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

Sweetmore Bakeries buys pan dulce maker Azteca Bakeries

Azteca makes frozen, ready-to-bake pan dulce, including pastries, cookies, breads, and muffins.

US-based Sweetmore Bakeries has acquired Azteca Bakeries, a wholesale producer of Mexican pastries and baked goods based in Phoenix, Arizona.

Founded in 1954, Azteca makes frozen, ready-to-bake pan dulce (sweet bread), including pastries, cookies, breads, and muffins.

Azteca Bakeries founder Felix Lopez said: “The Sweetmore organisation focuses on very high quality and customer satisfaction, which supports the vision the Lopez family and the Azteca team have created.”

The companies did not disclose the financial terms of the agreement.

Sweetmore Bakeries CEO David Veenstra said: “Azteca’s high level of quality and service are a great match for our business, and we are thrilled to add them to our team.

“Azteca’s differentiated assortment complements our portfolio with high-growth categories that are highly sought by our customers.”

Azteca is the fifth acquisition by Sweetmore Bakeries, joining Main Street Gourmet, Biscotti Brothers, Meurer Brothers and Sweet Eddie’s.

The groundwork for Sweetmore Bakeries was laid in 2019 when the private-equity firm Shore Capital Partners acquired Main Street Gourmet, a custom wholesale bakery based in Akron, Ohio.

In 2020, Main Street Gourmet bought Biscotti Brothers, a bakery business based in Greensburg, Pennsylvania.

The following year, Main Street Gourmet acquired Wisconsin-based pastries manufacturer Meurer Brothers Bakery.

In 2022, Main Street Gourmet, Biscotti Brothers, and Meurer Brothers Bakery came together under a new brand identity: Sweetmore Bakeries.

Last year, Sweetmore Bakeries snapped up Georgia-based wholesale cinnamon rolls manufacturer Sweet Eddie’s.

Sweetmore Bakeries operates with nearly 500 employees in five facilities across the US.