United States
Industrial
How a Packaging Machinery Manufacturer Built $35M+ in US Sales Pipeline
Inland led the US market entry and ABM program for a maker of automated packaging technology, opening conversations with some of the country's largest fulfillment operations.
Case Study KPIs
Sales Pipeline Generated
Sales Opportunities Created
Qualified Meetings Held
MQL→SQL Conversion
Project Scope
Our client, a manufacturer of automated packaging technology, set out to grow in the US, where it had only a limited presence. Having already worked with Inland, it brought us in to lead its US expansion. Its systems help high-volume operations reduce labor, material and shipping costs while increasing throughput. It needed more than a lead generation agency: a partner to shape its US market entry and open doors with the logistics and supply-chain leaders at large e-commerce, 3PL and retail organizations.
Client Profile
Global manufacturer of packaging automation
Solution
Automated packaging systems (capital equipment) for high-volume fulfillment
Target Market
United States
Target Segment
Mid-market & enterprise e-commerce, 3PL and retail organizations
Engagement
US market entry and ABM program, as part of a long-term global partnership
The Challenge
Like most industrial machinery, automated packaging is a capital investment, and buying decisions move slowly. They involve a buying committee across operations, engineering, finance and the executive team, the ROI has to be proven before anyone signs, and sales cycles run long. Our client was also entering a crowded market, competing with other automation vendors as well as a deep-rooted status quo of manual packing. With limited brand recognition in the US, it needed to reach the right logistics and supply-chain leaders early and stay in front of them throughout a long buying journey.
About Inland Expansion
Inland helps ambitious B2B companies win new markets by building and executing the commercial infrastructure they need to grow. We combine market intelligence, local expertise and hands-on execution so companies can enter, develop and scale markets without having to build everything themselves. We become the trusted partner they turn to when they want to understand a market, create demand, build pipeline and establish a repeatable commercial presence.
Our Approach
We built the US market entry plan and a scalable ABM engine around four pillars:
Account-Based Strategy
Mapped and prioritized 500+ accounts by shipping volume, fulfillment footprint and automation maturity, with engagement plans built before approaching logistics and supply-chain leaders.
US Market Entry
Defined which US segments and regions to prioritize first, adapted the positioning and messaging for American buyers, supported the client at US trade shows, and fed market insights back to its leadership.
Persona-Driven Multichannel Execution
Messaging for distribution, logistics, supply-chain and industrial engineering leaders, built around the metrics they own (labor, material costs, shipping costs and throughput) and sustained across phone, email and LinkedIn over long buying cycles.
Support Beyond the First Meeting
Close collaboration with the commercial team on targeting, messaging and qualification criteria, with regular updates ensuring a smooth handover of every opportunity.
Campaign Results
In a market defined by long sales cycles, this collaboration built a substantial enterprise pipeline for our client and gave it a repeatable route into some of North America's largest fulfillment operations.
Sales pipeline generated
€35M+
Target accounts covered
600+
Qualified meetings organized
102
After the first meeting
Site visits
Live demos
Proof-of-concept testing
Meetings held with senior decision-makers, including
SVP of Supply Chain
VP of Distribution
VP of Operations
Director of Logistics
Director of Fulfillment
Warehouse Operations Director
Continuous Improvement Manager
Industrial Engineering Manager
ABM Funnel Performance
55%
We organized 102 qualified meetings, with 55% of MQLs advancing to confirmed sales opportunities. Those 56 opportunities represent more than $35M in pipeline, in a market where a single deal can take many months to close.
Enterprises Engaged
Meetings were secured across industries including
E-commerce
3PL
Retail
CPG
Pharma Distribution
Apparel
And accounts including
Nike
Ulta Beauty
L'Oréal
DHL
Newell Brands
Pandora
Mars
Saks Global
Bass Pro Shops
Dillard's
"
Automated packaging is a long, considered purchase. Our job was to build the market knowledge, account intelligence and multichannel engine that kept our client in front of the right operations leaders for the whole buying cycle. Today, we are a long-term partner in their US growth.
"
Mo Botan, Managing Director, Inland Expansion
