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Our work · Inside & Outside
DHL Express A new way to sell to a new type of customer
Employee engagement · Digital tools & assets · Advertising & creative · Brand & comms strategy · Social & influencer · Content & film
Reframing DHL's salespeople as trusted e-commerce advisors.
The Impact
The results.
191%
YoY growth in account applications
214%
Delivery against targets
The challenge
Shift perceptions of DHL as an 'express' service for large companies, to a logistics partner for businesses large and small, with a focus on the growing e-commerce segment.
The strategy
Change the way sales teams engaged with customers, from selling products to a more consultative approach in which salespeople are seen as trusted advisors who understand the challenges of cross-border e-commerce. Then, take that message to market, building thought leadership and content for the brand.
On the Inside
We created a sales engagement programme, ‘Power Up Your Potential’, that upskilled sales teams across the business. This combined learning materials to help them understand the pain points different customers experienced with e-commerce, and sales support materials they could use to increase their success.
On the Outside
We built an ongoing content marketing platform to cement the brand’s thought leadership credentials in the e-commerce and SME space, attracting a wider customer base. On top of that we created a cut-through global marketing campaign to package and promote the range of services DHL has for cross-border e-tailers.
"It’s an incredibly difficult ask to pivot an already established brand – one of the world’s largest – to address an entirely new customer segment, when you are present in so many countries and with so much complexity. With Maverick’s support we were able to do just that, with a huge dash of speed, not only establishing ourselves as an e-commerce and B2C thought leader, but truly delivering massive commercial value and new business."
VP Global Marketing and Communications, DHL eCommerce
