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Bekaert
How is Bekaert shifting from steel maker to energy-transition enabler?
The Beyond Steel strategy transformed Bekaert from a traditional wire manufacturer into a high-tech partner for the energy transition, targeting sustainable, high-margin markets. By 2025 the group expects consolidated revenues near 4.4 billion EUR and about 24,000 employees across 45 countries.
Bekaert’s sales and marketing strategy centers on direct-to-partner channels, data-driven demand generation, and brand positioning around sustainability and co-creation, focusing on niches like tire cords and porous transport layers for electrolysis. Explore product positioning via Bekaert Porter's Five Forces Analysis
How Does Bekaert Reach Its Customers?
Bekaert's Sales Channels combine a global direct B2B sales force with digital ordering and selective distributors, prioritizing OEMs and large industrial contractors while expanding MyBekaert e-commerce for recurring industrial accounts.
Direct B2B Engagement
Direct sales remain the primary revenue driver in 2025, focused on OEMs and contractors for Rubber Reinforcement and Specialty Businesses where technical specs and long-term contracts dominate.
Digital Sales Platform
MyBekaert handles transaction management, real-time logistics tracking and automated ordering; digital channels now account for an increasing share of order volume for repeat industrial customers.
Distributor & Wholesale Network
Traditional distributors continue to service agricultural fencing and standardized construction products, supporting broad market coverage and inventory flexibility.
Partnership & JV Model
Strategic joint ventures in Asia and Latin America secure regulatory navigation and market share in automotive tire cord, complementing solution-selling for Dramix fibers and hydrogen electrolysis components.
The sales evolution emphasizes value-based solution selling, with sales teams acting as technical consultants and engaging early in customer R&D to capture higher-margin projects and long-term agreements.
Key Sales Channel Metrics (2025)
Bekaert's channel mix in 2025 shows continued dominance of direct sales, growing digital transactions, and stable distributor volumes; targeted metrics reflect channel performance and customer segmentation.
- Direct sales: primary revenue driver across Rubber Reinforcement and Specialty segments; >50% of contract value in technical segments
- MyBekaert digital platform: accelerating adoption with year-on-year transaction growth exceeding 20% in recurring accounts
- Distributors: retain leadership for agricultural and construction categories, supporting >30 countries
- Joint ventures: key to securing market share in automotive tire cord in Asia and Latin America, contributing to regional volume growth
For more on target markets and customer segmentation that inform Bekaert's go-to-market strategy, see Target Market of Bekaert.
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What Marketing Tactics Does Bekaert Use?
Bekaert’s marketing tactics combine technical thought leadership, targeted digital campaigns and experiential co-creation to reach engineers and procurement specialists across niche verticals such as offshore energy, green hydrogen and sustainable mobility; by 2025 the company uses advanced CRM and marketing automation to segment audiences and measure lifecycle cost benefits of its coating technologies.
Technical Content Hub
High-value whitepapers, technical webinars and comparative case studies highlight performance and total cost of ownership versus traditional alternatives.
Data-Driven Segmentation
Advanced CRM and marketing automation segment global audiences into offshore energy, green hydrogen and sustainable mobility niches for tailored campaigns.
Trade Shows & Forums
Presence at Wire Düsseldorf and energy forums drives lead generation; trade shows remain key to pipeline development and large-account engagement.
Co-Creation & Innovation Centers
Clients invited into innovation centers co-develop bespoke solutions, increasing retention and creating barriers to entry for competitors.
LinkedIn & ESG Amplification
LinkedIn campaigns amplify ESG commitments and sustainable supply-chain messaging to procurement leaders and sustainability officers.
Performance Measurement
Marketing KPIs link content engagement to sales outcomes; by 2025 attribution models show a 20–30% uplift in qualified leads from content-driven programs.
Key tactics reinforce Bekaert sales strategy and Bekaert marketing strategy by aligning technical credibility with measurable commercial outcomes; see detailed strategic context in Growth Strategy of Bekaert.
Operational Tactics & Metrics
Execution focuses on integrating marketing automation with sales CRM for account-based marketing and lifecycle management.
- Use of CRM-driven segmentation improved conversion rates by ~25% in industrial accounts (2024–2025).
- Technical webinars average 300–800 targeted attendees, with conversion-to-opportunity rates above industry averages.
- Co-creation projects account for a rising share of large contracts, shortening procurement cycles by up to 15%.
- Trade-show sourcing contributes an estimated 40% of high-value leads for strategic verticals annually.
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How Is Bekaert Positioned in the Market?
Bekaert's brand positioning centers on technology leadership and reliable innovation, projecting a professional, engineering-driven identity focused on sustainability and total lifecycle value.
