From machinery to automate textile-sector intralogistics to a messaging and content system to grow in international markets.

Tecnimusa came to Sakudarte through one of our training programmes.

For years it had grown closely tied to large clients such as Inditex, in an environment where it had not particularly needed to develop its marketing or its sales prospecting.

But the situation was changing.

The company wanted to diversify its client base, widen its markets and strengthen its international presence, especially in Europe, while starting to professionalise its sales and marketing activity.

It had tried different initiatives — Kit Digital, content, LinkedIn, support for internationalisation — but without yet arriving at a line of work that was clear and sustainable enough. Its digital presence existed, but it did not quite convey one of its main strengths: its capacity for innovation, engineering and custom solution development.

The challenge was to start gradually, order priorities and build a strategy that could grow with the company.

Tecnimusa needed to organise its marketing in order to grow beyond a few large clients and open up new international opportunities.

The challenge was to define who to address, which messages could bring out its capacity for innovation and engineering, and how to coordinate content, LinkedIn, website and lead generation with the commercial objectives. The strategy ended up concentrating on two priorities: projecting an image more closely linked to innovation, and being relevant at the moment their potential clients had a need.

The key question:

How do you turn a great engineering and innovation capability into visibility and new commercial opportunities?

We started by understanding before doing.

We analysed the sales processes, worked with management and sales, defined the priority client profiles and studied how they looked for information, where we could find them and what the competition was doing. We also audited the website, the content and the existing digital assets.

On that basis we built a gradual roadmap: improve messages and assets, produce useful content and activate visibility and lead generation where the right profiles were.

The project has been growing from there. Today we still work with Tecnimusa on LinkedIn content, international campaigns — especially in Germany and Italy — and support for their trade show presence.

Tecnimusa has moved from one-off marketing activity to a more orderly, steady line of work connected to its commercial and international objectives.

Their communication reflects their engineering and innovation capability better, LinkedIn has become an active channel, the website and content support lead generation better, and the campaigns make it possible to work specific markets such as Germany and Italy.

Marketing now also supports other commercial activity — trade shows and international expansion — in a far more coordinated way.

And the relationship continues: we keep working with Tecnimusa on content, campaigns, visibility and new activity as their markets and priorities evolve.

From depending largely on a few large clients to building a more active marketing presence that opens up new opportunities.