How a global packaging company strengthened opportunity creation through integrated marketing 

Together with a global packaging materials company, we strengthened their commercial approach. By connecting events, content and targeted outreach into one integrated programme, we increased visibility, built stronger relationships with key accounts and accelerated opportunity creation. At the same time, we brought marketing and sales closer together. 

From ad hoc marketing to structure and direction 

The company operates in international B2B markets with complex value chains. As they entered a new commercial phase, their marketing team asked us to help bring more structure to how they engage priority audiences. 

The question was clear: how do we make marketing more consistent and relevant, and ensure sales can engage at the right moment? 

Together, we focused on three objectives: 

• increasing visibility among strategic audiences 
• strengthening relationships with key accounts  
• improving alignment between marketing and sales  

Our approach: one connected programme 

Together with SPOTONVISION we have built an integrated marketing framework that connects events, digital channels and targeted outreach into one programme. 

We also introduced a phased event approach, with clear steps before, during and after each event. This turned events into real commercial touchpoints, where marketing and sales work together. 

The campaigns followed the customer journey and included: 

• personalised email outreach  
• sharing relevant customer cases and application stories  
• turning events into focused engagement moments  
• personalised landing pages with automated follow-up  
• always-on LinkedIn thought leadership  

Everything worked as one connected whole. Sales gained better visibility into engagement and could step in at the right time. 

We also built measurement and reporting into the programme, so we could continuously learn, adjust and improve. 

The result: more momentum and better alignment 

In the first phase, we saw immediate impact. Engagement increased, content resonated more strongly with priority audiences, and new opportunities emerged. 

• +76% growth in organic engagement  
• +155% growth in content clicks  
• 370+ new followers within the target audience  
• 243 new contacts added to the marketing database  
• 103 qualified contacts actively engaging  
• 14+ new commercial opportunities identified  

Just as important, marketing and sales started working differently. With a shared view of performance, follow-up became faster and more focused. 

Marketing evolved from a series of activities into a programme that consistently supports relationship building and opportunity creation. 

Integrated B2B marketing starts with structure and alignment 

Bringing structure and focus into the approach changed how this organisation works. Marketing and sales now operate from one shared direction and create opportunities more consistently. 

Do you want your marketing to become a reliable driver of commercial growth? Let’s explore how we can do that together.