B2B Marketing Award Presentation
Posted: Tue May 27, 2025 6:04 am
Time for a prize; the annual B2B Marketing Award. It rightly went to DeliXL with Foodreporter . An interactive platform for the hospitality industry, with stories about events, innovative ideas and products, rising cooking stars and so on. Marco van Davenhorst of DeliXL: “On Foodreporter we do not tell our own story, but offer a platform to people within the hospitality industry. We say: we have the audience and the stage, so if you have a story we will come by; speak.” 20% of the content is paid content. “We facilitate conversations with the right people for companies. Create a shareable story about their brand, ensure views and likes, involve the right people in their story. To make their brand loveable.” However, the platform does not serve as a cash cow. The goal is to increase brand awareness around the DeliXL brand. “We are mainly known as a supplier for healthcare institutions and yes, that is also our largest market. We only have a small share in the hospitality industry, and that is where we want to grow, that is where we want to expand our network.”
That worked. Influential hospitality figures talk about Foodreporter and more and more chefs and other list to data food and beverage bigwigs are following the platform. Result: DeliXL had a market share of 5.15% in the hospitality industry and that has grown to 7.5%. Despite the fact that the market is at a zero line, with volumes declining. So impressive. And all that in exchange for two cameras of €150, two microphones of €40 and a WordPress website of €1200. Furthermore, there are three employees (25% commitment per week) and three interns (50% commitment per week). Everything is managed in-house, so nothing is outsourced to third parties. Another confirmation of the trend that companies are increasingly acting as publishers, certainly also within B2B. “Think of Oprah”, Volpe exclaimed earlier. Referring to the enormous media company that hangs behind her name. Davenhorst's tip: "Talk about what your target audience is talking about, not what you like to talk about. Think like Google. First sow reach and brand awareness and then start making money. Traditional marketing no longer works."
That worked. Influential hospitality figures talk about Foodreporter and more and more chefs and other list to data food and beverage bigwigs are following the platform. Result: DeliXL had a market share of 5.15% in the hospitality industry and that has grown to 7.5%. Despite the fact that the market is at a zero line, with volumes declining. So impressive. And all that in exchange for two cameras of €150, two microphones of €40 and a WordPress website of €1200. Furthermore, there are three employees (25% commitment per week) and three interns (50% commitment per week). Everything is managed in-house, so nothing is outsourced to third parties. Another confirmation of the trend that companies are increasingly acting as publishers, certainly also within B2B. “Think of Oprah”, Volpe exclaimed earlier. Referring to the enormous media company that hangs behind her name. Davenhorst's tip: "Talk about what your target audience is talking about, not what you like to talk about. Think like Google. First sow reach and brand awareness and then start making money. Traditional marketing no longer works."