International campaign for brand trust, visibility and lead generation around Yanmar's 5-year warranty programme.
Marketing strategy
Landing page
Project overview
Yanmar Europe, the European headquarters of the Japanese diesel engine manufacturer, needed a B2B marketing partner to launch their 5-year warranty programme. As both strategic and executional marketing partner, we developed a targeted campaign that communicated the added value of Yanmar engines with precision.
Drawing on our knowledge of international distribution channels and the specific needs of each audience, we created an effective marketing strategy with measurable results — including a significant uplift in visibility, stronger market trust, and concrete interest from dealers and end users.
The challenge
Introducing a 5-year warranty programme for TN-series diesel engines required a well-considered marketing strategy. The primary objective: collecting valuable data through a new registration system, from engine data to end-user information and machine details.
With 1,250 dealers across Europe and a complex market structure, direct access to end users was limited. This called for a thorough reach & potential matrix, mapping the accessibility, impact and specific needs of each audience segment. A robust multi-channel strategy was essential to make the launch land with impact.
Our approach
Strategic preparation
We identified four buyer personas and developed targeted messaging for each, anchored in the most relevant persuasion principles.
Marketing communication development
In our MarketingMessageMatrix, we mapped channels, audiences and persuasion principles. This translated into content creation, landing pages and visual assets designed to reinforce the campaign message at every touchpoint.
Implementation
Using ASCEND, we took the following steps:
Strategic landing page
Design and development with a focus on SEO, user experience and conversion optimisation. The page serves as the central hub for the 5-year warranty programme.
Targeted content
Compelling copy that clearly communicates the value of the warranty programme to all target audiences.
Multi-channel campaign
Design and production of online and offline advertising and banners in multiple formats for different platforms. Continuous monitoring and optimisation of media spend for maximum return.
Marketing automation
Implementation of ActiveCampaign with targeted email sequences to activate dealers, inform customers and guide registrations.
Complete promotional toolkit
A comprehensive package of guides, tutorials, visuals and implementation guidelines for the entire dealer network
"Dutch Synergy responded exceptionally well to our needs throughout the entire process. They run weekly meetings and demonstrate full commitment from the whole team."
Dana van Kammen, Assistant Marketing Manager
The result
Reach and engagement
The campaign achieved 500,000 views in the first month after launch, effectively distributed across all target audiences.
Knowledge transfer and adoption
The digital launch — via the live webinar and promotional toolkit — enabled efficient knowledge transfer and rapid adoption across the dealer network.
Growing partnership
The success of this campaign led to an expansion of our collaboration into other business units within Yanmar Europe.
Data-driven insight
Development of dashboards for campaign performance, user behaviour and registration conversions.
Impact and relevance
This campaign demonstrates the importance of strategic marketing partnerships when launching distinctive product propositions. By combining audience-specific communication, effective channel selection and continuous optimisation, Yanmar strengthened their market position. The results confirm that a data-driven approach, built around clearly defined buyer personas, delivers measurable success in B2B marketing.
This collaboration also demonstrates that we are a reliable partner for industrial companies and technical organisations that need to move quickly and require effective marketing tools — whether we operate as an outsourced marketing department or as an extension of an in-house team.
What's next
The collaboration with Yanmar Europe continues. We have also provided marketing support for the Agricultural and Marine business units. Explore our other case studies.
Why choose Dutch Synergy?
Speed, quality and client focus are at the heart of everything we do. Whether it's a complex industrial website, a strategic marketing campaign, or content creation with limited resources. We deliver. Ready to position your organisation as effectively as Yanmar? Get in touch and find out what we can do for you.
