B2B industrial distribution company with offices in Spain and the United Kingdom managed to move from a 100% offline acquisition model to a new model, achieving 20% annual growth and 90% of new customers being generated through the digital channel.
The company in question had 2 websites developed to code with old technology as everything had to go through a development team which greatly increased costs and created a bottleneck.
Neither the differential value proposition nor the products, nor the team behind them were shown and therefore did not generate enough credibility for users to leave their contact details and become interested in their services and products.
On top of all this, Google penalised the UK website heavily as it was basically a replica of the English version of the Spanish website.
Alternatively, there was also a widespread problem that when sales people went to visit large industries, simply because they did not know them, they were not allowed in and therefore could not create sales opportunities.
Encouraged by suppliers to continue growing sales and digital adoption, they decided to focus their efforts on the digital channel, a totally new and unexplored territory for them and many others in the same sector.
The first thing we did was a thorough analysis of the company and its digital maturity.
We identified the different buyer personas for whom we needed to gain visibility.
Three different ones were defined: R&D engineers, maintenance personnel and suppliers.
After identifying the different profiles to be impacted, a digital strategy was developed.
We started with the design and development of 2 websites with an extensive product catalogue.
We designed each product sheet focusing on conversion, i.e. as it was not possible to buy on these websites, different CTAs were encouraged, such as requesting technical data sheets, safety data sheets and requesting a quote. This made it possible to identify buyers and potential buyers who were interested in the products.
On the other hand, we start with the activation of the Content Marketing, fundamental pillar for this company where they deal with topics strictly related to the products they offer and which are of interest to users, such as guides by sector or tips and tricks on how to use the products correctly.
We also proceeded to design a very human who we are page that sets us apart from the competition. Considering that the industrial sector is a sector with a lot of secrecy, we decided to break this taboo and we put the faces of all the commercial team, administration staff, warehouse people, that is to say, all the people who were really behind the company, which made this page the second most visited of the whole website.
Alternatively, we generate a social media strategy by focusing on YouTube where we show demonstration videos of all products as well as user guides for the different market sectors.
We also put the focus on LinkedIn as it is one of the main networks for B2B. In addition to sharing the content that was generated in our editorial calendar, we proceeded to activate prospecting and Social Selling through the sales team.
After generating the website, creating an effective content marketing strategy and having a social media plan, we proceeded to open Google Ads campaigns with the following structure:
Display prospecting campaigns to impact all those users who could be our target, focusing on specific solutions by technology and market segment with the ultimate goal of attracting quality web traffic.
SEM campaigns, mainly brand defence campaigns, i.e. for all the brands that the company distributes as well as for the company’s own brand. Transactional campaigns were also run focusing on the product lines or technologies they sell.
Display Remarketing campaigns to impact all those users who have shown some interest in any of the products or services offered by the company and thus ensure that we get the most out of each user on our website.
As a consequence of having activated all these channels, many leads or business opportunities began to come in, so many were the leads that the sales team was saturated and it was at that moment when we decided to implement a CRM solution.
The objective was to avoid any possible loss of business opportunities and to be able to provide a much more optimal follow-up to the sales team while providing them with a sales tool which will provide them with all the business intelligence with all the data of each of the customers as well as all the interactions that took place.
We also proceeded to design the well-known sales pipeline by separating it by the different work teams of the company.
Thanks to the implementation of this CRM it is possible to make a much more accurate report on suppliers and how you have all the information on customers and potential customers and how to segment it into different verticals to create effective email marketing communications.
We focused on segmenting the database by the different existing market segments so that we only sent communications to those people we knew would be interested in the content we sent them.
Finally, we also designed a dashboard to keep track of all the different initiatives and analyse their performance so that we could make data-driven business decisions.
Annual turnover growth of 20%.
Increase in the number of indexed keywords from around 20 to more than 5000.
Increased web traffic by more than 500%.
Increase and optimisation of the database from 1000 to 15000 company accounts.
We went from cold-door to visiting only those potential customers who had left us their Lead.
Reduction of time spent on supplier reporting from 1 working week to 5 minutes
Consolidation as a leading digital company in the industry ahead of suppliers
Achieve everything you set out to achieve through the digital channel.