The campaign for Andritz covered 162 companies from the Baltic countries, generated 31 responses and 7 qualified leads, verifying the business hypothesis of scaling up to unpenetrated markets with a predefined low sales potential, without the need to physically send salespeople to the location.
Andritz is a global engineering company that provides advanced technological solutions for industry and energy. The company specializes in designing and implementing comprehensive automation systems, industrial installations, engineering services, and supplying spare parts, supporting clients at every stage of production.
Andritz asked us to precisely reach out to sufficiently large companies that produce pellets in the Baltic countries - Lithuania, Latvia, and Estonia. Another challenge was to effectively capture the attention of decision-makers and to adapt technical communication to the specifics of production and the language of the industry. Our task was to check whether there is a large enough and responsive market in the region, companies with the right scale of operations and demand for high-class spare parts for production machinery.
During the campaign planning stage, we defined several specific target groups together with the Andritz team:
Both groups shared one constant: they use granulators with matrices produced by Andritz. In the process of searching for data, we worked with local providers of national databases of entrepreneurs similar to our CEiDG or KRS in Lithuania, Latvia, and Estonia. Based on NICE 2.0 codes, we defined the scope of companies for further qualification, searched for company domains, and scraped information available on the web, such as company descriptions, contact information, and addresses. The next key point in creating a contact database was the qualification of the company at the level of its specific activity. Our task was to answer two questions:
In the campaign, we placed a strong emphasis on precisely matching the communication to the expectations of the people responsible for technological processes in production plants. Each message was constructed based on technical arguments important to production hall directors, such as the lifespan of consumable parts, the compatibility of molds with different types of granulators, or the predictability of pellet quality.
In the news, we clearly emphasized the measurable values: durability, efficiency, and compatibility with devices. Additionally, we focused on real problems such as raw material losses, inefficiency, or dust emissions with poorly selected matrices.
This communication not only drew attention, but also built trust in Andritz's technical competence.
We noticed in the first days of the campaign that some companies in the database did not meet the key criterion of real commitment to pellet production, despite being previously positively marked in the databases based on the code referring to "bio-fuels manufacturers". Therefore, we reacted immediately.
We analyzed the collected data and expanded the database with 62 additional prospects, obtained, among others, by scraping companies certified by the Enplus institution that issues certificates for pellet producers.
This flexible, iterative approach allowed not only to regain precision in targeting, but also to draw conclusions about the actual size of the market. For our client, this was another strategic insight.