The client
Antala Industria is an international distributor of high-performance industrial chemicals and specialized equipment for manufacturing, production and industrial maintenance. It officially represents leading global brands (Huntsman Araldite, DuPont, Dowsil, Molykote, Krytox, Electrolube or Tectyl) in adhesives and sealants, technical lubrication, electronic protection and anti-corrosion.
With over 20 years of experience and a presence in Spain, Portugal, the United Kingdom and Ireland, its value is not just distribution: its engineering team advises on-site to optimize applications, cut costs and validate new components. It serves critical sectors such as automotive, aerospace, rail, marine and food, with ISO 9001, ISO 14001 and aerospace EN 9120 certifications.
The challenge
Antala started from a 100% offline acquisition model: cold-calling sales reps and total reliance on direct contact. Digitally it carried several burdens: a website on outdated technology, expensive to maintain and with no clear value proposition, and a UK version penalized by Google for being a replica of the Spanish site.
The underlying challenge was the classic B2B industrial one: connecting a hyper-technical catalog (a structural adhesive is not bought like an H1 food-grade lubricant) with engineers and procurement leads who do not decide on impulse. Antala’s on-site expert advice had to be translated into a digital ecosystem able to capture, qualify and nurture that demand automatically and by sector.
How we did it
We acted as their end-to-end digital partner and built the acquisition ecosystem from scratch, piece by piece:
1. Three native international websites: .es, .uk and .pt
We designed and developed three independent sites per market (Spain, United Kingdom and Portugal), with an extensive technical catalog and conversion-focused product pages (technical data sheet, safety data sheet and quote request). Native per-country sites resolved Google’s UK duplicate-content penalty.
2. Content engine and SEO by sector and product
Content architecture by buyer persona (R&D engineering, maintenance, procurement) and by sector, with application and correct-use guides. The organic footprint grew from 20 to more than 5,000 keywords.
3. Managed paid media
Google Ads with brand-defense SEM, Display prospecting to reach the industrial target and Display remarketing to recover interested users. On LinkedIn, the leading B2B network, content and social selling by the sales team.
4. Email marketing and automated nurturing by sector and product type
We segmented the database and built automated nurturing flows based on the contact’s sector and product family of interest, so every lead receives the relevant technical information at the right moment.
5. Outbound and ABM
Outbound and Account-Based Marketing campaigns aimed at the highest-value target accounts, aligning marketing and sales on the same priority companies.
6. Microsoft Business Central integration
We connected the marketing and sales ecosystem with the Microsoft Business Central ERP and Dynamics 365 CRM, so product, customer and order data flow into commercial operations. The pipeline was organized by team and supplier reporting went from a week to five minutes.
7. AI automations
We automated operational and reporting tasks with AI, freeing the technical team for what truly adds value: engineering judgment.
8. AI agents: customer support and product selector
We deployed AI agents providing 24/7 support and a smart product and application selector: they carry the technical prescription once done only by an on-site engineer to a recommender that guides the customer to the right product and application.
Results
The change was structural: Antala went from relying on cold-calling to generating 90% of its new customers through the digital channel.
- Annual revenue grew by 20%.
- Web traffic multiplied sixfold (+500%).
- Organic keywords went from 20 to more than 5,000.
- The database of potential accounts grew from 1,000 to 15,000 companies.
- The sales team left cold-calling behind: it now only visits leads who have left their details.
- Supplier reporting went from a week of work to five minutes.
Today Antala is the digital reference in its sector vis-a-vis its own suppliers: an owned, measurable and automated ecosystem that captures, qualifies and nurtures industrial demand on an ongoing basis.
"We have gone from the offline model to generating 90% of new customers through digital channels, achieving 20% annual growth and greater commercial efficiency."
