3M, a global leader in science and technology, has been at the forefront of innovation for over a century. Known for its cutting-edge products, 3M is committed to improving the lives of people around the world by solving problems through technology, particularly in the areas of workplace safety, healthcare, and consumer products.
In recent years, 3M sought a partner who understood their need to manage complex, multi-regional campaigns for its diverse portfolio of products across the year. The company needed to ensure consistent messaging while adapting to regional nuances.
They also recognized the need to evolve their marketing strategies to align with their customer’s evolving digital engagement, which required the combination of creative planning with marketing optimization as well as ensuring flawless execution.
Digital placed 15 persons across various teams in 3M’s Safety and Industrial as well as Consumer Business Groups to ensure seamless execution:
- 2x Project Managers
- 5x Content Strategists
- 5x Digital Designers
- 1x Social Media Strategist
- 1x UX Specialist
- 1x Business Analyst
Digital worked as an extension of 3M’s team to manage a robust portfolio of campaigns, including webinars, banners, and emailers, leveraging advanced marketing automation and deep strategic insights. A four-person team over a 12 month period, Digital’s contributions included:
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Webinar Development
- Delivered 40 webinars on critical safety topics, engaging over 1,500 participants.
- Generated 701 marketing-qualified leads (MQLs).
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Content Creation
- Delivered 594 assets tailored for diverse channels, ensuring global consistency and local relevance.
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Process Optimization
- Improved localization workflows, reducing go-to-market timelines and ensuring error-free execution across non-English-speaking markets.
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Strategic Alignment
- Partnered with portfolio leaders, activation marketers, and internal sales teams to craft integrated marketing strategies.
By partnering with Digital, 3M’s Safety and Industrial Division achieved the following:
- Efficiency Gains: Achieved a 1.6x increase in work efficiency compared to industry peers.
- Global Reach: Successfully managed campaigns across 10 countries, ensuring localized and impactful marketing efforts.
- Demand Generation: Secured in new opportunities 120% of target within a 12-month period.
By leveraging Digital’s expertise, 3M solidified its position as a leader in safety innovation, driving significant revenue and campaign success globally.
