Helping a Leading Manufacturer in Industrial Refrigeration Reach the Right Decision-Makers Through the Right Media
Challenge
A German commercial cooling & industrial refrigeration company with 90+ years of expertise sought to enhance its marketing strategy. They needed to engage decision-makers across: Hydrogen, Industrial Refrigeration, IoT/Controls, Data Centres & Large-Scale Heat Pump industries in four geographies: Germany, France, Poland, & Kazakhstan.
However, without a deeper understanding of decision-making structures & media consumption habits of key decision-makers, the company struggled to craft targeted, impactful campaigns. The lack of actionable insights made it difficult to align marketing efforts, limiting the ability to reach & influence key stakeholders effectively.
Solution
To bridge this gap, Business Brainz as an insight partner, conducted in-depth research to uncover the decision-making dynamics across target industries & regions. The research focused on mapping Buying Centers, identifying key decision-makers & analyzing their roles, goals, & pain points. Additionally, a deep dive into media consumption behaviors revealed preferred communication channels, platforms & content formats that resonate most with each decision-making group.
By integrating industry insights with persona development, our research provided a strategic foundation for precise targeting. It detailed the structure of Buying Centers, outlined the influence of various stakeholders, and highlighted cultural & regional differences that impact decision-making. Our analysis also examined market potential & size, equipping the company with data to prioritize industries based on growth opportunities.
These insights were consolidated into comprehensive reports, ensuring alignment between the company’s marketing, sales & agency teams. With this intelligence, the company could craft more effective campaigns, refine messaging & engage stakeholders through the most relevant channels.
Outcome
Our research provided the company with a data-driven foundation for strategic decision-making:
- Clearly identified Buying Centers: The team can now tailor campaigns & messaging to precise decision-making structures
- Targeted media strategies: Insights into media habits across industries & regions enable hyper-personalized engagement.
- Prioritized industry focus: Market size & key client insights help allocate resources effectively.
- Actionable decision-maker personas: Deep understanding of pain points & motivations supports impactful outreach.
- Stronger marketing alignment: Sales, marketing & agency teams can now operate with a shared strategic vision.