Company: Euchner-USA, Inc.
Contact: Michael Ladd, President and CEO
Location: East Syracuse, NY
Industry: B2B—supplier of safety, noncontact, and limit switches; other safety, man/machine interface, automation, and signal products.
Annual revenue: $10,000,000
Number of employees: 16

Quick read:

When you've schlepped your staff and booth to numerous tradeshows throughout the year, with no concrete results to point to, it's time for a change in your marketing approach. Euchner-USA, Inc. all but jettisoned its traditional print advertising efforts and embraced a comprehensive B2B online marketing model. The result: Many more high-quality leads and 30% annual sales growth for three years running.

Challenge:

For engineers and other technical users looking for safety, automation interface, and signal products, Euchner-USA is a one-stop sourcing nirvana. The problem was that Euchner-USA was well known only in the machine-tool industry. How to reach all the potential customers in other industries?

Euchner was particularly interested in targeting the packaging, textile, woodworking, robotics, plastics, and process control fields. "We needed to diversify," said Euchner-USA President and CEO Michael Ladd. "It was my mission to get into these other markets with the biggest bang."

Ladd acknowledged that the expensive print ads that Euchner-USA was running in industry publications were sufficient for building awareness. The problem was that they lacked any measurable ROI. "Without a lead I can contact or even track," says Ladd, "I have no idea or way to say specifically that an ad or tradeshow was worth the money spent."

Finally, Ladd decided that awareness was just not good enough. He wanted measurable leads. So the company took action.

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