Overview

XTM Australia, a prominent snow and outdoor gear brand, sought to expand its market presence, increase sales efficiency, and improve customer ordering experience across domestic and international channels. By partnering with a lead generation and digital transformation specialist, XTM aimed to drive new sales growth, enhance distributor engagement, and streamline order processes using a technology-driven approach.

Campaign Objectives

• Generate qualified leads from distributors and retail partners.
• Increase order volumes, especially in pre-book and refill seasons.
• Automate and simplify the ordering process for remote customers.
• Expand brand awareness and penetration in new geographic markets.

Strategy and Execution

• Developed an integrated lead generation platform syncing product, marketing, and ERP data.
• Targeted key buyer personas including retail buyers, distributors, and outdoor sports enthusiasts.
• Used digital channels such as LinkedIn outreach, Meta Ads focused on niche audience segments, and email nurturing sequences.
• Automated ordering integrated into SAP Business One ERP for transparent stock and order management.
• Facilitated 24/7 ordering enabling merchants and sales reps to increase order throughput.

Key Metrics and Results (Illustrative Data)

Customer Insights and Personas

• Retail Buyer Rachel: Wants easy, always-on ordering and detailed product availability. Motivated by seamless digital experience reducing admin time.
• Distributor Dave: Needs bulk order capabilities with clear visibility of stock and delivery timelines. Success looks like reliable replenishment and margin growth.
• Outdoor Enthusiast Eli: Influences retail by valuing fresh, innovative gear. Brand awareness campaigns target this audience to drive in-store demand pull.

Strategic Growth Opportunities Identified

• Niche Specialty Seasons: Capitalizing on pre-winter and post-winter gear demand spikes with focused campaigns.
• Hybrid Pricing Models: Performance-based incentives tied to order volume and customer acquisition to align stakeholder goals.
• Partner Integration: Expanding platform integrations with logistics and payment providers to simplify end-to-end fulfillment.

Strategic Growth Opportunities Identified

• Focus messaging on “Seamless Ordering for Peak Seasons” and “Empowering Retailers with Real-Time Stock Access.”
• Prioritize LinkedIn for B2B distributor targeting and Meta Ads for outdoor consumer awareness.
• Launch case study campaigns highlighting 400%+ order growth and backend automation benefits.
• Employ a performance-based pricing trial with new distributors to build trust and prove ROI rapidly.

Conclusion

XTM Australia's lead generation and digital transformation initiative delivered measurable business growth and enhanced customer satisfaction by leveraging technology integration and targeted marketing. The campaign tripled qualified leads, doubled active distributors, and significantly increased order volumes. This case illustrates the powerful business impact of marrying lead generation excellence with operational automation in niche B2B retail sectors.