Conversation With
Emmanuel Quellier
“DirectIndustry allows us to explore new markets without taking risks. We receive tangible, qualified, and above all, highly targeted leads.”
Marketing Director Europe
A Clear Ambition: Building Brand Awareness Across Europe
Banner Engineering is a US-based manufacturer of industrial automation solutions, including sensors, vision systems, LED lighting, and safety devices. While the company has a strong presence in North America, it aimed to boost its visibility and commercial footprint in Europe - especially in less mature markets such as Italy and Spain.
“We’re very well known across the Atlantic, but our brand awareness is lower in Europe. We needed a digital lever to reach those markets,” explains Emmanuel Quellier, Marketing Director Europe.
An Evolving Collaboration Driven by Strategic Goals
Banner Engineering began working with DirectIndustry nearly 20 years ago. Initially focused on visibility, the partnership has evolved into a more strategic, results-driven collaboration.
“In the beginning, we only had a few products online. Today, we feature over 300 active listings, and we’re clearly aligned with a commercial development mindset,” says Quellier.
This shift reflects a growing focus on generating high-quality leads to support the company’s European growth.
Targeting High-Potential Markets
Thanks to DirectIndustry, Banner can directly engage with active industrial buyers, without intermediaries.
The platform is a powerful tool for raising awareness in countries where the brand still has limited local presence:
“We use DirectIndustry to test certain markets, assess interest in our products, and support our local distributors,” adds Emmanuel.
For Banner, it’s a simple and efficient way to gauge demand and fine-tune its local strategy.
Concrete, Measurable Results
The results speak for themselves: qualified leads, accurate quote requests, and clear value early in the buying journey.
“These aren’t passive visitors. The prospects who contact us through DirectIndustry are already engaged in a sourcing process. That’s reflected in the quality of their inquiries,” Emmanuel Quellier points out.
Some opportunities, especially in the specialized machinery sector, have even led to actual sales, proving the platform’s business impact.
Today, DirectIndustry is an integral part of Banner Engineering’s European marketing strategy. It complements field activities by offering the brand a strong international digital presence.
“It’s a great tool to amplify our brand and attract qualified leads without heavy investment. The ROI is clear,” concludes Emmanuel.
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