Linde Gas Case Study
The background in this Linde Gas case study, we learned that in the 2004 financial year, The Linde Group generated revenue of EUR 14.127B. It makes it the largest gases and engineering company in the world. The Linde Group has approximately 65,000 employees working in more than 100 countries worldwide. The Group comprises three Divisions: Industrial Gases & Healthcare, Engineering, and Gist
The largest division, Linde Gas, has three reportable segments – EMEA (Europe, Middle East and Africa), Asia/Pacific and the Americas. The new Marketing VP of Linde Gas of the Americas engaged the services of Strategic Marketing Consultants. The goal was to design, develop and implement an innovative new strategic marketing plan to better engage their customer base, increase their prospect lists and grow revenue across all business units.
Leading the strategic innovation team, Shea Ellison proposed a comprehensive digital marketing effort to 1. Add hosted gated landing pages to each business unit’s sites combined with branded and targeted lead magnets. 2. Implement a hosted marketing automation platform that integrates with in-house CRM systems. 3. Engage professional sales writers to create a series of opt-in, nurturing and closing email messages to pull prospects into and through our sales funnel.
After implementation of the solution, opt-ins increased by 61%, engagement with nurturing and sales emails increased by 87% and sales increased by 58% over the course of three years. Revenue also climbed 33%. Management in both marketing and sales lauded our efforts as nothing short of “amazing.” The system is continually tweaked and improved through multi-variate testing on an ongoing basis. As a result of this process, numbers have continue to increase year over year.
In 2007, the program was replicated in EMEA (Europe, Middle East and Africa) and Asia/Pacific with similar results. Of course copy was adapted for the cultural differences throughout each segment and region.