talking to
Victor Caronni
"Everything we’ve done together has had a tangible impact—from visibility to lead generation and, most importantly, real business growth."
Marketing Manager for Kadant Johnson Europe
About Kadant Johnson Europe
Kadant Johnson Europe is part of Kadant Inc., a multinational group listed on the New York Stock Exchange and backed by more than a century of expertise in delivering smart, efficient solutions to process industries.
Recognized worldwide in fiber processing, fluid handling, doctoring, cleaning, and filtration, Kadant’s engineered technologies serve industries ranging from paper and corrugating to food & beverage, pharmaceuticals, metals, machine tools, plastics, textiles, and more.
As Victor Caronni explains, “Kadant’s mission is what we call Sustainable Industrial Processing®: we help our customers optimize efficiency, reduce waste, and achieve more with fewer resources.”
Kadant’s products are designed to improve both productivity and sustainability initiatives.
A Decade of Collaboration
Victor Caronni discovered DirectIndustry while searching for information on how industrial B2B companies, operating in niche sectors, promoted similar products online. What began as a test campaign 10 years ago, has grown into a long-term partnership.
“The early results were so promising that I immediately integrated DirectIndustry into my marketing strategies,” recalls Caronni.
Although the initial objective was lead generation, what set DirectIndustry apart from the start was the quality of the audience.
“DirectIndustry allows us to reach a highly qualified B2B target, with precise and relevant information about potential customers. That is the real value: to be able to track those leads throughout the funnel, ensuring they aren’t just names in a database but actual prospects evolving into sales opportunities and, ultimately, into revenue," notes Caronni.
Key Features Driving Growth
For Kadant, several features have been decisive in turning DirectIndustry into a true growth partner.
“The product catalog has been a game-changer. Having a structured space where we can present technical details with global visibility is extremely valuable, especially in niche markets," mentions Caronni.
Equally important is the user profiling functionality, giving Kadant clear visibility into who interacts with their products and from which sectors—insights that allow sharper targeting.
Caronni adds that “building a detailed product catalog with international visibility, and the new content creation combined with precise user profiling, helped us reach the right audience."
As with any specialized platform, there was a learning curve, but by optimizing content, targeting the most effective actions, and integrating it into their overall marketing strategy, Kadant turned each interaction into a real business opportunity.
Dedicated Guidance and Human Partnership
The human side of the collaboration has been just as valuable. With the guidance of their DirectIndustry account manager, Kadant was able to fine-tune advertising planning and messaging, maximizing the platform’s effectiveness.
“DirectIndustry is not just a platform or a website; it feels like a partner. The team is always proactive in suggesting how to optimize content or refine campaigns, and that makes a real difference. Beyond the business results, I value the reliability and the sense of working side by side with people who really understand our challenges,” says Caronni.
Conversion That Delivers ROI
“Compared to other platforms, the conversion rate from lead to actual business is higher, and that’s a key differentiator," says Caronni. "Over time, I’ve been able to directly connect new revenue streams and long-term customers to leads generated via DirectIndustry."
Since 2022, the number of qualified leads Kadant has generated through DirectIndustry has grown.
Caronni highlights, “Year after year, customers acquired through DirectIndustry have consistently generated revenues far beyond the cost of promotion on the platform. In 2025, the revenue generated through DirectIndustry represents a ROI of roughly +900%, meaning that for every euro invested, we’ve earned ten back."
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