DSC Sector strategies - Something Big

Driving growth through customer-centric marketing

B2B prospects who engage in marketing are 54% more likely to convert. Understanding this, we began a journey with DHL Supply Chain UKI to revolutionise their marketing approach, placing the voice of the customer at the forefront.

Previously, DHL Supply Chain’s marketing efforts had focused on showcasing their market-leading products and services, with less emphasis on highlighting the unique needs and experiences of their customers across different sectors. Recognising the untapped potential, we saw the opportunity to build deeper personal networks and prospect more effectively into new relationships, building business growth through better retention, upselling and new conversions.

We devised a series of consistent sector-led strategies with a stronger customer insight thread running through value propositions, messaging, campaign strategies and activation plans.

We began by deep-diving into their target customer base across diverse sectors including Technology, Automotive, Retail, Consumer, Manufacturing Logistics, Defence, Energy, and Chemicals. Through sector analysis, we unearthed key drivers within each industry segment, enabling us to craft tailored sector value propositions and communication assets that resonate with the unique needs and aspirations of their customers.

Tailored propositions and unified communications

For each sector, we developed a tailored value proposition that not only highlights DHL Supply Chain’s deep expertise and unique sector knowledge – often overlooked as prospects tended to view DHL primarily as a parcel company – but also clarifies the distinct value DHL can provide within each industry. To reinforce this perception shift, we introduced the strapline “For [X] sector. Think DHL.” A supporting messaging matrix was created to ensure consistency in language across various channels and stages of the buyer journey, enabling Sales and Marketing colleagues to effectively tailor communications for each customer.

By aligning sector-led propositions with sales strategies, we are able to ensure that DHL Supply Chain’s offerings are tailored to meet evolving market demands, effectively amplifying the customer’s voice and addressing current needs.

A visual identity that can accommodate different sectors, reinforces the brand’s presence and message consistency. Bringing to life the brand pillars of ESG, people, and innovation, we draw on these core values into our messaging and communication strategies across sectors.

What was the meaningful difference?

By centering the customer experience and sector-specific insights in DHL Supply Chain’s marketing approach, we shifted the focus to the unique needs of each industry. This emphasis on customer voices has enriched their value propositions and messaging, providing a more relatable, resonant narrative that speaks directly to their clients’ needs. The result is a stronger foundation for long-term relationships and an adaptable, customer-centric marketing strategy that empowers DHL Supply Chain to engage with customers in a meaningful, lasting way.

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DHL SUPPLY CHAIN

PROJECT: Putting customers at the heart of marketing

Driving growth through customer-centric marketing

Tailored propositions and unified communications

What was the meaningful difference?

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