Intro

Technical marketing: we sell valves for pipelines (and we're doing well)

Imagine a water tap as big as a car. hat's what a typical product from Dutch company ControlSeal looks like. Only it doesn't flow water, it flows oil.
How are such valves sold? Hardly. You need to get into the heads of specific customers, make a long-term appeal to them - and maybe eventually you'll get an order worth millions of euros.
Most marketers would hide behind a coffee machine from such a case. We rolled up our sleeves and got busy.
Today, thanks to us, you can find ControlSeal products all over the world.

Who

ControlSeal, the Dutch manufacturer of pipeline valves

When

Since 2015

What

To fix the ControlSeal brand in the minds of relevant people.

From an unknown alternative to a world leader

A few years ago, a single company controlled most of the market. ControlSeal was the world's number two, but unknown to customers.

Today, everything is different. A number of other companies have emerged, but ControlSeal's position stands on solid ground. Customers know that ControlSeal is more expensive, but much better quality than its competition.

It has grown from an unknown alternative to a world leader.
That's the strength of the brand in B2B.

Niché targeting

Do you know what opens the door to negotiations for the supply of valves worth a million euros? The customer's trust. That's what we work on with ControlSeal.

We don't bring crowds of customers to the site. We only remind a handful of relevant people on a regular basis..

We've mapped out the oil industry sites that potential customers go to. We display banners on them through programmatic buying. ControlSeal's competitors have not thought of this, so displaying a banner costs us a minimal investment.

What's important:

Banners on these sites primarily build brand awareness, they are not about clicks.
However, we capture users who click through into remarketing audiences and remind them of the product's unique values.
We evaluate which sites bring the best results. We cut off the inefficient sites.

Does our approach make sense to you? Let us know. We'll strengthen your brand, too.

„From the perspective of a visitor of the industry website, it looks like we are a huge company with a massive campaign. He has no idea we target very precisely and only a select few see the same banners as he does.“

Petr Hlavica campaign manager Fraternity

Trouble with Google

We show search ads to people who are looking for specific products. We also target competitor's products and show the benefits of ours.

We know it can take months for a customer to make a decision. That's why we use remarketing and remind them of the reliability of our valves.

We had to overcome a funny snag with Google:

We wanted to show people the technical parameters of the valve in the ad, because that's what customers are interested in. Google banned those banners because it didn't like the amount of special characters in one ad.

Thank you, Google.
Nevermind, we've coped with it.

Tehran Fair: ControlSeal at every step

All the important people in the industry meet at the Tehran trade fair. We took advantage of this.

We showed ads to people looking for the fair and invited them to our exhibition stand.
We showed the advertisement to all the people in the fairgrounds during the fair.

We showed ads to people looking for the fair and invited them to our exhibition stand. We showed the advertisement to all the people in the fairgrounds during the fair.
We achieved our goal. More people stopped by to see ControlSeal representatives and interacted with them more openly than ever before. They were no longer "some ControlSeal" to them, but "THE ControlSeal". A reliable supplier they wanted to deal with.

Global campaign: Europe knows us, India is not worth it

ControlSeal's campaign, led by us, is running globally.

Over time, we have discovered the specifics of each market:

We are doing well in Europe. ControlSeal is becoming better known, European companies are happy to pay for its quality. Competitors are not pushing advertising, which is an advantage for us.
We're taking America one step at a time. Competition is greater, advertising is more expensive.
In India, ads were very cheap compared to Europe... but they didn't deliver. For the Indian market, ControlSeal's quality is too expensive.

"It was interesting to discover the opportunities and then observe the behaviour in the Middle East or South East Asia compared to the traditional Western markets. In the end, we optimized down to the country level and did well everywhere. Only Iran and China remained relatively closed to us."

Radek Sedláček Head of Strategy, Fraternity

How do you know you've reached relevant customers?

They spend a lot of time on your website, reading, interacting, downloading documentation.

The best results come from direct traffic - that is, people who entered your web address and came by themselves. It makes sense because they came voluntarily and are looking for something from you.

But we've managed to target our ads so precisely that people brought in by advertising behave better than those who came directly.

They spend an average of 11 minute and 5 seconds on the site (direct visits spend only 56 seconds).
The immediate bounce rate is 67 % (78% for direct visits). But the real numbers are even better, since Analytics measurements doesn’t count the last page.

But you can't measure the most important thing. The power of a brand that speaks for you before you even show up at a meeting.

How strong is your brand?

Is it opening doors for you to meetings?

Get in touch, we'll make it happen. We can handle the tough industries - but you've probably noticed that already.

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