Building International B2B Demand for ALOK Masterbatches
How Adflow Digital combined Google Search, LinkedIn Ads, call-based acquisition and exhibition marketing to generate approximately 30 sales-qualified leads every month for a global masterbatch manufacturer, with average contract values exceeding US$150,000.
This B2B lead generation case study explores how Adflow Digital helped ALOK Masterbatches build a consistent international acquisition programme across Europe, the Middle East and new global markets.
ALOK is a global masterbatch manufacturer and supplier serving industries including packaging, automotive, agriculture, construction, consumer durables and textiles, with a portfolio spanning black, colour, additive and other specialised masterbatches. ALOK Masterbatches
The commercial opportunity was significant. Individual contracts could exceed US$150,000, but reaching the right buyers required precise targeting across markets where procurement cycles were long, technical requirements varied and purchasing decisions involved multiple stakeholders.
Adflow Digital developed an international lead generation strategy combining Google Search Ads and LinkedIn Ads, while continuously analysing how prospects actually preferred to engage with the company.
The result was a programme generating approximately 30 sales-qualified leads every month, while also uncovering new geographic demand and improving the way international prospects could connect with ALOK’s sales team.
The Challenge
ALOK needed to generate high-value international B2B opportunities across Europe, the Middle East and other global markets, where buying cycles were long and lead quality mattered far more than volume. With average contract values exceeding US$150,000, the objective was to identify serious buyers and reach the right decision-makers at the right moment.
The challenge was also operational. International prospects often preferred to call and speak directly with someone rather than submit a form, but ALOK’s existing landline could go unanswered outside Indian office hours. At the same time, campaign performance had to be evaluated across very different markets, while supporting the company’s presence at major international exhibitions and identifying new geographic opportunities such as the emerging demand for black masterbatches in Indonesia.
The Strategy
Adflow Digital built the acquisition programme around high-intent demand, precise business targeting and easier access to the sales team.
Google Search Ads captured prospects actively searching for masterbatch manufacturers, suppliers and specific product requirements, while LinkedIn Ads helped reach relevant businesses and professional audiences across selected international markets.
Campaign data was continuously evaluated to identify where meaningful demand was emerging. This led Adflow to uncover a particularly strong opportunity in Indonesia for black masterbatches, which was then developed into a dedicated growth market.
Adflow also identified that many high-intent prospects preferred to call and speak directly with someone rather than submit a form. Because the existing landline was often unavailable outside Indian office hours, Adflow advised ALOK to introduce a 24/7 mobile contact number. Call campaigns were then launched through Google, supported by telephony tracking that allowed Adflow to assess call quality and optimise campaigns around genuine commercial enquiries.
Building the Campaign
The programme combined Google Search Ads, LinkedIn Ads and Google call campaigns, with performance evaluated against the quality of enquiries rather than lead volume alone.
Adflow also supported ALOK’s international exhibition activity with targeted digital campaigns in the markets where the company was exhibiting. Campaigns were run around events including Plast Eurasia Istanbul, IPF Japan, KOPLAS Korea, Fakuma Germany and PLASTIMAGEN Mexico, helping build awareness before the exhibitions and increase the likelihood of relevant prospects engaging with ALOK in person.
This created a connected acquisition model where search demand, professional targeting, phone enquiries and exhibition activity all contributed to the same international sales pipeline.
The Impact
The ALOK Masterbatches engagement demonstrates the importance of designing B2B acquisition around how buyers actually make contact, rather than forcing every prospect through the same conversion path.
Search and LinkedIn advertising created international demand, but campaign data revealed opportunities that would have been easy to overlook.
One was geographic: the discovery of significant demand for black masterbatches in Indonesia.
Another was behavioural: serious buyers frequently preferred to call rather than complete a form.
By responding to both, Adflow helped turn the acquisition programme into something broader than a conventional lead generation campaign.
International search demand, professional targeting, telephone availability, lead-quality evaluation and exhibition marketing became connected parts of the same commercial strategy.
The result is an acquisition programme generating approximately 30 sales-qualified leads each month, with average contract values above US$150,000, while helping ALOK identify new markets and create stronger connections between its digital marketing and international sales activity.
Key Results
Adflow Digital generated approximately 30 sales-qualified leads every month for ALOK Masterbatches across its international acquisition programme.
These were high-value B2B opportunities, with average contract values exceeding US$150,000.
Campaign analysis also helped identify and develop Indonesia as a significant market for black masterbatches, creating an additional international growth opportunity for the business.
The introduction of a 24/7 mobile contact channel allowed international prospects to speak directly with ALOK regardless of Indian office hours, while telephony tracking enabled Adflow to evaluate call quality and use those insights to improve campaign performance.
Targeted advertising around major international exhibitions also increased market awareness and helped support stronger conversations and conversions when prospects met team ALOK in person.
