Hiperbaric is one of the world´s leading manufacters of high pressure processing (HPP) machines for the food industry.
The potencial market is huge- products from milk to salsa can use HPP. Any decission to buy could not be rushed and involved building trust with the client.
Hiperbaric realised that people who discover for themselves can bring to their businesses are more likely to buy.They decided to explain the technical benefits of its equipment as simply as possible.
Potencial clients would see the new content on the website an YouTube chanel.
The sales departament is dedicated to responding quickly to any prospective client that contacts the company and continues attending events and guiding customers through the sales process.
The number of machines sold in 2012 were 22, ten more than in 2011.
People who become interested in a particular product because of a company´s online marketing still need to be convinced to buy by direct contact.
(Financial Times, june 11, 2013)
(to read the whole article, see the link)