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Case study

NeedCode

Over 5 Million PLN in Potential Sales Opportunities and Three Times More Effective Sales Activities

How we created a scalable B2B marketing system for a company specializing in embedded software.

NeedCode

needCode is a technology company specializing in the design and implementation of advanced solutions in
embedded systems and the Internet of Things (IoT).

The company's scope of activity covers the entire process—from concept and design, through software development, to its implementation and market support.

Their team possesses expertise in combining hardware with software, wireless communication, and creating comprehensive electronic systems.

The company serves clients in international markets, including the USA, DACH countries, Benelux, and Poland. needCode is also a technological partner of Qorvo—a global supplier of RF microcontrollers—co-creating software for next-generation communication systems.

Challenges Faced by the Company

As part of its growth plans, needCode faced the necessity of scaling up its operations and diversifying its customer acquisition channels. Previous channels, such as referrals and its network of contacts, were insufficient.

The company needed:

A marketing strategy linked to business goals

An online customer acquisition system that could scale with growth

To reach precisely defined technical decision-makers

Integration of marketing activities with sales processes

Business Objectives

  • Increase the number and quality of sales inquiries generated through digital marketing.
  • Develop a precise communication strategy for specific customer groups (ICP).
  • Implement a CRM system and unified sales and marketing processes.
  • Measure activity effectiveness using metrics such as Customer Acquisition Cost (CPL), Return on Ad Spend (ROAS), and Return on Investment (ROI).
  • Build a system for targeting specific companies that could be future partners, and support activities during industry events.

What We Did

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Strategy and Workshops

We began with a series of strategic workshops aimed at:
  • Analyzing existing online activities.
  • Assessing market position relative to competitors.
  • Identifying the greatest market potential in IoT, embedded, and smart devices.
  • Redefining development directions.
  • Creating a detailed map of marketing activities for the first 90 days.
The outcome was not only a comprehensive marketing strategy but also a streamlined business model and a precise definition of their value proposition.
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New Communication and UVP

Together with the needCode team, we built a new value proposition based on clearly identified client problems and relevant solutions.
We introduced:
  • An "umbrella brand" approach—one main brand with clear divisions into specializations (e.g., IoT Strategy, RF Engineering, Embedded Software Development).
  • Dedicated websites tailored to specific customer groups—each addressing a precisely defined problem and need.
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Website and Content

We designed a new website from scratch, featuring:
  • A new structure and content optimized for search engines.
  • Clear communication of the company's unique values and expert service descriptions.
  • Built with the expectations of technical decision-makers in mind.
We also implemented advanced analytics, using tools like Google Analytics 4, Google Tag Manager, Snitcher, Hotjar, and Looker Studio.
Result:
Users spend more time on the site, and the conversion rate significantly increased.
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CRM, Data, and Integrations

We integrated marketing and sales activities by implementing HubSpot CRM and preparing a "Playbook"—documenting best practices and operational standards for the marketing and sales teams.
Additionally, campaign data (Google Ads, LinkedIn Ads, other sources) was consolidated into a single, clear report in Looker Studio, enabling:
  • Real-time monitoring of activity effectiveness.
  • Better budget allocation decisions.
  • Continuous optimization of customer acquisition costs.
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Omnichannel Campaigns

We launched promotional activities across multiple channels simultaneously, directing users to appropriately matched content:
  • Google Ads: Search campaigns, Dynamic Search Ads (DSA), remarketing.
  • LinkedIn Ads: Display ads, video ads, direct messages to decision-makers.
  • LinkedIn Organic: Publications on company and personal profiles.
  • Email marketing: Cold mailing campaigns using Woodpecker—analyzed and optimized continuously.
  • Treści eksperckie: Regularly published articles, case studies, and materials supporting sales activities.
By directing traffic to appropriately prepared pages, communication was maximally tailored to client needs.
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ABM and Industry Event Support

needCode actively participates in industry events, such as the Deep Tech Summit. We helped translate this activity into real business contacts:
  • We created databases of contacts and decision-makers present at events.
  • We prepared dedicated content and communication sequences.
  • We supported the process of arranging individual meetings with potential clients.
  • We integrated event activities with online initiatives.

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Results of our collaboration

0101marketing < > needCode

In the first 12 months of our collaboration, we achieved the following results:

5 m PLN

In sales opportunities from online activities

5

Active customer acquisition sources (Google, LinkedIn Ads, direct messages, emails, industry events)

CPL & ROAS

Cost optimization of activities – full transparency of these metrics

173%

Increase in the number of quality leads

Examples of our marketing creations

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Discovery of a Niche: UWB

One of the outcomes of our collaboration was the discovery of a technological niche in Ultra Wideband (UWB)—a precise wireless communication technology used in applications such as indoor localization and navigation systems.
Thanks to:

Systematic testing of market hypotheses.

Analysis of customer behavior data.

The expert approach of the needCode team.

A dedicated offering was created for industrial clients seeking UWB-based solutions.
The Result?

New inquiries from the industrial segment.

Positioning the company as an expert in this niche.

A competitive advantage in the global embedded systems market.

Together, we created a marketing system that truly delivers business value—not just more leads, but also better quality conversations with potential clients. Thanks to numerous campaigns and the new website, our clients better understand what we do, what we're best at, and why it's worth working with us.

What I particularly appreciate about working with 0101 is their strong commitment and ability to look beyond just marketing. Throughout our collaboration, they repeatedly helped us redefine the company's development directions, and based on that, we built a cohesive, effective marketing strategy.

For me, the key is that 0101 understands how to talk about business—not just executing tactics, but supporting us at a strategic level and only then translating those agreements into concrete campaigns that actually work."
Bartek Kling

Bartek Kling

CEO, needCode

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Summary

Thanks to our collaboration, the needCode team:
  • Built a scalable B2B marketing system generating high-quality inquiries.
  • Integrated sales and marketing into one coherent process.
  • Leverages the full potential of data in decision-making.
  • Effectively uses event presence to build relationships.
  • Discovered a technological niche and gained a competitive advantage.

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Wojciech Idzikowski

dr Wojciech Idzikowski

Founder
hello@0101marketing.com
+48 660 000 464
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