The Challenge
Worthington Industries, a global manufacturer of pressure cylinders, wanted to shift sales conversations away from up-front costs and toward total cost of ownership (TCO). This change would give Worthington a platform for winning against less expensive Chinese imports by encouraging prospects to consider the lifetime savings offered by Worthington’s higher-quality, lighter products. It was time for a new B2B Content Marketing Strategy.
Worthington wanted to shift its customers’ focus from cylinder unit cost to total cost of ownership for thousands of units over time. This fundamental change would mean millions in sales for Worthington — and millions saved by its customers.
Solution
INDUSTRIAL devised a plan to brand Worthington’s way of calculating TCO “The Worthington Method,” creating communications assets — including a report, infographic, and video — that could be used by the Worthington sales force to deliver a consistent presentation establishing the importance of TCO thinking for pressure cylinder purchasers — and Worthington’s leadership in this area. The result: Worthington Industries offered more ROI in a globally competitive market through content marketing for B2B.
The report, infographic, and video produced by INDUSTRIAL drove home the TCO message and were designed to be deployed during key moments in the buyer’s decision making process — both as marketing assets and sales tools.
Thank you very much for this … the concluded content is excellent!
Gabi Zeilerbauer, Director European Sales, Worthington Industries
