Engaging B2B audiences ready to make a switch

For decades, a heavy set of keys was one of the only ways businesses could cope with entry management. Then global leader in access control dormakaba revolutionized the market with Switch Tech™, a new commercial electronic entry system from their newly acquired brand, BEST. To make the product launch a success, Hanson helped position Switch Tech in verticals where we could spotlight the technology and showcase how easy and cost-effective the solution was for businesses across industries.

A revolutionary product requires a revolutionary product launch strategy.

Fueled by solid market research, we mapped out connection points for dormakaba to meet their diverse B2B audiences where they were active. A comprehensive approach targeted key decision makers in healthcare, retail, government, and education spaces. We developed new tools and experiences for the sales team to directly engage channel partners and influencers, plus vertical-based tactics to raise visibility and generate demand with buyers.

To connect with decision makers and influencers, we built an arsenal of engaging, vertical-focused content.

To capture imaginations, we recommended a wide range of launch ideas and tactics, including everything from a mobile escape room that took the product direct to audiences to fun physical and interactive experiences on the trade show floor.

To celebrate with internal audiences, we produced a video reminding them of their path to this point.

To drive leads on the site, we developed a flexible, modular system to tell the product story dynamically.

To adapt to pandemic constraints, we supported their pivot from a conventional onsite trade show presence to a high-quality virtual demo to wow key audiences.


27k microsite visits

348 leads generated

01 average lead per day

“Hanson’s support for the launch of Switch Tech has been instrumental for its success. They not only helped us with the initial launch of the product guided by sound strategic insights, but with additional components including a livestream for our key audiences that helped truly solidify it in the commercial market.”

— Joe Hudock, Senior Vice President, dormakaba Americas

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