How we helped Mills Proff Partner become a digital leader in the foodservice industry

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Mills Proff Partner lacked insight into whether the message actually reached the target group

With six salespeople covering a fragmented market of 12.000-15.000 customers, including large chains and small individual players, Mills Proff Partner needed a cost-effective and accurate strategy.

About Mills Proff Partner

Mills Proff Partner, established as a separate division of Mills in 1999, has been a key player for commercial kitchens, bakeries and industry for many years. This department has a specific focus on the B2B market, where the target group includes everything from canteens and restaurants to kiosks, petrol stations and institutions such as hospitals and prisons.

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The collaboration with Markedspartner

As a department with its own communication needs, the collaboration with Markedspartner started in 2018 to explore more modern and targeted ways to reach its many and varied target groups.

"It's incredibly inspiring to work with such a large and well-known brand as Mills Proff Partner. They are an engaged customer who knows what they want, while being open to suggestions and new ideas. It's been great to see the steady growth of the blog and the impact of the paid campaigns."

- Siri Hofstad Ruud, Content Advisor at Markedspartner

What were the challenges?

Before working with us, the trade press was the primary communication channel. This was both costly and ineffective because Mills Proff Partner lacked insight into whether the message was actually reaching the target group. With six salespeople covering a fragmented market of 12.000-15.000 customers, including large chains and small standalone players, they needed a cost-effective and accurate strategy.

After attending the Inbound Marketing Day back in 2018, they discovered the possibilities of inbound marketing and how it could create relevant and value-added communication. At the same time, surveys showed that customers wanted Mills Proff Partner to become more visible.

So what did we do?

Markedspartner helped Mills Proff Partner implement HubSpot Marketing, and together we laid the foundation for a solid digital presence. This included:

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Development of a professional blog

The blog "Kokkeknep" was launched in April 2019 after six months of thorough preparation. The aim was to share inspiration, recipes and professionally relevant content that could be used across channels such as blog, email, social media and inspirational compendiums.

 

 

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Automated workflows

Mills Proff Partner wanted to inspire new contacts and created welcome series in HubSpot, where they introduced new customers to the "Kokkeknep" universe.

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Streamlining communication

The blog was eventually integrated as part of the Mills Proff Partner website, with links to the product database, recipes and relevant articles. This made all the information more accessible to both customers and our own sales staff.

 

 

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Advertising in social media

Markedspartner set up targeted campaigns on Facebook and Instagram, which today is the biggest traffic driver to the blog.

 

 

A safe HubSpot partner

As a certified HubSpot partner, we have assisted Mills Proff Partner with everything from technical solutions to strategic advice.

  • Technical expertise: At Markedspartner, we handle all technical settings in HubSpot, including targeted emails, lists, workflows and quality assurance of system functionality. This ensures that everything works seamlessly and efficiently.

  • Security and GDPR: By having full control of GDPR and data integrity, Mills Proff Partner says they have experienced security and stability in all their activities. As a brand that puts quality first, this quality assurance is crucial.

  • Ongoing follow-up: We also help set KPIs, analyze and report results, and ensure continuous development of the website, workflows and other strategic elements. Regular meetings ensure that the strategies are always in line with Mills Proff Partner's needs.

  • Proactive advice: Mills Proff Partner has an hourly agreement with us, which they say provides flexibility and the opportunity to get input and solutions without it necessarily being requested, which they think provides extra value. This expertise has been important for Mills Proff Partner's development and ability to adapt to a dynamic market.

"Having a permanent HubSpot partner to assist us with technical solutions and analytical work allows us to focus on what we do best - food and inspiration."

- Hanne Tømte, Brand and Content Manager for the SHH channel.

Quality at every stage

Mills describes Markedspartner as a "safe partner" that ensures quality and efficiency in everything from content production to technical implementation. This collaboration has allowed them to focus on their core business, knowing that their digital strategy and tools are in the best hands.

What were the results?

The collaboration between Mills Proff Partner and Markedspartner has yielded significant results:

  • Blog growth: Since launching in 2019, the number of subscribers has steadily increased. In 2024 alone, they have increased their blogsubscription base by 1185 subscribers.

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  • Increased visibility: The website has stable organic traffic growth and the blog posts rank well in Google searches.

  • Strong social media presence: Advertising on Facebook and Instagram has proven to be the most effective channel for attracting new contacts and driving content downloads.

Learning and continuous improvement

The pandemic showed the value of a digital strategy. When physical fairs and meetings became impossible, Mills Proff Partner was already well-established with opportunities for good customer communication through the blog and digital channels. This enabled the rapid production and distribution of content that was relevant to the customers' situation.

Even with challenges such as tracking the effect of content directly to sales, with our help Mills Proff Partner has managed to build brand awareness and strengthened its position as a reliable and inspiring partner for commercial kitchens.

" We value the flexibility and expertise of Markedspartner. It's a good and safe collaboration where we always get good quality assurance and advice."

- Hanne Tømte, Brand and content manager for the SHH channel