Ambar Lab, a reference clinical analysis laboratory in which the digital channel has established itself as another way to attract customers and grow the business.

At the marketing and sales level, the main channels of attraction were word of mouth. Its main competitors or benchmarks had a strong digital identity. Creating blog content by bidding for keywords in SEM (google ads).

Both b2b and b2c competitors were far ahead digitally. In addition, the management team informed us of the following:

“We had the opportunity to engage in discussions with a large potential U.S. client who, upon seeing our website, decided not to pursue further discussions.”

With little, a lot had to be done. The company’s entire digital image was outdated and did not convey the company’s renewed values. We started from an old website that looked more like a catalog. The company’s linkedin profile lacked activity and that of its sales representatives could be considerably improved.

We set the following objectives:

• The digital channel has established itself as another way to attract customers and grow the business.
• Creating brand image and online positioning
• Equipping the sales team with new sales tools

With few resources, you had to get there faster than your competitors. It was decided to carry out a digital strategy plan focused on understanding where potential customers were. Analyzing competitors and understanding the value proposition:

• A buyer persona profiling was carried out and different actions were landed to attack their pain points and show amber as a possible solution. 
• A new website focused on conversion was created using wordpress. Taking into account the keywords to be positioned. Explaining its services and processes and highlighting the team behind them.

• In addition, an extensive catalog of more than 3,000 tests was integrated so that potential customers could consult each one of them.
• Two video blogs of more than 1,500 words each were published per month. Previously we had done a study of keywords and optimizing the videos on youtube. 

• It was decided to bid on keywords (SEM) in English both in Spain and in the European markets in order to generate new traffic and not lose positioning. We also promoted ebooks of interest to our buyer personas on linkedin and google to increase our database and impact them through email marketing.

• Monthly objectives and a Linkedin workflow were defined to prospect potential clients.

• The commercial team was trained in social selling tools through the use of Sales Navigator and Linkedin helper 2 Once the connection request was accepted, the sales team could contact them and try to formalize a call. Different messages and interactions were experimented with. A workflow was also defined to contemplate all possible scenarios and get the most out of them.

Results