Control equipment at an industrial technology exhibition

Case study · Contract manufacturing · Hong Kong

Finding new buyers beyond a manufacturer’s existing network.

A Hong Kong manufacturer producing for European and American brands, with twenty years of work coming through three clients. The brief: the buyers who choose a new supplier, in seven European markets.

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B2B agencies and retailers identified: 1,000+
European markets: 7
Buyer segments: 2
First conversations with sourcing managers: Weeks 5–8

The challenge

Twenty years of production. Three clients bringing in the work.

Manufacturing companies are usually excellent at delivery and invisible at acquisition. The work arrives through the same clients and a network built over years, and when one of them moves production, there is nothing behind it. Trade shows produce contacts, procurement portals ask for prices before anyone has seen the work.

Industrial control equipment on display — Illustrative industrial equipment photograph by Shixart1985 / Wikimedia Commons · not the client’s facility.

What we did · The targets

Two buying routes, and the person who signs a supplier change

We mapped brands by what they sell and where they already produce, then found who signs a supplier change inside them. Two segments came out, each with its own buyer and its own argument.

Commercial buying teams

Sourcing leads managing specifications and quotes for corporate customers.

A quote to challenge against an active specification.

Product teams

Product or sourcing managers responsible for an ongoing category.

Samples and lead times on the first call.

What we dropped

Broad keyword lists brought in irrelevant companies.

Rebuilt around who signs, not around a keyword.

What we did

Give sourcing managers a concrete reason to talk.

One sequence per buyer group, in the reader's language. The message starts from a relevant commercial signal and asks for a concrete next step.

1,000+ B2B agencies and retailers across Europe

No database lists who chooses a supplier. We built the map from the brands' own sites, trade-show exhibitor lists and company registers, then named purchasing managers and GMs inside each one. Competitors and existing clients excluded, two contacts per company at most.

The handover

Warm replies routed to the sales lead the day they arrive, a simple pipeline so that every quote has an owner and a next step, and the sequences handed over so the campaigns run with the team, not around it.

Find out who orders in your category

Tell us what you sell, which market you want to reach and who you need to speak to. We’ll explore a practical first step together.

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Our reference

Look what we’ve done for other industries.

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