How Laura Chenel generated $2.9M in pipeline and closed 3 new accounts in 4 months by pivoting from retail marketing to a targeted B2B foodservice motion.
Company
Goal
Target Market
Laura Chenel is the original American goat cheese pioneer and a category leader in retail supermarkets across the United States. In 2025, the company sought to expand beyond retail and deepen its presence in the food service market — targeting chefs, restaurant groups, and wholesale buyers.
With a small internal marketing team and no structured outbound engine, they needed a partner capable of building and executing a modern GTM motion quickly.
The Challenge
While the brand was dominant in retail, foodservice acquisition was mostly reactive and relationship-based. The marketing organization was optimized for consumer brand awareness, not B2B lead generation.
Strategy & Approach
Laura Chenel engaged ATQ for a 4-month pilot, bringing in a full ATQSquad (Strategist, Engineer, Specialist) to design, build, and operate the commercial engine.
System Build & Execution
Outbound System
Built a full outbound growth system from scratch using intent signals, enrichment, and automated nurture workflows.
Repositioning
Shifted marketing positioning from consumer-focused to industry-facing B2B messaging tailored for chefs.
Content Strategy
Launched a LinkedIn content strategy and produced branded B2B assets (menus, case studies) to support sales.
Multichannel Outreach
Executed campaigns across email and LinkedIn with chef-focused messaging and custom playbooks.
The Strategic Pivot
Initial outreach to broad foodservice segments worked, but not optimally. Based on early signals and benchmarking, the ATQSquad recommended a pivot: focus exclusively on chefs and culinary leaders. This single strategic change triggered immediate traction and higher quality conversations.
Key Achievements
🟧 Fully operational outbound system handed off to internal team
🟧 Immediate incremental revenue from ATQ-generated opportunities
🟧 Brand successfully repositioned from retail-only to foodservice partner
The Takeaway
Laura Chenel now has a repeatable B2B growth system, validated demand in foodservice, and a pipeline that positions them to scale this motion across regions, segments, and distribution partners. This isn’t just marketing — it’s a new revenue channel, built from zero, validated in months, and operationalized for scale.
FAQ's
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