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Process walkthrough · Food processing machinery

Food processing machinery: from the trial with the client's product to ten-year relationships

Food producers buy capacity, food safety and short cleaning times. The process demonstrates all three with their own product, before the offer.

The pain points this process addresses

  • Capacity too low for contracts with retailers.
  • Food safety audits and difficult cleaning.
  • Raw material losses and rejects.
  • New product launches delayed by equipment.

From cold traffic to LTV, stage by stage

1. Cold traffic

People who don't know you see you for the first time.

Strategy

Be found by producers who are growing capacity or entering a new category.

Tools

  • Google Ads on technical searches
  • LinkedIn
  • SEO on applications (bakery, dairy, meat, packaging)
  • Trade fairs (Interpack, Anuga FoodTec)
  • YouTube

Execution

  1. Pages per food application, with capacities and materials.
  2. Clips of the line running and being cleaned.

Metrics tracked

  • New visitorsPeople reaching the site for the first time, by source.
  • CTRThe share of people who clicked after seeing the ad or the search result.
  • CPCThe cost of one click.

2. Interest

They come back, read, watch and compare.

Strategy

What matters is food safety, cleaning and cost per product.

Tools

  • Technical sheets
  • Compliance documentation
  • Capacity calculator
  • Webinars

Execution

  1. Clear documentation on food-contact materials and cleaning.
  2. A calculator for capacity and cost per unit of product.

Metrics tracked

  • Engagement rateSessions in which people read, scrolled or interacted, out of all sessions.
  • 50% video viewsHow many watched at least half of a clip.

3. Lead

They leave a signal: an enquiry, a booking, a sign-up or a basket.

Strategy

The request includes the product, the capacity and the available space.

Tools

  • Request for quotation form
  • CRM
  • Visit booking

Execution

  1. A form with the product, hourly capacity and the dimensions of the space.
  2. A technical reply within 24 hours.

Metrics tracked

  • Conversion rateThe share of visits that become an enquiry, a booking or an order.
  • CPLThe cost of one lead: an enquiry, a booking or a subscriber.
  • Time to first responseHow long it takes from enquiry to first contact.

4. Qualification and offer

You check the fit and make the proposal.

Strategy

A trial with the client's product and a line design.

Tools

  • Trials in the lab or showroom
  • Line layout design
  • Quotes with financing

Execution

  1. A trial with the client's raw material.
  2. The offer includes installation, validation, training and service.

Metrics tracked

  • Offer acceptance rateOffers or plans accepted, out of those sent.
  • Sales cycleDays from first contact to contract.
  • MQL → SQL rateHow many marketing-qualified leads become real sales opportunities.

5. Customer

The first order or the first contract.

Strategy

A contract with stages and validation.

Tools

  • Contract
  • Project plan
  • CRM

Execution

  1. An installation plan coordinated with the production shutdown.
  2. CAC calculated with trade fairs, trials and travel.

Metrics tracked

  • Win rateOrders or contracts won, out of open opportunities.
  • CACCustomer acquisition cost: everything spent on marketing and sales, divided by new customers.
  • Average valueThe average value of an order, a bill or a contract.

6. Delivery and activation

The customer reaches the first good result quickly.

Strategy

The line reaches nominal capacity as quickly as possible.

Tools

  • Commissioning
  • Validation with the real product
  • Training for operation and cleaning

Execution

  1. Capacity validated with the real product.
  2. Documented training for operation and cleaning.

Metrics tracked

  • Activation rateCustomers who reach the first useful result within the agreed period.
  • NPSHow likely a customer is to recommend you, on a scale from 0 to 10.

7. Retention and expansion

They come back, renew and buy more.

Strategy

Service, wear parts and new product formats.

Tools

  • Service contracts
  • Spare parts
  • Upgrades

Execution

  1. A stock of wear parts agreed with the client.
  2. Upgrade proposals when the client launches new products.

Metrics tracked

  • Repeat purchase rateCustomers who buy again or renew within a given period.
  • ChurnCustomers lost in a period, out of those at its start.

8. LTV and referrals

Value over the whole relationship and new customers brought by existing ones.

Strategy

Ten-year relationships, not one-off sales.

Tools

  • CRM with history
  • Case studies
  • Referrals between producers

Execution

  1. An annual review of the line and the client's plans.
  2. Case studies with capacity figures, published with consent.

Metrics tracked

  • LTVThe margin a customer brings over the whole relationship.
  • LTV : CACHow much a customer brings compared with what it costs to win them.
  • Referral rateNew customers who came through referrals, out of all new customers.

