Digital Export Promotion Program: Driving complex sales - digitally
An initiative targeting the after sales market in the global wind industry
Danish Export Association is proud to present a completely new way to run export promotion programs for B2B companies in the global wind industry.
Most SMEs – especially in the B2B segment - lack the resources and the competences to drive efficient, digital export campaigns by themselves.
Hence, a consolidated approach where several companies with complementary offerings are pooled together - like on a traditional export promotion tour - can benefit SMEs significantly. Contrary to traditional export promotion tours, digital transformation of export promotion has several advantages which you can get an overview of below.
Why digital export promotion
- You can reach customers online in several markets at the same time (also when there are travel restrictions).
- You can target several individuals in a company (normally, there are multiple decision makers you need to approach).
- You don’t depend on the relations you build, when you are on a short delegation tour (where you may not even get to meet the real decision makers).
- Potential customers are exposed to Danish strongholds and solutions over a longer period of time to stimulate interest.
- You win the customer when THEY are ready to buy. Not when you are ready to sell.
- You are visible and accessible 24/7
We are targeting this project towards Danish companies within the global wind industry, specifically companies focusing on the after sales market.
The market within service and retrofit in the wind industry is growing rapidly and it is a market with a large amount of end users. Processing all of these is a huge job, where cold canvas is dominant in a large part of the sales work.
Through this project, Danish suppliers to the global wind industry gets the chance to save time and ressources because the end users and potential leads are nurtured and being moved further down the sales funnel.
The participating companies thereby get more qualified leads to reach out to. As a participant you also get knowledge of new potential leads in an industry where the amount of wind farms, and thereby potentiel customers, are growing continuously.
How does it work?
Danish Export Association has teamed up with Affiinity who has developed the IT platform that will be used for running the digital export promotion programs.
The platform is a complex marketing and sales automation & CRM system with several “add ons” that allow us to listen to market response, obtain interests/leads, respond to customers and track and score the leads/contacts obtained – all automised. This enables us to involve, nurture, nudge and convert the right target audience to take interest in offerings and the participating companies.
The project will run in 4 steps where the starting point of the proces is to gather companies with offerings to the same international target groups. All participating companies in a campaign should have relevant offerings to a preselected target group. The participants are asked to submit brief descriptions of their company and their value propositions.
Hereafter follows a proces where a campaign site is setup as a landing site for referred customers coming from the campaign. Once the site “learns” about the customers’ preferences, it automatically adjusts itself according to who is looking and what they are looking for. Companies interested in specific solutions will then be guided towards the relevant companies or offerings.
The platform will handle all digital dialogue and “score” the incoming contacts, as we allocate points to the different steps a customer can take in the digital relation with the participants. From browsing the campaign site, over downloading material to participating in a (virtual) meeting/webinar. The more “committing” the interaction is – the more points are rewarded.
Once a customer reach a given number of points, an alert will be activated and send to the participating company, informing that the customer has shown sufficient interest and may be ready for a physical meeting or phone call. All data is transparent, and we can compare results across campaigns – allowing participants to learn and improve from one campaign to the next.
HOW TO PARTICIPATE
Participating in the digital export promotion does not require any digital sales skills on your side, but we need your active participation during the project.
What you need to invest and deliver:
–Send your sales- and marketing materials (in English) according to the provided guidelines
–Participate in a workshop (half a day)
–Active participation during the project: Sharing best practice and learnings
Price: 13.675,- dkk
The digital export promotion will run for 6 months.
The process will start with a workshop including all participating companies. The workshop will take place ultimo november.
If you want to know more about the project, you are more than welcome to participate in a free webinar where we will present the IT sulution and your benefits of it further. The webinar will take place on October 26th and you can see the program and registre your participation here.
The project is supported by:
Frederikke LundgaardExport Coordinator +45 6020 8563 firstname.lastname@example.org
René BlidegaardDigital Project Manager +45 3027 6080 email@example.com
Susanne HolmExport Consultant & Head of Bioenergy +45 6020 8564 firstname.lastname@example.org
Rikke Gørup PovlsenHead of Wind +45 2868 6644 email@example.com
Skal du med Health Tech til netværksmøde eller på messe og markedsbesøg, så er det Frederikke, der koordinerer din deltagelse.
Det er hun godt rustet til, fordi hun har fire års erfaring med kommunikation, marketing og koordinering fra en større konsulentvirksomhed. Frederikke er uddannet inden for kommunikation og journalistik.
Digital Project Manager
Vil du have sparring på web, video eller digital markedsføring, så skal du have fat i René. Han har ansvaret for vores hjemmeside og er knivskarp til projektledelse samt til at skyde og klippe video.
René har erfaring fra marketing- og mediebureauer, hvor han blandt andet har arbejdet med medier, digitale projekter og marketing.
Export Consultant & Head of Bioenergy
Susanne står i spidsen for vores netværk inden for bioenergi og arbejder med flere eksportprojekter i foreningen. Hun har stor erfaring med salg og kundesupport på en lang række eksportmarkeder, så hun kan blandt andet sparre med dig om kundernes krav, kultur og forretningsprocesser.
Susanne har tidligere været salgsingeniør, hvor hun fik en stor teknisk forståelse og erfaring med eksportsalg samt planlægning af messer. I Danish Export Association er hun med til at udvikle og gennemføre aktiviteter, der hjælper medlemmerne med at styrke deres eksport gennem netværksmøder og eksportfremstød.