Case Exotec

When Exotec, a pioneer in warehouse automation, made the move into the Benelux market, it was faced with a challenge: to position itself as a leading player in a market with strong, established competitors such as Vanderlande, Dematic and Swisslog.

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  • Company Exotec

Challenge
With limited brand awareness, Exotec needed to gain traction quickly. The goal was clear: to acquire a top-3 position in the Benelux within two years and to build thought leadership around their Skypod system.

Strategy
Progress Communications developed an earned-first PESO strategy with a focus on human-first storytelling. By linking technical innovation to social themes, such as the well-being of warehouse employees, we built a strong brand story. This fitted in seamlessly with Exotec’s vision of the role of automation: not as a replacement for people, but as an enhancement of their work.

We worked in phases to build out Exotec’s media presence:

  • 2022: Focus on earned media and laying the foundation for visibility.
  • 2023: Expansion into paid media, focusing on specific sectors such as logistics, supply chain and technology.
  • 2024: Full integration of paid, earned, shared and owned media for maximum impact.
  • 2025: Continued PESO-focus with a mix of trade and business media to reach a broad and targeted audience.

Execution
Our approach combined several tactics:

  • Media relations: Thanks to our strong press contacts, we achieved placements in leading media in the Benelux, including national TV, newspapers and logistics trade media.
  • Thought leadership: We developed and posted thought leadership articles about the future of warehouse automation, with an emphasis on the human aspect.
  • Social media and content marketing: With our strategic LinkedIn posts and local content creation, Exotec’s online presence grew significantly.
  • Paid media campaigns: With targeted advertisements in Het Financieele Dagblad and an interview on RTL Z, we brought Exotec to the attention of B2B decision-makers.

Results
The impact of our approach was corresponding:

  • Exotec achieved a top-3 Share of Voice in the Benelux (NL #3, BE #2, LU #1).
  • A 200% growth in media footprint between 2022 and 2024.
  • 85% growth in LinkedIn followers and a 100% increase in website traffic from the Netherlands.
  • 19 million media impressions and 150+ publications in 2024, making Benelux the only European region with growing media exposure.
  • Effective ROI: With an earned media budget, we achieved maximum impact in three countries and three languages.

Cherry on the cake
We received recognition in the industry in not less than three Award Ceremonies! We are very proud to have won third place for the best campaigns in the five categories:

  • Digital Communication Awards 2025: shortlisted for B2B Communication and MultiChannel Communication
  • Excellence Awards 2025: shortlisted for Best Western Europe Campaign and B2B Communications
  • Sabre Awards 2024: shortlisted for Transportation & Logistics

Customer response
“Exotec’s increased visibility in the Benelux has had a direct impact on our business. We notice an increase in inbound leads and see that prospects actively seek us out. The results exceeded all our expectations.”
– Jan Heijblom, Senior Sales Executive, Exotec Netherlands

“Kudos to Progress Communications – Benelux was the only market where media coverage grew in 2024.”
– Thomas Vaure, Communications Manager, Exotec France

With a strategic and phased approach, Progress Communications was able to position Exotec as a top-3 player in the Benelux in record time. A textbook example of how PR, content and storytelling come together to take a brand to the next level.

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