ITW GSE
International B2B digital action plan and execution
ITW GSE is a leading international provider of ground support equipment for airports and aircraft units worldwide, which they serve from their Danish and US offices. ITW GSE has an ambitious growth plan, but operates in a market where the customer journey for new customers is often long and complex.
We helped define the strategy and execute their international digital marketing efforts.
Results that delivered on the strategy
Increase in conversion value
6
%
Increase in click-through rate (CTR)
27
%
A strong foundation for ITW GSE’s digital success
We would highlight the following milestones:
- A thoroughly tested buying journey for ITW GSE’s primary products and services—from the first Google searches to subsequent navigation on their website by potential customers and stakeholders
- Strategic consulting with clear outcomes, where we were able to combine our expertise with many years of insight into ITW GSE’s business
- Effective collaboration on new product initiatives based on thorough market analysis and subsequent aligned execution across digital marketing channels.
The results demonstrate the impact of the strategic consulting that was translated into concrete action plans with a focus on collaboration and execution.
Focus on relevant traffic
The case included several optimisation points, as ITW GSE uses a number of product terms within aviation products, such as GPU, which is also a product within PC hardware. We focused the digital marketing efforts on advertising only relevant products and services and implemented a range of negative keywords to remove irrelevant traffic.
On the website, we worked on optimising landing pages so that the next part of the customer journey was also thoroughly tested. Since then, we have continued to build on the new foundation with market analyses and tactical consulting to continuously ensure that ITW GSE’s marketing efforts support new product services.
Long and complex buying journeys were not supported
ITW GSE faced a challenge in planning and executing effective marketing initiatives. This revealed potential in packaging existing solutions and products for potential new customers worldwide.
At the same time, there was also a task in navigating an industry with often changing products and solutions, as well as varying needs across different countries.
ITW GSE therefore wanted a digital marketing partner who could both support them with strategic consulting and analysis of market opportunities and help with the practical execution of an effort to drive more traffic from search engines through Google Ads and SEO—and at Morningtrain, we had the opportunity to contribute.
Strategic consulting and industry insight create magic
One of the most important success factors has been that we have linked our strategic consulting for ITW GSE with the industry insight we have built up into their business, made possible by our long collaboration.
Strategic consulting only becomes truly powerful when it is connected to an understanding of the specific business. This makes it possible to translate the consulting into concrete action plans and execution that ultimately deliver on the defined goals.
Throughout the collaboration, ITW GSE has prioritised sharing essential information with us, which has truly equipped us to deliver consulting that made a noticeable difference.
Morningtrain are easy to work with because we always have an open dialogue about both large and small projects. In our digital marketing collaboration, Morningtrain are skilled at translating our strategic and technical challenges into understandable solutions.
When the collaboration becomes so close that we become external colleagues
Our collaboration with ITW GSE is built on long-term relationships and frequent dialogue, where the project participants have almost become external colleagues. We act as a kind of external marketing department for ITW GSE, with the resources and competencies that make sense for them to add to the collaboration.
This creates closeness, flexibility, and understanding, providing the best conditions for strong collaboration and tangible results.
The bright minds who lifted the case together
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