Data drives success: How Bühler generates leads in a niche B2B market

How do you reach specialized brewing and malting companies that are hardly active digitally and operate worldwide? For Bühler AG, a leading global provider of process solutions for the food industry, we developed a data-driven B2B strategy to efficiently target this specific audience, minimize waste coverage, and keep CPL below the benchmark.

What it’s all about

We developed a tailor-made lead generation strategy for Bühler AG for its Dry Dehusking (DDH) and MontBlanc products. DDH is an innovative solution for the effective recovery of starch from husks in breweries, while MontBlanc is a state-of-the-art fan control system for malting plants. Both products have been specially developed for the requirements of breweries and malt houses. This is a B2B target group that is specific, difficult to reach, and scattered around the world. In other words, a real challenge for lead generation.

In addition to the challenge of addressing potential decision-makers, the question of how to measure the success of the measures also arose. In a specialized market environment such as the brewing and malting industry, precise measurement of success is essential to make the ROI of marketing measures tangible. We addressed precisely these aspects with a data-based strategy that focused on other important drivers in addition to leads. Our approach aimed to identify the right contacts for Bühler AG at DDH and MontBlanc, reduce wastage, and generate qualified leads. It was essential not only to select the right channels and content, but also to implement precise tracking to make the impact of the measures transparent and optimize the strategy on an ongoing basis.

Steps to lead generation

1. Target group-oriented: In a workshop with Bühler, we jointly defined the appropriate target groups and created precise buyer personas to enable an optimized and effective approach to potential leads.
2. Global: We conducted comprehensive research to identify relevant breweries and malt houses.
3. Precise: Through competitive analysis and data-driven targeting, we minimized waste and ensured that only the most relevant decision-makers were reached.
4. Digital: The campaign combined LinkedIn ads tailored to pains and gains with white papers to address both decision-makers and influencers within the companies.

If you want to know exactly how we implemented these measures and what successes they achieved, read on and find out which strategies made the difference for potential leads.

We used the following services:

From complexity to clarity

Target group analysis for precise targeting

Together with the experts at Bühler, we started by clarifying the central question: Who exactly should be targeted for lead generation? This enabled us to create specific target group profiles that accurately reflect the needs, challenges, and decision-making structures of potential customers. After all, a clear understanding of the target group, combined with precise planning, lays the foundation for the success of the campaign.

We then systematically researched potential target companies and decision-makers using tools such as LinkedIn Sales Navigator, name account lists, and manual research. Using name account lists, LinkedIn Sales Navigator, and manual research, we identified 1,300 relevant contacts and collected their company data. We also drew on various data sources, including company directories, industry registers, and competitive analyses, to enable targeted outreach.

This was the key difference compared to conventional campaigns. And the focus on precision paid off. Waste was drastically reduced because the approach was consistently focused on the key players. This allowed resources to be efficiently integrated into every process of the customer journey. This made it possible to reach a maximum number of potential prospects.

Precision leads to conversion:

Targeted content, clear journey: this process turns interest into conversion and prospects into leads

The focus was on a precisely coordinated 3-phase strategy across various channels. It mapped the customer journey from start to finish – from the first interaction to lead conversion:

1. Inform: Attract attention and generate interest among potential leads
2. Educate: Clearly communicate the benefits and unique selling points of DDH and MontBlanc
3. Convert: Activate relevant contacts in a targeted manner and convert them into qualified leads with relevant contact details

Whether LinkedIn ads or forms on landing pages, we wanted to create all content with a focus on the specific challenges and information needs of the target group. The result: high relevance, minimal wastage. The best conditions for effective lead generation.

Methods that generate leads

The success of the campaign is clear – and the figures speak for themselves. They impressively demonstrate the difference that a precise, data-driven strategy can make in a complex niche market:

• Identified: 1,300 relevant companies
• MontBlanc: 68% of malt houses reached, 35 qualified leads generated
  – The CPL was 52% below the benchmark – with a high conversion rate
• DDH: 31% of target contacts reached, 12 qualified leads generated
  –The approach was more challenging because the target group was more specific
• Overall success: 47 leads with high interest and comprehensive contact details in a highly specialized market

Bühler was not able to successfully position itself and generate new prospects for its products, while also gaining important insights for optimizing future measures.

Generating leads: The secret sauce for successful B2B marketing

Products that require explanation, narrow target groups, and complex markets are not barriers – rather, they offer an opportunity to gain competitive advantages with a precise approach and the right methods:

1. Maximum precision through named account lists: Instead of targeting broad audiences, we focused on a strictly curated list.
2. Creative content that creates real relevance: We didn’t run standard ads, but developed content that was precisely tailored to the pain points of decision-makers, from white papers to specific LinkedIn ads with direct added value for breweries and malt houses.
3. Dynamic optimization & performance tracking: We continuously optimized campaign performance through ongoing data analysis and targeted adjustments. Targeted retargeting and data-driven budget allocation ensured that resources were used as effectively as possible to generate high-quality leads.

The result? A campaign that not only generated high-quality leads, but also addressed the key challenges companies face in digital B2B customer acquisition.