Account-based success with The Amano Café

Founded in 1899, Amano Enzyme is a global leader in specialty enzymes and the largest manufacturer in Japan.

Its first products were digestive enzymes for the pharmaceutical industry in Japan. Since then, Amano Enzyme has expanded its product sectors to food enzymes, diagnostics enzymes and industrial enzymes.

Amano Enzyme approached BDB looking for support in connecting with companies across the non-dairy drink sector.

The aim was to generate genuine interest in Amano’s new enzyme solution that prevents non-dairy drink curdling in hot beverages and nurture warm leads that could be passed on to the sales team.

As a long-standing and well-regarded enzyme manufacturer, Amano was well known across the food industry. However, because the alternative drink sector was relatively new, Amano faced the challenge of building its presence in this space. It needed a bold new way to stand out in a competitive market and an exciting platform to create new customer relationships.

To achieve this, a key strategy involved informing and educating R&D formulators and technical and commercial decision makers about the enzyme’s benefits.

A tailored ABM campaign

Stage one: Identify key target companies and individuals who would be interested in and benefit the most from Amano Enzyme’s
innovative solutions.

Stage two: Get to know our target audience through careful research of these companies and individuals – including how they talk, their USPs, the kinds of content they like and share, etc.

Stage three: Determine the optimal communication method for each individual based on available contact details and information, data protection restrictions, etc.

Stage four: Design an overarching user journey that facilitates conversion through the different stages of the sales funnel.

Stage five: Create fresh and exciting content tailored to each stage of the user journey that can also be easily and effectively adapted to speak to each company and individual.

Creative strategy

The pandemic had just hit when this activity started. Therefore, BDB proposed a novel virtual café format with an engaging interactive element at a time when face-to-face contact was not possible. Individuals were invited to join Amano virtually for a coffee – that wouldn’t curdle when a non-dairy drink was added to it!

Language was also central in maximizing the creative impact. Many non-dairy drink companies speak to their customers in an informal, playful way. By replicating this tone of voice, we helped to set Amano apart from their competition and position the company as one that could truly speak to its target customer base and understand their respective business challenges and aims.

Content strategy

Each target individual received a personalised email or LinkedIn message that directed them to a company-specific landing page. The landing page featured an engaging, animated video explaining the product in detail, complemented by technical information in two whitepapers and various options to get in touch. The landing page, videos and whitepapers were all personalised at a company level to emphasize Amano’s commitment to work together to support each company’s unique goals.