Did you know that all offline marketing actions and strategies can be transferred to online marketing? Although we see two parallel worlds, it is possible to build bridges to capture even more business opportunities. In this B2B case study, you will see how Personal Card, a technology, benefits and logistics group from Santa Catarina, kept its sales team motivated during the pandemic with the help of digital marketing. And also, how the constant generation of qualified leads has been increasing the number of closed deals for the group on a recurring basis.
joyce vale
For today’s post our host Bárbara
Lima interviewed Joyce Vale, Compliance marketing for educational institutions: essential tips Coordinator at Personal Card, who followed the group’s entire transition process to digital. In the chat, Bárbara and Joyce discuss how digital transformation is linked to the scalable growth of any business.
If you prefer, you can follow this interesting and relaxed chat on our podcast.
And let’s get to the introductions
Who is Personal Card, a benefits administrator with clients throughout Brazil
Personal Card is a card administrator liprospect linkedin automation tool with a through digital marketing broad portfolio of products and services in the integrated management of corporate benefits. The company was founded in 2002 by Deny Resende, with the commitment to support companies in ensuring a good quality of life for their employees. In its first decade, it achieved leadership in the segment in the southern region of the country, in addition to expanding to other regions. This is how Trio Card and Plus Frete came into being , companies that today make up the Personal group.
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In 2017, with the support of Compliance Coordinator Joyce Vale, the business perspective began to change and move increasingly closer to online strategies. That search engine optimization united states america was when they met MKS and decided to invest in Digital Performance Marketing, initially in just one of the group’s companies, Trio Card . From then on, we started working with SEO, online media, sponsored link campaigns and business strategies, we turned the results into metrics and the company’s position was solidified in the market. However, with the arrival of the Covid-19 pandemic, it became clear to stakeholders that it was time to expand the strategy .
The challenge to be overcome by MKS
Even with almost one million beneficiaries and a wide accredited network with establishments in the most important regions of the country, Personal had a sales dynamic focused only on offline marketing until 2017.
When we talk about offline marketing, we are referring to all those actions carried out in a non-digital environment. For example, the most traditional ones that we can see on the street, outside the screen environment: bus stops, advertisements on facades, press advertising, flyers or in-person events.
With the pandemic, this scenario changed. Street traffic and all customer visits ceased to exist. But, even with the change in the game, customers were still there. Companies through digital marketing and their employees still had needs, even if they had changed. And the difference was realizing this: it was necessary to innovate!
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At that moment it became clear that the smartest
way to maintain sales and not lose. Relevance in the market was to rethink communication strategies and leverage the digital transformation process in the administrator’s sales.
One of Personal’s concerns in this regard. Was dealing with the historical rivalry between marketing and sales. Sectors that generally have difficulty working together. Even though they are two areas that find in technology. The tools to collaborate and complement their strengths in pursuit of common goals.
Faced with this challenge, how could Personal apply digital resources to improve customer experience , efficiency and obtain new revenue generation opportunities ? MKS showed the way, and you can check out the following lines of this B2B case study.