Sustainable Manufacturing Growth in the Horeca Sector via International Lead Generation
Exponential helped Reedest, a sustainable reed straw manufacturer, generate 70 qualified B2B leads per month across Europe and the UAE. The core problem was filtering. The product is appealing to consumers too, and consumer clicks do not turn into bulk orders from hotel chains. We used Meta and Instagram with ad copy that explicitly called out hotel managers and purchasing directors, which pushed the algorithms toward business audiences and away from everyone else. A founder-led video explaining the manufacturing process did a lot of the trust-building work that a product shot alone cannot do in international markets.
Key B2B growth marketing takeaway: When you sell a product that consumers also want, your biggest paid media challenge is not reach. It is exclusion. Naming the professional roles you want in the ad copy is a simple technique, but most campaigns skip it. It signals intent to the platform and to the buyer at the same time. The UK data also showed something worth noting: when one market outperforms the others early, isolating it and optimising the bidding there separately produces better results than spreading budget evenly across all regions.
Key success factors
The challenge
Reedest manufactures 100% biodegradable straws made from natural reed. They needed to move beyond their local market and establish a presence in the European Horeca sector. The primary goal was to connect with hotel managers and large-scale distributors.
The challenge was the product’s universal appeal. Many individual consumers wanted to buy the straws for home use. Reedest required a strategy for international b2b marketing that ignored these consumers. They needed a partner to identify and capture professional leads who buy in bulk.
How we delivered the results
We utilized Facebook and Instagram as the core engines for b2b growth marketing. These platforms allow for precise professional targeting when managed correctly. Our team produced a video featuring the founder to explain the manufacturing process. This added a layer of transparency that professional buyers value.
We implemented a strict filtering process in our creative assets. The ad copy explicitly addressed “Hotel Managers” and “Purchasing Directors.” This signaled to the platform algorithms that we only wanted business interactions. When the data showed the United Kingdom was the most responsive market, we isolated it. This allowed us to optimize the bidding strategy for that specific region.
Key results
- Generated an average of 70 qualified B2B leads per month.
- Achieved 500,000 monthly ad impressions across target European markets.
- Drove 8,000 targeted visitors to the website every month.
- Secured inquiries from luxury hotel chains in London and major European distributors.
Summary
The collaboration proved that social media is a powerful tool for sustainable manufacturing. By focusing on the professional identity of the audience, we transformed a consumer-friendly product into a B2B success. The strategy turned broad interest into specific sales opportunities. Reedest now has a reliable international pipeline to support their growth.
Who is the client
Reedest is a manufacturer of sustainable drinking straws. They produce 100% biodegradable products from natural reed. They provide a scalable, eco-friendly alternative to plastic for the global hospitality industry.
Services provided
International market strategy
Paid META, LinkedIn and Google Ads advertising
Video production and founder storytelling
Visual ad creation
Lead generation campaign optimization
Working with Exponential has opened doors to high‑end clients we simply couldn’t have accessed manually, and the quality of leads has exceeded our expectations.
Grete Riim
CEO and founder at Reedest
FAQ
How does working with the agency work?
Our process starts with a deep dive into your ICP and business goals. As a b2b growth marketing agency, we then build a customized roadmap for your expansion. We handle everything from creative production to technical campaign management and provide weekly transparent reporting on your lead flow.
What is the benefit of international marketing in the sustainable manufacturing industry?
International marketing allows companies in sustainable manufacturing to find markets with higher price tolerance and stronger green regulations. Expanding abroad diversifies your revenue and connects you with global distributors who are looking for innovative, eco-friendly solutions.
Why use social media for international b2b marketing?
Social media platforms offer sophisticated algorithms that can identify professional interests and behaviors. When combined with the right copy, these tools allow us to reach decision-makers where they spend their downtime. This creates a low-friction path to starting a business conversation.
How do you ensure the leads are B2B and not B2C?
We use a method called “negative filtering” in our ad creative. By explicitly naming the professional roles we want to reach and highlighting bulk packaging, we discourage individuals from clicking. This ensures your budget is spent on high-value professional prospects.
Partner with a B2B growth marketing agency where founders run your account from day one.
When you book a meeting with us, you talk directly to the founders of the agency – not a sales rep. In 20 minutes, you’ll know exactly how we’d approach your international expansion.
