What is Sales and Marketing Strategy of IMI Company?

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What is the Sales and Marketing Strategy of IMI plc?

IMI plc, a global engineering firm established in 1862, unified its entire product and service portfolio under a single IMI master brand in April 2024. This strategic move simplified its visual identity and consolidated its go-to-market approach.

The company's current market presence is defined by a unified 'One IMI' operating model, focusing on commercial excellence and market-led innovation across five key sectors. This approach is crucial in its industry, which demands highly engineered products for precise fluid control and movement.

IMI's sales and marketing strategy is geared towards solving acute industry challenges by delivering breakthrough engineering solutions that enhance safety, sustainability, and efficiency. This purpose-led strategy, 'Breakthrough Engineering for a Better World,' launched in 2019, continues to drive performance. In 2024, the company reported 4% organic sales growth and a 10% organic adjusted operating profit growth. For 2025, IMI expects mid-single-digit organic revenue growth. This strategy is supported by a comprehensive IMI PESTEL Analysis, which informs their market approach.

IMI plc employs a diverse sales channel strategy to reach its global B2B clientele, focusing on direct sales for complex solutions, robust aftermarket services, and extensive distribution networks. This approach is central to the IMI business strategy, aiming for sustained IMI company growth.

Direct Sales for Engineered Solutions

Direct sales are prioritized for highly engineered and complex solutions. This channel allows for close collaboration with customers to address their specific needs, a key element in the IMI sales strategy.

Aftermarket Services for Recurring Revenue

Aftermarket services constitute a significant revenue stream, representing approximately 45% of total sales in 2024. This segment is vital for high-margin, recurring revenue and contributes to IMI company growth.

Distribution and Project Sales

Distribution channels, wholesalers, and project sales are essential, particularly for sectors like Climate Control. This involves end-user specification, project sales, and retrofit activities.

'One IMI' Operating Model Integration

The implementation of the 'One IMI' operating model from April 2024 streamlined sales channels. This consolidation into five market-focused sectors enhances the go-to-market approach and supports tailored country and vertical marketing strategies.

The company's strategic evolution includes enhancing channel capabilities through acquisitions, such as the October 2024 acquisition of TWTG Group B.V., a specialist in Industrial Internet of Things (IIoT). This move bolsters digital offerings and expands reach in the IIoT market, aligning with the IMI marketing strategy.

Sectoral Sales Performance

The Process Automation sector, accounting for 41% of sales, demonstrated strong performance in Q1 2025. Aftermarket orders increased by 19%, with a 13% higher order book year-on-year, underscoring the effectiveness of direct and aftermarket channels.

• Direct sales for complex, engineered solutions.
• Aftermarket services contributing 45% of 2024 sales.
• Distribution networks and project sales for specific sectors.
• Digitalization through strategic acquisitions like TWTG Group B.V.
• The 'One IMI' model facilitates tailored market approaches.

IMI's global presence, with manufacturing in 18 countries and a worldwide service network, supports its diverse sales channels and ability to serve over 35,000 customers. This extensive infrastructure is a key component of the IMI business strategy, enabling effective customer acquisition and reinforcing its IMI market position.

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IMI plc's marketing tactics are deeply rooted in digital engagement and data analysis, aiming to build brand recognition, generate leads, and boost sales within its business-to-business sectors. The company leverages digital tools and connectivity to provide customers with value through real-time data stream analysis, which helps in identifying new customer opportunities and refining internal operations.

Digital Data Analytics for Customer Value

IMI utilizes data-driven analytics through systems like IMI Insyt for predictive plant maintenance and HyInsight for HVAC energy efficiency. These tools proactively identify system issues and energy waste, offering tangible value to customers.

Targeted Digital Advertising Campaigns

Paid Search and Display Ads have been effective, particularly for the Hydronic Engineering division. One campaign saw a 93% increase in clicks and a 29% rise in conversions, while reducing Cost Per Clicks by 33%.

Content Marketing and Industry Engagement

While traditional media is less of a focus, IMI actively participates in industry events and employs content marketing to showcase its engineering expertise and solutions.

Internal Innovation and Market Testing

The company's 'Growth Hub' acts as an internal innovation engine, testing new ideas with the market to drive incremental revenue, which contributed £149 million in orders in 2024.

Customer Segmentation and Personalization

IMI employs data-driven marketing for customer segmentation and personalization, enabling tailored offerings and targeted country and vertical marketing strategies.

Investment in R&D and Digitalization

A significant 7.5% of annual revenue is invested in R&D, supporting product innovation like the IoT-integrated Smart Valve Technology. The acquisition of IIoT specialist TWTG in October 2024 further enhances digital capabilities.

IMI's sales and marketing strategy is characterized by a strong emphasis on digital transformation and data utilization to enhance customer relationships and drive business growth. This approach is central to their overall Revenue Streams & Business Model of IMI.

Key Marketing Tactics Employed by IMI

IMI's marketing tactics are designed to be highly effective in the B2B engineering space, focusing on demonstrating value and expertise through digital channels and data insights.

• Leveraging cloud-based systems for predictive maintenance and efficiency analysis.
• Executing targeted digital advertising campaigns to optimize lead generation and conversion rates.
• Utilizing content marketing and industry event participation to showcase technical capabilities.
• Fostering market-led innovation through internal R&D and customer feedback loops.
• Implementing personalized marketing strategies based on detailed customer segmentation.
• Integrating IoT capabilities into product offerings to meet evolving market demands.

