thyssenkrupp

Complex Products Need Clear Strategies

B2B marketing for products that require explanation has always been challenging. With Carbon Credits, there are additional complexities: sophisticated stakeholders, high quality requirements, and a rapidly evolving market. thyssenkrupp Materials Trading faced exactly this challenge.

With their newly developed Carbon Market Solutions, the company wanted to help other businesses offset their unavoidable residual emissions. An important business area – but how do you digitally market CO2 compensation when the target audience is discerning and the product needs to build trust?

The answer: With a digital marketing infrastructure that's thoroughly thought through from the ground up. Together with andweekly, thyssenkrupp Materials Trading developed a system within seven months that not only generates leads but creates lasting impact.

The Starting Point: Strategic Expansion With Clear Goals

thyssenkrupp Materials Trading deliberately chose to systematically build a scalable digital marketing strategy to optimally position their innovative Carbon Market Solutions.

• Mastering complexity: Carbon Credits require explanation. The target audience – sustainability managers and executives – is well-informed and demanding. Simple advertising messages aren't enough here.
• Building trust: The market for CO2 compensation is highly sensitive. Greenwashing accusations are quickly made. It takes substance, transparency, and verifiable quality to be perceived as a serious partner.
• Establishing processes: The customer journey from first contact to contract signing is long. Marketing automation and structured lead qualification are essential for systematic growth.

Clear Goals: From New Offering to Established Service

The goal was ambitious: thyssenkrupp Materials Trading wanted to position itself as a leading provider of Carbon Market Solutions within a very short time. This required more than just a website and a few ads.

It was about building a complete digital marketing infrastructure – from technical foundation through content strategy to lead qualification. HubSpot would serve as the central platform to orchestrate all activities and make them measurable.

At the same time, the brand message had to be clear: thyssenkrupp Materials Trading is the trustworthy partner for companies that take their climate goals seriously. This positioning needed to run through all channels – consistently, credibly, and backed by concrete evidence.

The Approach: Strategy First, Campaigns Second

We didn't start with campaigns, but with strategy. In intensive workshops, we developed buyer personas, mapped the customer journey, and defined a messaging framework that makes Carbon Credits understandable – without oversimplifying.

In parallel, we built the technical infrastructure. HubSpot was implemented, lead scoring models developed, nurturing workflows set up. Every process step was thought through: When does a lead become an MQL? How are leads prioritized? What happens after the first contact?

Only then did the campaigns start. LinkedIn Ads for targeted reach to decision-makers. Google Ads for active demand. Content that demonstrates thought leadership. Everything data-driven, everything measurable, everything optimizable.

"With andweekly, we developed a complete digital marketing infrastructure in just seven months. The combination of strategic consulting and hands-on implementation was exactly right."

Lisa Skelnik
Head of Communications & Marketing, Strategic Business Development

What Made This Collaboration Special?

The tight integration of all disciplines. Strategy, creation, and technology meshed from the very beginning. Nothing was viewed in isolation, everything was part of a larger system.

The 82% conversion rate from lead to MQL shows: When you understand the target audience and have the right processes, you generate not just many, but the right leads. The precise definition of lead criteria and the well-thought-out scoring model were crucial for this quality.

Particularly valuable was the systematic approach: Instead of focusing on quick wins, a sustainable system was created. A system that grows, learns, and continuously improves.

Measurable Results: Systematic Growth Achieved

The numbers demonstrate the success of the strategic approach: After seven months, thyssenkrupp Materials Trading had a functioning digital marketing infrastructure.

• Top-tier lead generation: Over 1,000 qualified leads were generated, more than 700 via paid media. The 82% conversion rate from lead to MQL shows the high quality of contacts.
• Reach established: Almost 44,000 website visitors within a few months – a remarkable success for a new offering in a sophisticated market. Organic reach continues to grow steadily.
• Efficiency proven: Cost per lead significantly below industry average. Every marketing euro was optimally invested, campaigns continuously optimized.

Lasting Impact: A System That Grows

What do these results mean for thyssenkrupp Materials Trading? First and foremost: The company has arrived in the market. Carbon Market Solutions are visible, the pipeline is full, first deals have been closed.

More importantly: A system has been created that scales. Marketing automation is running, processes are established, the team is aligned. What was built in seven months can now grow continuously – without starting from zero.

The positioning as a trustworthy partner for CO2 compensation has succeeded. thyssenkrupp Materials Trading is perceived as a serious provider that delivers quality. This reputation is worth its weight in gold in a demanding market.