B2B Marketing Strategy — Targeting EU Retail Buyers ← Back to Catalog

B2B Marketing Strategy 2026

Comprehensive plan to position AQM BD as a certified supplier for major EU retailers — Makro, Worten, Continente, Auchan, IKEA and more.

7Target Retailers
8Certifications
6Trade Shows
150K+Revenue Target (EUR)
Retailers
Certifications
Trade Shows
LinkedIn
Social Calendar
Email Outreach
Digital Ads
90-Day Plan
KPIs
🏢 Target Retailers & Requirements
What major EU retailers require from B2B packaging suppliers
Makro / Metro AG
suppliers.sourcingsupport.metro.de
HIGH
ISO 9001 FSC/PEFC amfori BSCI EDI (EDIFACT) BRC (food-contact)
Worten (Sonae)
worten.pt/marketplace
HIGH
EU VAT Saphety EDI 40-day validation Product liability insurance
Continente (Sonae MC)
mc.sonae.pt/en/suppliers-2/
HIGH
Saphety EDI GFSI preferred Quality system PT regulatory
Pingo Doce (JM)
jeronimomartins.com
MEDIUM
Supplier CoC GFSI preferred Quality audits Traceability
Auchan
auchan.pt
MEDIUM
ISO 9001 IFS/BRC amfori BSCI EDIFACT
Leroy Merlin
leroymerlin.pt
MEDIUM
Full EDI (EDICOM) Product safety testing Ethical compliance
IKEA
inter.ikea.com
LONG-TERM
IWAY Standard ISQS Quality FSC mandatory Full EDI
📋 Compliance Requirements Matrix
RequirementMakroWortenContinentePingo DoceAuchanLeroy M.IKEA
ISO 9001RequiredPreferredPreferredRequiredPreferredRequired
ISO 14001PreferredPreferredPreferredPreferredPreferredRequired
FSC/PEFC CoCRequiredPreferredPreferredRequired
BSCI/SEDEXRequiredPreferredPreferredRequiredPreferredIWAY
BRC PackagingFood-contactFood-contactFood-contactFood-contact
EDI IntegrationRequiredRequiredRequiredRequiredRequiredRequired
EU VATRequiredRequiredRequiredRequiredRequiredRequiredRequired
Product InsuranceRequiredRequiredRequiredRequiredRequiredRequiredRequired
⚠️ EU PPWR Compliance Timeline
URGENT
Aug 2026
Max 40% empty space in e-commerce packaging + PFAS ban
2027
Digital QR code labelling mandatory
Jan 2030
Recyclability grades A-C mandatory
2030+
Minimum recycled content for plastics
🏆 Certifications Roadmap
18-month plan to qualify as an approved supplier for major retailers (EUR 15-25K investment)
Phase 1: Foundation
Months 1-6
ISO 9001:2015
6-12 months • Required by: Makro, IKEA, Auchan
CRITICAL
EUR 5,000-15,000
FSC Chain of Custody
3-6 months • Required by: Makro, IKEA
CRITICAL
EUR 2,000-8,000
PPWR Compliance
Ongoing • Required by: All EU (Aug 2026)
CRITICAL
EUR Internal
Phase 2: Social Compliance
Months 4-9
amfori BSCI
3-6 months • Required by: Makro, Auchan
HIGH
EUR 3,000-6,000
Phase 3: Environmental & Sector
Months 8-15
ISO 14001:2015
6-12 months • Required by: IKEA, sustainability buyers
HIGH
EUR 4,000-12,000
BRC Packaging
6-12 months • Required by: Food-contact buyers
MEDIUM
EUR 5,000-15,000
SEDEX/SMETA
2-4 months • Required by: UK retailers
MEDIUM
EUR 2,000-5,000
Phase 4: Advanced
Months 12-18
Oeko-Tex
3-6 months • Required by: Workwear buyers
LOW
EUR 3,000-8,000
📈 ROI Analysis
Without Certifications
Limited to small/medium buyers only
With ISO + FSC + BSCI
3-5x ROI in first year of major contracts
🎫 Trade Shows 2026-2027
Priority events for meeting packaging buyers across the EU
Empack & Logistics Porto
EXPONOR, Porto • 22-23 April 2026
CRITICAL
Packaging, logistics — HOME MARKET
ALL4PACK
Paris, France • Nov 2026
HIGH
Global packaging & processing
Hispack
Barcelona, Spain • 4-7 May 2027
HIGH
Iberian packaging technology
FachPack
Nuremberg, Germany • 2027
HIGH
Pan-European packaging
Empack Madrid
Madrid, Spain • Oct 2026
MEDIUM
Spanish packaging market
Packaging Innovations
NEC, Birmingham • Feb 2027
MEDIUM
UK/IE market entry
📝 Trade Show Playbook
Before (8-6 weeks)
  • Register as exhibitor/visitor
  • Pre-schedule meetings with buyers
  • Send personalized invitations
  • Prepare samples + calculator demo
During the Event
  • Collect business cards rigorously
  • Daily social media posts
  • Demo landed cost calculator
  • Offer free sample packs
After (within 48h)
  • Personalized follow-up emails
  • Connect on LinkedIn
  • Post event recap
  • Enter leads into CRM
👥 LinkedIn B2B Strategy
Content pillars, posting frequency, and targeting for procurement decision-makers
📚 Product Expertise
Technical specs, material comparisons, use-case guides. Carousels, short videos, infographics. 1x/week
🌿 Sustainability
FSC, PPWR, recyclability, eco-certifications, carbon footprint. Document posts, articles. 1x/week
🚚 Supply Chain
Freight rates, origin comparisons, lead times, landed cost insights. Text + data posts. 1x/week
📰 Industry News
Trade shows, new products, team highlights, partner spotlights. Photos, event recaps. 1x/week
🎯 Target Audience
RoleSeniorityIndustryCompany Size
Procurement ManagerSenior, DirectorRetail, Wholesale, F&B500+
Category BuyerMid-level, SeniorRetail, FMCG, Hospitality200+
Sustainability OfficerSenior, DirectorRetail, Manufacturing500+
Supply Chain ManagerSenior, ManagerLogistics, Retail200+
Packaging EngineerMid-level, SeniorManufacturing, F&B100+
🕒 Posting Best Practices
3-4x
Posts per week
11.2x
Carousel vs text impressions
Tue-Thu
Best days, 8-10am CET
3-5
Hashtags per post
📅 4-Week Social Media Calendar
Ready-to-use content plan for LinkedIn and Instagram

