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Epiroc
How has Epiroc reshaped mining with its focused strategy?
Epiroc spun off in 2018 to concentrate on mining and infrastructure, embracing automation, electrification and a 'Dare to Think New' mindset. By 2024 it exceeded 63 billion SEK in revenue, shifting from machines to integrated digital ecosystems.
Epiroc's sales model pairs high-touch direct sales with digital service portals and marketing that highlights total cost of ownership, ESG and zero-emission mining to position it as a productivity partner.
See strategic analysis: Epiroc Porter's Five Forces Analysis
How Does Epiroc Reach Its Customers?
Epiroc employs a multi-channel sales approach combining direct global sales and service teams with distributor networks and digital platforms to serve mining, infrastructure, and construction customers worldwide.
Direct global sales
Direct sales and service engineers operate in more than 150 countries, focusing on large mining houses and infrastructure firms for high-value rigs and long-term service agreements.
Aftermarket revenue
By 2025 the aftermarket segment — services, parts, consumables — contributes about 70% of total revenue, underlining the emphasis on recurring service channels.
Distributor and dealer network
Authorized distributors and wholesale partners extend reach into construction and small-scale quarrying where full direct presence is not economical.
Omnichannel integration
Digital tools like My Epiroc enable parts ordering, maintenance scheduling and fleet tracking; automated replenishment systems increased digital consumables orders materially by 2024.
Channel expansion via acquisitions
The 2024 acquisition of Stanley Infrastructure expanded North American dealer access and attachments offerings, supporting diversification into construction to reduce cyclicality.
- Direct-to-customer model for complex equipment and long-term service contracts
- Distributor networks for local construction and quarry markets
- My Epiroc e-commerce and fleet management for digital sales and automated replenishment
- Strategic M&A to broaden dealer reach and market positioning
See further context in the company background: Brief History of Epiroc
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What Marketing Tactics Does Epiroc Use?
Epiroc's marketing tactics center on account-based marketing and technical thought leadership to reach sophisticated B2B buyers, highlighting TCO gains from automation and battery-electric vehicles while leveraging digital channels and data from connected fleets.
Account-based focus
Precision ABM targets high-value mine sites and fleet managers with personalized messaging tied to operational metrics.
Technical thought leadership
White papers, webinars and case studies showcase frameworks like 6th Sense and BEV transition to prove TCO and safety benefits.
Data-driven personalization
Telematics from connected machines enable segmentation by operational need, e.g., deep-level mines with high ventilation costs.
Digital engagement
LinkedIn is the primary channel for professional engagement; SEO targets high-intent keywords around mining efficiency and safety.
Experiential marketing
Control Tower demos let prospects remotely operate equipment, converting trials into procurement conversations at events like MINExpo 2024.
Influencer and traditional mix
Print ads and trade journals sustain visibility while engineering influencers validate sustainability claims; influencer activity increased in 2025.
Lead generation and sales alignment
CRM and analytics map the customer journey from awareness at trade shows to procurement, enabling targeted campaigns that improve conversion rates.
- Telematics-based segmentation reduces irrelevant outreach and increases lead quality.
- Campaigns for deep mines emphasize electric loaders' air-quality and ventilation cost advantages.
- Content types include TCO case studies demonstrating lifecycle savings; some pilots report up to 20–30% lower operating costs in electric trials.
- Major events such as MINExpo 2024 remain key awareness drivers, feeding ABM sequences that shorten sales cycles.
Key tactical components
Marketing tactics align with Epiroc sales strategy and go-to-market initiatives to support aftermarket and new equipment sales across international markets.
- Content marketing: detailed technical documentation and case studies for Epiroc's marketing strategy for technical audiences.
- SEO & paid search: focus on high-intent queries like 'What is Epiroc's sales approach for mining equipment' and 'Epiroc's digital marketing strategy for surface drilling'.
- ABM orchestration: tailored assets and outreach for accounts informed by CRM and telematics-driven insights.
- Experiential demos: Control Tower and remote operation pilots to validate performance and drive procurement decisions.
- Influencer partnerships: third-party validation within engineering and mining communities to bolster sustainability claims.
- Traditional channels: targeted print in specialized journals to maintain market positioning and authority.
Measurement and outcomes
KPIs tie marketing activities to sales funnel metrics and aftermarket revenue, informing adjustments to Epiroc's business strategy and customer acquisition efforts.
- Lead-to-opportunity conversion tracked per account segment using CRM dashboards.
- Engagement metrics on LinkedIn and webinar attendance used to refine content targeting.
- Field pilots and TCO studies inform pricing strategy for BEVs and aftermarket service offerings.
- Cross-channel attribution links trade-show interactions to final procurement in international markets.
Further reading
For a broader view of corporate growth and how these tactics sit within overall commercial plans, see Growth Strategy of Epiroc.
- Analyzing Epiroc's marketing mix for productivity solutions helps benchmark channel ROI.
- Understanding Epiroc's approach to B2B marketing in the mining sector clarifies long-term market positioning.
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How Is Epiroc Positioned in the Market?
