A: Not at all. The most important thing in every project is that both teams (both the agency and the client) are fully involved in order to achieve the objectives that have been previously set. For this, the size of the company does not matter.
It is clear that if we are talking about a multinational, the budget that can be allocated to marketing will be greater than that of an SME or a Startup. The actions that can be developed in the strategy to achieve good results increase, but that does not influence when it comes to establishing what results should be achieved for each project.
Ideally, whatever the size of the company, the objectives should be specific, poland email list ealistic, achievable, measurable and time-limited (SMART).
What would you recommend to a company that wants to focus its marketing efforts on creating real business opportunities?
A: The first thing is to study what value proposition the company has and how it should communicate with its potential clients. It is essential to know where they are, what their needs are and how we can resolve their doubts.
Segmentation is one of the keys to success for any marketing strategy. A company must know who its typical customer profile is and work on it across all channels. In digital, this task of analysis and positioning at the search engine level is vital for a brand to not go unnoticed among the competition.
The corporate website must be well worked on, as it is a basic commercial tool in this environment. Having a well-optimized website at the SEO level, which offers valuable content to the visitor and from which a company can be able to generate sales opportunities will surely translate into business results.
"A company must know who its typical customer profile is and work on it across all channels"
How do you get an Impact Award?
A: There are many variables involved in winning an award that does not reward design or creativity, but rather business results that help a company grow. I would especially highlight the involvement of the teams (both the agency and the client) and the focus on results.
Daily work and continuous improvement are important. Being aligned, working side by side to achieve objectives and sharing different points of view to generate synergies and further nourish the project, is what will lead to achieving incredible results and being eligible for an Impact Award.
Is there a common factor among companies likely to win an Impact Award?
A: Have I already mentioned involvement? This is undoubtedly the common factor for companies that are likely to win an Impact Award. Without being 100% aligned and focused on results, it is very difficult (if not impossible) for the project to achieve its objectives.
Trust and effort from both parties (agency and client) is synonymous with success.
"Without being 100% aligned and focused on results, it is very difficult (if not impossible) for the project to achieve its objectives"
About Artesanía Cerdá on arriving at Connext
What was Cerdá's situation when he arrived at Connext?
A: Cerdá already had a solid track record in selling licensing products to distributors in Spain, but faced a major challenge in terms of internationalising the brand at a European level with the aim of gaining a presence in numerous European countries, such as Portugal, Italy, the United Kingdom, France, Germany, the Nordic countries, Eastern Europe, among others...
What were your goals in your relationship with Connext?
A: The main objective for the company was to obtain distributors in Europe while working to obtain new opportunities at a national level. Gaining online visibility through content adapted to the searches of potential international clients and increasing conversion to generate sales opportunities in this market were two fundamental KPIs .
What marketing actions were they developing?
A: An inbound marketing strategy for Spain had been in place since November 2017 with good results, but they needed to increase their turnover internationally. This led them to opt for a strategy adapted to the European market to open up new business opportunities internationally.
It was not feasible to open 15 new offices throughout Europe, so they decided to activate an Inbound Marketing strategy to help the company's internationalization. At the same time, the company was carrying out other offline marketing actions (fairs, events, etc.) to generate branding.
Were the actions they carried out sufficient to achieve their objectives?
A: Obviously not. The internationalisation objectives through offline actions (fairs, events, etc.) were not leading anywhere. Too much time and effort was spent trying to find distributors in Europe without success.
The activation of the strategy helped them not only to obtain new business opportunities, but also to create a working methodology that would allow sustainable, scalable growth that would last over time. They have achieved this in less than 10 months.
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