Graebel

Supporting Sales Growth Through Creative Data Storytelling

Linhart transformed Graebel’s annual thought leadership report on mobility research into an interactive digital experience that helped mobility leaders demonstrate business value to senior decision makers. The initiative doubled report engagement year-over-year, generated nearly 4,000 views and became a valuable sales and client retention tool, ultimately supporting more than 350 client business reviews.

Challenge

Graebel, a global mobility and relocation company, helps organizations move employees around the world. Global mobility leaders often struggle to communicate the strategic value of their programs to company executives. In an environment where every budget decision is scrutinized, Graebel needed a more compelling way to help executives understand how mobility contributes to business growth, talent strategy and organizational performance. Its annual research provided valuable insights, but there was an opportunity to make those findings more engaging, accessible and actionable for senior leaders.

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Strategy

Linhart saw an opportunity to transform Graebel’s annual mobility research from a static report into a business storytelling platform. Rather than focusing solely on survey data, the team paired research findings with relatable relocation narratives that illustrated how mobility programs contribute to organizational outcomes. The goal was to create a resource mobility professionals could use to engage executives, support budget decisions and reinforce the value of Graebel’s expertise.

Execution

Linhart led the development of the reimagined report from survey strategy through content creation and launch. The team created an interactive microsite that guided users through realistic employee mobility journeys, connecting research findings to tangible business impacts. Supporting messaging was activated across marketing and sales materials, thought leadership content, spokesperson preparation and media outreach to drive awareness and adoption.

2:35

Average website engagement time

100%

increase in content views

12,000

estimated professionals reached through bylined articles

Results

Nearly 4,000 content views, a 100% increase compared with the previous report.
Drove an average website engagement time of 2 minutes, 35 seconds — a 181% increase compared to the entire Graebel website.
Secured three bylined articles in the U.S. and U.K. and a story on the website of a prominent relocation industry trade group, which reached nearly 12,000 professionals.
Several clients confirmed using the data and microsite to showcase the value of mobility to company leaders and plan for annual budget discussions.
Graebel account managers used the report in more than 350 client business reviews.

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