Epiroc: Groundbreaking ABM delivers rock-solid ROI
Mining and construction companies have options when it comes to equipment and service partners. Equipment is viewed as a cost vs. an investment and there has been little impetus to move from the status quo. Our job was to flip the script and demonstrate that Epiroc is a whole-business partner with deep expertise, innovative technology and trustworthy service that helps businesses achieve their strategic goals.
Laying foundations for success
Epiroc is a leading global manufacturer of mining and infrastructure equipment and technology. After spinning out from a 150-year-old firm and becoming a stand-alone company in 2018, Epiroc has been on a journey to build mindshare as a new brand, and increase market share with right-fit, high-potential accounts.
This account-based marketing (ABM) campaign was built to increase receptiveness and understanding of Epiroc beyond high-end equipment and create opportunities within key accounts. Internally, we wanted to foster buy-in and collaboration between Marketing and Sales and establish a scalable ABM blueprint for future campaigns.
Keywords:
"We’d been thinking about Account-Based Marketing for a while, and from our very first campaign, we saw remarkable results. The key was strong alignment—both between our marketing and sales teams, and with our agency partner, Marketbridge, who brought invaluable ABM expertise and creativity to the table."
Heavy-duty industry, meet emotionally resonant creative
The big idea for the campaign, “Eyes on the future. Boots on the ground.”, symbolized Epiroc’s unique, whole-business partnership approach. It asserted that Epiroc is the innovative and ambitious partner companies need to thrive, while delivering practical, hands-on support that goes beyond the initial purchase of equipment. Art direction put the spotlight on leading-edge Epiroc machinery and technology while amplifying the power of human connection. Copy was forthright and sincere, demonstrating how Epiroc supports its clients’ business objectives and helps bring operations to the next level of performance, safety and efficiency.
Multi-channel campaign surrounds, engages and converts
With a strong ICP and a portfolio of existing relationships, we designed and launched a multi-channel ABM program, including both 1:1 and 1:Few plays.
We surrounded 11 total key accounts with Demandbase banner ads, LinkedIn paid media and marketing-led emails, driving to a HubSpot-powered content hub featuring personalized videos from Epiroc Sales leads, thought leadership and solution content.
The capstone was an exclusive invitation to Epiroc’s new Competency Centers that served as innovation hubs and demo facilities.
Rock-solid campaign ROI
So far, the ABM plays have helped drive $25M in pipeline, including a single opportunity worth $16M. And notably, approximately 60% of pipeline generated related to key accounts showing interest in expanding beyond Epiroc’s core equipment by adding/upgrading one or more of Epiroc’s innovative technology and aftermarket service offerings.
engagement of 1:1 accounts
pipeline generated
pipeline in tech aftermarket upsell
"This campaign sharpened our messaging for the right audience, significantly increasing awareness among key accounts of our services and expanding our overall reach."