Client Case Study: AllenField
Strategic Marketing Transformation for Packaging Innovation Leader
Comprehensive Digital Partnership Elevates Specialized Component Manufacturer’s Market Reach and Lead Generation
Allenfield, a leading designer and manufacturer of innovative packaging components, partnered with Amplify to enhance their digital presence and implement comprehensive marketing strategies. This partnership demonstrates how targeted marketing automation and strategic positioning can effectively reach highly specialized audiences in niche B2B markets.
Challenge: Connecting with Specialized Package Design Engineers
Allenfield faced the unique challenge of marketing highly specialized packaging components to a very specific audience: package design engineers. These engineers needed to solve complex packaging problems, but Allenfield’s digital presence wasn’t effectively connecting with them during their research and specification process.
The company’s website wasn’t performing well in organic search results, making it difficult for engineers to discover Allenfield’s solutions when searching for packaging component innovations. Without marketing automation or systematic lead nurturing, qualified prospects who did find Allenfield often fell through the cracks. The company had NetSuite as their ERP system, but needed integrated marketing tools like PPC campaigns, remarketing, and automated follow-up sequences that could maintain engagement with engineers throughout their lengthy specification process.
Allenfield’s biggest challenge was communicating their unique value proposition effectively. They don’t manufacture packaging or boxes – they create the components that make packaging better. This meant educating engineers about how a simple folding handle could transform a heavy bicycle box from a two-person lift into a manageable one-person carry, or how connecting clips could eliminate damage during shipping while creating a better unboxing experience. The challenge required positioning their website as a 24/7 sales resource while implementing systematic processes to reach and educate this highly specialized audience within realistic budget constraints.
Solution: Growth-Driven Design and Integrated Marketing Automation
Amplify developed a comprehensive strategy that prioritized the most impactful improvements within budget constraints while building a foundation for sustained growth and lead generation.
Growth-Driven Website Redesign: The team conducted a thorough audit of Allenfield’s existing digital presence, identifying elements that supported their value proposition and areas for enhancement. The redesigned website focused on lead generation optimization with streamlined forms and clear calls-to-action that made it easy for package design engineers to request quotes and access technical information.
Marketing Automation Integration: Amplify implemented sophisticated marketing automation platforms that seamlessly integrated with Allenfield’s existing NetSuite ERP system. This integration enabled dynamic form population and efficient data transfer, reducing friction in the quote request process while ensuring all leads were properly captured and nurtured.
Specialized Audience Targeting: The team developed targeted PPC marketing and remarketing campaigns specifically designed to reach package design engineers and procurement professionals. These campaigns highlighted Allenfield’s unique value proposition in solving specific packaging challenges through innovative component solutions.
Educational Content Strategy: Recognizing that Allenfield’s products solve complex packaging challenges, Amplify created educational content and demonstration materials that helped package design engineers visualize how components like folding handles, connecting clips, and wheels could enhance their specific applications.
Comprehensive Email Marketing: The team implemented systematic email marketing campaigns that nurtured leads through the consideration process, providing technical information and case studies that supported specification decisions.
Multi-Channel Campaign Development: Beyond digital initiatives, Amplify supported Allenfield with video production, trade show materials, and integrated marketing campaigns that reinforced their positioning across multiple touchpoints where package design engineers engage with suppliers.
Results: Enhanced Market Reach and Systematic Lead Generation
The comprehensive marketing transformation successfully positioned Allenfield to reach their specialized audience more effectively while implementing systematic processes that support sustainable growth.
Improved Digital Presence: The growth-driven website redesign created an effective 24/7 sales resource that clearly communicates Allenfield’s specialized capabilities to package design engineers while making it easy to request quotes and access technical information.
Streamlined Lead Generation: Marketing automation integration with NetSuite created efficient lead capture and nurturing processes, enabling Allenfield to systematically guide prospects through the specification process while maintaining detailed tracking and reporting.
Enhanced Market Visibility: Strategic PPC marketing and remarketing campaigns successfully increased Allenfield’s visibility among package design engineers and procurement professionals, expanding their reach in target markets.
Educational Market Positioning: Content strategy and demonstration materials successfully positioned Allenfield as thought leaders in packaging component innovation, helping engineers understand how their solutions solve specific packaging challenges.
