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Strategic Proposal for Enhancing B2B Digital Lead & Revenue Generation for Baxters North America

Last Updated: 04/01/2026

Case Organization

Baxters North America

Food that Serves You Well
Be Different Be Better

www.baxtersna.com

4700 Creek Road

Case Contributors

Case Disciplines

Digital Marketing Growth Strategy Market Research Marketing

Skills & Expertise

A/B Testing & Experimentation Account-Based Marketing (ABM) B2B Marketing Content Marketing Conversion Rate Optimization (CRO) CRM Integration Strategy Data Analytics & KPI Tracking Demand Generation Digital Marketing Strategy Digital Transformation Strategy Email Marketing & Marketing Automation Landing Page Design Lead Generation Strategy LinkedIn Marketing Marketing Funnel Optimization Revenue Growth Strategy Search Engine Marketing (SEM) SEO Strategy Social Media Strategy (B2B) Thought Leadership Content UX/UI Optimization Website Audit & Optimization
Background & Objective

The challenge or opportunity you are trying to address for the organization.

Baxters North America, a trusted brand within the food and beverage industry, has earned a reputation for high-quality products and services. With a legacy spanning decades, the company has grown into a major player, serving both retail consumers and B2B clients across multiple industries. However, as digital transformation reshapes industries worldwide, Baxters North America is facing an increasingly competitive B2B landscape.In particular, the shift towards digital-first interactions presents both challenges and opportunities. While Baxters has built strong relationships through traditional channels, its current digital presence is not fully optimized to capture the growing wave of digital B2B interactions. The company’s website, LinkedIn page, and digital content lack the sophisticated engagement mechanisms that modern B2B clients expect. Moreover, search engine optimization (SEO) and marketing strategies have not been leveraged to their full potential, limiting Baxters’ ability to attract new clients and convert them into high-quality leads.
Learning Objectives

This is what students will learn as they complete the case.

This case focuses on enhancing B2B digital lead generation and revenue through strategic use of digital marketing, content, and platform optimization. Students will develop skills in digital transformation, B2B marketing strategy, and data-driven growth while connecting digital touchpoints to measurable business outcomes. 

  •  Analyze a company’s digital presence, including website and LinkedIn, to identify gaps in B2B engagement and lead generation 
  •  Evaluate and apply SEO best practices to improve search visibility and attract qualified B2B traffic 
  •  Develop targeted content strategies that address B2B customer needs and drive engagement and conversions 
  •  Design digital marketing campaigns using platforms such as LinkedIn and Google Ads to reach and convert B2B audiences 
  •  Propose lead generation mechanisms (e.g., forms, landing pages) that optimize user experience and conversion rates 
  •  Assess how CRM integration and marketing automation support efficient lead management and sales workflows 
  •  Define key performance indicators (KPIs) to measure digital marketing effectiveness, lead quality, and revenue impact 
  •  Translate digital strategy into a phased implementation plan, including testing, feedback loops, and continuous optimization
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

Milestones
Milestone #1
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Milestone #3
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Milestone #4
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Milestone #5
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