Selling warehouse trucks to supermarkets requires a different approach than selling forklifts to port operators. Toyota Material Handling Belgium serves an exceptionally diverse b2b audience, each with distinct needs and buying journeys. To grow online sales and generate more qualified leads, they needed a partner who could turn that complexity into a competitive advantage. Together, we built a full-service inbound marketing strategy on HubSpot that reaches the right person at the right moment, with content that converts.
Full-service b2b inbound marketing on HubSpot
Content strategy tailored to diverse buyer journeys
Lead scoring model for marketing-qualified leads
Microsegmentation driving higher online conversion
Marketing automation for personalised nurturing
The challenge
How do you generate more qualified leads and increase online conversion when your b2b audience ranges from small retailers to large industrial players?
The solution
A data-driven inbound marketing strategy with microsegmentation, lead scoring and marketing automation, all orchestrated through HubSpot.
Toyota Material Handling Belgium x iO: turning audience diversity into growth
Toyota Material Handling is a division of Toyota Industries Corporation, offering a wide range of warehouse trucks and forklifts for over 100 years. Toyota Material Handling Belgium supplies pallet trucks, forklifts, and accessories to industries ranging from retail to logistics, construction, and port operations.
We are Toyota Material Handling Belgium's partner for inbound marketing, content strategy and marketing automation. Our collaboration centres on one shared goal: transforming their diverse b2b audience into a structural source of qualified leads and online sales growth. This case shows how we built the strategy, content and automation to make that happen.
Why b2b inbound marketing starts with knowing your audience
From supermarkets to major players in construction, port, logistics and industry: Toyota Material Handling Belgium's target groups are exceptionally diverse. Each segment has different needs, budgets and decision-making processes. Spending marketing budget without understanding these differences means wasted impressions and missed opportunities.
The question was clear: how do you use your marketing and advertising budgets cost-efficiently while increasing conversions? The answer: let your audience tell you who they are and what they need. That's the foundation of an effective b2b inbound marketing and content strategy.
From workshops to a smart data model for lead generation
We started by distinguishing between online buyers and customers who need sales advisor support due to product complexity. Through workshops with Toyota Material Handling's sales and customer service teams, we mapped the needs and buyer journey of every target group.
The result: a smart data model that powers targeted inbound campaigns. The goal is simple but powerful: reach the right person at the right time in the buyer journey with relevant content.
Microsegmentation drives higher b2b online conversion
Online sales of compact pallet trucks had been growing for years, but only a minority of buyers were existing customers. To increase that share, we focused on digital data capture. Existing customers entering the decision phase receive targeted messaging through microsegmentation, resulting in smoother online conversions and higher customer lifetime value.
For larger orders, we implemented a clear lead scoring model. Every download of a safety poster, every whitepaper read, every product page visited leaves behind explicit and implicit data. Not just contact details, but insights about company size, sector and needs.
This lead scoring model feeds into automated email marketing flows, nurturing prospects until they become marketing-qualified leads ready for sales follow-up.
Content strategy and marketing automation working in sync
Once the strategic framework was in place, we built a segmented content calendar and optimised web page templates. Gated content captures leads, while automated email sequences nurture them through the funnel.
The combination of HubSpot marketing automation, targeted content and continuous optimisation delivers measurable results: higher open rates, more opt-ins, and crucially, more marketing-qualified leads for the sales team.
iO's sophisticated content strategy provided a new source of qualified leads.
The numbers
+1%
opt-ins newsletter
+1%
email open rate
+1%
click-to-open rate
+1%
visitor to MQL conversion
A structural engine for b2b lead generation
The inbound marketing strategy we built together is not a one-off campaign: it's a structural engine for lead generation. Toyota Material Handling Belgium now has clear visibility into their diverse audiences, with content and automation tailored to each segment's buyer journey.
For the sales team, this means warmer leads and more targeted conversations. For marketing, it means measurable ROI and continuous improvement opportunities. And for Toyota Material Handling's customers, it means receiving relevant information when they need it, not generic noise.
The +50% increase in newsletter opt-ins and +16% visitor-to-MQL conversion are proof that understanding your audience and serving them the right content at the right moment is the foundation of sustainable b2b online sales growth.