Technology-led Value
Bekaert markets itself as a premier technology leader, emphasizing performance-enhancing coatings and ultra-high-tensile solutions that reduce total cost of ownership for industrial clients.
Sustainability Credibility
With an EcoVadis Platinum rating and a commitment to cut greenhouse gas emissions by 46.2 percent by 2030, sustainability is central to the brand promise and procurement appeal.
Global Consistency
Bekaert ensures uniform customer experience and technical support worldwide, enabling a consistent reputation that supports a price premium across markets.
Differentiation vs Low-cost Rivals
The company differentiates on lifecycle performance—extended product life in subsea cables and tire cords—rather than competing on upfront price alone.
Brand positioning supports Bekaert sales strategy and Bekaert marketing strategy by aligning product engineering, sustainability metrics and global go-to-market consistency, reinforcing Bekaert competitive advantage.
Engineering Excellence
Technical credibility is communicated through case studies and engineering-spec content tailored to Bekaert customer segments in automotive, energy and infrastructure.
Price Premium Justification
Customers accept higher pricing due to measurable TCO benefits; Bekaert reports higher margin contracts in engineered solutions versus commodity wire products.
Sustainability as Sales Lever
EcoVadis Platinum and quantified emissions targets are used in procurement dialogues to capture green procurement budgets and long-term contracts.
Consistent Global Touchpoints
Standardized technical training, global quality systems and regional application centers ensure the same service level from Belgium to Brazil.
Data-driven Messaging
Marketing emphasizes quantifiable outcomes—longer product life, reduced maintenance frequency—supported by lab and field data in sales materials.
Integration with Sales Strategy
Branding feeds Bekaert go-to-market strategy and key account management, enabling technical sales teams to win complex, high-value projects.
Brand Elements Driving Growth
Core elements of Bekaert's positioning used in commercial execution:
- Engineering-first tone and visual identity for credibility
- Sustainability metrics to access green procurement
- Lifecycle cost messaging to counter price sensitivity
- Global consistency to protect brand premium
For deeper context on the company's marketing execution and sales tactics, see Marketing Strategy of Bekaert.
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What Are Bekaert’s Most Notable Campaigns?
Key campaigns have focused on energy transition and construction innovation, notably Powering the Hydrogen Economy for Currento porous transport layers and Dramix: Reinventing Concrete to drive fiber-reinforced concrete adoption.
Powering the Hydrogen Economy
The campaign promoted Currento porous transport layers for PEM electrolysis via targeted digital ads, hydrogen summits and PR in industrial journals, positioning the company in the green energy value chain.
Commercial Impact
By 2025 the initiative helped target startups and utility giants, contributing to the company goal of generating over 100 million EUR from new energy segments and producing a significant lift in qualified leads.
Dramix: Reinventing Concrete
Focused on replacing steel rebar with Dramix fibers through educational roadshows, structural design software for engineers and large-scale demo projects to prove lifecycle ROI.
Adoption and ROI
Campaign metrics showed increased adoption in flooring and tunneling, driven by claims of reduced labor costs and improved durability that supported the firm's Bekaert sales strategy and market position.
Both campaigns leveraged elements of Bekaert marketing strategy and Bekaert go-to-market strategy to address distinct Bekaert customer segments and strengthen the company’s competitive footprint.
Targeting and Channels
Digital targeting, industry events and trade PR formed the core mix, supporting Bekaert digital marketing initiatives and analysis of Bekaert's distribution channels.
Measurement
KPIs included qualified leads, conversion rates from pilot projects and revenue from new segments—benchmarked against the 100 million EUR new-energy revenue target for 2025.
Value Proposition
Campaign messaging emphasized tangible customer ROI and sustainability, reinforcing Bekaert's value proposition in the wire industry and Bekaert competitive advantage.
Partnerships
Collaborations with electrolyser OEMs, energy project developers and construction contractors supported Bekaert strategic partnerships in sales and Bekaert's approach to key account management.
Technical Enablement
Providing engineering tools and demonstration data—such as structural software for Dramix—reduced buyer friction and illustrated Bekaert marketing strategy for industrial applications.
Resource Allocation
Budgets prioritized pilots and trade engagement; ROI tracking showed higher lead quality from summit participation versus broad-brand digital spend, informing future Bekaert sales targets and objectives.
Key Outcomes
Outcomes from these campaigns reinforced the company’s Bekaert business strategy across green energy and construction markets and supported market penetration strategies.
- Contribution toward a 100 million EUR new-energy revenue target by 2025
- Marked increase in qualified leads from energy startups and utilities
- Higher adoption rates of Dramix in flooring and tunneling projects
- Improved sales conversations through engineering tools and demos
For historical context on the company’s broader evolution and how these campaigns fit into overall strategy see Brief History of Bekaert
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