Digital customer journey: How Ultimaker Achieved 4x Target Leads with a Cross-Channel Campaign

The Client

Since 2011, Ultimaker has developed 3D printers, software, and materials for professional designers and engineers. As the market leader in desktop 3D printing, Ultimaker operated globally with over 400 employees to accelerate the transition to local digital manufacturing. In 2022, the company merged with Makerbot.

The Challenge

Ultimaker aimed to establish a digital lead-generation machine to guide relevant stakeholders (from Plant Managers to IT leaders and CFOs) within specific business categories (Manufacturing, Automotive, Aerospace, Food and beverage, etc.) through the customer journey and deliver fully qualified leads to sales.

The Solution

We redefined the digital customer journey and designed a cross-channel digital campaign to exploit Meta's reach scale, LinkedIn's interest, and industry targeting, which perfectly fit Ultimaker's goals. It aimed to reach SMBs interested in 3D printing, aligning with Ultimaker's mission. The campaign was structured in three (content-driven) phases. The first phase focused on creating awareness through blog posts and white papers on 3D printing applications. In the second phase, we retargeted a highly engaged audience (and look-alikes) with (gated) ROI-focused content to help overcome barriers to purchase. The third phase involved nurturing the MQLs with personalised CRM campaigns addressing audience-specific pain points.

The result(s)

• The campaign delivered an average click-through rate of 13.3% (vs. 0.44% benchmark);

• It generated 4x of the target volume of leads;

• The cost per lead (CPL) was 5x lower than the company benchmark;

• LinkedIn itself featured the campaign on its marketing solutions blog.