WEBSITE & DEALER PORTAL

Tactical consulting and execution of rebranding after merger

Exodraft Group is a merged group of divisions with the shared goal of optimizing energy consumption. One division focuses on integrated heating solutions, another ensures optimal utilization of heating systems, and the third concentrates on cleaner combustion via flue gas fans.

Exodraft had a lot to say, and Morningtrain was to help tell and digitize that story.

Problem

Exodraft had developed its core narrative and future mission and completed a series of acquisitions to cover the business areas they wanted.

However, after acquiring and merging several companies, Exodraft needed to communicate their overall mission and value proposition both internally within the organization and to external customers and partners, thereby positioning themselves in the market.

Plan

Clear communication, a common thread, and digitization of business processes became the key ingredients in the overall plan.

We began with a thorough concept phase, outlining design, communication, and the technical infrastructure and requirements.
We then designed and built the complete web solution and defined campaign structures and content.

Result

We quickly executed on both development and marketing and provided advice based on a strong collaboration, where Exodraft’s industry insight and our experience in digital marketing came into play.

In the wake of launching a unified web universe, work began on a digital dealer portal, where the previously lengthy B2B sales process was rethought in a smarter and more streamlined way with a digitally supported solution.

“We chose to work with Morningtrain because we needed to take a holistic approach to our digital presence.
Morningtrain is a highly competent agency with nerdy yet broad capabilities, and an ability to translate our business goals into valuable digitization”

Anders Haugaard

CEO, Exodraft Group

Results

The website makes the mission clear and real

Number of brand searches in the last 12 months

6.130

searches

Number of employees informed about the merger

people

Results that move Exodraft forward together

Strategy and mission can be difficult to agree on within a company, and often the good wording, focus areas, and structures from the strategy process can end up disappearing into a document forgotten in a desk drawer.

A key outcome of this process was therefore to make the mission and the communication of the major changes at Exodraft Group clear across the various websites, external marketing channels, and sales material.

There have been many highlights of the collaboration, and we would especially emphasize:

Rapid translation of digital strategy and business development into concrete execution across both online marketing initiatives and web.
A flexible collaboration where we can quickly adapt to Exodraft’s needs and deliver on their requests. In addition, we can provide exactly the competencies required for the task.
A central role as a digital tactical advisor, working closely in Exodraft’s engine room, where we combine their industry insight with our experience in digitization.

See the solution

Collaboration

Focus on a common thread between goals and execution

The collaboration between Exodraft and Morningtrain was exceptionally strong because time was invested in ensuring that the solutions and features defined and developed were always anchored in the overarching goals. This was ensured by prioritizing frequent and thorough communication.

In concrete terms, this meant that all design and development were carefully crafted based on the stated objectives, so that inspiration did not go off on a tangent and the final delivery solved the original challenge.

DIGITIZATION POWERS SALES

Digital dealer portal supports sales

The next natural step in the collaboration was that Exodraft wanted to reap the benefits of their digitization in their commercial efforts, and that potential was to be realized through a digital dealer portal.

This dealer portal was to support the salespeople’s work in the field and ensure there was now a shared digital sales platform to support, streamline, and automate parts of the complex customer journey.

Learn more about the dealer portal here

The company website is central to a rebranding

In our experience, websites have a manifesting effect for both internal and external stakeholders, so it was an obvious place to start.

In parallel with this planning, we jointly laid out the lines for the overall digital strategy for the communication—including which digital marketing channels such as Google Ads, LinkedIn, and SEO were to be brought into play to achieve the key communication and commercial objectives.

The first websites were designed, developed, and prepared for launch, while at the same time we developed a digital strategy to create synergies in digitization. This included, among other things, product configurators to empower the sales department with more streamlined processes, as well as optimization of digital buying journeys to strengthen Exodraft’s competitive advantage.

Rebranding required clarity and a consistent effort

In connection with the merger, there was a clear need to clarify the communication across the different web solutions while also updating them with the new look and feel.

In addition, the communication had to be translated into commercial messages and focus areas, where Exodraft needed to be recognized as a solid supplier that could both attract business opportunities through brand recognition and inbound searches for their products and services.

We helped Exodraft support this overall communication and commercial challenge as a strategic advisor and a kind of external marketing department.

We acted as an external marketing department

By functioning as an external marketing department for Exodraft, they gained flexibility and execution from day one. Our role ensured they could draw on a wide range of online marketing and digitization services precisely when the need arose.

Instead of fixed, long-term agreements for, for example, SEO and Google Ads—where needs can vary from month to month—we made it possible to continuously adjust the effort. Within the agreed budget framework, we ensured the right competencies were engaged so resources were always used optimally.

Part of the collaboration also involved several of Exodraft’s contacts periodically sitting physically at our office and working together with our team—or us coming to them. This created strong coordination and a smooth workflow between both teams.