Aligning Marketing and Sales in the B2B Market

Geminys is a company specialized in knowledge management, with over 23 years of experience in creating all types of technical documentation and digitizing training for the industrial sector, offering various service modalities (training and consulting, outsourced execution, or implant model), including their proprietary document management software.

LIN3S’s mission is to create a digital channel focused on generating and capturing demand in a B2B market that, due to the unique characteristics of its services, is very niche: small, dispersed, and highly specific.

Since Geminys’ services have minimal prior demand, the first major challenge was to activate demand generation and assist the sales team in generating business by capturing new high-quality leads. The second challenge was to obtain these leads at an optimal cost.

To achieve this, in a test phase, we conducted a series of Search and Display campaigns, along with an Analytics plan and a basic CRM implementation with Hubspot. As a result, we captured our initial leads—not many and with a high CPL—but, most importantly, gained a better understanding of the market and the entire purchasing process.

With the acquired knowledge, we defined the main milestones of the customer lifecycle and identified the main obstacles to closing the sale, proposing strategic solutions to overcome each of them. For example, if customers face difficulties in obtaining internal approval during the consideration stage, we provide resources to overcome them.

A decisive factor in this phase was establishing a market-oriented working team with total involvement of the Marketing and Communication Manager, Project Manager, and Sales Director at Geminys, obtaining a 360º view and establishing a very fluid and fruitful dialogue around a common and shared objective.

We designed an Inbound Marketing strategy aimed at overcoming all possible obstacles to lead capture and subsequent closure.

As a cornerstone, we prepared a high-value lead magnet: a White Paper positioning Geminys as experts in document management, with their proprietary business intelligence model. This allows the sales team to initiate a highly engaging conversation with the client, addressing potential objections.

To effectively impact such a segmented target, we opted for a LinkedIn LeadGen and LinkedIn Carousel campaign, combined with organic LinkedIn campaigns and GoogleAds. Additionally, LIN3S also created creatives, building on the knowledge gained from the initial campaigns and focusing on efficiency improvement messages.

The Inbound Marketing campaign mentioned in the previous section has become the largest source of lead generation to date, also standing out for its good quality in terms of companies and roles, from project directors to documentarians. After the initial success, we implemented a basic nurturing process alongside business development follow-up.

Furthermore, after this initial pilot experience, we launched more specific Inbound Marketing initiatives, with the generation of sector-specific content (e-learning, lifting, automotive) and campaigns on paid channels.

Thanks to all these actions, Geminys’ digital channel became a vital source for the business. From August 2022 to August 2023, businesses acquired through the digital channel contributed 36% of Geminys industrial’s total revenue. In the Impact section, you can find some of the most significant data from the campaigns conducted during this period through the paid channel (exclusive data from the White Paper Models of Documentation).