Building Sago Packaging’s U.S. Outbound Engine: 54 Positive Replies in 2 Months

About Sago Packaging

Sago Packaging designs, develops, and manufactures custom premium paper and cardboard packaging in Spain. With more than 25 years of experience and 10,000 m² of facilities across two plants, the company combines structural design, technical development, and in-house manufacturing to serve brands across cosmetics, wine and spirits, fashion, and gourmet food. Its U.S. division, Sago Luxury Packaging, operates from Atlanta, bringing its European manufacturing expertise to American brands. Learn more at sago.es or visit its U.S. website.

Client’s challenge

Sago needed to establish demand in a competitive U.S. market and identify brands willing to consider a new packaging supplier. The team wanted enough buyer feedback to assess its proposition, refine its focus, and make informed decisions about expansion.

🇺🇸 Entering a New Market Beyond Organic Growth

The manufacturing business had grown primarily through organic relationships in Europe. Entering the U.S. required a more proactive way to reach potential buyers and test whether its quality and pricing could persuade brands to consider an overseas supplier. A handful of conversations would not provide enough evidence to judge the opportunity.

🎯 Finding Brands With the Right Packaging Needs

Sago’s opportunity centred on mid-market brands that needed premium packaging but did not require the global manufacturing footprint of a multinational supplier. Potential sectors included cosmetics, wine and spirits, gourmet food, and fashion. The challenge was to identify suitable buyers while accounting for order volumes, lead times, and purchasing cycles that could range from months to a year.

Solution

SalesCaptain built a targeted outbound programme built around buyer fit, relevant packaging conversations, and structured testing. The approach was designed to help Sago generate interest while learning which audiences and offers deserved further investment.

🔍 Defining the Right U.S. Buyer

The targeting framework focused on mid-market brands where premium packaging mattered commercially. Qualification would consider product range, packaging complexity, and production volumes, helping Sago prioritise accounts aligned with its manufacturing capabilities and avoid prospects with unsuitable requirements.

📦 Opening Conversations Around Packaging Needs

The messaging approach centred on practical reasons to engage: reviewing a packaging requirement, exploring samples, or discussing a quote. The call also explored tailored packaging suggestions as a way to demonstrate understanding of a prospect’s products and create a more relevant introduction.

📊 Testing Demand Through Measurable Outreach

The programme paired ongoing outreach with tests of different audiences, messages, and offers. Reviewing replies and objections would help Sago understand buyer concerns around pricing, quality, and lead times. The campaign subsequently generated 54 positive replies over two months at 3,000 leads per month.