B2B commercial development for Italian cured meats in France: strategic profiling of purchasing centres and food wholesalers
An Italian company specializing in the production of high-quality cured meats has chosen to consolidate its international presence by targeting the French market, one of the most receptive areas for Italian food excellence. The main challenge was to overcome barriers to entry and identify the real decision-makers (buyers and procurement managers) at wholesalers, purchasing centres and importers. The project focused on strategic areas such as Île-de-France and the Lyon region, with the aim of activating an immediate, high-profile commercial pipeline.
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Goals
Map and georeference the main wholesalers and purchasing centers operating throughout France.
Confirm concrete interest in adding specific items (cheek, pancetta, salami, ham) to the catalog.
Generate qualified leads ready for web calls, price list requests, or sample shipments.
Understanding the technical and quality requirements demanded by the market (e.g., IFS certifications) in order to optimize the offering.
Identify the nominal contacts responsible for purchasing to avoid dispersion in contacts.
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Activities
Selection and analysis of a database of 221 target companies including importers, purchasing centers, and food manufacturers.
Implementation of a multi-channel contact management campaign for the professional presentation of the catalog.
Nominal identification of 124 key contacts with decision-making power in the procurement sector.
Collection and validation of 140 direct email addresses to bypass switchboard filters and fuel nurturing.
Classification of insights gathered on quality certifications and potential private label requests.
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Outcomes
Generation of 20 qualified high-potential leads, with a conversion rate of 9% of the total number of companies contacted.
Validation of 14 direct requests for further information regarding price lists, estimates, and sample shipments.
Organization of 6 web calls with the Purchasing Managers of large power plants and cash & carry stores in the Paris and Lyon areas.
Full coverage (100%) of the target companies initially mapped and georeferenced.
Certain identification of 124 decision-makers ready for direct action by the customer’s sales force.
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Value for the customer
Immediate provision of an active sales pipeline, drastically reducing scouting and qualification times.
Privileged access to decision-makers at the main food purchasing platforms in France.
Acquisition of a proprietary database enriched with 140 verified email contacts for future marketing activities.
Optimization of commercial strategy thanks to feedback received on prices, certifications, and private labels.
Maximum efficiency of the internal sales team, now focused exclusively on hot leads interested in Made in Italy products.
Would you like to list your products with the leading French purchasing centers?
Scopri come possiamo aiutarti a trovare i buyer giusti e ad accelerare la tua crescita commerciale nel mercato Food & Beverage in Francia