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IMI plc's brand positioning is centered on 'Breakthrough engineering for a better world,' highlighting its dedication to innovative solutions that enhance safety, sustainability, and efficiency in industrial processes. This core message underpins the company's market-led approach, leveraging deep application knowledge and engineering expertise to address specific customer challenges.

Unified Brand Identity

In April 2024, IMI unified its entire portfolio under the single IMI master brand. This strategic move simplified its visual identity and reinforced its comprehensive market knowledge.

Market-Focused Sectors

The company transitioned from three divisions to five market-focused sectors. This structure supports growth plans and talent attraction by presenting a cohesive brand promise.

Value Proposition

IMI appeals to its target audience by emphasizing value creation through improved safety, productivity, and energy efficiency for its customers. This focus is a key element of its IMI sales strategy.

Sustainability Commitment

A significant unique selling proposition is IMI's commitment to sustainability, with targets including a 25% reduction in greenhouse gas emissions by 2025 and 100% renewable energy for facilities by 2024.

IMI's dedication to environmental, social, and governance (ESG) principles is further validated by its inclusion in the FTSE4Good Index since June 2021 and an MSCI AAA rating, positioning it as a leader in sustainability performance. The company actively monitors customer satisfaction via Net Promoter Score (NPS), a critical metric for maintaining robust customer relationships and informing its IMI marketing strategy. Brand consistency across all touchpoints is ensured through a unified framework, enabling effective responses to market shifts and competitive pressures, which is vital for its overall IMI business strategy. Understanding the company's history can provide further context on its strategic evolution; a Brief History of IMI is available.

Inspiring Visual Identity

IMI's visual identity and tone of voice are designed to convey inspiration, energy, determination, and trustworthiness. This consistent application reinforces its brand promise across all communications.

Customer Problem Solving

The company's market-led innovation approach is geared towards solving acute customer problems. This focus is central to how IMI company develops its sales and marketing strategy.

ESG Leadership

IMI's strong ESG performance, evidenced by its FTSE4Good inclusion and MSCI AAA rating, enhances its brand reputation and appeal to stakeholders. This commitment is a key differentiator in its IMI market position.

Customer Satisfaction Focus

Measuring customer satisfaction through NPS is a crucial part of IMI's strategy to maintain strong relationships and drive IMI company growth. This metric informs its sales funnel and marketing attribution.

Brand Integrity

IMI consistently communicates its values of integrity, customer focus, and excellence. This ensures brand consistency and supports its IMI company competitive advantage in sales and marketing.

Talent Attraction

The unified brand and clear market focus also serve to attract talent, reinforcing the company's appeal to potential employees and supporting its overall IMI company sales and marketing plan for new products.

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IMI plc's sales and marketing strategy is deeply rooted in its B2B focus, translating into strategic initiatives and innovation drives rather than traditional advertising campaigns. The company's overarching purpose, 'Breakthrough Engineering for a Better World,' launched in 2019, serves as a continuous marketing and sales campaign, underpinning its financial performance. This purpose-led approach contributed to a reported 4% organic sales growth and 10% organic adjusted operating profit growth in 2024.

'Breakthrough Engineering for a Better World' Purpose

This purpose-led strategy, active since 2019, aims to enhance customer value by solving industry challenges. It has been instrumental in IMI's consistent financial results, including a 4% organic sales growth in 2024.

IMI InSyt Program: Predictive Maintenance Campaign

The IMI InSyt program, scaled globally in 2023, is a data-driven service for predictive plant maintenance. Its campaign objective was to improve industrial process safety and reliability for clients, preventing costly downtime.

'Growth Hub' for Market-Led Innovation

The 'Growth Hub' is an internal initiative functioning as an ongoing campaign for innovation, with over 40 teams testing new market solutions. This program directly fuels company growth, evidenced by record £149 million in Growth Hub orders in 2024.

Hydrogen Market Penetration Strategy

IMI's strategic focus on the Hydrogen market has yielded significant results, with hydrogen orders doubling in 2023. This growth is attributed to investments in electrolyzers and hydrogen refuelling stations, showcasing successful market penetration.

The company's brand unification in April 2024, consolidating its divisions under a single IMI brand, represents a significant branding campaign. This initiative aims to simplify its market identity and strengthen its overall market position, aligning with its broader IMI sales strategy and IMI marketing strategy.

IMI InSyt: Customer Benefits

The IMI InSyt program provides advanced data-driven engineering services for predictive plant maintenance. It helps clients avoid costly unplanned shutdowns and catastrophic accidents through preventative diagnostic software.

Growth Hub: Innovation Impact

The 'Growth Hub' has directly driven company growth, with orders increasing from £89 million in 2023 to £149 million in 2024. This demonstrates a successful ongoing campaign for generating incremental revenue through innovation.

Hydrogen Market Growth

The company's strategic focus on the Hydrogen market has led to a doubling of hydrogen orders in 2023. This expansion is driven by investments in key areas like electrolyzers and hydrogen refuelling stations.

Brand Unification Campaign

The April 2024 brand unification under a single IMI brand is a major campaign to simplify its identity. This move is intended to bolster its market position and enhance its overall IMI business strategy.

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