Hiab

Driving sales through understanding customer demands and making marketing and sales work hand-in-hand

Hiab is a leading provider of smart and sustainable load handling solutions. Hiab's premium equipment includes loader cranes, truck mounted forklifts, forestry cranes, recycling cranes, skiploaders, hooklifts, roll-off cable hoists and tail lifts. As the industry pioneer, Hiab make load handling smarter, safer and more sustainable to build a better tomorrow.

Our role

Creative strategy
Marketing services

At a glance

More with MOFFETT

A truck mounted forklift (TMFL) is a common distribution solution in many markets, giving a number of advantages since the driver can unload the truck by himself at the customer’s site. Like the rest of the logistics sector, electrical solutions are winning ground due to legislation and operational benefits like quiet operation, savings of fuel and reduced CO2 emissions. Changing the customer’s demand towards green would give MOFFETT a market advantage – since the company dominates the electric segment.

The challenge

Meeting new customer needs

The challenge for transport companies is similar to our personal evaluation of an electrical car. Everyone understands the basic benefits of going electric, but there are a lot of questions and scepsis how an electric solution will work practically. Since MOFFETT could be neutral, as a provider of both diesel-driven and electric TMFLs, there was an opportunity to guide potential customers advice presenting pros and cons with different solutions.

Three green forklifts are parked in a line on a concrete surface near a waterfront, with mountains visible in the background under a cloudy sky.

The solution

From MQL to SQL

Interest was generated through an inbound campaign based on answering the questions we expected potential customers to have, like “How often do I need to charge an electrical TMFL”. We used organic and paid activities to reach potential customers in each market and drive them to tailored landing pages using a guide with “All you need to know about selecting an electric TMFL” as the lead magnet. In the guide the pros and cons of the different solutions were presented in an objective way.

The leads generated through downloads (MQLs) were nurtured by a marketing automation flow providing more information and cases proving our argumentation. When considered an SQL, the leads were handed over to sales for personal follow-up.

Person operating a green forklift transporting a large container inside a barn with cows in the background.

5000%

return on advertising spend

A forklift loads items onto a parked Scania G320 truck in an urban setting during dusk.

13

units sold within 3 months

The impact

Driving revenues

UK was the market first out. The result was far beyond expectations with 13 units sold within 3 months thereby giving roughly a 5000% return on advertising spend.

Key takeaways

Bridging marketing and sales

The key to success in sales-driving campaigns are to motivate both marketing and sales to make a joint effort. For this you need a joint objective. As an example, leads are meaningless if they are not converted to sales, i.e. order intake is the key to evaluating the result and motivating both marketing and sales.