Ebusiness Marketing Support at ModusLink

ModusLink are probably best known for their global supply and logistics solutions. Their status as market leaders drives continual innovation in their Adaptive Supply Chain Services to better serve their increasingly complex client needs. One key growth area is in digital marketing and ecommerce, managed by a new dedicated Digital Commerce Team. This team supports global brands through the complexities of ebusiness with services for ecommerce infrastructure, enhanced payment services, subscription services and customer contact centres.

Being a newer business unit they were struggling to define a marketing proposition that would cut through in a competitive market and appeal to a wide variety of potential business and global industries. They were also keen to explore the potential of content-based inbound marketing campaigns but had little in-house experience to leverage.

Our brief was to review all of the Digital Commerce Team’s current and potential marketing and communications channels to find the optimum mix for reaching the target market. The steps were:

• Creating a new dedicated website and marketing copy
• Writing bespoke services sales collateral
• Conducting a CRM database cleanse
• Implementing a B2B inbound lead generation campaign via HubSpot

We delivered in four phases:

1. New website and marketing copy
2. Services sales collateral
3. Database cleanse
4. Inbound lead generation

Working with ModusLink Digital Commerce’s internal developers we helped deliver new content for their dedicated digital services website. Starting with creating a site map we then crafted all new copy designed to tell the story of ModusLink and give the correct level of technical understanding to their complex service offering. In addition we helped further define their overall proposition and brand messaging to better convey their ability to simplify the complexities of global ecommerce.

For Sales and internal use we created a number of product marketing sheets that helped further define the services and allowed sales teams to have in-depth material to share with potential clients. These worked as stand-alone communications as well as hand-outs at trade shows etc.

Working with the central ModusLink team we helped clean up their existing client database that had been built up over a number of years. During this time records had aged and become less relevant or addressable. Through a process of analysis, re-permissioning and optimisation we created a much healthier and targeted base of records that the whole company can use going forwards.

Finally we implemented a new inbound lead generation strategy for the Digital Commerce Team. Utilising their HubSpot platform, social media and website we created a number of campaigns to position ModusLink Digital Commerce as a thought leader in their space. They are now able to capture high quality business leads specifically targeting the correct personas for their services and driving qualified sales conversations.