Background
Grainger & Worrall, a global leader in engineering and aluminium casting, is at the forefront of innovation with its development of a proprietary process for prototyping giga castings. Recognised for their expertise in aluminium castings and prototyping, the challenge was to elevate market awareness about this ground-breaking process without compromising on the confidentiality of its specifics. In an industry where innovation is key and first-mover advantage critical, Grainger & Worrall sought to strategically position their new offering in a competitive automotive sector.
The introduction of a proprietary giga casting process represented a significant milestone for Grainger & Worrall. However, the task of communicating this innovation to the market, while safeguarding the technical secrets of the process, required a delicate balance of strategic marketing and creative execution. The objective was clear: to generate qualified leads by promoting this novel offering to a broader audience, leveraging the competitive edge it provided.
How we helped
In collaboration with Wellmeadow, a tailored lead generation campaign was orchestrated, utilising the power of HubSpot automation to navigate the intricacies of this unique marketing challenge. The campaign's cornerstone was a carefully crafted e-book, enriched with insights from a GW expert through Wellmeadow's content leveraging methodology. This process generated over 100 pieces of supporting content, including video shorts, social media posts, blogs, and emails, each designed to engage and inform the target audience about the potential of Grainger & Worrall's giga casting technology.
Central to the campaign's execution was the creation of HubSpot landing pages, designed to host the e-book and capture the contact details of interested leads through a gated form. Upon submission, leads were not only provided with the valuable e-book but were also seamlessly integrated into an email nurturing campaign. This strategic engagement was aimed at deepening their interest over a period of 2 to 4 weeks, gradually building a connection with Grainger & Worrall.
Further enhancing the campaign's infrastructure, a dedicated landing page was developed to showcase the rich video content, embedding it within the broader website architecture. The use of HubSpot’s marketing hub tools for social media promotion across LinkedIn, Twitter, and Instagram ensured the campaign's message reached a wide and relevant audience.
The integration of HubSpot’s robust analytical tools provided an unparalleled overview of campaign performance, while custom-built workflows enabled detailed tracking of sales activities stemming from the campaign. This strategic approach not only enhanced the visibility of Grainger & Worrall's giga casting process but also established a solid foundation for engaging potential clients, marking a significant achievement in the company’s marketing endeavours.
The collaboration between Wellmeadow and Grainger & Worrall exemplifies the power of innovative marketing strategies in showcasing technological advancements. Through creative thinking, strategic planning, and the effective use of automation tools, the campaign successfully navigated the challenges of confidential innovation lead generation and market engagement.
Results
↑80 leads in first 2-weeks
The campaign utilised strategic thinking, creative content, and HubSpot automation to drive lead generation. The content is still active on the website and thus remains "evergreen".
