Challenge

The Würth Group is world market leader in the sale of assembly and fastening materials, mainly auto-moto and construction companies.

The goal was to grow the B2B web shop sales by 16 %. Challenge was the size of B2B audience and how to keep B2C audience out of the web shop as we would just waste money on marketing to a too wide of an audience.

Strategy

For the start of the strategy we took a deep dive into B2B audiences' behavior to find out the best channels and find an opportunities.

After research of target group, we decided to focus on small business.

We developed a sales funnel and attribution model to follow in real time how we were doing compared to the sales target.

Execution

We created a detailed and sophisticated paid search strategy and put it to action. We focused on keeping the B2C out of the shop, created  different campaigns for regions & seasonality of the verticals, with +150 ad groups and +2.000 negative keywords.

We also expanded media channels to include video, social, display and influencers.