In a rapidly expanding digital market, France is experiencing sustained growth in digital services companies (ESN), with a turnover estimated at nearly 70 billion euros in 2024. This dynamic creates numerous opportunities but also increased competition. To remain competitive, ESNs must diversify their offerings, particularly by turning to digital consulting, managed services, and training.
Project objectives
Amid a restructuring phase, the B2B division of an international operator has undertaken a revamp of its IoT services and solutions portfolio to align with its new strategic plan. The challenge: transitioning from a product-centric approach to a service-oriented one.
In this context, the Marketing department enlisted Sofrecom to roll out its new value proposition, "trusted integrator," within the realm of digital and IoT solutions, specifically targeting the industrial and tertiary building markets.
Beyond marketing and visibility objectives, the goal was also to reassure clients of the B2B operator's ability to meet their specific needs and provide tailored solutions.
Customer challenges
In response to the main challenges, which were:
- Articulating complex messages clearly to engage the audience.
- Managing content production costs and efficiency.
- Improving lead tracking and processing with the sales team.
- Supporting sellers with a complete communication toolkit for each campaign.
Methodology implemented
To address the customer’s needs, the Sofrecom consultant proposed a structured communication strategy and plan:
- Developing an internal and external communication plan.
- Creating diverse content: blog articles, webinars, videos, infographics.
- Managing the editorial calendar and content publication.
- Setting up performance tracking and reporting on the actions taken.
Throughout the project, several skills were deployed:
- Content marketing: Producing high-quality content while respecting the budget and brand identity.
- Web marketing: Developing digital strategies aligned with the objectives.
- Data analysis: Monitoring performance to improve strategy.
- Project management: Collaborating with the sales team and external vendors.
Results and benefits for the customer
This project allowed the client to execute its strategy and strengthen its new positioning as a trusted integrator of digital solutions.
The robust recommendations and formalized methodology provided by the Sofrecom consultant enabled the implementation of an effective communication plan. The client benefited from the marketing and digital communication expertise of our consultant, a proven methodology, and an optimized lead generation process.
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