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Hexagon
What is Hexagon's Sales and Marketing Strategy?
Hexagon, a global leader in digital reality solutions, has consistently demonstrated the significance of a robust sales and marketing strategy. Its commitment to 'shaping smart change' through combining sensors, software, and autonomous technologies defines its approach.
This focus allows them to create and manage digital twins, serving diverse industries. Hexagon's evolution reflects a strategic shift from component sales to delivering end-to-end digital reality ecosystems.
Hexagon's sales and marketing strategy centers on promoting its integrated digital reality solutions. The company emphasizes how its offerings, such as those analyzed in the Hexagon BCG Matrix, drive productivity and quality across various sectors. In 2024, Hexagon reported net sales of approximately 5.4 billion EUR, reinvesting 10-12% of revenue into innovation and acquisitions to maintain its market leadership.
How Does Hexagon Reach Its Customers?
Hexagon employs a diverse sales strategy, utilizing both direct and indirect channels to connect with its global clientele. This multifaceted approach ensures broad market reach and caters to varied customer needs across its specialized divisions.
Direct Sales Force
Direct sales teams are instrumental in engaging large enterprise clients. They provide in-depth technical consultation, especially for complex industrial and geospatial solutions, forming a core part of Hexagon's go-to-market strategy.
Wholesale Distribution Network
A robust network of wholesale distributors extends Hexagon's reach into various markets. This channel is key for efficient product delivery and broad market penetration, supporting Hexagon's revenue growth.
Strategic Partner Retailers
Strategic partner retailers are leveraged to access specific market segments and customer bases. This collaboration enhances Hexagon's market presence and customer acquisition efforts.
Global Partner Ecosystem
Hexagon cultivates an extensive global partner network, including system integrators, sales consultants, value-added resellers, and independent software vendors. This ecosystem is vital for delivering innovation and support across all divisions.
Channel Evolution and Strategic Acquisitions
Hexagon's sales and marketing strategy has seen significant evolution with a focus on digital adoption and omnichannel integration. Key partnerships and strategic acquisitions have bolstered its market leadership and solution portfolio.
- In 2024, Hexagon completed seven acquisitions, including Geomagic for $123 million, enhancing its 3D metrology software capabilities.
- The acquisition of APEI in June 2025 strengthened Hexagon's geospatial data offerings in Europe.
- Strategic collaborations, such as the one with NVIDIA for Omniverse Cloud APIs, underscore Hexagon's commitment to leveraging advanced technologies.
- The planned spin-off of its Asset Lifecycle Intelligence division, with revenues of approximately EUR 1,448 million in 2024, signals a strategic business restructuring.
- These moves are integral to Hexagon's overall Growth Strategy of Hexagon, aiming to optimize its structure and drive future revenue growth.
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What Marketing Tactics Does Hexagon Use?
Hexagon employs a robust marketing strategy heavily focused on digital channels to build brand awareness, generate leads, and ultimately drive sales. The company's approach emphasizes thought leadership and educational content to showcase its expertise and solutions. This forms a core part of the Hexagon sales strategy, aiming to attract and engage potential customers by addressing their specific industry challenges.
Content Marketing Excellence
Hexagon leverages its deep industry knowledge to produce high-value content. This includes thought leadership articles, detailed whitepapers, compelling case studies, and essential technical resources designed to solve complex industry problems and highlight the company's innovative solutions.
Digital Visibility
Search Engine Optimization (SEO) and targeted paid advertising campaigns are crucial for ensuring Hexagon's visibility in search engine results. The company strategically targets specific industry keywords to reach its intended audience effectively.
Lead Nurturing and Engagement
Email marketing plays a vital role in nurturing leads and maintaining ongoing engagement with customers. This consistent communication helps build relationships and guide prospects through the sales funnel.
Social Media Interaction
Active engagement on social media platforms allows Hexagon to connect directly with its audience. The company shares company news, promotes its latest innovations, and fosters a sense of community.
Strategic Partnerships
While not always explicitly detailed, collaborations with technology partners, such as those with NVIDIA, serve to enhance credibility and expand visibility within specialized technology sectors, mirroring the impact of influencer marketing.
Industry Event Presence
Traditional marketing channels, including participation in industry events and trade shows, remain important. These platforms provide opportunities for direct product demonstrations and face-to-face interactions with potential clients.
Hexagon's marketing tactics are deeply intertwined with its business strategy, aiming to support ambitious growth targets. The company is focused on achieving 8-12% annual revenue growth and maintaining 30%+ operating margins between 2022 and 2026. This necessitates a data-driven approach to marketing effectiveness, ensuring that resources are allocated to the most impactful activities. The company's commitment to innovation is a key driver, evidenced by over 450 products and updates and 71 new patent applications filed in 2024 alone. Effectively communicating these advancements through its marketing plan for industrial technology is paramount to its success. Understanding the various revenue streams and business models that support this growth is key to appreciating the full scope of Hexagon's operations, as detailed in Revenue Streams & Business Model of Hexagon.
Data-Driven Customer Acquisition
Hexagon employs customer segmentation to tailor its marketing messages and product offerings. This personalized approach is essential for effective lead generation and customer acquisition in diverse markets.
- Targeted messaging for specific industry verticals.
- Personalized product recommendations based on customer data.
- Optimized sales funnel stages for improved conversion rates.
- Leveraging advanced analytics to measure marketing ROI.
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How Is Hexagon Positioned in the Market?
Hexagon's brand positioning is centered on its role as a global leader in digital reality solutions, distinguishing itself through the integrated use of sensors, software, and autonomous technologies. The brand's core message, 'shaping smart change,' empowers customers to create and manage digital twins for products, places, and processes, highlighting innovation, productivity, quality, safety, and sustainability.
