talking to
Christian Manzei
“Starting from a very low level before using the marketplace, we were able to significantly increase the number of inquiries via this platform (approx. 50%-60%).”
European Branch Manager at UTICOR AUTOMATION
About UTICOR AUTOMATION
UTICOR Automation GmbH, a wholly-owned subsidiary of AVG Automation, is a key international manufacturer of automation components headquartered in Chicago. AVG Automation, the parent company, has a long history of innovation. It was the first to introduce the PLS (Programmable Limit Switch with Resolvers) in 1975 and the first major PLC & HMI manufacturer to support MQTT protocol with cloud data logging (EZRack PLC).
With over 1,000 products and models, it has established a significant presence with an installed base valued at over $3 billion in Fortune 500 companies. To meet the demand of its primary markets, which include the USA, Europe, India, China, and Australia, the company manufactures PLC systems, operator panels, and large industrial displays in its US facilities. Additionally, the customized production of panel PCs, monitors, and related devices is handled in Germany, where its European headquarters are located.
UTICOR's commitment to quality ensures its systems are highly regarded in numerous industries and welcomed by many companies. Its customer-specific solutions, built with robust components, are designed for rough industrial environments, enabling quick and durable application development.
Partnering with DirectIndustry: UTICOR's perspective
Christian Manzei, the European Branch Manager at UTICOR, shares insights into why the company turned to a specialized marketplace like DirectIndustry to showcase its products and gain global exposure.
UTICOR first learned about the platform when one of DirectIndustry‘s Account Managers approached the manufacturer to discuss the potential benefits of the marketplace. This prompted UTICOR to explore the offer more closely.
Before partnering with DirectIndustry, UTICOR had faced significant challenges. Christian Manzei explains: "In the past, we were repeatedly present on various directories, marketplaces, and other listings for the industrial automation sector. However, we found that direct response from customers was very limited to non-existent."
UTICOR therefore had clear expectations going into the collaboration. "We were explicitly interested in additional sales leads in order to gain access to further business opportunities and ultimately increase our turnover," comments Christian Manzei. This focus on engaging with qualified B2B industry professionals and generating more leads was the key push behind their decision to join the marketplace.
Leveraging DirectIndustry's marketing solutions
To overcome the difficulty of achieving significant customer engagement and generating impactful responses from its target clients through traditional channels, UTICOR made the well-informed decision to rely on DirectIndustry's marketing solutions.
With personalized follow-up from DirectIndustry, UTICOR was able to pinpoint the highlights of its products and articulate their benefits in an easy-to-understand and engaging manner, further strengthening their appeal to potential buyers.
Additionally, UTICOR maximized DirectIndustry's range of digital services to support its projects and leverage the platform's high daily traffic. The diverse possibilities offered by the platform allowed UTICOR to make various catalogs available on its virtual stand and publicize its participation in trade fairs, thereby enhancing its visibility and reach within the industry.
Christian Manzei emphasizes the value of the marketplace in the company’s marketing strategy. "The possibility of publishing news and trends on the site is also a very good approach, which unfortunately too often gets lost in our day-to-day business. However, we must and will certainly continue to work on that!" UTICOR is committed to prioritizing this aspect to expand its market presence moving forward.
Positive outcomes and future potential
Starting from a very low level before using the marketplace, UTICOR saw a significant increase in inquiries—approximately 50% to 60%—through DirectIndustry's platform. This heightened interest resulted in UTICOR expanding its customer base globally, demonstrating promising potential for future sales growth. UTICOR expressed contentment with the overall outcomes thus far.
Christian Manzei shared his appreciation for the collaborative process with DirectIndustry, emphasizing, "What I personally like best is that the employees are mainly active in an advisory capacity and make recommendations for improvements, for example. I never have the feeling that I'm being pressured into buying something."
The advisory approach of DirectIndustry's team has been instrumental in contributing to a positive and productive partnership, setting a solid foundation for continued growth.
KEY FIGURES
UTICOR’s Results
Here are some key figures that illustrate UTICOR’s success over the past 12 months.
28
Products
1,355
Clicks to their stand
99
Clicks to their site
621
Identified prospects
33
Requests received
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