Business development, digital marketing and financial incentives:
building the perfect partnership with a market leader in professional cleaning
This month, landing among our Case Studies is Comark, a Genoa-based company with over 40 years of experience in the professional cleaning sector. From digital positioning analysis to business development strategies, all the way to securing €70,000 in non-repayable funding through grants.
What will you find in this case study?
Challanges
01
Intercept the prospect’s pain points
and propose solutions aligned with their needs.
02
Find prospects interested in changing suppliers
or not bound by exclusive contracts.
03
Identify the decision-makers
for purchasing this type of product.
04
Geographic constraints and seasonal unavailability
of one target during certain periods of the year.
Solution
HOW DID WE ARRIVE AT THE IDEAL SOLUTION?
The strategy combined business development, digital marketing, and staff training to create a more integrated and effective approach, aligning commercial activities with brand positioning and internal capability building.
Targeted outreach,
database development,
and profiling
database development,
and profiling
Validation and qualification of a database of over 3,000 profiled companies.
CONTAct
activity
activity
Structured outreach and engagement via phone, LinkedIn, and other channels to reach and build relationships with key decision-makers, new prospects, and former clients.
Blog content
writing
writing
SEO-optimised content to strengthen digital presence.
management linkedin
Professional Page
Professional Page
Management of the CEO’s profile and two specialist consultants’ profiles on LinkedIn.
management LinkedIn
Company Page
Company Page
Set up and management of the company LinkedIn page, focused on building visibility and reinforcing industry credibility.
Linkedin
training
training
In-house LinkedIn training sessions to transform employees into online brand ambassadors.
OPPORTUNITIES
The integrated approach to communication and relationship-building generated new connections, valuable contacts, and tangible interest.
Strategy
WANT A CUSTOM STRATEGY?
Over the course of these first two years of collaboration, we have adjusted and refined the strategy several times, and our relationship with the client is now well established.
Unlike other occasions, this expansion was not global — in fact, it was very localised, focusing only on Liguria and three provinces in Piedmont. However, while this time we didn’t face cultural or linguistic barriers or different business habits, we still encountered several challenges tied to the variety goals defined with the client: expanding the customer portfolio, managing relationships with existing clients, building a strong digital presence, and training employees to use LinkedIn effectively.
Comark’s target audience is very broad, and throughout the project we have reached out to industries, hotels, restaurants, schools, and healthcare facilities. These are sectors where our client can deliver a high-level service thanks to the support of a network of specialized consultants.
The activity began in Liguria and was later extended to Piedmont, specifically to the provinces of Alessandria, Asti, and Cuneo. To make sure we could reach specific regional targets such as those in Liguria and Piedmont, we proposed our most comprehensive business development strategy, which included:
- LinkedIn Communication Activities: management of the Company Page and the Professional Pages of Comark Italia’s CEO, Marco Costaggiu, and two specialized consultants, Emanuele Cestari and Stefano Galluccio.
- Contact Management: the great classic — phone calls — which, in this case, proved their effectiveness. We used this channel to reach part of the target audience, such as schools and healthcare facilities, which are difficult to reach on LinkedIn. In addition, we contacted not only new prospects potentially interested in Comark’s services but also former clients to offer them new solutions.
- Social Selling on LinkedIn: a completely new channel for Comark, which brought excellent opportunities for the CEO’s profile, though not the same results for the sales network. The main targets for this activity were industries, hotels, and restaurants; however, the latter two sectors were more challenging due to the limited availability of relevant contacts on the platform.
- Digital Positioning: building a strong online presence through the creation of blog articles, SEO optimization, and the development of the company website. Why invest in digital presence? Because, as we always say, it helps sell — and we now know for certain that the blog and SEO activities attracted a major prospect interested in Comark’s services.
- LinkedIn Training Course: organizing in-house training sessions to teach Comark’s employees the “tricks of the trade,” helping them become true ambassadors of the company.
After reading how many activities were included in our strategy, you might be wondering about the cost. Fortunately, we had a solution for that too. Thanks to our support, Comark participated in several funding programs, obtaining over €70,000 in n
Slaps statistics
3050
PROCESSED
RECORDS
Results
Consolidation of the network with targeted contacts and measurable communication outcomes.
Increase in brand reputation
+3000
Companies that became aware of the brand
management linkedin Company Page
744
New followers gained since the launch of the activity
Professional Page Management
+900
New followers acquired through activity on the
CEO’s profile.
Contact
activity
38
Qualified leads generated
36
Future Interests
Next steps
Our collaboration certainly hasn’t been “wiped away.”
For the third year in a row, Comark has chosen us as a partner to continue its business development journey. And while we’re working on a new strategy, we’ll leave you with the words of Marco Costaggiu, CEO of Comark Italia.
Our collaboration with Mallei goes back a long way and can be summed up in one word: trust.
We were fortunate to meet at a time when our company was still recovering from previous negative experiences in the world of communication. Mallei managed to rekindle our enthusiasm and help us refocus on the importance of communicating with our clients and reaching new ones through the effective use of our social networks.
