Generating Inbound Enquiries for a Packaging Machinery Manufacturer
A manufacturer of semi-automatic and automatic packaging machinery serving Indian food and FMCG producers, seeking to export machinery and after-sales support to growing food-processing sectors in Africa and South Asia. The client's name and logo are published only with written permission — until then, this case is kept descriptive rather than named.
- Industry
- Manufacturing — Packaging Machinery
- Target Market
- Africa & South Asia
- Services Used
- Buyer Development, Export Market Selection
- 9 qualified machinery enquiries from target markets in 6 months
- 2 priority markets launched with dedicated buyer-education content
- 55% increase in time on site for machinery comparison pages
The Challenge
Capital equipment buyers in these markets research extensively online before contacting a supplier, but the client's site had almost no educational or comparison content. No information on after-sales support, spare-parts availability, or installation/training — the questions capital-equipment buyers ask before committing. Machinery specification pages were technical datasheets with no content addressing buyer concerns like ROI, throughput, or financing options.
Our Approach
Built buyer-education content explaining machine selection criteria (throughput, packaging format, automation level) for first-time capital-equipment buyers. Added an after-sales support page covering installation, training, spare-parts lead times, and remote troubleshooting options. Created country-specific pages for two priority markets referencing relevant food-processing sector growth and typical import logistics. Built comparison content positioning semi-automatic versus fully automatic lines to help buyers self-select before enquiring.
The Outcome
Buyer-education and after-sales content addressed the questions capital-equipment buyers were researching before ever reaching out — turning two priority markets into a steady flow of qualified machinery enquiries within six months.
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