Supply chain hardware and software
Few are surprised by the complexity of our global supply chain. What astounds the mind are the millions of people, vehicles, miles and technologies that keep it running. It requires collaboration on a grand scale.
Combining 12 software and automation companies with a footprint spanning six continents is no easy task either -– aligning ideas, processes and operations to ensure each organization can integrate flawlessly into one united business.
That’s the challenge newly unified Körber Supply Chain faced as it brought a dozen brands under its flagship banner. The company needed a rallying cry; a message reflecting its cohesive benefits, plus a unique strategy for bringing that message to life. Körber engaged Arketi Group to translate vision into reality.
Following our proven process for developing compelling B2B messaging, Arketi brought together Körber executives and stakeholders to explore business objectives, competitors, differentiators and the unique pillars that support its global supply chain leadership.
We also interviewed a range of Körber partners and customers to understand their needs, concerns, pain points and business drivers, and we researched Körber’s competitors to understand the message each was trying to own.
Taking what we learned, we generated a spectrum of messages and pressure tested them with potential buyers to gauge their interest and response. The tagline that resonated most strongly was “Conquer Supply Chain Complexity,” which customers felt powerfully expressed Körber’s promise to create tailored solutions for their supply chain.
Körber launched the new message at its Elevate user conference. But a week later, the COVID-19 pandemic forced the world into widespread lockdown. Suddenly, Körber was forced to adjust its operations, while continuing to provide customers with solutions to keep the global supply chain moving and employees safe.
Arketi quickly pivoted. With trade shows canceled and in-person meetings postponed, we shifted to a remote, digital-only approach to sharing Körber’s new message. As a focal point, we built a microsite to serve as an online forum for supply chain leaders working through the pandemic.
The microsite featured learning materials and resources for visitors to discuss and overcome the complexity of their supply chain, particularly due to the pandemic. One of the flagship resources for the microsite was an educational Master Class series demonstrating Körber’s thought leadership and message.
Arketi planned a series of nine Master Classes each featuring five sessions over three months. The 30-minute classes were spread across three weeks and included guests such as leading academics, industry insiders and technology experts. The 30-minute commitment was short enough to fit into a lunch break and could be ‘binged’ once a Master Class was complete.
We researched top supply chain university programs worldwide to find hosts who could keep the conversation lively and informative. Körber was delighted when two esteemed academics agreed to lead the English and German language series, respectively.
The microsite served as the home base for our multi-touch marketing campaign to drive registrations, including pre- and post-event emails, social media and social boosting. The bilingual microsite also contained all series, class and contributor information, plus registration forms and contact info.
We partnered with a leading supply chain publisher to promote the Master Class series using a series of banner ads, dedicated email blasts and sponsored content in four of its outlets, including Logistics Management and Modern Materials Handling.
MICROSITE PAGE VIEWS
Chief Marketing Officer
Körber Supply Chain
The 45-webinar Master Class series generated significant attention for Körber across its customer and prospect base, with the campaign securing more than 4,500 registrants and close to a 50% attendance rate. The microsite alone attracted 63,000+ page views.
Customers and partners took note of Körber’s new message and how the company could help them conquer supply chain complexity. And the program continues today. As new series are scheduled, past Master Class recordings continue to garner views from supply chain professionals around the world.
You could say, the Master Class series earned an A+ grade.
WHERE MARKETING GENERATES REVENUE
When you work with Arketi Group, you collaborate with expert marketers, writers, designers and strategists to create transformative marketing programs that deliver real business value.
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