Ramboll
Impact Story: Growth and increased brand awareness through a data-driven brand awareness campaign.
The globally operating company Ramboll offers interdisciplinary expertise around engineering, architecture, and consultancy with a focus on sustainability. It is this diverse portfolio of services that makes Ramboll so successful. In 2023, the company reached record numbers in revenue and profits, despite the challenging macro-environment.
Ramboll supports commercial customers and government institutions in 35 countries with their services – including the DACH region (Germany, Austria, and Switzerland). However, the team recognised that not many in that region knew about their full-service offers.
This challenge was solved accordingly: Ramboll developed and implemented a digital marketing strategy for the DACH region in collaboration with andweekly.
At the beginning of this project, the company faced some obstacles in the German-speaking region and Switzerland though.
This holistic and data-driven approach paid off. As a result, Ramboll achieved measurable success and the company’s expectations were in parts even exceeded.
Outstanding numbers for posts and content:
More than 230,000 LinkedIn impressions, more than 1,000 clicks
Above-average opening and click-through rates of the email campaign:
37.3% unique opens
Successful lead generation:
123 new contacts, 299 influenced contacts
Together, we developed a tailored strategy, which centered around pinpointing the target group and addressing it with relevant content. All this was based on the holistic approach created by andweekly: Employing modern marketing technologies ensures effective and efficient implementation, which was enabled by a high degree of automated processes and by continually tracking the involved metrics.
The impact on Ramboll’s business in the DACH region was significant. Better anchoring of the brand lays the foundation for new projects and more growth.
“In collaboration with andweekly, we have successfully implemented a digital campaign to generate leads on various channels. With content marketing that was precisely geared to the target group, mailings, LinkedIn campaigns, and seamless CRM integration we were able to generate and qualify relevant leads as well as increase awareness of our brand.”
Julia Romero, Manager Communications & PR
Ramboll is a foundation-managed, internationally operating engineering, architecture, and management consultancy that was founded in Denmark in 1945. Ramboll’s more than 18,000 experts develop sustainable solutions in the areas of building construction, transport and infrastructure, energy, environment and health, and architecture and landscape architecture.
There are more than 1,000 employees in Germany working on innovative projects concerned with the most important topics of our time. Ramboll’s employees combine local expertise with global know-how from 35 countries in order to develop innovative ideas and sustainable solutions for their customers.
The backbone of the strategy was a detailed go-to-market plan. For this plan, andweekly initially developed the relevant buyer personas for Ramboll’s service offers. Then, the personas’ characteristic pain points and goals were analysed. The corresponding value propositions of the Ramboll solutions completed the plan. Based on this, more than 1,500 target accounts for marketing purposes were identified.
The go-to-market plan structured the target group and thus facilitated the precise address of its members. At the same time, it provided a substantial framework for the content campaigns. Adjustments made during the course of the project helped to maximise the effectiveness and the return on investment (ROI) of the campaigns – especially in the areas of content creation and channel utilisation. This way, it was possible to react very quickly to changing market conditions too.
During the planning stage, andweekly focused on content that offered the discerning target groups in Germany, Austria, and Switzerland relevant information and insights. That was successfully done with key content such as white papers, blog series, and more than 40 organic LinkedIn posts.
The formats and topics of these were selected in accordance with the buyer’s journey. The blog articles helped to create awareness of the brand, for example regarding current issues such as resilient infrastructure in times of climate change, circular economy, or the European Union’s taxonomy. The organic LinkedIn posts supported the rising awareness as well, and were particularly influential. Comprehensive white papers, as a form of content that fosters thought leadership, consolidated important topics, for example sustainable architecture, and thus emphasised Ramboll’s expertise.
A differentiating channel strategy was essential for this project. Besides email campaigns and organic posts, paid LinkedIn posts were used too. They promoted the white papers, among other things.
Moreover, the paid posts drew the target group’s attention to the webinars on offer and Ramboll’s participation in trade fairs (“Meet the Experts”). This resulted in excellent engagement rates, which were documented by high impression values and click-through rates.
Only new digital technologies are able to achieve the optimal data-driven efficiency for marketing campaigns. To simplify processes, elevate potential automation, and ensure the seamless integration of various marketing activities, andweekly implemented the CRM platform HubSpot for Ramboll. It made day-to-day operations much easier for the Ramboll team and it particularly increased the efficiency of email campaigns.
Sending out personalised emails to more than 1,000 contacts was followed by an automated lead-nurturing workflow for the initially generated conversions. This tactic proved very successful: With a unique open-rate of 37.3%, the email campaign outperformed the usual benchmarks.
From Ramboll's point of view, in addition to the efficient and scalable implementation with measurable results, the close, productive and understanding collaboration, the individual orientation of andweekly's service and the team's creative approach were important success factors in the project.
The efficiency of Ramboll’s marketing will be even increased in the future by long-term planning of campaigns and further refining the target audiences based on topics.