Kleenoil
The strategy of a hydraulic oil microfiltration company
Kleenoil specializes in oil filtration systems. It provides innovative products that help keep hydraulic oil clean, resulting in reduced operating costs and environmental protection. The company operates in the international market, providing high quality and reliability of its products, supporting clients in various industries such as transportation, industry and agriculture.
Objective
- Kleenoil wanted to start getting leads from inbound marketing again, which had been coming in spontaneously in the past, but had declined in recent years.
- Increase in brand awareness and generation of new inquiries, despite challenges such as market competitiveness, low service awareness among the target audience, and price pressure from competing brands.
- Our goal is to create a strategy that will differentiate Kleenoil’s offering and build a strong brand position so that price is not the only determining factor in the process of clients choosing the company’s offering.
Solution proposal
- We conducted comprehensive interviews with the brand’s managers and sales team, which enabled us to map the key needs and challenges of acquiring new clients and high-value inquiries.
- Facilitation of two workshops allowed us to develop detailed strategic assumptions. In the first workshop, we focused on analyzing brand insights and differentiators. The second was about defining a unique value proposition (UVP) and developing effective sales arguments based on real business cases.
- We created a strategy document, in which we defined the most important brand differentiators, the needs and concerns of representatives of target groups, and recommendations for communication activities.
Results
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Brand strategy
We developed a comprehensive brand communication strategy and translated communication recommendations into various digital channels. It integrates advanced tools to support sales processes and attractive sales offerings to effectively build relationships with clients and increase client engagement.
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Sales materials and tools
We have prepared a set of advanced tools and best practices for the sales team, covering modern online solutions for outbound marketing. These tools have been selected to maximize the effectiveness of sales activities and enable precise targeting and personalization of client interactions (account-based marketing).
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Training for the sales department
We conducted training for the sales department, focusing on implementing the new strategy in daily operations. This training ensures consistency in marketing and sales activities, enabling the sales team to effectively use new tools and sales techniques, resulting in higher conversion and client satisfaction.
