Context
This case study outlines the support provided to a well-established manufacturing company specializing in sheet metal transformation. Founded in the early 2000s, the organization stands out for the quality of its products, meticulous finishes, aesthetic appeal, and highly personalized customer service. These elements contributed to building a loyal customer base, representing nearly 90% of its revenue.
With a dynamic team in place, the company mandated Maïeutyk to structure and fuel its growth.
Symptoms
- Need to stimulate sustainable growth
- Desire to expand the customer base
- Difficulty conveying an authentic brand personality
- Generic communications within a B2B context
- Desire to adopt a B2C-inspired approach while remaining B2B
- Interest in marketing automation
- Concern about maintaining personalized customer relationships
Objectives of the approach
The goal was to define the ideal customer profile and their buying journey, structure the sales process, clarify the brand DNA through a B2C-inspired lens, establish an action plan to automate database-driven personalization, determine the marketing budget, and outline the who, what, how, and when to achieve the company’s growth objectives.
