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Market Entry Germany: Achieving Campaign Success on LinkedIn with Targeted B2B Marketing
New brand, differentiated professional groups, limited data basis
Für das Unternehmen Laminam erarbeitete unsere Agentur einen strategischen Contentplan, der die Design-Kollektionen und Referenzen des Keramik-Herstellers in zielgruppenwirksame Inhalte transferiert.
On the occasion of the German market entry of the Swedish lighting manufacturer Fagerhult, we developed – in addition to targeted press relations – a strategic B2B marketing campaign to build brand awareness on LinkedIn. The goal was to generate brand recognition within just under two months among a highly specialized target group of architects, interior architects, lighting and electrical planners working on office buildings – in a market where the brand was previously little known.
The decision to choose LinkedIn as the campaign platform was deliberate: as the largest business platform in the German-speaking market, LinkedIn offers ideal conditions for B2B targeting, enabling us to reach decision-makers in building and spatial planning professions directly, contextually, and efficiently.
The challenge: In addition to establishing the brand in a highly competitive environment, we had only a limited data basis for small planning offices – precisely the target group that plays a key role in the selection of office lighting in Germany. Our objective was therefore to reach a broader target audience with relevant content and make the brand visible in their perception as an innovative partner.
Targeted B2B Marketing with Industry Expertise
At the heart of the campaign was highly precise LinkedIn B2B targeting that accounted for industry-specific distinctions within the professional profiles of lighting planning.
Thanks to our many years of industry experience, we were able to integrate the structural characteristics of the German market. The focus was on architects, interior architects, and lighting planners in small and medium-sized offices with up to 200 employees. To minimize waste coverage, we deliberately avoided including generic or non-specialist job titles. Instead, we worked with a targeted selection of industry-specific job titles identified on the basis of our market knowledge.
A particular focus was placed on sole proprietorships and micro-offices. Contrary to the common practice of many B2B LinkedIn campaigns, where one-person offices are excluded by default, we made a conscious decision to include them. The basis for this was comprehensive market research we conducted at the beginning of our collaboration with Fagerhult. This revealed that small offices with only a few employees often play a key role in the selection of lighting solutions.
To achieve sufficient reach despite the limited data basis, we relied on advanced targeting strategies: with predictive audiences and lookalike modeling based on successful target group data from other Fagerhult markets (including Sweden and the UK), we were able to transfer reliable patterns to the German market – a key factor for the scalability and effectiveness of the campaign.
Fagerhult presents innovative products, such as the Multilume Re:Think made entirely of cardboard, in natural Swedish settings.
Visual Brand Staging with Clear Campaign Dramaturgy
Fagerhult’s three-phase campaign architecture combined brand awareness with product communication. The first two phases focused on building an emotional connection to the brand. The visual design of images and videos was based on atmospheric nature shots from Sweden and motifs showing people in relation to the landscape – a deliberate reference to the origins of the “Swedish light feeling,” a key element of Fagerhult’s brand identity.
At the same time, the visuals reflected Fagerhult’s development concept in Human Centric Lighting: lighting solutions that put people and their well-being at the workplace at the center. In the third phase of the campaign, the products themselves came into focus – the three office luminaires with which Fagerhult strategically launched its German market entry. While the images and videos still placed the products in natural environments, phase three of the campaign provided concrete product information and application examples.
Informative Copy Provides Campaign Focus
The visual material was provided by the client and specifically adapted by us for social media use: with concise text overlays, we managed to give the abstract visual approach both focus and informative value through clear thematic direction. Especially in the LinkedIn context – an environment where users rely on quick, clear information and immediately ask themselves what added value an ad provides for their professional practice – it was essential to clearly state the functional benefits of the products.
Phrases such as “Smart lighting solutions for smart workspaces” or “Swedish office lighting – developed for people” captured both the brand message and the concrete needs of the target audience, making the added value immediately clear. After all, the LinkedIn audience expects clear relevance to their professional practice.
Overlay texts we created for all three campaign phases
We also developed a wide range of introductory texts – those short ad texts above the image motif – to highlight different aspects of Fagerhult’s products or brand. This allowed us to create multiple ad versions from a single visual, countering ad fatigue and keeping the target group’s attention. This approach paid off: the click-through rate increased continuously, demonstrating that we deployed our client’s budget with precision.
Monitoring is key: Dynamic optimization throughout the LinkedIn brand awareness campaign is essential
Throughout the entire runtime of the B2B LinkedIn campaign, we continuously monitored performance in real time and optimized accordingly. To keep CPM costs moderate while ensuring high visibility without oversaturation within the target group, we regularly fine-tuned audience parameters.
For example, certain job titles and industries achieved high click rates but, upon closer analysis, proved to be less relevant to the campaign goals. By deliberately excluding them, we were able to control reach more precisely, minimize wastage, and make budget use significantly more efficient.
Example of the final result of a single image ad for Fagerhult
Precise Targeting: Strong Market Presence and Building a High-Quality B2B Lead Base in Germany
With the LinkedIn campaign for Fagerhult’s market entry in Germany, we specifically contributed to significantly increasing brand visibility among a highly specialized B2B target group. Our differentiated audience strategy – a combination of classic and advanced targeting approaches – resulted in above-average click-through rates among planners relevant from a sales perspective.
The precise copywriting helped ensure that the luminaires’ applications for sustainable office lighting concepts were recognized, and the brand was able to position its longstanding expertise in innovation concepts. Through continuous performance monitoring, we managed to deploy the media budget with maximum efficiency.
The campaign’s success confirms: successful LinkedIn marketing for B2B companies is not achieved through generic reach, but through deep audience understanding, smart data strategies, and creative messaging.
Strategische PR -
Von der Vision zur Realität
Seit 2018 konzipieren wir PR-Maßnahmen für den renommierten Münchner Leuchtenhersteller Ingo Maurer. Als langjähriger Wegbegleiter der Unternehmerfamilie mit tiefem Verständnis für die Unternehmenskultur und unserer jahrelang gewachsenen Expertise in der Lichtbranche brachten wir viel Leidenschaft für diese anspruchsvolle Aufgabe mit.
Laminam operates in two different business areas with multi-level distribution. This is an extremely complex environment with completely different target groups. Nicole Vesting and her team quickly understood these processes and developed an effective cross-channel marketing strategy. As part of this strategy, the agency continuously delivers content that is used across all our channels. For me personally, they have convinced me with their creative development of themes and their holistic and critical view of the interplay of our marketing activities. Full confidence – thumbs up!
Pierre Heck
CEO, Laminam Germany
Our client
Italian manufacturer Laminam is a pioneer in the field of large format ceramic tiles. Since it was founded in the early 2000s, the company has continuously developed its production processes and automated them with Industry 4.0-type technologies. Today, Laminam sells ceramic surfaces in more than 100 countries around the world for a wide range of applications, from traditional and modern architecture to the cladding of furniture and design objects. The collections and their specifications are constantly being expanded with new textures and finishes, allowing designers and architects to realise their creative projects in the most unlimited way possible with an ever-increasing range of designs.
Further References
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