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71-75 Shelton Street
Covent Garden, London,
WC2H 9JQ
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HMS Networks faced a challenge familiar to many industrial technology companies: reaching highly specialised audiences across fragmented global markets. Their Anybus diagnostics and Ewon remote access solutions required fundamentally different approaches for different regions, with PROFINET protocols dominating European manufacturing while EtherNet/IP remained the standard across American facilities. Traditional B2B marketing struggled to penetrate these technical audiences who operate in operational technology environments largely invisible to conventional targeting methods.
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We developed an integrated dual campaign architecture combining awareness building through educational content with high intent lead generation for commercial conversion. Protocol specific positioning allowed us to speak directly to engineers in their technical language, whether targeting PROFINET troubleshooting in Stuttgart or EtherNet/IP monitoring in Detroit. Full localisation across German, French and Italian markets ensured cultural resonance beyond simple translation, while multi touch attribution tracked the complete journey from eBook download to sales ready lead.
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