From digital presence to a marketing and demand generation system.

SGS Productivity

Consulting and training for productivity improvement and operational excellence · Spain and international markets

01. The starting point

We started working together when the company was a team of around 10 people. Today there are more than 100 and, since 2019, they are part of the SGS multinational.

A great deal has changed along the way: the size of the company, the services, the markets, the commercial objectives and the way new clients are won.

And marketing has had to evolve with them.

02. What had to be solved

We have been through a succession of challenges.

First came building the brand, gaining visibility and turning digital into a real source of opportunities.

Then a new stage arrived: integrating everything built into SGS’s identity and standards without losing the personality, the know-how and the positioning developed over years.

And, with international growth, an even bigger challenge appeared: building a system able to work across different markets, generate demand, support the sales team and know what was working.

The key question:

How do you keep marketing useful when the company, the markets and the objectives keep evolving?

03. How we approached it

The strategy has evolved along with the business.

A small company wanting to grow in Spain did not need the same thing as an organisation integrated into a multinational.

Since 2019 we have adapted the brand and all its assets to the new SGS framework and, on that base, developed an increasingly complete ecosystem of communication, lead generation and sales support.

We work as an external marketing team, connecting brand, content, digital assets, demand generation and measurement.

04. What we do

01 / Strategy

Continuous evolution of the marketing strategy in line with business objectivesDomestic and international lead generation strategyDefinition and tracking of channels, objectives and KPIsCoordination of the marketing and demand generation ecosystem

02 / Development

New website in four languagesContent and case study developmentLead magnets and acquisition assetsBrand roll-outActiveCampaign set-up and integration

03 / Activation

LinkedIn contentOnline promotion in Spanish, English, Portuguese and ItalianGoogle Ads and LinkedIn campaignsMQL generation activitySEO and continuous optimisation of the digital presenceAutomation and nurturing processesMeasurement by channel and assetDashboards and KPIs

05. The result

After more than a decade, SGS Productivity’s marketing looks little like it did at the start.

It has gone from being mainly a tool for presence and brand building to a connected system of visibility, lead generation, sales support, automation and measurement.

The website and organic positioning generate opportunities. Content and materials help consultants sell. Automation keeps the relationship with contacts alive. And measurement makes it possible to know which channels and actions are contributing to business.

All of it while keeping a coherent brand and adapting communication to different countries and languages.

Turning digital presence into a real source of opportunities.
Integrating the brand into a multinational’s standards without losing personality.
Sustaining communication in four languages and several markets.
Giving the sales team materials that help them sell.
Knowing which channels and actions are contributing to business.

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