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A Path to Growth For Middle-Market B2B Companies.

B2B marketing leaders are caught in the never-ending cycle: generating ideas but lacking the people to execute them. Our team understands your challenges.

Our Approach
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Feature Story: Biosero

How integrated marketing transformed Biosero from equipment reseller to automation software innovator.

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More Success Stories
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Harmonizing Marketing Communications.

Portavoce is an integrated marketing communications firm focused solely on B2B middle market growth companies in middle-market growth stages.

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Case Study

Kindred
• • •

Marketing AI to Skeptics
The Campaign That Made Kindred
a Top Acquisition Target

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When Ocado Group, a global tech leader in ecommerce and logistics, acquired AI robotics startup Kindred, it validated the company’s breakthrough sortation solution. A focused brand strategy and marketing campaign built credibility, drove growth, and helped pave the way from startup to acquisition.

• • •

The Challenge

Generating Marketing Leads that Convert to Customer Growth

As a Series C startup, Kindred’s AI-powered SORT system exceeded expectations in pilot programs. But automation startups were flooding the market, and skeptical about AI made buyers hesitant to invest in unproven tech.

“We needed top-of-funnel leads from buyers and decision-makers to expand into more e-commerce distribution centers and drive revenue,” says Monique Apter, Vice President of Sales & Marketing at Kindred. 

To scale and propel growth, Kindred turned to Portavoce and Visceral, who partnered to build a high-performing business-to-business marketing engine for the startup.

 

“We quadrupled our customer base in less than 2 years.”

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Monique ApterVP Sales & Marketing, Kindred

“When Visceral and Portavoce partner, we deliver a full-stack marketing and communications team virtually overnight, build the funnel quickly and deliver valuable sales leads at a high velocity.”

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Nathan ShriverCEO, Visceral
• • •

The Solution

Using Credibility and Content to Break Through Skepticism

No one wants to be the first. To overcome industry hesitation, the team focused on two goals: educating supply chain leaders about real-world results and spotlighting respected brands already using Kindred’s SORT system.

Visceral built the foundation by creating a brand strategy and rolling it out via a new website, product collateral, and sales enablement tools. Together the teams refined the brand’s messaging to accentuate Kindred’s unique value and started to execute the growth marketing plan that included customer acquisition and retention programs, public relations, social media and content marketing to increase brand awareness.

Portavoce generated news stories showcasing Kindred’s success with major e-commerce retailers. Coverage in Reuters, CNBC, The Wall Street Journal, and Business Insider, drove traffic to Kindred’s website.

Lead magnets like product explainers, customer case studies, and white papers backed by pay-per-click and social media programs drove downloads, and the campaigns quickly filled Kindred’s marketing funnel and built a robust email list from scratch. Automated email campaigns nurtured leads, converting marketing contacts into 350 sales-qualified leads for the sales team.

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• • •

The Results

In under two years, the full-stack marketing program catalyzed Kindred's transformation from a startup to an acquisition target. 

 

4x
Growth in Customer Base
20k
Marketing-Qualified Leads
350
Sales-Qualified Leads
+23%
Direct Web Traffic
200
Media Articles
4.8M
Estimated Readers

Ready to Mobilize Your Marketing?

Portavoce is a progressive integrated marketing communications firm that partners with middle-market growth companies. We work with business-to-business brands that are commercializing next-generation technologies and need to mobilize marketing for profitability.