DIGITAL MARKETING FOR INDUSTRIAL ECOSYSTEMS

WEROI offers digital sales services to large- and medium-sized B2B companies operating in both local and international markets. Its methodology, already validated in more than 50 companies, is aimed at obtaining results in the short term, during the first months of a project.

It is already working for companies in the 3 largest Basque business groups such as Mondragon, Velatia and Ingeteam, and it opened its new offices in the Bizkaia Science and Technology Park last May.

‘We could be just another digital marketing agency, reporting data from web analytics, developing branding, engagement, and a thousand other buzz words. But we had a different goal. We were certain about this when we started this beautiful adventure 10 years ago. After a lot of hard work, we can proudly say that we have become the company we have always dreamed of. We started with the vocation of being a benchmark in our industry, and we are accomplishing it‘.

Maitane Hernández, WEROI’s General Manager, could not help showing emotion in her voice when pronouncing these words in the speech she gave on May 10 during the inauguration of the company’s new offices at the Bizkaia Science and Technology Park, before many of their clients and providers, as well as Itziar Epalza, Director of the Basque Technology Park Network in Euskadi, and Joseba Urbieta, General Manager of the Bizkaia Park. The digital consultancy firm has experienced great development and growth in the last years and it is already working for companies in the largest Basque business groups such as Mondragon, Velatia and Ingeteam.

So, what distinguishes WEROI from ‘traditional’ digital marketing agencies? The difference lies, on the one hand, on its high level of specialisation in industrial ecosystems. WEROI offers digital sales services to large- and medium-sized B2B companies operating in both local and export-oriented markets. ‘We complement the sales and marketing departments of these companies. We support them in integrating the Internet into their long-standing sales processes. We provide them with tools and methodology that help them optimise, shorten and speed up the processes of identifying business opportunities,’ says Maitane Hernández.

‘We complement the sales and marketing departments of these companies. We support them in integrating the Internet into their long-standing sales processes. We provide them with tools and methodology that help them optimise, shorten and speed up the processes of identifying business opportunities’

MAITANE HERNÁNDEZ
WEROI’S GENERAL MANAGER

WEROI ‘speeds up’ both the commissioning of the defined digital strategies and the generation of qualified ‘leads’. This is another of its strengths and differentiating factors: a methodology -which has been already validated in more than 50 industrial and industry service companies- that is fully aimed at obtaining results in the short term, within the first months of the projects.

‘We do not oblige any company to stick with us in the long run. Of course, we do like long-term relationships, but we never tell a client from the beginning that they have to marry us for life. The length of the relationship will depend on the results we are able to achieve and, therefore, the impact of our work on the bottom line’, says Urko de la Torre, Operations Manager.

Another of WEROI’s strengths is measuring the return of each euro invested on the Internet: the firm provides companies with precise data on the impact of each digital tool activated to attract those business opportunities. To this end, it works in close coordination with the in-house sales and marketing departments of these companies.

Something that is ‘crystal clear‘ for both Maitane Hernández and Urko de la Torre is that, in order for a digital project to be successful, corporate involvement is ‘essential‘. The in-house Sales Manager is, in fact, one of the key players for the success of WEROI’s business-digital projects.

‘We always approach projects as a team effort. In that team, using a football metaphor, the sales department would be the centre forward in charge of finishing off all our passes. We are amazing passers, we know that, but we need the final shot. Management provides the resources and means, we pass them forward, and the sales department scores. If we are to provide figures, we could say that 50% of the project’s success depends on the company’s engagement. When the client collaborates and gets involved, everything flows’, says Urko de la Torre.

‘You also need to consider that the benefits of commercial digitalisation should not be measured only in terms of sales, but there are other associated benefits such as: time saving in management, and costs savings associated with offline sales processes, as well as their optimisation’, adds Maitane Hernández.

WEROI has managed to carve out a niche for itself in the market thanks to, above all, its human capital. The team is young, but all of them are ‘great professionals, with astonishing potential and lots of energy’, states Urko de la Torre. ‘At WEROI we have a clear vocation for service. We love to help; this is something we carry within ourselves. We end up feeling part of the companies we work for, and this helps us to provide them with an excellent service’, says Maitane Hernandez.

‘Our future lies in continuing to understand our clients’ sales needs, both nationally and internationally, and continuing to offer them customised, innovative and high value-added digital solutions that help them to continue to grow and improve their income statement’

URKO DE LA TORRE
OPERATIONS MANAGER

In the B2B industry, generating business opportunities ‘is based on trust and credibility’. ‘We are talking about selling, for example, a machining centre, a die-sink EDM machine or an industrial paper cutter, costing hundreds of thousands of euros. These sales involve a very surgical process: we have to identify the qualified profiles, those who have the power of decision to execute the purchase; to know how to reach them, by means of which digital tools; to manage to be there at the moment they need to purchase; and to manage to persuade them to do so’ explains WEROI’s General Manager.

This requires professionals who are acutely aware of the peculiarities of the industrial sector in which we operate and its lengthy offer and sale maturity periods.

‘Our future lies in continuing to understand our clients’ sales needs, both nationally and internationally, and to continue to offer them customised, innovative and high value-added digital solutions that help them to continue to grow and improve their income statement’, concludes Urko de la Torre.

On May 10, the company inaugurated its new facilities at the Bizkaia Science and Technology Park. The event was attended by many of its clients and providers, as well as by Itziar Epalza, Manager at the Basque Country Network of Technology Parks.

WEROI divides projects into different phases. As an ice-breaker, companies can opt for a pilot project, more limited in time and scope and focused on one line of business or even a single product or service.

A PROFESSIONAL, COMMITTED AND ENERGETIC TEAM