INDUSTRIAL FOOD TECH

Building a reputation buyers recognise.

A European food-processing technology company had strong products and experienced engineers, but outside its existing customers hardly anyone knew its name. In a market where buyers research for months and shortlist on reputation, that was costing them deals. Over ten months we built their visibility through online PR and made sure their communication supported buyers at every step of the decision.

10 months · Online PR · Content · Email marketing

THE RESULTS

31

articles and mentions in trade media

+52%

branded search

46%

average open rate of nurture emails

12

customer and expert stories published

The challenge.

A strong offer nobody had heard of.

Existing customers were loyal, but new buyers rarely came across the company during their research.

Shortlists were made without them.

Production managers and technical directors compare suppliers for months. Companies with a known name made the shortlist first.

The expertise stayed inside.

Engineers had years of practical knowledge, but it never appeared in trade media, in emails or on the website.

One message for every stage.

Whether someone was just exploring or ready to buy, they got the same brochure. Little helped them move to the next step.

How we approached it.

We set out to make the company visible where buyers already look, and useful at every stage of a long buying process.

Find the stories

We interviewed engineers, sales and a number of customers. Which projects were they proud of? What do buyers often get wrong? What changed for customers after installation? That gave us a pipeline of stories worth telling.

Earn attention in trade media

We pitched those stories to the trade publications, newsletters and industry platforms that production and technical managers read. That meant expert commentary, guest articles, interviews and customer projects, all earned rather than paid.

Communicate along the buying cycle

We mapped what buyers need at each stage. Early on: insight and expert views. While comparing: application stories and practical guides. Close to a decision: reference projects and clear answers for sales to send. Every piece of content got a place in that journey, and an email programme kept prospects informed between conversations.

What we focused on.

Visibility only helps if it builds trust. So we combined media attention with content the team could use throughout the sales process.

Trade media

A steady flow of articles, interviews and expert quotes in the publications target buyers read.

Email nurturing

Short email series for each buying stage, sharing articles, customer stories and practical guides between meetings.

Customer stories

Concrete projects with real results, used in PR, on the website and by sales.

Sales follow-up

Short, useful material for each stage, so long buying processes didn't go quiet between meetings.

The outcome.

Visibility

A name that comes up

31 articles and mentions in trade media, and 52% more people searching for the company by name.

Reputation

Recognised as experts

Buyers now arrive having read about the company, its engineers or a customer project.

Sales

Support at every step

Sales has the right content for each stage, and regular emails keep long decisions moving.

More use cases.

Different industries, same idea. The right marketing, not more marketing.

RADIO & PRIVATE LTE

How one trade show became 19 qualified sales meetings

Pre-booked meetings, focused stand conversations and fast follow-up that turned one trade show into 19 qualified meetings.

MANAGED SECURITY

Cutting wasted LinkedIn spend and bringing in better security leads

A tighter LinkedIn audience and a NIS2 readiness checklist that cut the cost per lead by 28%.

Your company

Could yours be next?

Got a product that deserves more attention? Let’s write the next use case together.

Good products. Known name.

In industrial markets, buyers rarely contact a company they’ve never heard of. Being visible and credible long before the first call makes all the difference. Tell us where you want to be and one of us will get back to you personally.