Integrated Marketing Excellence: The comprehensive approach encompassing digital marketing, video production, and trade show support created consistent messaging across all channels where target audiences engage with packaging component suppliers.
Operational Efficiency: Marketing automation systems and streamlined processes freed internal resources while ensuring consistent prospect communication and systematic lead management throughout the sales cycle.
The partnership demonstrates how specialized B2B companies can leverage targeted digital marketing and marketing automation to effectively reach niche audiences while building systematic processes that support sustained business growth.
The re-design of our website was the first project we worked on with AIMG back in 2014. Joe and his team are great to work with. They helped us to realize our vision while effectively balancing technology to provide a proactive solution. Our initial challenge was how to present our broad range of robotic products on our website in a meaningful and conversion-centric way. Joe and his team developed a thorough understanding of our industry, buyer personas, and competitive landscape, and provided the guidance we were looking for to help us achieve our goals. From strategy to web development and lead generation, they offer the kind of quality and support we look for in a vendor.
Case Studies
Quantifiable Results That Drive Industrial Growth
See how our integrated marketing system delivers measurable lead generation and revenue growth for manufacturing and B2B companies across diverse industrial sectors.
Total Fire Protection (TFP), a leader in fire and life safety services, sought to modernize its online presence and enhance lead generation in specific geographic areas and industries.
Phase 1 Technology, a vertically-integrated distributor of custom industrial vision systems, has been a client of Amplify’s since 1996. Today, Phase 1 Technology is a leading distributor of vision and machine vision systems components in North America.
Kids for Kids Foundation, a nonprofit established in 2008, focuses on supporting children and families battling catastrophic diseases. Since 2018, Amplify has collaborated with them, aiming to enhance their digital footprint and engage a broader community.
Kawasaki Robotics is leading supplier of industrial robots and automation systems. When they contacted Amplify, their web presence did not effectively showcase their robotic products – their robots solve specific needs in niche industries, but this was not properly communicated on their website.
The Thyroid Cancer Care Collaboration (TCCC) application, recently launched by Amplify and the Thyroid Head and Neck Cancer (THANC) Foundation, was built with the goal of improving the overall level of care for thyroid cancers and, eventually, helping to find a cure for thyroid cancer.
As Granite City Electric Supply, a leader in the electrical supply industry for a century, approached their 100th anniversary, the decision to revitalize their digital presence marked the beginning of a significant transformation.
TRU-Vu Monitors, renowned for their industrial monitors and touch screens, faced a challenge: they needed a new website to showcase their extensive product range and a backend application that was easy for staff to manage.
Genesis Systems Group is a recognized leader in robotic integration for factory automation. They approached Amplify with an online presence that did not reflect their position as a major player in the global robotic integration market. Genesis’ existing website was not supplying the volume of leads they desired.
Donnelly Mechanical is New York City’s premier provider of commercial HVAC and energy services. They reached out to Amplify at a time when their service offerings and customer base had expanded greatly, but their digital presence had not kept up with their expansion.
Case Studies
Quantifiable Results That Drive Industrial Growth
See how our integrated marketing system delivers measurable lead generation and revenue growth for manufacturing and B2B companies across diverse industrial sectors.
Total Fire Protection (TFP), a leader in fire and life safety services, sought to modernize its online presence and enhance lead generation in specific geographic areas and industries.
Phase 1 Technology, a vertically-integrated distributor of custom industrial vision systems, has been a client of Amplify’s since 1996. Today, Phase 1 Technology is a leading distributor of vision and machine vision systems components in North America.
Kids for Kids Foundation, a nonprofit established in 2008, focuses on supporting children and families battling catastrophic diseases. Since 2018, Amplify has collaborated with them, aiming to enhance their digital footprint and engage a broader community.
Kawasaki Robotics is leading supplier of industrial robots and automation systems. When they contacted Amplify, their web presence did not effectively showcase their robotic products – their robots solve specific needs in niche industries, but this was not properly communicated on their website.
Ready to reach specialized engineering audiences with precision marketing strategies?
Amplify develops targeted campaigns and marketing automation systems that generate qualified leads from technical decision-makers. Contact us to discover how we can help you systematically reach your specialized market segments and drive measurable growth.