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Arkema
How has Arkema reshaped its sales and marketing to lead in specialty materials?
Arkema pivoted from commodity chemicals to specialty materials between 2020–2024, targeting high-growth markets like EVs and renewable energy. The shift emphasized R&D, technical partnerships, and ESG-driven branding to secure 92 percent of its €9.5bn 2024 revenue from specialty products.
Arkema’s go-to-market uses segmented B2B channels, digital targeting of technical buyers, and co-development with OEMs to justify premium pricing and long-term contracts. See product strategy in Arkema Porter's Five Forces Analysis
How Does Arkema Reach Its Customers?
Arkema deploys a dual-track distribution model combining specialized direct sales for Advanced Materials and Coating Solutions with a broad distributor and retail network for Adhesive Solutions, supported by digital channels that now handle significant transaction volumes.
Direct technical sales
Highly trained technical engineers work directly with OEM R&D teams in automotive, aerospace and electronics to embed products into manufacturing cycles.
MyArkema digital portal
By 2025 the portal facilitates nearly 30 percent of transactions in mature markets, offering inventory tracking, documentation and automated reordering.
Distributor and retail network
Adhesive Solutions uses wholesale distributors and major retail partners to reach construction and DIY customers while industrial accounts are often served direct.
Omnichannel integration
Technical support and product data are accessible across channels, ensuring consistent service for B2B and retail segments and reinforcing Arkema market positioning.
Regional expansion and partnerships bolster regional sales focus areas, with recent 2024–2025 distribution agreements targeting Southeast Asia to capture construction and electronics growth.
Key channel facts and metrics
Channel performance and strategic levers supporting Arkema sales strategy and Arkema marketing strategy across segments.
- Direct sales drive the majority of revenue in Advanced Materials and Coating Solutions, which together account for over half of group sales as of 2025.
- MyArkema accounts for ~30 percent of transaction volumes in mature markets by 2025, reducing order lead times and boosting repeat purchase rates.
- Bostik-led Adhesive Solutions combines direct industrial sales with a retail footprint through distributors and major retailers to reach mass-market consumers.
- 2024 expansion of distributor agreements in Southeast Asia targeted fast-growing construction and electronics manufacturing, aligning with Arkema growth strategy.
For context on organizational alignment and purpose behind these channel choices, see Mission, Vision & Core Values of Arkema
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What Marketing Tactics Does Arkema Use?
Arkema’s marketing tactics prioritize digital transformation and technical thought leadership, focusing on targeted B2B engagement, content-driven lead generation, and advanced analytics to personalize outreach across industries.
Content Marketing
Continuous production of white papers, technical case studies and webinars addressing engineering challenges such as thermal management in EV batteries.
AI-driven CRM
By 2025 Arkema uses AI analytics to segment a global database of over 60,000 professional contacts for personalized content delivery.
Event & Trade Presence
Participation in elite industry events such as K-Fair and European Coatings Show remains, with targeted technical sessions and customer workshops.
Virtual Experience Tools
Virtual reality site tours and digital twins let clients explore material behavior and product applications in simulated environments.
LinkedIn & Executive Thought Leadership
Focused LinkedIn activity includes executive posts and the 'Material Matters' series highlighting innovations like bio-based polymers.
Lead Quality & Pipeline
Combination of high-tech tools and relationship marketing sustains a lead pipeline that is both high-volume and high-quality, improving conversion rates in specialty materials segments.
Key Tactical Elements
Specific tactics align with Arkema marketing strategy and Arkema sales strategy to support regional and product-focused growth.
- Content hubs and targeted campaigns for sectors: coatings, adhesives, composites, and EV battery materials.
- AI segmentation drives personalized outreach; reported uplift in engagement rates by 20–30% in pilot programs by 2024.
- Integration of digital twins reduces sample trial cycles and supports technical sales discussions.
- Cross-functional alignment between R&D, technical marketing and sales to accelerate new product launches.
For historical and organizational context relevant to Arkema business strategy and Arkema market positioning see Brief History of Arkema
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How Is Arkema Positioned in the Market?
Arkema is positioned as the premier global partner for 'Innovative Materials for a Sustainable World,' emphasizing specialty materials expertise, sustainability-driven innovation, and customer-centric partnerships that prioritize performance-to-sustainability trade-offs.
