B2B Marketing & Sales Transformation for ALPLA. Strategy, implementation, results.
Unknown to most, but omnipresent: Alpla is a "hidden champion" of the plastics industry. The Austrian family-owned company, based in Hard, Vorarlberg, produces a large proportion of the plastic bottles we hold in our hands every day - whether for drinks, cosmetics or cleaning products. As the world's leading supplier of plastic packaging, Alpla supplies almost all the major brands in the consumer goods industry. With more than 20,000 employees at 196 locations in 47 countries, the company generates annual sales of more than €5 billion.
5
billion
yearly revenue (in €)
5
years
collabortation
1
Partner
for Marketing & Sales Transformation
B2B - from strategy to results
For several years, we have been the digitalisation partner of the global market leader in the plastics industry. Our approach combines strategic consultancy with creative implementation and data-driven analysis to prepare ALPLA for the challenges of the B2B environment.
We developed a comprehensive go-to-market strategy for ALPLA, covering all aspects of modern B2B marketing and sales approaches. From defining ideal target customers (ICP) and data-driven target account research to lead generation, account-based marketing and sales process automation, we developed an integrated strategy to drive efficiency and growth.
We are also advising ALPLA on CRM and MarTech processes, optimising creative communication and supporting CEO communication, including on platforms not commonly used in the industry, such as TikTok, to reach a young target group.
B2B communication. From traditional to digital leadership.
For Alpla, we implemented a comprehensive B2B communications and marketing transformation.
One focus was on professionalising the LinkedIn presence, one of the largest accounts in Austria, to optimise reach and target audience appeal.
At the same time, CEO communication on TikTok was expanded, resulting in over 12,000 followers and presenting the brand in an innovative way.
This was complemented by creative campaigns such as "Bar Fight" and "Lass uns Trennen", which used strong messages and clear imagery to both attract attention and emotionally charge the brand.
The aim was to strengthen ALPLA's digital communication and create a lasting connection with relevant target groups.
Market pressure increases. Sales and marketing react.
Like many B2B companies, ALPLA has been facing the challenge of maintaining full order books for a number of years. Increasing competition and changing market conditions require a more proactive sales and marketing approach that is not only based on expanding existing customers, but also specifically develops new business opportunities and includes communication along the entire sales funnel.
As part of its growth strategy, ALPLA also expanded into new business areas, such as pharmaceuticals. This realignment made a sales and marketing transformation all the more necessary.
Strategic sales. From target customers to deals.
As part of our strategic sales consultancy for Alpla, we defined the Ideal Customer Profile (ICP) in order to optimise the approach to the target group.
This was used to develop precise messages and sales pitches tailored to the needs of the customer.
We also conducted extensive data and lead research to identify qualified contacts.
Finally, we designed go-to-market (GTM) activities that provide a clear structure for effective sales activities.
The aim was to strategically align sales and increase the success rate of customer management.
ABM & Lead Management. From pilot to global impact.
An integrated customer journey was developed and touchpoints prioritised to activate new customers.
We ran an ABM pilot with marketing, communications and sales to validate the approach and make it scalable across the global organisation.
We also connected and tracked marketing channels and created a central data model for CRM to enable data-driven lead management and optimise customer acquisition.
The aim was to strengthen the effectiveness of customer acquisition and Alpla's global focus.
MarTech & SalesTech. From data to deals.
We provided Alpla with comprehensive MarTech advice and drove the implementation of the right tools for successful ABM campaigns.
From data collection, identification of ideal customer profiles (ICP), creation of target account lists, content creation and email automation, to lead nurturing, scoring, analysis and monitoring, we ensured that all technologies were seamlessly integrated and optimally deployed.
This laid the foundation for efficient and targeted ABM campaigns.
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