Entering a new market with a strategic ABM programme.

PETRONAS Lubricants International (PLI) identified strong growth potential in Europe’s pulp and paper sector – a demanding, high-intensity industry dominated by long-established supplier relationships. Winning share wouldn’t come from broad messaging. It required precision. Plant operators, engineers, and commercial teams all had their own priorities, shaped by cost pressures, sustainability targets, and operational efficiency demands. To succeed, PLI needed a way to engage specific organisations directly – speaking to their realities and demonstrating clear, practical value. 

We developed a highly targeted ABM programme, built around carefully selected organisations within the sector. Starting with shared industry challenges, we mapped the full decision-making ecosystem across each company. From there, every piece of communication was tailored – aligning with specific operational priorities, business goals, and stakeholder perspectives. The campaign combined personalised direct mail, bespoke content, video narratives and sales materials, all adapted at an account level. Rather than generic outreach, each organisation received a message that felt considered, relevant, and grounded in their world. 

The programme created credible entry points into a notoriously closed-off market. By focusing on precision and relevance, PLI was able to engage stakeholders more effectively, demonstrating clear understanding of their challenges. The approach helped reposition the brand from an external supplier to a knowledgeable partner with a strong grasp of industry realities. In doing so, it laid the groundwork for deeper engagement, longer-term relationships, and continued expansion within the sector.