Digital Reality Leadership
Hexagon positions itself as a global provider of digital reality solutions. This is achieved through the seamless integration of sensors, software, and autonomous technologies.
Core Message: Shaping Smart Change
The brand's central theme is enabling customers to create and manage digital twins. This focus underscores the benefits of innovation, productivity, quality, safety, and sustainability.
Unique Selling Proposition
The company's unique selling proposition lies in transforming industries and fostering confidence for building, navigating, and innovating. This is supported by core values like customer focus and entrepreneurship.
Commitment to Sustainability
Hexagon's dedication to sustainability is evident in its 2024 Sustainability Report, detailing targets for reducing greenhouse gas emissions. The company aims to increase its sourcing of renewable electricity.
Brand consistency is maintained across all touchpoints, from the corporate website to divisional communications and partner interactions. The company's investor relations strategy, including comprehensive financial reporting, reinforces its professional image. Hexagon's continuous investment in R&D and strategic acquisitions, such as its acquisition of a leading provider of intelligent asset management solutions in 2024, ensures its continued leadership in technological advancements and its ability to adapt to market shifts.
Customer-Centric Values
Core values such as being customer-focused, entrepreneurial, and engaged guide the brand's promise. This focus drives productivity, quality, safety, and sustainability for clients.
Investor Relations and Brand Image
A robust investor relations strategy, featuring detailed financial reporting, actively communicates with capital markets. This reinforces the company's professional and forward-thinking brand image.
Adaptability and Innovation
The company demonstrates adaptability through continuous investment in R&D and strategic acquisitions. This ensures Hexagon remains at the forefront of technological advancements and competitive landscapes.
Market Presence in AEC
Hexagon's brand positioning in the Architecture, Engineering, and Construction (AEC) industry is strong. It leverages its digital reality solutions to enhance project lifecycles.
Sales Strategy for Software
Hexagon's strategy for selling manufacturing software focuses on integrated solutions. This approach aims to drive efficiency and precision for its industrial clients.
Marketing Industrial Technology
The marketing plan for industrial technology emphasizes digital transformation and smart change. This targets industries seeking to optimize operations and embrace new technologies.
Key Sales Channels and Customer Acquisition
Hexagon utilizes a multi-channel approach for its Hexagon sales strategy, encompassing direct sales, channel partners, and online platforms. This diverse go-to-market strategy supports its Hexagon customer acquisition efforts across various industries, from manufacturing to geospatial solutions.
- Direct sales teams for complex enterprise solutions.
- A network of channel partners for broader market reach.
- Online platforms for software access and support.
- Strategic partnerships to enhance product offerings.
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What Are Hexagon’s Most Notable Campaigns?
Hexagon's marketing strategy is deeply intertwined with its product development and strategic acquisitions, functioning as key initiatives that define its brand and drive growth across diverse industries. These efforts consistently highlight the company's technological leadership and its impact on sectors such as manufacturing, construction, and geospatial applications.
Digital Twin Solutions Advancement
A significant ongoing 'campaign' involves the continuous advancement and promotion of its digital twin solutions. These are central to its offerings across manufacturing, construction, and geospatial sectors, showcasing Hexagon's commitment to innovation.
Strategic Acquisition for Enhanced Capabilities
The acquisition of the Geomagic software suite in December 2024 for $123 million bolstered its 3D modeling and inspection capabilities. This move reinforced its market leadership in 3D metrology and provided user-friendly solutions for product development.
Divisional Spin-off for Value Unlocking
The planned spin-off of its Asset Lifecycle Intelligence division into a new company, Octave, expected to list in early 2026, is a major strategic initiative. This move, announced in October 2024 and detailed in March 2025, aims to unlock value and accelerate growth for both entities.
Product Launch Successes
Product launches are critical marketing events, such as the Leica iCON Trades Solution in Q3 2024, which drove double-digit growth in building solutions. The next-generation OnCall public safety platform also fueled growth in the Safety, Infrastructure & Geospatial division in Q4 2024.
Further demonstrating its focus on next-generation autonomy, Hexagon announced the launch of AEON, a humanoid robot for industry, in June 2025. These product-specific campaigns underscore the company's effective go-to-market strategy for industrial technology, contributing to its overall Hexagon business strategy and Hexagon revenue growth.
Focus on Manufacturing Software
Hexagon's strategy for selling manufacturing software is heavily reliant on showcasing technological advancements and integrated solutions. This approach supports its Hexagon sales strategy by emphasizing efficiency and precision.
Geospatial Market Segmentation
The company employs targeted marketing for its geospatial solutions, focusing on specific industry needs. This aligns with its Hexagon market segmentation for geospatial solutions, ensuring relevant customer acquisition.
AEC Industry Brand Positioning
Hexagon maintains strong brand positioning in the AEC industry by consistently delivering innovative products and solutions. This is a key element of its Hexagon marketing strategy, reinforcing its leadership.
Channel Partner Marketing
The company leverages channel partner marketing to extend its reach and sales capabilities. This approach is crucial for its Hexagon sales strategy, enabling broader customer engagement.
Sales Enablement Programs
Hexagon invests in robust sales enablement programs for its software offerings. These programs are designed to equip sales teams with the knowledge and tools needed for effective customer engagement, supporting its Hexagon sales strategy.
Digital Marketing for Engineering
Hexagon utilizes digital marketing tactics to promote its engineering solutions, reaching a broad audience of professionals. This is a core component of its Hexagon digital marketing tactics for engineering solutions.
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