Copywriting on the industry's pain points

The same message written in five different frameworks. We use each at the right stage and test them against each other.

AIDA

Cold traffic ads and landing pages. · Cold traffic

Attention
Does retail ask for more volume than your line can deliver?
Interest
A correctly sized line increases capacity without major changes to the space.
Desire
We test with your product and propose the line layout.
Action
Send us the product and the capacity you need.

PAS

Ads and emails, when the pain is clear and recognised. · Interest

Problem
Cleaning the line takes a long time and blocks production.
Agitation
Every shift lost to cleaning means delayed orders.
Solution
Equipment designed for fast cleaning, with easy access and documented procedures.

FAB

Product pages, technical sheets and offers. · Qualification and offer

Feature
Tool-free format change.
Advantage
You switch from one pack to another in minutes.
Benefit
You launch new products without stopping the line for a whole day.

BAB

Case studies, retargeting and nurturing emails. · Lead

Before
Contracts turned down for lack of capacity.
After
A line ready for retail volumes.
Bridge
A trial with the client's product, a line design and installation coordinated with production.

4U

Headlines, email subject lines and the first lines of ads. · Cold traffic

“More capacity in the same floor space: a trial with your product before the offer”

  • Useful
  • Urgent
  • Unique
  • Ultra-specific

Proposed A/B test

Hypothesis
A message about fast cleaning converts better than one about maximum capacity.
Variant A (control)
“Page centred on capacity”
Variant B
“Page centred on cleaning and format change time”
Primary metric
Conversion rate

Language and visuals adapted to the industry

Lexical field

  • hourly capacity
  • cleaning
  • food-contact materials
  • traceability
  • rejects
  • pack format
  • validation
  • line
  • compliance
  • productivity

Words to avoid

  • perfect
  • zero losses
  • certified (without the certificate number)

Word family

to process

  • processing
  • processed
  • processor
  • unprocessed

Language structure

Technical, focused on food safety and cost per unit. Exact production terms, figures with units. Formal courtesy in offers.

Visual structure

The line running, cleaning on film, details of food-contact surfaces, layout drawings, the finished product.

Calculator: from budget to LTV

Change the values and see how CAC, LTV and the payback period move.

Monthly results

Visits
1,136
Leads
22.7
New customers
1.6
CAC
€1,571
LTV (margin)
€26,400
LTV : CAC
16.8 : 1
CAC payback (months)
5.7

The calculator values are an example calculation for the chosen industry, not a client's results. Enter your own figures.

Visits = budget ÷ CPC · Customers = visits × conversion 1 × conversion 2 · CAC = budget ÷ customers · LTV = value × purchases per year × margin × years · Payback = CAC ÷ monthly margin per customer

The metrics, in plain words

New visitors
People reaching the site for the first time, by source.from Google Analytics 4
CTR
The share of people who clicked after seeing the ad or the search result.clicks ÷ impressions
CPC
The cost of one click.cost ÷ clicks
Engagement rate
Sessions in which people read, scrolled or interacted, out of all sessions.engaged sessions ÷ sessions
50% video views
How many watched at least half of a clip.50% views ÷ impressions
Conversion rate
The share of visits that become an enquiry, a booking or an order.conversions ÷ visits
CPL
The cost of one lead: an enquiry, a booking or a subscriber.cost ÷ leads
Time to first response
How long it takes from enquiry to first contact.average, in hours
Offer acceptance rate
Offers or plans accepted, out of those sent.accepted ÷ sent
Sales cycle
Days from first contact to contract.average, in days
MQL → SQL rate
How many marketing-qualified leads become real sales opportunities.SQL ÷ MQL
Win rate
Orders or contracts won, out of open opportunities.won ÷ opportunities
CAC
Customer acquisition cost: everything spent on marketing and sales, divided by new customers.total cost ÷ new customers
Average value
The average value of an order, a bill or a contract.revenue ÷ orders
Activation rate
Customers who reach the first useful result within the agreed period.activated ÷ new customers
NPS
How likely a customer is to recommend you, on a scale from 0 to 10.% promoters minus % detractors
Repeat purchase rate
Customers who buy again or renew within a given period.repeat customers ÷ customers
Churn
Customers lost in a period, out of those at its start.lost ÷ customers at the start
LTV
The margin a customer brings over the whole relationship.value × purchases per year × margin × years
LTV : CAC
How much a customer brings compared with what it costs to win them.LTV ÷ CAC
Referral rate
New customers who came through referrals, out of all new customers.from referrals ÷ new customers

Further reading

Other industries