Epiroc positions itself as a productivity partner, 'United in Performance', emphasizing collaboration, long-term value and solutions—automation, electrification and digitalization—over being a simple equipment vendor.
Identity and Message
Brand identity centers on 'United in Performance', framing Epiroc's sales and marketing strategy as partnership-driven and results-oriented.
Visual and Tone
Distinct grey and yellow palette signals durability and precision; tone is professional, forward-thinking and focused on measurable outcomes.
Strategic Differentiation
Epiroc emphasizes automation, electrification and digitalization—positioning as the smartest choice for sustainable, modern operations versus competitors focused on raw power.
Sustainability Commitment
The company has set targets to halve CO2 emissions by 2030 and aligns product messaging to help customers meet ESG goals, improving ESG ratings and winning innovation awards.
Brand consistency is enforced via centralized marketing governance, preserving reliability and innovation promises across global touchpoints and protecting margins through premium positioning during 2024–2025 inflationary pressure.
Customer Experience
Focus on safety and uptime: autonomous rigs and remote operations reduce operator risk and improve productivity for mining customers.
Aftermarket and Service
Aftermarket strategy emphasizes service contracts and digital maintenance to maximize equipment availability, supporting Epiroc's global sales strategy and customer acquisition.
Pricing and Margin Defense
When competitors undercut on price, Epiroc reinforces premium, high-uptime, low-emission value propositions to protect margins and market positioning.
Digital Marketing & CRM
Digitalization underpins marketing: data-driven campaigns for surface drilling and rock tools, integrated CRM for B2B lead nurturing and sales funnel optimization.
Market Positioning
Epiroc's market positioning highlights sustainability and technological leadership, appealing to operators seeking to lower emissions and improve safety metrics.
Competitive Intelligence
Responsive to sentiment and competitor moves; recent strategic emphasis maintained margins during 2024–2025 inflation while growing uptake of automation and electrified fleets.
Key Brand Proof Points
Epiroc leverages measurable outcomes and third-party recognition to validate positioning.
- 50% CO2 reduction target by 2030 integrated into product narratives
- High ESG ratings and industry awards for green mining innovation
- Consistent global branding via centralized marketing governance
- Premium pricing sustained amid 2024–2025 inflationary pressures
For analysis of the competitive context and further detail on market dynamics, see Competitors Landscape of Epiroc
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What Are Epiroc’s Most Notable Campaigns?
Key campaigns have focused on electrification, autonomy and integration to drive orders, digital engagement and cross‑sell after strategic acquisitions.
Zero Emission Mining
The 2024–2025 Zero Emission Mining campaign positioned Epiroc as leader in battery‑electric underground equipment using documentary videos of the Scooptram ST14 Battery in deep mines, lifting electric equipment orders to a double‑digit percentage of new machine sales in key markets.
6th Sense Launch
The 6th Sense campaign introduced smart automation and connectivity, using high‑production digital content and VR at trade shows, driving a 30% increase in engagement across digital platforms and clarifying Epiroc's marketing strategy for productivity solutions.
Stanley Integration
Post‑2024 acquisition integration campaigns reassured Stanley customers, highlighted aftermarket service continuity and introduced Stanley users to Epiroc's ecosystem, boosting visibility in demolition and scrap recycling markets.
Multi‑channel Go‑to‑Market
Across campaigns Epiroc used documentary video, VR, influencers, trade shows and CRM‑driven nurture to support Epiroc's sales strategy and customer acquisition, enhancing market positioning for sustainable mining solutions.
The campaigns tied to measurable business outcomes: increased electric equipment share, higher digital engagement, and strengthened cross‑sell into construction markets.
Electrification Results
Electrified machines reached a double‑digit share of new machine orders in targeted regions by mid‑2025, reducing diesel ventilation costs and lifecycle emissions.
Digital Engagement
6th Sense content and VR demonstrations produced a 30% uplift in web and social engagement, accelerating lead quality for automation solutions.
Aftermarket Focus
Integration messaging emphasized aftermarket sales and service as a retention lever, aligning with Epiroc's strategy for aftermarket sales and service.
Trade Show ROI
High‑impact VR and live demos improved trade show lead conversion and demonstrated Epiroc's go‑to‑market strategy for complex B2B equipment.
Influencer Collaboration
Partnerships with demolition and recycling influencers expanded competitive sales tactics into construction, increasing brand visibility post‑acquisition.
Data‑Led Messaging
Campaigns used operational data to quantify tons‑per‑hour gains and ventilation cost savings, supporting Epiroc's pricing strategy for new heavy machinery.
Implications for Sales and Marketing
These campaigns illustrate how Epiroc aligns marketing with sales funnel activity, CRM, and product‑level business strategy to convert technical value into orders.
- Epiroc sales strategy emphasizes evidence‑based field demonstrations and ROI metrics.
- Epiroc marketing strategy blends content, VR and influencer channels for market positioning.
- Aftermarket and service messaging supports customer retention and upsell.
- Targeted campaigns accelerate adoption of sustainable mining solutions.
For context on customer segments and target markets referenced in these campaigns see Target Market of Epiroc
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