, as part of the second advertising campaign in 2019.
All the Books Were Placed on the Landing Page:
2 of them were provided by the client, and 9 white papers were prepared by our specialists with the assistance of the Stora Enso experts.
Here is a list of white papers for meat producers:
- The future of meat products packaging
- The future of fresh product packaging
- Modern marketing solutions for meat producers
- How can a meat producer reduce production and logistics costs by using packaging?
- How meat producers convince retailers to take their goods by using packaging
The following analytical reviews have been published for manufacturers of coffee and tea, snacks, and confectionery:
- 7 Tips for a manufacturer to increase sales with packaging and POS Materials
- How can a manufacturer reduce packaging and logistics costs?
Each book is aimed at a specific decision-maker and reveals, in its title, the pain points of the industry representative. For example, the WP “How meat producers convince retailers to take their goods by using packaging” is about how Stora Enso solutions will convince retailers to place its products on their store shelves.
Setting Up Advertising Offices and Retargeting (VK, Fb, Google, Yandex)
For advertising placement, industry media with a relevant target audience were selected. The main placement formats were articles, banners, and email newsletters, based on the media's subscribers. We did not want to sell the product directly; instead, we wanted to showcase expert solutions in product packaging.
We set up a chain of letters with the main goal of working with objections and Stora Enso clients’ doubts.
Webinar Organization
In 2019, the RMAA team organized two webinars for Stora Enso. To collect registrations for the webinar, we created landing pages. Part of the media advertising campaign was aimed at promoting the webinar. Retargeting for visitors to the analytic overview pages was also set up to attract more potential customers to the webinar.
The first Stora Enso webinar was highly successful, and it was decided to organize another. The second webinar was even more successful - the number of participants was 2 times more than the first time. Unfortunately, under the NDA, we may not disclose any further details.
The team set up a B2B lead generation flow that brings Stora Enso new customers - meat-processing and grocery companies.
Besides, our experts developed a communication model that enabled new customers to decide whether to work with Stora Enso based on the value of the product itself rather than its price.
Results
Our team set up a b2b lead generation flow that brings Stora Enso new customers - meat-processing and grocery companies. Besides, our experts built a communication model that allowed new customers to make a decision on cooperation with Stora Enso based on the value of the product itself, not its price.
