Gamarra: Digital transformation in the metal industry with real impact

The client

Gamarra, with more than 150 years of history, is a company dedicated to steel foundry, specialized in the railway sector, decides to undertake an expansion and integral transformation plan.

Up until the time of contacting the Cronuts team, the company was using very traditional customer acquisitionmethods, which were not suitable for international expansion. It was clear that more modern and effective approaches were needed to achieve the expansion objectives.

The challenge

In terms of marketing and sales, the previous strategies were based mainly on word of mouth, participation in trade fairs and promotion through flyers.

In parallel, competitors began to emerge in Europe, such as suppliers from China and other companies, who employed keyword buying tactics on Google (SEM) to gain visibility in the market.

On the other hand, the company’s digital image was outdated and did not reflect the renewed values of the organization. The company’s LinkedIn profile lacked activity, and there was a need to significantly improve the profiles of the sales people.

In this context, we set ourselves the following objectives:

• Increase digital uptake from 0.5 requests per month or RFQ (request for quotation) to 2 requests per month. This implied increasing its presence in the railway sector and expanding its solutions to other industries.
• Create a strong brand image.
• Strengthen online positioning.
• Provide the sales team with new sales tools to enhance their performance and achieve the established objectives.

How we did it

There was little budget and the company had to get there faster than the competition. Therefore, it was decided to implement a digital strategy plan focused on understanding where potential customers were, understanding the value proposition and analyzing competitors.

In this way, the following actions were developed:

• Web improvement: a new website focused on conversion was developed, explaining its services, processes and highlighting the human team behind it and taking into account the positioning keywords.
• Keywords: it was decided to bid on keywords (SEM) in European markets in order to reinforce existing positioning and generate new traffic.
• New workflows: monthly objectives and a Linkedin workflow for prospecting potential clients were defined.

• Training: the sales team was trained in Social Selling tools through the use of Sales Navigator y Linkedin helper 2 in order to be able to prospect potential clients and achieve the objectives. Once the request for connection in the social network was accepted, the sales team could contact them and try to formalize a call. To do this, we experimented with different messages and interactions and defined a workflow to contemplate all possible scenarios and get the most out of them.

Results

• By digitizing the sales channel, the company was able to go from 0.5 proposals per month to 15 proposals per month, achieving a significant boost in sales.
• Creation of a strong and recognizable brand image.
• The company’s Linkedin profile, its main recruitment channel, grew from 150 followers to more than 1,000 followers.
• Creation of new processes and workflows.
• Training of the team in new techniques and work methods, achieving a great improvement in efficiency.