Manufacturing · Warehouse automation & logistics
Westfalia Technologies.
An industrial leader needed marketing that sold to the C-suite, not just the plant floor.
01 — Summary
As Marketing Director, I built an integrated marketing communications program for a warehouse automation and logistics technology company selling to North American food and beverage manufacturers and distributors — growing overall revenue 10% with a 20% marketing ROI.
02 — Challenge
Westfalia sold complex, high-investment automated storage systems into a long, committee-driven buying cycle. The company needed to attract new customers, generate repeat and referral business, stay in front of supply chain and logistics executives as an industry leader, change negative perceptions around cost, and keep its own staff aligned on vision, mission, and key developments.
03 — What I Did
- 01
Built a single integrated marketing communications plan targeting C-suite supply chain and logistics leaders at North American food and beverage manufacturers and distributors.
- 02
Combined trade publication advertising, earned media, tradeshows, conferences, and direct mail with digital channels: pay-per-click, webinars, email, and social media.
- 03
Introduced marketing automation and CRM to run lead nurture programs and connect marketing activity to the sales pipeline.
- 04
Created content for long sales cycles, including white papers, video, and nurture sequences built to answer cost objections.
- 05
Set measurable targets for every channel: website leads +10%, tradeshow leads +60%, trade webcast/e-blast/print leads +15%, social reach +25%, and press placement +41%.
- 06
Ran internal communications so employees stayed aligned with the company's vision, mission, values, and key developments.
04 — Results
Revenue
+10% overall revenue growth
Marketing ROI
20% return on marketing investment
Market
C-suite buyers across North American food & beverage manufacturing
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