How Geberit Generates B2C Leads in a B2B Environment
Intro
Geberit, an established market leader in the sanitary industry, has successfully ventured into the B2C sector with an innovative digital marketing strategy. Despite its focus on B2B business, Geberit has successfully reached end customers and generated valuable leads for its partners.
Challenge
Geberit faced the challenge of reaching a highly specific B2C target group within a complex purchasing process. The long customer journey, the involvement of partners, and the need to maintain focus on the B2B business made it difficult to implement an effective B2C strategy.
Goals
- Branding: Strengthening brand awareness among end consumers
- Increase demand: Stimulating demand through partners
- Lead generation: Acquiring qualified leads for sales
“Geberit has proven that even a B2B company can successfully operate in the B2C sector.”
Diego Moresi, Manager Media & Campaign Analytics, Geberit International AG
Measures
Geberit has developed a comprehensive digital marketing strategy to gain a foothold in the B2C sector. By using programmatic advertising, paid search, and social media, supported by the Google Marketing Platform, the company was able to reach a broad target group. An important component is the funnel approach, which accompanies the customer throughout the entire customer journey.
Collaboration with external agencies like e-dialog enables Geberit to benefit from additional expertise and expand internal capabilities. The focus is on specific use cases and the use of first-party data for personalized communication.
A test-and-learn mentality and creative campaigns such as the “Handbutt Campaign” complete the strategy. Through this multifaceted and targeted approach, Geberit successfully gained a foothold in the B2C sector and generated valuable leads.
Results
Through a data-driven, cross-channel, and innovative marketing strategy, the company has succeeded in mastering the challenges of B2C marketing and generating valuable leads. Geberit’s approach can serve as a model for other companies looking to expand their marketing activities to end customers.
- Successful lead generation: Acquiring qualified leads in a complex industry
- Strengthening brand awareness: Increasing visibility among end consumers
- Innovative campaigns: Developing successful and attention-grabbing marketing measures
- Building internal expertise: Strengthening digital marketing competencies within the company
+ Leads
qualified leads
+ Branding
Brand strengthening
