The client
The company is a leading distributorof industrial chemicals, with a presence in Spain, Portugal and the United Kingdom.
With an extensive product portfolio and a team of industry experts, it offers reliable, high-quality solutions to its customers in a variety of industries.
Its experience and market knowledge enables it to provide value-added services and technical advice to meet the specific needs of each customer.
The challenge
The company in question faced several challenges in its marketing strategy.
On the one hand, they had a website developed with old technology, which significantly increased costs and generated bottlenecks in updating and maintaining the site.
In addition, the website did not present a differential value proposition and did not adequately show the products or the team behind the company, which made it difficult to generate credibility and attract potential customers.
On the other hand, the company suffered a heavy penalty from Google on the UK version of its website, as it was basically a replica of the Spanish version.
In addition, the company’s salespeople faced difficulties in entering large industries and generating sales opportunities due to a lack of recognition and credibility.
Given these challenges, the company decided to start its digitization in industrial distribution, a completely new and unexplored territory for them and many others in their industry.
This strategy would allow them to reduce costs, improve lead generation efficiency and grow sales by adopting digital technology.
How we did it
We started with a thorough analysis of the company to understand its level of digital maturity. We identified the different buyer profiles or “buyer personas” for which we wanted to generate visibility, such as R&D engineers, maintenance personnel and suppliers.
With this information, we develop a digital strategy.
- First, we designed and developed 2 web pages with an extensiveproductcatalog. Each product sheet was designed with the objective of converting, i.e. we included call to action buttons (CTA) such as requesting technical data sheets, safety data sheets and quotes, in order to identify potential buyers interested in our products.
- In addition, we implemented a content marketing strategy, focused on topics related to our products and of interest to users, such as sector guides and tips for the correct use of the products.
- We also designed an “About Us” page with a human approach, showing the team behind the company, which generated a high volume of visits to the page.
- In terms of social networks, we focus on YouTube, where we share videos demonstrating our products and user guides for different market sectors. We also use LinkedIn, the most important network for B2B, where we share content generated in our blog and perform prospecting and Social Selling through the sales team.
- Finally, we implement Google Ads campaigns, including Display prospecting campaigns to impact our target, SEM campaigns for brand advocacy, and Display Remarketing campaigns to impact users who showed interest in our products or services. In this way, we ensure that we get the most out of our advertising investments.
After activating all digitalization channels in industrial distribution, we started to receive a large number of business opportunities (leads).
However, the commercial team was overwhelmed.
Therefore, we decided to implement the CRM solution Microsoft Dynamics 365 to avoid the loss of business opportunities and improve the follow-up of the sales team through a sales tool that would provide them with all the business intelligence and interactions with customers.
In addition, this solution allowed us to automate processes, improve efficiency in opportunity management and increase business profitability.
We also designed a separate sales pipeline for each team and a customer database segmentation system to create effective email marketing communications.
In addition, we created a dashboard to track initiatives and make data-driven decisions.
With these actions, we were able to significantly improve the efficiency of the sales team, increase sales and improve customer relations.
Results
- Annual turnovergrew by 20%.
- The number of indexed keywordsincreased from 20 to more than 5000.
- Web traffic increased by more than 500%.
- The database of potential customers was optimized and increased from 1000 to 15000 company accounts.
- We changed our prospecting strategy from cold-door prospecting to only visiting potential customers who had left us their contact information (leads).
- Reduced reporting time with suppliers from 1 work week to only 5 minutes.
- We consolidate our position as a digital leader in our sector vis-à-vis suppliers.
"We have gone from the offline model to generating 90% of new customers through digital channels, achieving 20% annual growth and greater commercial efficiency."
