Metal and Mining Industry Service

Metals & Mining Case Study: KennaMetal

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Founded in 1938, Kennametal is a leading supplier of tools and industry solutions. Headquartered in Latrobe, Pennsylvania, the company serves clients in more than 60 countries and is a global market leader in tooling for the mining and highway construction industries. Kennametal’s primary product line specializes in catering to the energy industry and has over 14,000 employees with annual sales of approximately $3 billion.


Kennametal’s conventional audience has been the same for many years. They wanted to reach an audience in new target regions. The company wanted a better understanding of the needs and patterns of its audience to tailor their marketing approach. However, they faced one major challenge – How would they reach the audience where the medium of electronic mailing wasn’t fully developed?


After an initial brief with Kennametal, we quickly realized the challenges. What Kennametal’s marketing strategy needed was a lot more than applying conventional approaches. It required abandoning traditional and popular plans and doing something new.

We teamed up with Kennametal to identify the best prospects from our extensive global database. A detailed report was presented outlining ways to reach the audience. The business list contained direct emails, contact details, and firmographics of Senior Management and C-level contacts of corporate and SMEs from various countries. The list covered top contacts from multiple departments, including HR, IT, Finance, Operations, Products, Support, etc.

A series of tests were done to overcome the challenges posed by emails not being the direct mode of communication in their target industries. Upon completion of the trial process, a business list was further refined. An integrated email broadcast was done in conjunction with a direct marketing mail campaign, utilizing our mailing list of business contacts.

Campaign engagement score, deliverability, and ROI were measured during the process.


Considering the fact that electronic mailing wasn’t popular in the target industry, the offline and online marketing campaigns exceeded expectations. The whole experience turned out to be fruitful. Kennametal was happy with the outcome of the campaign, which yielded increased interest from industry leaders. Feedback from businesses was excellent and opened up new areas for them.

Since then, we’ve been proactively providing lists to Kennametal to target newer regions and industries. We are proud to be a marketing partner to a company that not only challenges us to utilize innovative approaches but also to break previously set marketing notions and create new approaches.


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