Senior Growth Advisor, Tietoevry Create
The challenge
Generating demand and acquiring new leads are strategically important for Kalmar to seize market share globally. Winning in digital experience across all channels has a significant role in connecting new customers with Kalmar's experts and ground-breaking offerings. To get the most out of its websites, Kalmar wanted to streamline the lead generation process and capitalise on search engine traffic.
The solution
Frictionless page experience is seen as a major merit by search engines. Considering a set of elements, such as data flow with marketing automation, page speed, user journey, and core web vitals, Tietoevry revamped Kalmar's websites with an SEO-friendly page design. Leveraged by data analytics, our team implemented a hybrid search strategy and enabled the websites to seamlessly bridge marketing-qualified leads with the Kalmar experts through varied engagement and conversion points.
About the customer
Kalmar is the global leader in sustainable cargo handling for ports, terminals, distribution centres and heavy industry. With an extensive electric portfolio and global service network, Kalmar helps its customers move towards safer, more eco-efficient and productive operations.
The key results
Site users growth
SEO and SEM efforts have grown the total site users by about 25% compared to the previous two years.
High conversion
Paid and organic search users have the highest or second-highest conversion rates in all conversion types related to B2B lead generation.
Marketing automation generating leads
The SEO and SEM changes have delivered about 150 marketing-qualified leads on a monthly basis and added approximately 390 prospects to be further nurtured by marketing automation.
Connecting the dots on the lead acquisition journey backed by site performance data
To understand the current situation, we conducted a comprehensive SEO audit on the chosen Kalmar web pages. Systematically bridging different datasets, such as user acquisition and behaviour data, core web vitals, page speed insights, and the data of conversions on marketing automation touchpoints, enabled us to uncover a series of user experience issues and opportunities for future improvement.
To enhance data analytics and user experience we created SEO-friendly page layouts and new conversion points with varied call-to-actions. Additionally, based on past SEO performance, we created cross-links on the prominent pages to promote the related content that originally had limited organic visibility on search engines. After connecting lead acquisition forms with the new call-to-actions, we also consolidated the data connectors and flows between the content management system, web analytics tools, SEO tools, and most importantly, marketing automation tool. At the same time, the maturity of marketing automation usage was taken to the next level with process development, training and technical improvements.
Thanks to the improvements implemented, we were able to take the first steps towards the refined lead generation process, enabling the transfer of lead data with marketing attributes from CMS to web analytics and marketing automation tool.
Building up growth: data insights & search experience
While improving the user experience on the Kalmar websites, Google Analytics announced its product upgrade from Universal Analytics (UA) to Google Analytics 4 (GA4). We delivered the new dashboards more than one year ahead of UA's official sunset giving end-users more time to comprehend new metrics and analysis modules. It also ensures we would be able to compare annual data easily in the future years. The dashboards are also an insights hub to integrate with the data from SEO tools and search ads.
We helped Kalmar elaborate and operate a clearly result-driven marketing program aiming to grow search users and their conversions on the site. Data insights played a critical role in making organic keywords and paid targets orchestrated on the same landing page.
International SEO is another significant aspect, as the keyword competitions vary greatly from the US to different regions of Europe. By investigating the local SEO performance in each product category from one market to another, we adjusted the landing page contents accordingly in key languages. Now, the search campaigns are also optimized to run based on a good balance between ad budget, search volume and local competition in the markets.
"Kalmar's partnership with the Digital Growth team at Tietoevry Create improved our lead generation process and website experience. The data-backed approach helps us to acquire marketing-qualified leads globally. We are now confident that our performance-driven search experience will accelerate our business growth in the digital era."
Maija Eklöf
VP Marketing & Communications, Dealer Management and Customer Insights, Kalmar
Invigorating business growth with online-captured leads
Kalmar has taken a pioneering step in the wave of digital transformation, starting to build a streamlined, data-driven lead generation process to acquire sales leads from far-end markets and grow its market share globally.
Our team has taken data insights, user experience, and digital growth into holistic consideration, resulting in an SEO-friendly page design and optimized conversion points. This has enabled Kalmar to connect marketing-qualified leads with their sales experts. By the end of 2022, it is estimated that the website can bring approximately 150 marketing-qualified leads and 390 prospects each month, with 59% of the lead acquisitions coming from organic and paid search ads. Evidently, performance-driven search experience is essential in invigorating business growth in the digital era.