Core Brand Pillar
The brand differentiates via specialty materials focus, targeting engineers and sustainability officers with high-performance, lower-carbon solutions.
Sustainability Validation
About 90% of 2025 patent applications align with UN SDGs, reinforcing Arkema's sustainability-driven innovation claims.
Visual and Voice
Visual identity is clean and modern, using a palette and typography that signal scientific precision and environmental responsibility; tone is authoritative yet collaborative.
Portfolio Coherence
Sub-brands are aligned under a unified corporate social responsibility framework, enabling premium pricing and consistent market positioning.
The brand emphasizes bio-based lines like Rilsan Polyamide 11 from castor oil and maintains transparency on carbon footprint to address rising customer demand for lower-emission industrial supply chains.
Target Audience
Primary targets include engineers, procurement managers, and sustainability officers seeking materials with verified eco-performance.
Value Proposition
Offers a superior performance-to-sustainability ratio, enabling customers to meet technical specs while reducing environmental impact.
Pricing Strategy
Maintains premium pricing supported by innovation credentials and SDG-linked patents; price resilience stems from differentiated specialty offerings.
Go-to-Market
Combines direct B2B sales, technical application support, and selective distribution to serve regional industrial hubs and specialty markets.
Marketing Channels
Uses technical content, trade shows, targeted digital campaigns, and sustainability reporting to engage procurement and R&D audiences.
Performance Metrics
In 2025, R&D-led product innovations and SDG-aligned patents drove premium segment growth; see Growth Strategy of Arkema for detailed analysis.
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What Are Arkema’s Most Notable Campaigns?
Key campaigns focused on positioning Arkema as an innovation partner and a performance materials leader, blending technical proof points with human stories to drive B2B and B2C engagement.
Start-up Connect
The global Start-up Connect campaign scaled through 2024 and 2025 positioned Arkema as an incubator for disruptive advanced materials. It secured partnerships in hydrogen storage and 3D printing that led to over 200 collaborative projects and stronger VC and academic engagement.
Co-Innovation Creative Concept
High-production video testimonials from startup founders humanized Arkema, highlighting agility and co-innovation to drive lead generation and RFP interest among research partners and OEMs.
Sport of Tomorrow
Launched before major 2024 sporting events, this campaign showcased Pebax elastomers in high-performance footwear, targeting B2B manufacturers and premium consumers and raising sector brand mentions by 20%.
Influencer and Athlete Partnerships
Professional athlete endorsements demonstrated energy return and lightweight benefits, producing a measurable increase in specification requests from mid-tier footwear brands seeking performance upgrades.
The campaigns linked Arkema sales strategy and Arkema marketing strategy by translating material science into clear commercial value, supporting Arkema business strategy goals for growth and market positioning.
Venture & Academic Outreach
Start-up Connect delivered partnerships across hydrogen and additive manufacturing, driving R&D pipelines and increasing co-development leads by double digits in 2024–2025.
B2B Specification Growth
Sport of Tomorrow produced higher specification requests from footwear OEMs and mid-tier brands, directly impacting short-term sales funnels for Pebax-based solutions.
Brand Sentiment Lift
Combined campaigns improved brand mentions and perception in consumer goods and advanced materials sectors, aiding Arkema market positioning and customer segmentation efforts.
Digital Storytelling
Video testimonials and athlete content increased digital engagement metrics and inbound inquiries, aligning with Arkema digital marketing initiatives and CRM follow-up flows.
Commercial Impact
Start-up collaborations and footwear specifications translated into pipeline value, contributing to Arkema growth strategy and measurable order intents in targeted segments.
Research & Publications
Academic partnerships spawned joint papers and conference presentations that amplified technical credibility and supported Arkema competitive advantages in the chemical industry.
Key Outcomes & Metrics
Campaign results translated into measurable business signals across channels and segments.
- Over 200 startup collaboration projects from Start-up Connect
- 20% lift in consumer goods sector brand mentions from Sport of Tomorrow
- Significant uptick in specification requests from mid-tier footwear brands
- Increased inbound RFPs and research partnerships supporting regional sales focus areas
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- What is Brief History of Arkema Company?
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