How a leading industrial equipment brand expanded its reach with smarter email marketing

A global supplier of handling and storage equipment wanted to grow its customer base beyond its core market.

After years of success across Europe, the UK team saw an opportunity to reach new buyers in new sectors including manufacturing, logistics, and retail, but needed a reliable way to connect with the right decision-makers quickly.

Working with IMG, they tested a new approach to customer acquisition through high-quality data and targeted email marketing. The results proved that with the right data, even the most traditional B2B industries can reach new markets efficiently and confidently.

Highlights
  • New data-driven acquisition channel established
  • Year-on-year sales uplift attributed to email
  • Campaign model scaled to multiple international markets
  • Increased confidence in marketing performance and reporting

The Challenge

The UK division of this industrial brand had ambitious growth goals.
Their digital marketing was strong, SEO and PPC were well established, but they wanted to diversify and find new ways to generate demand.

Email seemed like the logical next step, but the parent company had never used it for B2B outreach. There were compliance concerns, data quality questions, and no internal infrastructure for large-scale email campaigns.

The UK team wanted to prove that email could work, safely, strategically, and effectively.

The Solution

IMG partnered with the team to design a data-led test programme that could validate email as a channel, without risk or wasted spend.

1. Build the Right Audience

We created a bespoke dataset of mid-sized UK companies (100 – 500 employees) across sectors such as manufacturing, logistics, wholesale, and retail.

2. Target the Right People

We identified the decision-makers who influence warehouse, operations, and facilities purchases, ensuring every record matched real, relevant prospects.

3. Validate Every Record

IMG ran rigorous data verification and hygiene checks over the data prior to campaign deployment to guarantee high deliverability, removing duplicates and out-of-date records. This secured a foundation for success.

4. Launch and Learn

In the UK, the client ran the campaigns in-house. In the US and Europe, due to strict e-marketing compliance/legislation, IMG utilised trusted 3rd party email data partners to deliver full end-to-end managed email campaigns – managing audience targeting, set-up, testing, live deployment and post-campaign analysis.

The Results

Metric Before After
Channel mix SEO and PPC only Added high-performing email channel
Data quality Unverified 100 per cent validated B2B dataset
Sales attribution Limited visibility YoY sales uplift from email activity
Market coverage Limited – UK and EU Expanded globally to US, France, Poland and Italy

Outcome:

  • Proved that email is an effective, compliant B2B channel
  • Increased web traffic and new customer sales
  • Model replicated internationally by HQ

The Strategic Impact

This wasn’t just a one-off campaign,  it was a proof of concept that changed the brand’s approach to acquisition.

By showing measurable results, the UK team built confidence with their global HQ and gained approval to expand email marketing into new regions.

Now, the same data-driven strategy supports ongoing activity in the UK, US, and across Europe, helping the business reach more of the right customers, faster.

“We’ve seen an increase in web traffic and new customer sales since introducing email marketing. The data quality and approach gave us confidence to expand into other regions.”
–  Managing Director, UK Division (Industrial Equipment Brand)

Want to add a new, proven channel to your marketing mix?
IMG helps you build smarter B2B campaigns with clean data, sharp targeting, and measurable results.