— Case study
StoryMatters and heavy industry
Jan Holbein · CSO, TATRA Metalurgie
TATRA Metalurgie is one of the largest foundries and forges in Central Europe. It supplies castings and forgings to agriculture, automotive, forklift trucks, elevator technology, axle systems, and rail transport. LinkedIn became a tool for building a network, increasing the SSI, and generating business meetings.
— Results
- new connections every month
- 100
- SSI (Social Selling Index) after starting collaboration
- 73
- conversion rate on acquisition messages
- 31.8 %
- business meetings won in 2022
- 37
- total post impressions
- 118,684
- average impressions per post
- 1,854
— Interview
What does TATRA Metalurgie do, and why do customers choose you?
We are one of the largest foundries and forges in Central Europe. We supply to various industries — from agricultural machinery, automotive, forklifts, elevator technologies, and axle systems to trains and rail transport. Large customers need both small and large parts and don't want ten suppliers — they want one who simplifies their life. That is our biggest advantage: the breadth of the portfolio. We offer grey cast iron, ductile iron, and steel in several grades. From TATRA you'll practically never hear: 'this can't be done.'
What brought you to LinkedIn?
I had sensed the power of LinkedIn for a while. I was targeting my end customers via LinkedIn — doing my own analyses, looking up competitors' customers, reviewing their people's profiles. My philosophy was: through 5 people you can get anywhere. But when Tim reached out, the approach presented made sense and I wanted to take communication to a higher level.
What surprised you most about working with StoryMatters?
Mostly I didn't know the power of SSI (Social Selling Index). I didn't know the communication style you have worked out. I understood I had to publish — but that 'activation' via acquisition messages is great. The strategy you have designed and tested works, in my view. My post impressions have grown enormously — if I were to compare it to the beginning, when I was happy to get 1,000 impressions, the change is huge.
Who would you recommend LinkedIn to?
I would recommend it to everyone who sells something — everyone in industry who makes an interesting product or offers an interesting service. Salespeople, buyers, HR professionals, traders, marketers, and engineers can all use it well. I have a case from TATRA Trucks where there's a quality manager who is a true enthusiast — he even posts historical content and has huge engagement. I told him their marketing department should be paying him.
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