B2B FOOD TECH

Reaching the right people in a very specific market.

A European food innovation company had a strong technical proposition, but reaching the people who evaluate new ingredients and technologies was hard. The market was small, the buying process long, and more traffic for its own sake wasn’t the goal. Over six months we sharpened the messaging, built targeted LinkedIn audiences and improved the journey from ad to landing page.

6 months · LinkedIn Ads · Campaign strategy · Landing pages · Content

THE RESULTS

+74%

qualified website traffic

+41%

engaged sessions from paid campaigns

–27%

cost per engaged visitor

3.2×

more visits to priority application pages

The challenge.

The buyers sat in many teams.

R&D, product development, innovation, technical, procurement and sometimes senior management could all be involved in one decision.

Broad advertising didn't work.

Earlier paid campaigns brought in traffic, but much of it was too general to be useful.

The wrong people were clicking.

People clicked the ads, but they weren't necessarily the people the sales team wanted to reach.

More traffic wasn't the goal.

A small market and a long buying process. The brief: spend less time chasing volume and get more of the right people onto the website.

How we approached it.

Six months, one simple brief: less chasing volume, more of the right people on the website.

Narrow the audience

We started with the commercial team, not the ad platform. Together we mapped target companies, priority markets and who gets involved when a new ingredient is evaluated. That became several audience groups, from R&D and product development to applications and procurement, narrowed by country, company type and size.

Change the message

The old campaigns talked about the technology. We built campaigns around the situations where someone needs it: texture and stability, reformulation, production efficiency or a new product category. The product stayed the same. The reason to pay attention changed.

Make the click worthwhile

Ads used to lead to broad product pages. For the priority campaigns we created landing pages on the same topic as the ad, with a simple structure: the challenge, the application, the solution, the proof and a clear next step.

What we focused on.

Not every campaign worked equally well, and we didn’t expect it to. Over six months we kept comparing audiences, creative, messaging and landing pages. The goal wasn’t to make every campaign work. It was to find the combinations that did.

Audiences

Smaller, sharper groups by job function, market, company type and company size.

Messaging

The same technology, explained through the application and problem each audience cares about.

Landing pages

Pages that continue the conversation from the ad, technical enough to be credible.

Budget

Messages with clicks but no follow-up were cut. Campaigns that led to reading and contact got more budget.

The outcome.

Traffic

+74% from the right audiences

More visitors from the priority target groups, without opening up the targeting to larger audiences.

Engagement

Visitors who read further

More paid visitors reached application pages, read technical content and came from the markets sales had prioritised.

Sales

Better input for the next campaigns

The team now knows which applications and markets generate the strongest interest, and can plan around that.

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.

Niche audience. Better reach.

In B2B food tech, the biggest audience is rarely the most useful one. We helped this company focus its budget on the people and companies that matter to the business. Tell us where you want to be and one of us will get back to you personally.