All work

Finding probability in an uncertain future

Generating invaluable C-suite leads through B2B thought leadership

The quick take

Brüel & Kjær wanted to strengthen its position as a thought leader by exploring the future of sound and vibration measurement. CBC developed a campaign designed to engage senior decision-makers, spark industry dialogue and generate high-value C-suite leads.

About Brüel & Kjær

Brüel & Kjær is known worldwide as a leading provider of solutions for measuring and managing the quality of sound and vibration. Celebrating 75 years in business, Brüel & Kjær’s Beyond Tomorrow project explores the future of product development and the role sound and vibration will play.

Scope

Landing pages and microsites
Event materials
Content marketing
Social media content and lead generation
Print ads and direct mails
Sales literature and presentations

Challenge

As customer expectations and technologies evolve, companies must anticipate the forces shaping their future markets. For Brüel & Kjær, the company’s 75th anniversary created an opportunity to look ahead and reinforce its leadership in sound and vibration measurement. Working with the Copenhagen Institute for Futures Studies, the company launched the “Beyond Tomorrow” vision study exploring business scenarios towards 2030. The strategic challenge was to turn this insight into a compelling platform capable of engaging senior decision-makers and opening doors at management level.

Solution

CBC developed the “Beyond Tomorrow” concept and visual identity as a strategic platform for Brüel & Kjær’s thought leadership initiative. The aim was to translate the vision study into compelling communications capable of engaging senior decision-makers. We activated the platform across key channels through reports, presentations, articles, events and digital content, while equipping the sales team with a structured toolkit to use the insights as a strategic conversation starter with customers.

Challenge Solution

Brüel & Kjær | The website/microsite served as a communication hub for the entire project. Findings were shared on the site and visitors signed up to receive project updates – and the final report | CBC

Impact

In just three months, 1000 high-level decision-makers from the likes of Ferrari, Motorola and Caterpillar signed up to receive the final Beyond Tomorrow report. The project culminated in an event at Brüel & Kjær’s headquarters, where the results were presented to 300 customers, industry experts and partners. To date, the campaign has generated 77 C-suite leads.