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

17 January 2025

Daily Newsletter

Dr. Oetker to close Czech food facility

The family-owned group will continue to serve the market in the Czech Republic from production plants outside the country.

Germany-headquartered food group Dr. Oetker plans to close its only manufacturing facility in the Czech Republic with the loss of 114 jobs.

The family-owned business will, however, continue to serve the Czech market and will retain around 74 employees in administrative roles when the plant in the city of Kladno closes, slated for the middle of this year.

Dr. Oetker produces branded baking mixes, and pudding and desserts powders at the site, which the company acquired in 1997.

Explaining the rationale for the closure, Dr. Oetker said in a statement the factory “does not offer any opportunities for expansion” and hence is no longer suitable for “modern production”.

The business will continue to serve the Czech retail and foodservice market from other production facilities outside the country, mainly in Hungary, a Dr. Oetker spokesperson confirmed with Just Food.

Bielefeld-based Dr. Oetker said: “The situation on the retail market in which Dr. Oetker operates has changed significantly in recent years due to forced cost increases. Food manufacturers have faced increasing economic pressure and competition in recent years due to rising energy and raw material prices.

“To succeed in this environment, Dr. Oetker must constantly modernise its technology and optimise its organisation. Despite the high-quality work of all employees, this is not possible in the production in Kladno due to the limitation of the available production space.”

Employees affected by the Kladno closure will receive severance packages “beyond legal requirements” and will be provided with career assistance to find alternative job opportunities, the company said.

In 2021, amid Oetker family differences over strategy and the management of a myriad of subsidiaries, the business split into two.

Dr. Oetker, the group’s main food business, plus bakery unit Coppenrath & Wiese, drinks company Radeberger Gruppe and beverage delivery unit Flaschenpost, along with assets in transport and hotels, were housed in one group owned by the five heirs from Rudolf-August Oetker’s first and second marriages. He was the founder of Dr. Oetker.

In its 2023 financial year, Dr. Oetker and Coppenrath & Wiese generated sales of €4.2bn ($4.3bn).

Aside from baked goods and baking ingredients, the food business produces frozen pizza, snacks, chilled desserts and puddings, cakes and muesli.