Streamwash sells into a category where most buyers don't even know the option exists until a kitchen breakdown forces the decision. The classic B2B problem: you need to build awareness with operators long before they're ready to buy, and capture them at the moment they are.
The challenge
Performance media performs poorly when intent is sparse. Trade-press advertising is too broad. Streamwash needed a funnel that started at category education and ended at a sales-qualified handoff — and they needed every stage to be measurable.
What we did
We designed a full-funnel program across the PenguinX ecosystem, with explicit conversion points at each stage.
- Awareness: editorial features explaining the category and the operational case for upgrading kitchen equipment
- Consideration: founder-led product features on Torpenguin and Tungtua
- Intent: on-floor demos and operator conversations at Restech and CafCon
- Conversion: direct lead capture and warm handoff to the Streamwash sales team
Why it worked
Treating B2B equipment marketing as a real funnel — not a single campaign — gave Streamwash a pipeline they could plan against. Each stage had its own KPI, and each stage fed the next.
