W. L. Gore & Associates

nicole

Nicole L., Global Communications Manager, W.L. Gore & Associates

"Genius Encel provides astounding results. Their marketing strategy is tailored cut to your needs. We were able to land contracts that far exceeded our quota! Plus, working with them was a fun and learning experience."

Overview

How we helped:

What we did:

Results

25

Warm leads a week

10

New business meetings

$50,000,000

Worth of new contract deals

Challenges:

Getting traction in their Asia Pacific headquarters, sales managers’ in China and South Korea have stale LinkedIn accounts nothing to note them as industry leaders.

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W.L. Gore & Associates is a multinational, multi-billion-dollar company specializing in materials science. It is a privately held US company with 10,000 employees headquartered in Delaware. The company was founded in 1952 and is best known for its GORE-TEX, a weatherproof fabric used in outdoor clothing.

 

Their mantra is: “Committed to innovations that improve lives.” 

 

One of Gore’s core divisions involves small vents inserted into mobile phones to make them more water-resistant. It protects the equipment operating outdoors. Their Asia Pacific headquarters was at a standstill for getting in touch with decision-makers at large phone brands like Samsung, OPPO, Vivo, Huawei, and Xiaomi.

 

 

Additionally, their sales managers in China and South Korea had barely active LinkedIn accounts and no content of value to highlight their expertise and position them as industry leaders. That’s why they turned to Genius Encel for a solution.

Goals:

Target specific leads, nurture relationship, and spread quality yet fun information.

 

W.L. Gore & Associates asked us to first help them get in touch with specific targets at large phone brands in the product strategy and marketing departments. The need to tailor-fit is high and we must prove to the leads that the company is the leading expert when it comes to small cells.

The ultimate goal of the campaign was to begin a relationship with the teams at these companies in order to get them into a first call. 

 

Secondary, but not the highest priority, was a content creation strategy to build more brand awareness and position an otherwise “boring” product as something exciting and innovative. With a smart product, they wanted to spread the information without sounding dull.

Gore wanted to educate their audience about their 2019 survey and market research findings as well, which revealed consumers’ desires for more options in waterproof or more water-resistant mobile phones. 

Strategy:

Target specific leads and invite them to a call to share consumer findings.

 

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As the sales team had never engaged in a content marketing strategy, we completely designed one for them from ground zero. This included using their desired visuals while writing posts that told a story about the company and their consumer research findings.  

Additionally, we created their leads list for specific and general targets at Samsung, OPPO, Vivo, Huawei, and Xiaomi. With their direction, we identified nearly 300 decision-makers respectively.  

Working closely with the marketing teams in South Korea and China, we asked them to validate our findings for targets before reaching out. Once we received their approval, we used a series of messages—or a “nurturing sequence”—to connect to targets, introduce the opportunity for collaboration, and invite them to a call with the Sales Directors. 

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Results:

Steady stream of warm leads, quality business meetings, landed a multi-million dollar contract.

 

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After 3 months of consistent posting and lead generation campaigning, the project yielded incredible results. 

First, the audience responded favorably to the posts, even writing private messages to the Sales Directors and commending them for the brilliant storytelling about their company and products. 

Next, we put the company in touch with 57% of their desired targets (during the lowest usage peak of the year for any social media platform) and began to create a relationship with them. 

 

This resulted in an in-person or phone meeting with 13% of the targets, landing contracts exceeding $50,000,000 USD for 2021.

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