A Smart Move: Helping JBT Build a Buyer-Centric Demand Gen Campaign
Project Overview
JBT Corporation isn’t new to mobile automation—in fact, they helped pioneer it. With over 40 years of experience, 7,000+ mobile robots deployed and deep roots in high-demand environments, JBT has long been the trusted name behind some of the world’s most advanced material handling systems.
But when it came to building demand in two key verticals—automotive and food & beverage—they needed more than visibility. They needed qualified buyers, commercial momentum and a message that cut through.
JBT partnered with Bailey to develop and launch a modern vertical-specific demand generation campaign that would clearly connect the brand’s technical capabilities to critical business outcomes—and meaningfully grow market share.
What We Did
The Bailey and JBT teams aligned on a simple yet powerful concept to serve as the strategic heartbeat of the comprehensive demand gen campaign: JBT automative systems are “A Smart Move” for businesses.
“A Smart Move” positions JBT’s mobile automation solutions as the intelligent next step for manufacturers under pressure to reduce downtime, increase throughput and modernize operations without compromising safety or ROI. We then brought the concept and campaign to life through:
- Tailored Industry Messaging
We developed a flexible research-backed messaging platform for both verticals. Every message was engineered to speak directly to plant managers, operations leads and engineering teams navigating daily operational pressure:
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- Automotive: Messaging focused on throughput, uptime, just-in-time delivery and production resilience.
- Food & Beverage: Communications highlighted hygiene, temperature-controlled environments, safety compliance and labor efficiency.
- Creative Built for B2B Decision-Makers
We ditched the jargon and leaned instead into simplicity and clear visual storytelling. Our creative neatly visualized how JBT’s automated guided vehicles empower faster production lines, safer environments and smarter facility layouts.
- Full-Funnel Demand Activation
We deployed an integrated strategy across paid media, email and organic social—all driving to industry-specific landing pages optimized for engagement and conversion.
Emails
Results
The “A Smart Move” demand generation strategy and campaign we developed in partnership with JBT is an engine that translates technical innovation into real-world relevance. And this is critical, because in complex B2B categories, it’s not just about what you build—it’s about how clearly you communicate its value.
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