James Randolph
B2B Marketing Consultant | Content Writer
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ABOUT CABINPLANT
Cabinplant tailors custom processing, weighing and packing solutions for food industry businesses around the world.
YEAR
2020
AGENCY
Cross Border Communications, Copenhagen
DELIVERABLES
Ebook & supporting campaign collateral
ABOUT THE PROJECT
Founded in Haarby, Denmark in 1969, Cabinplant is a subsidiary of CTB, Inc., a Berkshire Hathaway company. Cabinplant wanted to increase their focus on content marketing as a means to educate and engage potential customers before they contact the sales team.
The Cabinplant team has a lot of practical knowledge related to safety and productivity in food processing. But for the most part, that insight was only shared once the sales team had begun a dialogue with a potential client.
Working with the team at Cross-Border Communications in Copenhagen, I helped create the concept and wrote the content for an ebook and supporting lead generation campaign.
We collaborated with Cabinplant’s sales and marketing leadership to identify five current trends in the meat and poultry industry. In this booklet, we provided strategies to manage those trends based on Cabinplant’s industry-specific value propositions.
Cross-Border Communications also managed a campaign to promote this asset which included ads, social media posts, a landing page and email. After just a few weeks, the client happily testified to increased customer engagements and an accelerated sales pipeline.
