For B2B marketers, reaching the right audience is only half the battle. The real challenge is connecting with decision-makers in a trusted environment—without wasting budget on impressions that never convert.
That was the challenge facing Wherefour. The food manufacturing software provider wanted to engage SQFI food safety managers and operations leaders with educational content, but needed a marketing partner that could deliver both audience quality and measurable results. SmartBrief proved to be exactly that.
Like many B2B marketing teams, Wherefour wanted to maximize every marketing dollar. The goal wasn't simply generating more impressions—it was ensuring their message reached food safety professionals and manufacturing decision-makers who could influence purchasing decisions.
The team needed a trusted channel that would place their content in front of the right audience while delivering measurable business outcomes.
Rather than committing to a large campaign upfront, Wherefour took a measured approach.
The company partnered with SmartBrief to test the effectiveness of reaching highly targeted food safety professionals through trusted editorial newsletters. By starting with a smaller campaign, the team could validate audience quality, engagement, and ROI before expanding its investment.
That strategy paid off quickly. Early campaigns demonstrated strong engagement across both webinar promotions and website traffic, giving the marketing team confidence to scale the partnership.
The initial campaign produced measurable improvements across multiple marketing objectives:
Encouraged by those results, Wherefour expanded its investment the following year.
As the partnership grew, Dedicated Sends became one of the company's highest-performing tactics for generating qualified engagement.
Performance wasn't measured solely by clicks.
Wherefour's campaigns reached professionals from many of the world's most recognizable food manufacturers, retailers, restaurant brands, and logistics organizations, including Walmart, Target, Costco, McDonald's, Starbucks, Hershey, Mondelez, Conagra, Coca-Cola Consolidated, Pepsi/Pinnacle Foods, Albertsons, Cargill, Sysco, and Americold Logistics.
Audience analysis also showed strong engagement from senior decision-makers, including:
For Wherefour, that audience quality was just as important as campaign metrics.
Campaign success wasn't the only reason Wherefour continued investing.
The marketing team also cited SmartBrief's flexibility, responsiveness, and collaborative approach as key factors in building a long-term relationship. According to Julian, Director of Marketing at Wherefour, SmartBrief became "one of the best marketing partners" the company had worked with because of the team's communication and willingness to adapt campaign timing as needed.
Read more about the SmartBrief and Wherefour partnership here.
"We started small to gauge how effective this channel would be for us. We doubled down the following year because of the results and the efficiency of working with their staff.”
“SmartBrief is one of the best marketing partners that we've worked with in the industry. Their team is very communicative and extremely flexible with campaign dates.”
