# Top Acquisition Channels Observed in UK/EU B2B Cleaning Marketing

1. **LinkedIn & thought-leadership content** – Diversey’s (Solenis) LinkedIn posts repeatedly surface the "go beyond clean" narrative, sharing case studies, sustainability commitments and awards such as the LESSEAU® no-touch dispenser winning Interclean Amsterdam 2024. SC Johnson Professional also runs hospitality/industrial narratives via LinkedIn, pairing product news with service stories.
2. **Trade shows & demonstrations** – Interclean, ISSA/INTERCLEAN (Amsterdam) and regional FM expos remain key stages for new chemistry, as evidenced by Diversey/Solenis promoting award-winning dosing kits on their news pages and Kärcher touting verified disinfectant demonstrations for hospitality and healthcare. Be where FM buyers still trust tactile proof.
3. **Distributor partnerships + consultative delivery** – Bunzl Cleaning & Hygiene’s marketing emphasises that it "doesn’t just deliver goods but offers advice, training, technical support and dispenser provision," signalling heavy investment in distributor territory managers who can bundle RJN-like chemistry with service reports for cleaning contractors.
4. **Training & education platforms** – CloroxPro HealthyClean microlearning modules are explicitly designed for EVS managers and janitorial supervisors, turning educational content into lead capture. Training, credential badges and compliance refreshers double as acquisition hooks.
5. **Industry microsites & vertical pages** – Ecolab’s UK site dedicates pages to commercial buildings, janitorial services and environmental cleaning, giving facility managers bespoke proof points, spec sheets and CTA forms per vertical, which simplifies procurement qualification.
6. **Sustainability & CSR storytelling** – Solenis (Diversey) sustainability pages spotlight packaging reductions, EV fleet transitions and EcoVadis ratings, which attracts procurement teams that need ESG proof with every purchase.
7. **Field sales + technical service visits** – CWS Hygiene’s positioning as a "holistic hygiene system provider" implies regular service reviews and washroom inspections; these technical touchpoints are strong acquisition levers for complex facilities.
8. **Case studies + vertical reference projects** – Kersia and Ecover Professional highlight food-and-beverage and hospitality implementations on their sites ("inventing a food safe world"), allowing RJN to borrow a case-study-first approach when pitching safety-critical operators.
9. **Online quoting & product-use reporting** – Bunzl’s focus on product-use reporting inside their marketing language shows that transparency dashboards (how much chemical is being used) are a trusted channel to keep FM buyers engaged.
10. **Email + nurture around compliance updates** – While less visible publicly, UK B2B cleaning brands frequently send compliance reminders (e.g., updated British Safety Standards) bundled with product refresh stories; RJN can mimic this with monthly insight emails that cite evolving UK/EU hygiene regs.
