Gnosis is a company that manufactures and sells nutritional ingredients such as probiotics and nutritional yeasts all over the world. At the end of 2018, the company joined the international group Lesaffre.
Gnosis operates in Europe, Asia, and the United States, employing approximately 300 people and billing 800 customers annually.
Gnosis seeks to improve human health and well-being through its biotransformation processes.
Lesaffre Group, on the other hand, has been a key player in fermentation for over a century, with a 2 billion turnover and 11.000 employees.
We could summarize the objectives of Gnosis in 3 main points:
1. Increasing revenue
Increasing revenue through new clients and cross-selling among existing clients While at the same time measuring the effectiveness of Marketing and Sales actions to improve the way the company interacts with its prospects, leads, and existing clients
2. Improving customer experience
Understanding and creating a factual and analytical view of how prospects, leads, and clients interact throughout their lengthy customer journey, while keeping in mind that Pharma companies can have very long sales cycles
3. Digitally transforming Marketing & Sales
To achieve all the above-mentioned goals the digital transformation of both marketing and sales was mandatory. This change not only would help to know your customers better but also to provide a better customer service overall. The implementation of the tools and technology was critical in supporting performance-oriented actions.
Why is it difficult to respond to those objectives? What are the main obstacles to its evolution?
1. Culture & Knowledge
Due to most of the processes not being digitalized, at that point in time, Gnosis was still struggling with the implementation of “digital &technology”. Seeing that digital transformation starts with the human teams first a coaching & training on the new processes was necessary.
2. Martech Stack
Seeing as it is nearly impossible to measure anything if the proper systems are not in place. After establishing the proper structure, processes, and systems, we needed to equip the team with the necessary tools to manage this evolution.
3. Long sales cycles
The longer the sales cycle, the more interactions you have with your customers, the more things to track and follow in order to be present at the right time, with the right information, to the right customer. It was critical to have a factual view of the company's customer journey in order to provide the best customer experience.
4. Dependency on one main acquisition channel
The Covid situation alarmed many businesses that relied heavily one vents, fairs, and physical point of sales. It was now more important than ever to be in command of the acquisition channels. Given the new remote way of working, digital channels were the obvious answer. Mastering the owned channels was critical for future expansion.
1. Integrated marketing & sales environment by implementing HubSpot and Automation
Offering assistance, coaching, and collaborating with a hands-on team to implement an integrated marketing and sales environment that tracks customer behavior throughout the customer journey.
Offering support & trainings to onboard the company’s team members within their digital journey
3. Data-driven marketing
Having a centralized view of marketing and sales performance within clear dashboards to continuously monitor and improve data-driven actions.
The following results are the result of 6 months of cooperation, with the main focus being on digital process transformation and collaboration on two agreed-upon projects: Lead scoring optimization and process automation for the upcoming Vitafoods event