Week 1

Product Expertise
Mon LinkedIn Kraft paper bag range overview — carousel (6 slides) Carousel
Tue Instagram Behind-the-scenes: warehouse quality check Reel
Wed LinkedIn Honeycomb vs. Bubble Mailer comparison Document
Thu Instagram Custom embroidered workwear flat-lay Carousel
Fri LinkedIn How to read a landed cost breakdown Infographic

Week 2

Sustainability & Compliance
Mon LinkedIn PPWR regulation explainer — Aug 2026 deadline Carousel
Tue Instagram FSC certification — what the logo means Stories
Wed LinkedIn Carbon footprint: paper vs. plastic packaging Data post
Thu Instagram Team photo in branded workwear Photo
Fri LinkedIn 5 Certifications Every EU Retailer Should Require Article

Week 3

Supply Chain Intelligence
Mon LinkedIn Freight rate trends Q1 2026 Carousel
Tue Instagram Container loading process timelapse Reel
Wed LinkedIn Origin comparison: Portugal vs. China vs. Vietnam Table post
Thu Instagram Customer spotlight testimonial Photo
Fri LinkedIn Poll: Biggest packaging procurement challenge? Poll

Week 4

Industry & Company News
Mon LinkedIn Trade show announcement / recap Carousel
Tue Instagram New product unboxing: thermal bags Reel
Wed LinkedIn 2026 Catalogue launch — 200+ SKUs Document
Thu Instagram Office / team behind-the-scenes Stories
Fri LinkedIn Weekend reading: industry article + commentary Link post
📧 Cold Email Outreach Sequence
5-email sequence over 21 days targeting procurement managers
💸 Digital Advertising
LinkedIn Ads + Google Ads budget allocation and targeting
👥 LinkedIn Ads
Brand Awareness (always-on)EUR 500-800/mo
Lead Generation (quarterly)EUR 800-1,200/mo
Retargeting (always-on)EUR 200-400/mo
Expected CPLEUR 80-150
LinkedIn Monthly Budget
EUR 1,500-2,400
🔍 Google Ads
PT Search CampaignEUR 400-600/mo
EN Search (International)EUR 600-1,000/mo
Remarketing (Display)EUR 200-300/mo
Expected leads/mo30-60
Google Monthly Budget
EUR 1,200-1,900
📊 Combined Budget
LinkedIn AdsEUR 1,500-2,400
Google AdsEUR 1,200-1,900
Content CreationEUR 300-500
Tools (Sales Nav, Apollo)EUR 150-250
Total Monthly Investment
EUR 3,150-5,050
🔎 Google Ads Keywords (Top 10)
KeywordLanguageMatchEst. CPC
embalagens B2B PortugalPTPhraseEUR 0.80-1.50
sacos kraft por grossoPTExactEUR 0.40-0.90
filme estiravel paletizacaoPTPhraseEUR 0.50-1.00
fardamento personalizado empresaPTPhraseEUR 0.50-1.00
etiquetas termicas rolo precoPTPhraseEUR 0.30-0.70
B2B packaging supplier EuropeENPhraseEUR 1.50-3.00
kraft paper bags wholesaleENPhraseEUR 1.00-2.50
PPWR compliant packaging supplierENExactEUR 1.50-3.50
FSC certified packaging wholesaleENPhraseEUR 1.00-2.50
custom workwear supplier PortugalENExactEUR 0.50-1.20
⚡ 90-Day Action Plan
Prioritized action items — check off as you complete them
Week 1-2: Immediate Actions
Week 3-4: Short-Term
Month 2-3: Medium-Term
📈 KPIs & Targets
Measurable goals at 3, 6, and 12 months
Metric3 Months6 Months12 Months
LinkedIn Followers 500 1,500 3,000
LinkedIn Engagement 3% 5% 5%+
Website Visits (LinkedIn) 200/mo 500/mo 1,000/mo
Qualified Leads 5 15 30
Supplier Portals 2 4 6
Trade Shows 1 2 3
Certifications 0 1 (FSC) 3
New Contracts 0 1-2 3-5
New Revenue 25,000 150,000+
🕑 Month 3
5
Qualified leads
2 supplier portal registrations, 1 trade show
🕑 Month 6
EUR 25K
New channel revenue
1-2 contracts, FSC certified, 1,500 followers
🕑 Month 12
EUR 150K+
New channel revenue
3-5 contracts, 3 certifications, 3,000 followers