26 New Vendor Evaluations in the First Quarter
A labels and packaging manufacturer needed to grow beyond their existing customer base. We built outbound that opened doors with procurement teams at food, beverage, and consumer goods companies.
Reply Rate
Vendor Evaluations
Sample Runs Initiated
New Recurring Accounts
The challenge
The company manufactures custom labels and packaging for food, beverage, and consumer goods brands. For years, growth came from distributor relationships and repeat orders from existing customers. But distributors prioritize their highest-margin products, and the company's share of wallet was shrinking. The sales team knew how to manage accounts but had no system for opening new ones. Trade shows produced a handful of leads at $25K+ per event. The company needed a direct line to procurement managers and brand owners at companies that buy custom packaging.
Who we targeted
- Procurement Managers
- Packaging Engineers
- Brand Managers
- Operations Directors
“We went from hoping distributors would sell for us to putting ourselves directly in front of the buyers who make purchasing decisions.”
Our approach
We identified target companies based on industry (food and beverage, consumer packaged goods, health and wellness), company size (revenue $5M-$200M), and packaging complexity. We built contact lists of procurement managers, packaging engineers, brand managers, and operations directors. Outreach referenced the specific packaging needs of each industry segment -- FDA-compliant labeling for food companies, sustainable packaging initiatives, short-run capabilities for emerging brands. Each message positioned the manufacturer's certifications, lead times, and direct pricing as clear advantages over distributor-intermediated purchasing.
The results
The company opened 26 new vendor evaluation conversations in the first quarter. 9 of those progressed to sample runs, and 4 converted to recurring accounts within 6 months. The outbound channel now produces more new business conversations per month than the entire distributor network combined, at a fraction of the cost.
Timeline
First vendor evaluation within 18 days
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