DYKA grows with a smart B2B e-commerce strategy

About DYKA

DYKA is a manufacturer of plastic piping systems and a total provider of sustainable solutions for sewer, water, air, gas and energy networks. Its main markets are residential and commercial construction, as well as civil engineering and infrastructure projects. Clients range from self-employed professionals and SMEs to large infrastructure companies. DYKA operates 21 branches and an online webshop. To place an order, an account and a Chamber of Commerce (KvK) number are required.

DYKA engaged us to implement a sustainable e-commerce strategy and translate it into effective execution.

What?

From offline to online success with a targeted B2B e-commerce strategy

DYKA engaged us to develop and execute a sustainable e-commerce strategy. The objective was clear:

Grow direct online sales
Encourage existing offline customers to order online
Attract new, sustainable customers (with at least 2 orders per year)
Achieve 20% revenue growth

The focus wasn’t just on traffic, but on acquiring high-value accounts and driving repeat purchases.

How?

Full funnel approach focusing on the right target group at the right time

We introduced a full-funnel strategy that helped DYKA gain control over both new and existing customers. Based on an in-depth audience and channel analysis, we identified where and when the target group was most effectively reached.

Key insights from the analysis:

The target audience is highly active on Google (SEO & SEA)
Self-employed professionals (ZZPs) are easily reached on Facebook, especially during break times
ZZPs search during the day but often place orders in the evening via desktop
SMEs are active on LinkedIn and mainly order during the day
Both owners and purchasers are involved in the ordering process

These insights formed the foundation for channel selection, timing, and bidding strategies.

Customer Journey – from orientation to purchase

To make the approach tangible, we mapped out a detailed customer journey. A key part of this was a campaign centered around Solydo, one of DYKA’s products.

This journey provided insight into how installers orient themselves, compare options, and eventually place orders. It helped DYKA align marketing and sales more effectively and make content more relevant for each phase of the funnel.

B2B Strategy

See & Think phase

Building visibility and consideration

In the See phase, campaigns ran across Facebook, LinkedIn, and Display, focusing on brand and product awareness. These campaigns were divided into three main types:

General DYKA campaigns targeting self-employed professionals (ZZPs) and SMEs
Product-specific campaigns, such as those for the in-house developed PVC90 pipe
Thematic campaigns tied to seasons, like the rainwater campaign in September

Each campaign had a tailored media plan with KPIs for reach, impressions, and sessions. Depending on the objective, micro-conversions were also used, such as whitepaper downloads.

Driving conversions and account growth

Do phase

In the Do phase, the target audience was reached through branded organic content, search ads, and product retargeting. The search campaigns were restructured to align with the See and Think phases. This restructuring had two main goals:

Consolidate branded campaigns into a single campaign. This improved the effectiveness of automated bidding strategies. Thanks to a better structure and use of impression share targeting, branded campaigns delivered maximum conversions. Branded campaigns were essential, as competitors (and resellers) also advertised DYKA products.
Expand non-branded campaigns to drive new account creation. For each product category, we assessed which customer segments would be the best fit.

Within this updated structure, extra focus was placed on three key elements: Ad copy, audience targeting, bidding by time of day – to match order behavior (ZZPs and smaller SMEs tend to order in the evening, while larger SMEs and companies order during the day).

Measurable growth in revenue, orders, and customers

Results, strategy & execution

The combination of strategy, data, and execution led to clear results:

+17% increase in revenue
+26% growth in orders
+58% growth in new customers
+5% higher ROAS

This approach was also recognized in 2020 with a nomination at the Dutch Search Awards for Best Full-Funnel Campaign.

With a smart mix of SEO, SEA, social advertising and display, we achieved sustainable growth for DYKA. By putting the customer journey at the core and aligning campaigns with behavior, timing and intent, we didn’t just increase the number of orders, we grew the number of high-value customers.

A scalable B2B e-commerce strategy that delivers.

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Growth in B2B e-commerce for DYKA