B2B growth through a customer-centric strategy

Lactosan is one of the world’s leading providers of cheese powder solutions. Having been first to invent cheese powder, the company now works with a broad range of food producers who use their cheese powders for many different applications ranging from pasta to pet food.

With orders outpacing capacity, Lactosan started to invest in developing production capabilities to ensure the business would be well placed to meet the needs of an expanding customer base. As crucial support for this growth plan, Lactosan also recognised the importance of keeping its brand relevant if it was to retain its leading position in new and existing markets.

CBC blog link: Why it’s important to increase B2B customer alignment

Putting the customer first

To achieve this, Lactosan needed to get closer to the customer through a brand platform that communicated a clearer proposition and that connected more powerfully with their customers’ world. With experience working with corporations across the global food production industry, CBC was brought in to help bring this exciting project to life.

An efficient process

CBC initially conducted qualitative customer research to gain clearer insight into their needs and to identify the areas in which Lactosan provides the most value. From this, CBC identified the key value proposition and messages that would be most effective across different segments, and that became the foundation for a creative campaign under the theme “Bringing your product to life”.

Building a customer-centric B2B brand

Creatively, the theme was visualised in a way that gave Lactosan a unique look and a powerful position to own. The campaign brought Lactosan’s strengths into play and differentiated it clearly from competitors, but kept all messaging clearly focused on customer needs. This was then developed across a selection of targeted channels, integrating both on- and off-line activities to ensure desired impact, including a new website, corporate brochure, advertising and sales presentations.

“CBC were surprisingly quick in understanding our customers’ world and how to translate this into creative ways to build our brand most effectively,” said Heidi Knudsen, Marketing Manager of Lactosan. “They are a pleasure to work with and consistently exceeded expectations. Lactosan now has an identity to be proud of and one that will support the next phase of our journey.”

Jesper Olsen, Sales & Marketing Director at Lactosan, also commented: “CBC has been able to identify the best ways to strengthen our marketing and ensure we are as relevant as possible in our markets. We now communicate a strong value proposition that clearly conveys how Lactosan can help to inspire and facilitate the development of successful food concepts, worldwide.” Many B2B companies still rely on communications that focus on their own achievements, rather than their customers’ needs. If you feel that your business would benefit from a value proposition and brand identity that was finely tuned to be more customer-centric, maybe we can help. Contact Ralph Krøyer at rk@cbc.dk or on +45 35 25 01 60 to start exploring your options.