The Customer

Hosokawa Micron Ltd (HML) is a world leader in providing process solutions in the fields of powder and particle processing technology and high containment. The company designs, manufactures, installs and supports machinery and systems across a wide range of applications for clients spanning Pharmaceuticals, Fine Chemicals, Food, Minerals and Nuclear sectors.

Based in Runcorn, Cheshire, HML is a member of the worldwide Hosokawa Micron Group founded in Osaka in 1916. The Group maintains facilities for research, engineering, manufacturing and service throughout Asia/Oceania, the Americas and Europe and supports customers in over 100 countries worldwide.

The Challenge

HML identified an opportunity to use their expertise in process improvement to expand their business offer.  They wanted to move from just selling powder and particle processing machines to offering data driven software solutions designed to maximise the performance of their customers’ manufacturing assets and processes.

Utilising an easy-to-follow Understand, Monitor, Control methodology, HML developed the Gen4 digital toolkit that converted live data from sensors and controls on machines into a flexible, scalable solution to optimise production processes and reduce energy bills.

They needed a way of increasing the awareness of their new capabilities among target audiences without diluting their existing activities; and then developing a scalable sales and marketing process to recruit, convert and retain new customers to the Gen4 service offer.


We started by providing strategic marketing support to clearly define the marketing messages to educate target audiences and demonstrate HML’s ability to address pain points around process inefficiency. We then mapped the CRM process for Gen4, HML’s new service offer and supported senior management in disseminating the process to existing sales and marketing staff.

On the back of the strategic activity we designed and implemented a tactical plan that included the customised CRM software to support the sales and marketing function for Gen4; and the design and development of two new websites. One to specifically promote Gen4 and the other as a corporate site to reinforce the position of HML as a world-leading manufacturing busines.

We continue to provide ongoing support and development of the software and website to maximise the impact of the strategic CRM activity.

Key Features

  • Strategic marketing activity
  • Mapping the CRM process
  • Customised CRM software to seamlessly move customers through the sales funnel
  • Two websites; and
  • Managed secure cloud infrastructure using AWS
  • Ongoing support for marketing and CRM

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Working with Blue Wren we were able to design and implement a highly effective CRM strategy for Gen4.  This was a new and exciting opportunity for the business, that required strategic planning and support to identify, contact and convert new customers without diluting other areas of our product and service offer

– James Moore, Managing Director

Specific impacts include:

  • 80-100 qualified leads per month
  • Improved conversion rate from lead to an opportunity to sale
  • Long-term, higher-value relationships with existing customers
  • Chemicals Northwest Engineering Firm of The Year 2020 Award Winner
  • Strategic partnerships with Siemens and AMRC
  • Competitive advantage as being one of the first to market with real-world industry 4.0 technology solutions

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