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FLSmidth Minerals, a division of Denmark-based FLSmidth, provides engineered mineral processing equipment, systems and services to the mining, metallurgical, pyroprocessing, alumina and pulp, and paper industries. The United States sales and marketing group was looking for an interactive partner to assist with a strategy for updating their online brand presence, reflecting the company’s strength and lead position, and integration of selling strategies to capture mid-sized and international customers.

To devise the optimal digital marketing plan, MindComet completed a comprehensive needs analysis including stakeholder interviews, investigation of industry statistics, a brand analysis and redesign, and comprehensive competitive analysis. The planning process resulted in a tactical development and deliverables plan including return on investment projections for the first phases of the company’s new corporate Web site.

Following development, the new Web site, print materials and multimedia assets allowed FLSmidth Minerals to more effectively identify and qualify prospects, reduced inefficiencies in lead generation, improved cross-sell and up-sell opportunities, increased international visibility online, maintained brand leadership and built online communication and recruiting efforts.