Safety in numbers
Lead generation & event support
ABM led activity to launch Navtech into the mining market at Bauma 2022.
They feel like an extension of my team, and it’s been a joy to see them get as excited about what we do as we are, ultimately, that enthusiasm has come to life in the high quality of work they have produced.
Sian HawleyMarketing Manager, Navtech
Client since
2021
Background
Navtech Radar is part of FTSE 100 Halma PLC. It designs and manufactures radar solutions to track people and places in hard-to-reach locations. With annual revenues of £16m, the technology is used in security, surveillance, industrial automation and traffic safety including on motorways across the UK.
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Why?
Navtech wanted to enter the mining and construction markets so had devised two new products.
When Bauma, the world’s largest mining exhibition, came around, it was a massive opportunity for Navtech to make a big splash.
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How?
- ABM-led one: few campaigns to introduce and drive meetings with key accounts from mining and construction. This included value prop development and content strategy for ongoing nurturing.
- Event: stand design and brochures to make sure the in-person experience completed the experience.
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So what?
The T360 and CIR Gen2 product launches at Bauma exceeded expectations, attracting over 100 leads at the event. This outperformed both past campaigns and the targets that were set to establish Navtech’s footprint in the mining industry. The approach is now followed for all vertical sector events.
100 new MQLs generated at the event.
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