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The Client
CCB - Centro Cultural de Belém is one of Portugal's leading cultural entities. Currently, it is managed by a Foundation that aims to promote culture, from classical music to jazz, theater to dance, opera to literature, architecture and cinema.
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The Challenge
Due to its large size and the need to develop a close relationship with the public, CCB needed to have technology to help manage the entire relationship with the customers, as well as to manage marketing campaigns to communicate the institution's cultural agenda and attract new subscribers to the member subscription card.
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The Solution
In the case of CCB, the solution involved investing in a Marketing Automation platform, namely HubSpot. With this tool, it's now possible to manage the entire database, segment the contact list and send specific campaigns according to each user interests. Now it is also possible to obtain detailed analytics from different channels (email marketing, paid media, blog, etc.) in an integrated manner and to effectively manage the relationship with the public.
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The Client
GoContact is a company specialized in integrated solutions for Contact Centers. It’s currently in the market with 2 premium products, developed by its softwarehouse, a Contact Center platform and an IPBX platform. Created in 2008, it's present in the Portuguese and Spanish markets and has more than 120 employees.
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The Challenge
To continue its growth in Portugal and Spain, GoContact felt the need to have technology to help organize the marketing and sales funnel and optimize the relationship with the customer. In addition, GoContact also needed to facilitate the work of the Inside Sales team and optimize commercial prospecting.
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The Solution
For GoContact, HubSpot proved to be the most suitable option as Marketing Automation platform. Thus, it became possible to manage all contacts in an automated and personalized way. Since GoContact already used Odoo as a CRM, Liminal developed a custom integrator, in order to guarantee the constant updating and integration of all data between Odoo and HubSpot. To facilitate the work of Inside Sales, GoContact started using the LinkedIn Sales Navigator integrated directly with HubSpot, in order to save time and streamline sales team work.
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The Client
MTEX NS is focused on producing the world's best industrial technology solutions in order to become a leading reference in the digital print market, addressing the global textile, label and packaging market, under the motto “Where engineering breeds creativity”.
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The Challenge
To reinvent itself, MTEX NS group felt the need to create and launch a new brand, with a new architecture and a clear and relevant positioning for the sector. It was also necessary to develop a Customer Centric strategy capable of significantly increase commercial results. For this to happen, it was essential to create a digital business ecosystem supported by CRM and Marketing Automation technologies.
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The Solution
As a B2B business, it was implemented an Account-Based Marketing strategy to target several countries, in order to capture the attention of the relevant persona within each target account. Thus, a sequence of personalized emails was created, with relevant and unique messages, supported by a Paid Media Ads strategy to each account. It became possible to align marketing and sales teams using HubSpot and Salesforce, which allowed a 360º view of each contact's journey.
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The Results
Through several Account-Based Marketing actions, such as Inbound & Outbound Marketing, Paid Media, Video Marketing, Email Marketing, Content Marketing (Ebooks and Blogposts) or Telemarketing, MTEX has been able to improve brand awareness and to grow business pipeline.
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The Client
Created in 2002, Sinmetro, a company specialized in software development for industry and services, developed the ACCEPT System, a powerful set of software solutions for industrial quality control, which allows a comprehensive and real-time view of the different aspects production, optimizing performance, reducing times and costs.
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The Challenge
Having launched a B2B product, the ACCEPT System, Sinmetro found it difficult to attract its main target audience: industrial managers of production and quality areas. It also needed greater alignment between the marketing and sales teams, as well as a detailed view of all steps in the marketing and sales funnel.
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The Solution
To overcome the challenges, it was designed an Account-Based Marketing strategy to attract and win key accounts, which matched the ICP (Ideal Customer Profile) and the main personas. Thus, several relevant contents were created (eBooks, blogposts, etc.), as well as sequences of personalized email workflows, in order to gain the attention of the decision makers of each target company. Given the nature of the business and the volume of information to be worked on, the Ontraport tool was used. To improve the global view of the entire marketing and sales funnel, Maestro was used, with dashboards to analyze the entire customer journey and the marketing and sales performance.
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The Results
After the implementation of the Account-Based Marketing plan, Sinmetro was able to obtain a unified view of the marketing and sales areas, as well as attracting and closing deals in the target accounts. Through Maestro, Sinmetro started to control the main KPI with dashboards to analyze Website, Paid Media, Account Forensics, Database & Email Marketing, Behavior Scoring, Marketing and Sales Pipeline, among others, which allowed the company to have a broad view of the sales status and marketing on the different digital channels.
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The Client
Founded in 1989, Moviter is the exclusive representative and distributor in Portugal, Angola and Mozambique of an extensive range of brands of industrial and agricultural equipment. Belonging to the Movicortes group, Moviter has more than 50 employees in Leiria, Lisbon, Porto, Funchal, Luanda and Maputo.
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The Challenge
To face the challenges resulting from the company's growth, Moviter needed to organize, train and optimize the commercial effort, not only in new clients, but also in current clients.
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The Solution
Due to the specifics of the business, a customized CRM was developed, which allows to manage the entire company's sales cycle. This CRM, fully integrated with the company's ERP, was built on the logic of three main modules: Contacts, Accounts and Opportunities. It also supports all data related to meetings, visits and proposals, having a proposal configurator to streamline all the work of the sales team. The platform was equipped with all the necessary resources to manage the sales pipeline, making it possible to consult relevant business information during the sales process, geo-referencing customers and potential customers on Google Maps to optimize business visits and automatically send notifications and alerts to the management and sales teams.
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The Results
With the custom CRM, it became possible to optimize and streamline all the work of the sales team, as well as obtain accurate and complete data on the sales pipeline. It also became possible to do detailed analytics and reporting of the main KPI and sales results.
Custom CRM
"Working with Liminal has allowed us to find a CRM solution that has long been sought after. Liminal team was notable in the work of adjusting CRM and its capabilities to the very specific needs of Moviter, a fact recognized by the team, which is no longer able to work without this tool."
Marketing and sales strategy based on the best MarTech
Working with Liminal made it possible to clearly define a marketing and sales strategy for ACCEPT, based on the best marketing technologies. I highlight the great availability and openness of Liminal to debate and adjust processes, as we get feedback from the market.
Transformation into an Account-Based Marketing culture
"The transformation of a company into an Account-Based Marketing culture needs a partner like Liminal. Only those who have the customer view can understand their needs and seek the best solutions to achieve the best results. Above all, understanding the human dimension of a process like this is usually the main barrier to its success."
Success Stories
