4 Industry Trends Reshaping the Paper-Packaging Sales Cycle

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            1. For cardboard manufacturers, food is fuel. In 2018, food, beverage, and agricultural companies represented the largest customer industry segment for cardboard box and container manufacturers, supplying approximately half of all industry revenue.
            1. Online shopping is changing the packaging game. Packaging has become not just a logistics solution, but a marketing differentiator, as well. As more packages are going direct to the consumer instead of being routed through big-box stores, packaging considerations now need to focus on the end consumers’ direct interaction with freight packaging, which can both create a branding moment with the consumer and protect the goods from damage during shipping. By 2020, e-commerce sales are expected to reach $4 trillion, or 15% of total global retail sales.
            1. Folding carton orders are rising slowly but steadily. An expected decline in boxboard pricing should decrease unit cost for these products, and, combined with the rise in demand, yield larger profits for paper-packaging companies. The industry is expected to reach a value of $9.6 billion by the end of 2021.
          1. Buying committees are more complex than ever. Commodity products like foldable cartons will remain a cornerstone of sales activity for this industry segment. But with the growth rate anticipated to remain at 0.4% annually and pricing being driven down by the relative ease for new entrants and pricing competition, paper-products companies are diversifying product lines to meet the demand of a changing marketplace—namely by introducing product lines meant to address the specialized needs of the ecommerce and food and beverage industries. Like all value-based sales, the benefits of these specialized product lines require complex, sequenced marketing messages that reach cross-functional buying committees with different needs and concerns. Deploying an account-based marketing program can reach these diverse stakeholders earlier in the buying process.

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