Go to market strategy by Ventilex

Ventilex specializes in designing and manufacturing industrial drying solutions for food, animal feed, and minerals. Investing in technologies is one of the key pillars supporting Ventilex’s growth plans. To strengthen their position in the market and differentiate themselves from competitors, Ventilex has developed the new Drygenic® NXT air dehumidifier. This innovation enables significant energy savings, a crucial theme for the target audience.

Expertise used:

Go to market strategy
Sales pitch

What’s in it for Ventilex?

AlphaRainbow assisted Ventilex in understanding the market potential of the Drygenic® NXT air dehumidifier and defining a powerful and distinctive proposition. This resulted in a compelling sales pitch and the creation of a concrete list of potential customers. The strategic approach, supported by in-depth research and targeted communication, has already helped Ventilex open doors with companies on this acquisition list.

Used tools:

In-depth interviews

Data visualization

Desk research

Go to market strategy in four phases

1. Mapping market opportunities
Extensive desk research was conducted to map market opportunities, including internal and external interviews. The result was a clear overview of competition, potential market segments, key geographical markets, and an estimate of the market size for the new air dehumidifier. The results were presented to Ventilex, and based on certain criteria, a joint decision was made to focus on two specific market segments within three geographical markets.

2. Developing propositions
To develop distinctive propositions, in-depth interviews were conducted in both segments and across different geographical markets. This yielded valuable insights that formed the basis for compelling propositions.

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“It has given us a concrete target list of 30 internationally operating companies with over 900 locations worldwide.”

3. Crafting the sales pitch
The value propositions were translated into convincing sales pitches for each market segment, with the aim of presenting them attractively to potential customers. The created sales pitches ensure that the developed propositions are recognizable to the target audience and can be communicated effectively.

4. Compiling the acquisition list
Using advanced desk research and data models, AlphaRainbow compiled a quantified acquisition list of potential customers. This was presented as a Power BI dashboard, allowing Ventilex to directly engage in their acquisition efforts based on factual data.

Bertine Renes

Marketing Manager Ventilex

We started the Drygenic® NXT Growth Plan research to determine which markets (industries and geographies) best fit with DryGenic technology. Which markets can help kickstart the growth of our Drygenic® NXT proposition.

About Ventilex

Since the opening of its first factory in 1965, Ventilex has grown into a global leader delivering smart and effective drying solutions. Ventilex offers both industrial product dryers and solutions for dehumidifying process spaces.

With a team of professionals with extensive process knowledge and their own testing center, they can provide the most process- and energy-efficient drying solutions. Ventilex has customers worldwide with over 1,000 Ventilex units in use in the food industry, as well as in the animal feed and minerals sectors.