case study
Waygate Technologies | Driving Regional Expansion and Industry Engagement Across Europe
Waygate Technologies, a Baker Hughes business, and World leader in non-destructive testing (NDT)
S2M
October 17, 2025
•
4 min
about project
Expanding Waygate Technologies Across Europe
Waygate Technologies, sought to expand its footprint across key European markets, including France, Spain, Italy, Germany, Poland, the UK, Turkey, and the Nordics. With a broad portfolio of advanced testing solutions, Waygate aimed to connect with senior decision-makers and generate qualified leads across multiple industries.
To achieve this, the company required a comprehensive, localized outreach strategy tailored to each region and industry.
PROJECT KPI
.svg)
10+ Countries
Covered in 6 Languages
.svg)
70+
Qualified Meetings Organized
Multiple New Clients
Won
.jpg)
problem statement
Navigating Diverse Markets and Complex Buyer Ecosystems
Waygate Technologies faced several challenges in its European expansion:
- Diverse Market Landscape: Each market had unique industry requirements, making a one-size-fits-all approach ineffective.
- Language and Cultural Barriers: Effective communication across multiple languages and cultures was critical to ensure messaging resonated.
- Complex Buyer Ecosystems: Target industries involved multiple stakeholders with different priorities, requiring tailored engagement to reach the right decision-makers.
OUR APPROACH
Multi-Market, Multilingual, and Industry-Focused Engagement
S2M collaborated with Waygate Technologies to implement a customized, multi-market lead generation program:
- Localized Outreach: Developed market-specific messaging in French, Spanish, Italian, German, English, and Turkish to resonate with each audience.
- Industry-Specific Targeting: Focused on automotive, aerospace, defense, medical devices, manufacturing, and rail/transportation, addressing sector-specific pain points and opportunities.
- Multi-Channel Engagement: Leveraged email, LinkedIn, and phone calls to reach senior decision-makers through their preferred channels, creating consistent touchpoints for maximum engagement.
Client Testimonial
What our Client Says
"S2M’s ability to execute a multilingual, multi-market lead generation program has been instrumental in our regional expansion. They helped us tailor our outreach to resonate with diverse industries and key decision-makers, ultimately driving new opportunities in several European markets. The results have far exceeded our expectations."
- Head of Marketing, Waygate Technologies
THE FINAL RESULT
Driving Measurable Growth Across Europe
S2M’s approach delivered strong outcomes for Waygate Technologies:
- 70+ High-Quality Meetings: Engaged senior decision-makers across multiple industries and countries.
- 44% Engagement of Target Accounts: Connected with nearly half of targeted accounts, gathering insights to refine regional strategies.
- Cross-Industry Engagement: Increased visibility and established relationships in multiple high-value sectors.
- Improved Regional Penetration: Strengthened presence in key markets and successfully expanded into new verticals.
"Expanding across Europe and Turkey requires more than simple translations. Success depends on delivering the right message to the right people in the right language. Waygate’s growth demonstrates how a localized, industry-specific approach, combined with strategic multi-channel engagement, drives substantial pipeline development.
At S2M, we help global leaders like Waygate Technologies, a Baker Hughes business, break down barriers, accelerate market penetration, and engage key decision-makers with precision and agility."
- Guillaume Charron, Managing Director, S2M
Explore more success stories
Waygate Technologies | Driving Regional Expansion and Industry Engagement Across Europe
Title
