Case Study: Petronas Industrial Lubricants enters the pulp and paper market with Torpedo Group's ABM programme

Petronas Industrial Lubricants opens conversations in pulp and paper with Torpedo Group

The customer, Petronas Industrial Lubricants (PLI), faced the challenge of entering the highly competitive and relationship-led European pulp and paper market. To achieve growth, they needed to break through established supplier relationships and engage specific, hard-to-reach organizations. The vendor, Torpedo Group, implemented a strategic Account-Based Marketing (ABM) programme to address this precise challenge.

Torpedo Group's solution was a highly targeted ABM approach, built around carefully selected accounts. They developed fully tailored communications, including personalized direct mail, bespoke content, video narratives, and sales materials, all adapted for each specific organization. This strategy successfully opened conversations and created credible entry points into the market, allowing PLI to effectively engage stakeholders. The programme repositioned PLI as a knowledgeable partner and laid the groundwork for deeper engagement and longer-term relationships within the sector.

Petronas Industrial Lubricants