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xcmg

Light localisation drives strong growth

China’s XCMG Group takes to LinkedIn to drive brand awareness and earn qualified leads in markets all around the world

XCMG is one of the world’s top three construction machinery manufacturers, known for providing excellent construction equipment solutions and services to an international clientele. The China-based company’s growth ambitions are truly global in nature, with priority markets located all around the world — from South and Southeast Asia, to North America, Latin America, Europe and the Middle East.

To facilitate its international expansion, XCMG has been actively marketing on LinkedIn, using the platform’s trusted first-party data to accurately define, target and engage key decision-makers in the construction industry across geographies. In 2022, XCMG became the first enterprise in the Chinese machinery manufacturing industry to achieve 100,000 followers on LinkedIn.

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THE CHALLENGE

With priority international markets spanning the globe, XCMG leverages LinkedIn’s first-party data to accurately define its target audience by location, industry and job function. The challenge, however, was to create engaging content and localise this in a way that would resonate with its many target audience segments.

THE SOLUTION

The XCMG team worked closely with the LinkedIn Ads team to develop an effective international marketing strategy: 

● Customised content strategy: The XCMG team started by developing a content marketing strategy that aligned with their marketing goals. While their ultimate goal was brand awareness and lead generation, the team monitored key LinkedIn signals to understand the nuances of each market.

● Localised marketing messages: With a wide range of priority international markets to cover, the XCMG team adopted a moderate level of localisation for this campaign. They tailored their messaging and ad visuals to appeal to different regions and cultures while maintaining a consistent brand voice at a global level.

THE RESULTS

XCMG’s international marketing campaign on LinkedIn successfully achieved:

+20%

increase in website visitors sourced from LinkedIn

+30%

increase in post engagement rate

+65%

of all LinkedIn leads were qualified leads

“As a leading global machinery manufacturing company, XCMG Group has been deeply engaged in digital marketing overseas. Leveraging the professional advantages of the LinkedIn platform, XCMG aims to comprehensively enhance its corporate brand image, empowering its marketing efforts to drive sales through brand strength.”

Li Ge
Chief Brand Culture Officer
XCMG

Founded in 1943, XCMG is one of the World's Top 3 construction machinery manufacturers. XCMG is dedicated to providing excellent construction equipment solutions and services for customers. In 2023, XCMG will focus on the comprehensive transformation and upgrading of high-end, intelligent, green, service-oriented, and internationalized industries and solidly help our customers succeed. ent  enablement platform aligns workforces and enables employees to effortlessly create on-brand, high-performing business content faster. View Company page.

Headquarters: Xuzhou, China   |   No. of Employees: 1,001-5,001   |  Industry: Machinery Making

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