The Challenge
Mouser Electronics successfully grew its business by marketing to engineers, who influenced product selection but often lacked purchasing authority. While this strategy drove 65% of their revenue, it limited direct purchasing power, creating a dependency on third-party distributors. Recognizing an opportunity to increase direct sales and expand its customer base, Mouser aimed to engage procurement managers, the key decision-makers responsible for purchasing. To achieve this, they needed a targeted strategy that aligned sales and marketing efforts, optimized messaging, and nurtured procurement professionals through the buying journey.
The Solution
As Mouser Electronics sought to expand its reach beyond engineers and drive more direct purchases, they explored various strategies, including in-house marketing adjustments and third-party data enrichment solutions. However, they needed a partner with deep expertise in persona development, multi-channel engagement, and sales-marketing alignment to target procurement professionals effectively. After evaluating their options, Mouser chose The Pedowitz Group for our proven ability to drive B2B marketing transformation, optimize buyer journeys, and increase revenue through strategic demand generation.
To address their challenges, TPG implemented a comprehensive market expansion strategy, including:
- Persona Development & Targeting – Researched to define key pain points, behaviors, and decision-making drivers of procurement managers.
- Sales & Marketing Alignment – Integrated shared customer insights and behavioral data to create a unified engagement approach.
- Multi-Channel Nurturing Campaigns – Developed and deployed targeted campaigns across email, digital advertising, and content marketing to drive procurement engagement.
- Buyer Journey Mapping & Content Optimization – Created a structured approach to guide procurement professionals through the decision-making process with relevant, data-driven content.
With these solutions in place, Mouser successfully shifted procurement decision-makers from third-party distributors to direct ordering, increasing revenue while strengthening customer relationships.
“The Pedowitz Group helped us unlock an entirely new segment of buyers. Their expertise in persona-driven engagement and revenue marketing gave us the tools to reach procurement professionals and drive real purchasing behavior. We saw a clear impact in both engagement and direct sales.”
Candace Willingham — Director Marketing Automation, Mouser Electronics
The Results
By partnering with The Pedowitz Group, Mouser Electronics successfully expanded its market reach, driving significant improvements in engagement, direct sales, and overall revenue growth:
- 20x longer viewing times on the campaign landing page, demonstrating high engagement from procurement professionals.
- 70% increase in site traffic and orders from procurement decision-makers, shifting behavior toward direct purchasing.
- 10% overall revenue growth, reaching $1.95 billion, due to increased procurement-driven sales.
- 35% shift in procurement orders from third-party distributors to direct purchases from Mouser, reducing reliance on intermediaries and increasing margin retention.
With a strategic, data-driven marketing approach, Mouser now effectively engages procurement professionals, drives more direct sales, and strengthens its position as a leading supplier for engineers and decision-makers.
