Integrated Marketing Channels for B2B Brand Visibility and Client Engagement: A Practice-Based Study of an Indian Cloud ERP Provider for the Printing and Packaging Industry

Business-to-business (B2B) firms in niche industrial sectors must build brand visibility and client engagement with limited budgets and small marketing teams, yet practice-based evidence from Indian software SMEs remains scarce. This study examines how an integrated mix of LinkedIn content and community engagement, direct cold outreach, trade exhibition participation, and a tailored client presentation contributed to brand visibility and client engagement at Pezasys Pvt. Ltd., a Pune-based cloud ERP provider serving the labels, flexible packaging, mono carton and commercial printing industry. Using a qualitative, project-based case study design, data were gathered through participant observation during a structured on-the-job training placement, activity trackers and lead logs maintained by the researcher, and secondary sources on the sector and the firm. Findings indicate that LinkedIn posts combining informational substance with visual appeal drew stronger engagement than purely promotional or purely technical posts, and that distribution through relevant industry groups produced markedly higher engagement than company-page posting alone. Cold outreach extended awareness to a less digitally active segment of small and medium manufacturers. Approximately 350 face-to-face conversations were held across a three-day exhibition, with interested visitors routed for live demonstrations, and a costing-aware pitch to a large prospective client sustained a live engagement beyond the placement period. The channels played complementary rather than substitutable roles, consistent with relationship-marketing and integrated marketing communications theory. The study recommends formalising group-based LinkedIn distribution, structured outreach tracking, systematic post-exhibition follow-up and reusable pitch templates. Findings are observational, drawn from a single firm, and should be read as exploratory. School of Business, Indira University, Tathwade, Pune, India