Building the Relationships That Power Long-Term Industrial Growth

In a Nutshell

CHALLENGES

• Limited entry points in large industrial companies

• Getting attention from busy decision-makers

• Not getting past problem owner level in pipeline

IMPACT

• Connected with decision-makers beyond traditional process and application owners

• Strengthened brand awareness among senior industrial leaders

• Established a long-term partnership to support regional growth
  
  

The Full Story

Robert Holm, Managing Director at Kurita Sverige AB & Business Manager for the Nordic region, was looking for a way to make new contacts within target industrial companies as well as build brand awareness among the right industrial decision-makers. Through Aurora Live’s steady stream of virtual meetings and in-person events, Robert believes that he’s found a long-term partner to help Kurita Water grow in Sweden and beyond. 

Building Multiple Entry Points Within Large Industrial Organisations

Kurita Water mostly targets industrial organisations that use water in their manufacturing and production processes, including sectors like steel, mining, pulp and paper, food, and plastics. Within these organisations, Kurita Water typically engages with production managers, operations engineers, site managers, technical managers, and sustainability or product safety personnel, as well as purchasing departments.

To assess solutions like those that Kurita Water offers, multiple stakeholders are involved, from those responsible for specific processes (e.g., boiler, cooling, or wastewater) to higher-level positions who manage broader operational or sustainability goals.

“There are many stakeholders who have an input on what should be selected, what they believe in, and what brings the most value, in terms of process improvement and environmental impact.”

Traditionally, Kurita Water meets owners of water-related processes. Through Aurora Live, Robert and his team have access to decision-makers who have strategic roles overseeing site-wide savings, emissions, and long-term value.

“Aurora Live helps us get in touch with more contacts within the same organisation. The service opens doors to decision-makers on a different layer. This allows us to fully understand and evaluate the challenges of the customer.”

Creating Meaningful First Conversations with Industrial Decision-Makers 

Robert lauds the 15-minute virtual meetings facilitated by Aurora Live as they provide uninterrupted time with busy decision-makers to quickly assess their pain points and interests. 

“The meetings are sufficient to do a first evaluation and find some key interest points.”

The meetings are a low-pressure avenue for decision-makers to explore Kurita Water’s solutions, and in turn, Robert and his team can efficiently determine whether there is potential for a deeper business relationship.

“The Aurora Live partnership is beneficial for both parties, both from Kurita’s standpoint, who are looking for opportunities, and from the industrial companies’ standpoint to scan for solutions to improve daily operations.”

Robert measures the success of the 15-minute meetings by tracking follow-up rates, progress with new and existing clients, and the overall value generated over time, acknowledging that results are realized in the long term rather than immediately. 

“It's a long-term process to evaluate, so I check the progress every three months or so.”

Building Brand Visibility Inside a Trusted Executive Network

In addition to the meetings, Robert and his team have also participated in Aurora Live’s manufacturing-specific events. The events have offered opportunities for networking, brand building, and following up on previous discussions. Additionally, the events also offer thought leadership and exclusive insights from renowned speakers and industry experts.

“Joining these events continuously allows us to build our brand among industrial executives. It's a great forum for brand awareness and meeting new people.”

Having multiple touchpoints is crucial for strong branding and building trust with potential customers. Robert adds that Aurora Live helps facilitate those touchpoints and increases the chances of Kurita Water being a top-of-mind solution provider once the customer is ready. 

A Partnership Designed for Long Sales Cycles

After a positive experience with 15-minute meetings and events, Robert sees potential for a long-term partnership with Aurora Live, both in Sweden and other European regions.

“I see Aurora Live as a long-term partnership as there are opportunities to build Kurita’s brand and help members of the network tackle water-related challenges in their organisations.”

Aurora Live is not just another marketing channel for Kurita Water; it’s a potential long-term partner that opens new decision-making layers in large industrial clients, builds branding inside a trusted executive community, and supports regional expansion and multi-entry account strategy over several years.

*The insights have been edited for length and clarity.

About Kurita Water:

Kurita is a leading global company in industrial water and process treatment, with over 75 years of experience. We offer state-of-the-art solutions tailored to meet the specific needs of your water systems. With more than 8,000 employees across 65 companies worldwide, the Kurita Group provides proven solutions that enhance plant efficiency while promoting environmental sustainability. Our primary focus is on addressing water management challenges, optimizing sustainable energy usage, minimizing waste, and advancing industrial production technologies.