Weroi is consolidated as a leading company in industrial digital marketing in Euskadi

• The Biscayan firm, which already works for companies from the three major Basque business groups (Mondragon, Velatia, and Ingeteam), will open new offices in the Bizkaia Science and Technology Park
• Weroi applies its own methodology based on years of learning, validated in more than 50 companies, and focused on achieving business opportunities during the first months of the projects

Itziar Epalza, the director of the Network of Technology Parks in Euskadi, attended the opening ceremony of the new Weroi offices in the Bizkaia Science and Technology Park on Friday and highlighted the enthusiasm and professionalism of the company’s team.

There are 196,523 industrial companies in Spain, according to the latest e-SMEs report. 81.2% of these SMEs and large companies have a corporate website. However, the main (and sometimes only) reason for using this tool is to present the company and allow access to catalogues and/or prices. Nothing more. This is usually their entire digital marketing background, despite the undeniable sales possibilities of the channel and the warnings of gurus on the subject:

1. ‘The success or failure of industrial companies depends on their capacity to develop a rich digital culture in the entire organisation’. 2020 Ametic Digital Plan.
2. ‘Businesses that do not add digitalisation to their value proposal and business model will encounter clear limitations in terms of competitiveness and will put their survival at risk’. Direction challenges of digital transformation.

Weroi has been helping important Basque industrial companies to commercially exploit the Internet for almost a decade, and, although there is still a long way to go, ‘a mindset shift’ is taking place. ‘It’s not like it was years ago. Companies are gradually becoming aware of the great importance of incorporating the digital channel into their business strategy,’ states Maitane Hernández, General Manager of the Biscayan firm.

Weroi is not a typical digital marketing agency. Its methodology is far different from the one followed by the majority of companies in the industry. In its case, the ‘key’ has been the specialisation in the industrial field and the development of work processes focused ‘one hundred percent’ on seizing business opportunities in the short term, during the first months of the project.

This vision that is fully oriented to results has been at the base of its growth in recent years. The firm already works for companies from the three large Basque business groups (Mondragon, Velatia, and Ingeteam) and, next Friday, on 10 May, it will open new offices at the Bizkaia Science and Technology Park.

Measuring the return of each euro invested

‘We provide companies with professionalism and methodology, as well as with very precise guidelines for work processes. To also measure the return of each euro invested on the internet. Investments in digital marketing must be measured in terms of ROI (Return on Investment), also in the industrial sector. This action requires close coordination with the in-house Marketing and Sales departments of companies. The internet and traditional sales channels complement each other. In fact, the in-house Sales Manager is usually one of the key players in the success of any business-digital project of Weroi’

URKO DE LA TORRE
DIRECTOR AT WEROI

Weroi’s projects are divided into different phases, including the analysis of digital potential in local and international markets, the implementation of tools, and their activation to achieve results. Disbelieving companies may choose a pilot project that is shorter and focused on one line of business or even a single product or service.

‘We provide companies with professionalism and methodology, as well as very precise guidelines for work processes to also measure the return of each euro invested on the Internet. The investments in digital marketing must be measured in terms of ROI (Return on Investment), also in the industrial sector. This action requires close coordination with the in-house Marketing and Sales departments of companies. The Internet and traditional sales channels complement each other. In fact, the in-house Sales Manager is usually one of the key players in the success of any business-digital project of Weroi’, says Urko De la Torre, the company’s Director.

‘Mind you, the benefits of commercial digitalisation should not be measured only in terms of sale, but also in terms of associated performance benefits: saving time in management and saving costs associated with offline sale processes’, states Maitane Hernández.

The B2B industrial digital marketing (companies that sell to other companies) is here to stay. According to the 2020 Ametic Digital Plan, the industrial Internet will contribute 15 trillion dollars to the world economy over the next 20 years, an amount that is equal to the approximate calculation of the entire current American economy.

In the B2B digital marketing, – unlike the B2C one, in which recipients are end consumers – generating business opportunities is based much more on trust and credibility. It is a very surgical process: It is important to be present when clients have a need and know by which digital tools one can ‘chase’ and persuade them. For example, purchase managers that need a new machining centre or a new industrial paper cutter costing hundreds of thousands of euros.

‘Weroi helps companies in lead localisation processes, but it is a person from the Sales Department of the company who manages this business opportunity. It is a team effort. The Management Department provides the resources and means, we pass the ball, and the Sales Department scores the goal‘, explains Urko de la Torre.