What is account-based marketing (ABM) and how is it applied in the food industry?

Account-based marketing (ABM) is a strategic approach that focuses on identifying and engaging specific high-value accounts, treating each as a unique market. In the food industry, ABM enables companies to personalise their marketing efforts towards key clients, such as large retailers, distributors, or hospitality groups. This targeted strategy allows for more meaningful engagements, fostering stronger relationships and improving the effectiveness of marketing campaigns.

How does intent data enhance sales and marketing strategies in the food sector?

Intent data provides insights into the online behaviours and interests of potential clients, indicating their readiness to engage or make purchasing decisions. In the food sector, leveraging intent data helps companies identify businesses or consumers actively seeking information related to specific food products or services. This enables sales and marketing teams to tailor their outreach with timely and relevant content, enhancing engagement and increasing the likelihood of conversion.

What technological advancements are influencing account and intent-based marketing in the food industry?

Technological advancements such as artificial intelligence (AI), machine learning, and predictive analytics are significantly enhancing account and intent-based marketing in the food industry. AI and machine learning algorithms can analyse vast datasets to identify patterns and predict customer behaviours, allowing for more precise targeting. Predictive analytics helps in forecasting market trends and understanding the needs of specific accounts, enabling companies to develop proactive marketing strategies.

Why is the integration of sales and marketing teams crucial in ABM for the food industry?

In the food industry, aligning sales and marketing teams is essential for the success of account-based marketing (ABM). This integration ensures a unified approach to targeting and engaging key accounts, allowing for consistent messaging and a seamless customer experience. Collaborative efforts between sales and marketing facilitate the sharing of insights and data, leading to more informed decision-making and the development of strategies that effectively address the unique needs of each account.

What are the key benefits of adopting account and intent-based marketing strategies in the food sector?

Adopting account and intent-based marketing strategies in the food sector offers several benefits, including improved return on investment through focused resource allocation on high-value accounts, enhanced personalisation of marketing efforts leading to stronger relationships with key stakeholders, and shortened sales cycles by engaging accounts that have demonstrated intent, thereby increasing the efficiency of the sales process.

Just Food

Daily Newsletter

14 January 2025

Daily Newsletter

Baker & Baker promotes CFO Matthew Acheson to CEO

Acheson had been Baker & Baker’s CFO since 2021.

UK-based bakery products manufacturer Baker & Baker has promoted CFO Matthew Acheson to the position of CEO.

Acheson, who has been Baker & Baker's finance chief since 2021, succeeds John Lindsay, who has been at the helm of the business for almost four years.

Lindsay, who also worked for Baker & Baker forerunner CSM Bakery Solutions, has moved into a strategic advisory role until 1 May. He will then take up a non-executive director position with the company.

Baker & Baker said the appointment of Acheson “reflects his dedication and success in driving the performance of the business over the previous seven years as CFO”.

Marianne Kirkegaard, Baker & Baker's executive chair, said: “On behalf of the board, I would like to congratulate Matthew on his appointment as CEO and express our confidence, trust and support in him to lead the company in its new endeavours.”

She added: “I would also like to pay tribute to John for his many years of impeccable service – and in particular his fantastic leadership of the business since 2016, including the transition, establishment and success of Baker & Baker as a new business entity.”

Paul Jones has succeeded Acheson as Baker & Baker’s CFO. He has served as UK finance director since 2021.

Baker & Baker supplies more than 30 markets across Europe and in the Middle East and North Africa.

The company has 12 manufacturing sites across six European countries, employing more than 2,500 people.

In a statement, Acheson said he is looking to expand the business’ presence and distribution in markets throughout Europe and further afield.

He added: "2024 has been another robust year for the Group, and we are excited about the opportunities to grow our business in collaboration with our key customers and partners.”

The most recent accounts filed at Companies House, the UK business register, for Baker & Baker cover 2023.

Turnover was €620.4m ($636.1m) in 2023, a 12% rise year on year. The company sold 141.9m metric tons of products in 2023, up 0.2% on 2022.

Baker & Baker posted an operating loss of €5.5m, compared to €11.4m in 2022. It reported a net loss of just under €8m, against a loss of €15.3m a year earlier.