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Case study

Smartware_logotyp

40% Conversion to Leads in the Financial Sector.

case_study_Smartware_Main-01
Smartware is a technology company with over a decade of experience, specializing in a full spectrum of software testing services, from test planning and design, through automation, to implementing advanced AI-driven systems, especially for clients in the demanding financial sector.

Despite its established position and client base, acquired primarily through recommendations, the company faced a strategic challenge: the lack of a scalable and predictable system for generating new business relationships.

Identification of Business Challenges

Specialized and narrow target group

Activities focused on a limited market in Poland, encompassing key financial institutions (banks, insurance companies).

Low brand awareness

Potential clients in key segments were not fully aware of Smartware's competencies and offer. There was a gap in the perception of process automation capabilities to reduce the risk of significant financial losses.

Lack of a structured marketing process

The company did not have a defined marketing funnel, which hindered the planned guidance of a potential client from first contact to purchase decision.

Low effectiveness of online resources

The website did not effectively communicate the company's value and was not optimized for search engines (SEO), which limited its visibility and potential for generating inquiries. There was no marketing strategy tailored to the specifics of the narrow target group.

Unsystematic Digital Marketing activities

Marketing initiatives were carried out sporadically, without clearly defined goals and measurable effectiveness indicators.

Marketing as a supporting function, not a strategic one

Marketing tasks were carried out by Project Managers or Company Partners as additional duties, which limited the strategic approach and professionalization.

Strategic goals

The main strategic goal was to design and implement a repeatable, measurable B2B lead generation system that would free the sales process from direct involvement of the company's owners and allow for more effective utilization of the entire team's potential.

Strategic Approach Adopted

The achievement of this goal began with a comprehensive audit of existing marketing and sales activities, analysis of digital communication, quality of acquired leads, and utilized tools. Additionally, a detailed analysis of the competition's lead acquisition strategies in the target sector was conducted.
Based on this, a dedicated marketing strategy was developed, taking into account:
case_study_Smartware_marketing_eng-2

Detailed profiles of key decision-makers, purchasing process influencers, and individuals directly affected by problems in target organizations were defined. Their challenges, needs, and decision-making processes were analyzed, which enabled the creation of precisely personalized marketing messages demonstrating how Smartware solutions address their specific problems.

The stages a potential client goes through from problem awareness to choosing a solution provider were mapped.

The funnel was divided into three key stages, each with dedicated communication channels and effectiveness indicators.

Tools for automating the sending of personalized direct messages on LinkedIn were utilized. The scenario included a sequence of 3 messages: (1) Presentation of Smartware's experience and potential solutions to the client's problems, (2) A message highly personalized to the segment, containing specific data or examples, (3) A message leveraging an element of limited availability, building a sense of FOMO.

Systematic delivery of valuable content to build Smartware's expert position.

Implemented Activities

Decorative

Rebranding and new brand communication

Together with the team, we defined key differentiators and the language of communication:
  • Key competitive differentiators were defined and a new, clear language of communication was developed.
  • A new claim (main brand slogan) was created, which clearly communicates the benefits of cooperation.
  • Target groups (sectors and company profiles) were precisely defined.
  • The tone of communication (Tone of Voice) was established: partnership-based, substantive, based on technical competencies.
  • A comprehensive redesign of the website structure and content was carried out, including the home page, offer, Case Studies, and the "About us" section.
Business Justification:
The website is a key tool in the B2B process. Its transparent structure, appropriate language, and easily accessible and attractive offer are essential for effectively communicating the company's value, its specialization, and benefits for the client. The goal was to transform the website from a digital business card into an active tool supporting the sales process and lead generation.
Decorative

Building a complete lead generation funnel

A full marketing and sales funnel was designed and launched, integrated with the CRM system and reporting mechanisms:
  • An integrated marketing and sales process was designed and launched.
  • A Lead Magnet was created in the form of a "Free Consultation" offer along with a dedicated landing page for collecting applications.
  • Paid PPC advertising campaigns (LinkedIn Ads and Google Ads) were launched, precisely targeted at narrow decision-making groups.
Business Justification:
Creating a funnel structure (TOFU-MOFU-BOFU) allowed for adapting communication and tools to the stage the potential client is at. Instead of using one universal message, the company could deliver content relevant to the recipient's needs – from educational materials for those just learning about the brand, through case studies for those considering solutions, to a specific offer for those ready to purchase. This increased the relevance and effectiveness of marketing activities.
Decorative

Implementation of content marketing and SEO strategy

  • A content publication plan was developed and implemented, focusing on building an expert image and supporting organic traffic from search engines.
  • Educational blog articles were regularly published, addressing specific questions and problems of identified decision-making personas.
  • Expert articles, co-created with Smartware's CTO and Project Managers, were published to ensure substantive depth.
  • Content was promoted on LinkedIn, adding calls to action directing traffic to the website.
Business Justification:
Content Marketing combined with SEO is crucial for building long-term online visibility and brand authority. Valuable, expert content not only attracts traffic from Google but also builds trust. B2B clients, especially in the technology sector, look for partners with proven competencies, and regular expert publications provide evidence of this, supporting the decision-making process.
Decorative

Implementation of reporting system and tools

  • Conversion goals were configured in Google Analytics 4 to measure key user actions (e.g., form completion, scheduling consultations).
  • Precise lead tracking was implemented using dedicated thank-you pages after form submission and software monitoring companies visiting the client's website.
  • The sales funnel in the CRM system was organized and adapted to reflect the source of lead acquisition and the stage in the decision-making process.
Business Justification:
Measurability is the foundation of effective marketing. The integration of tools and precise conversion tracking allowed for accurate monitoring of the effectiveness of individual channels and activities. Thanks to this, the sales team received not only the lead's contact details but also the full context of its acquisition, which significantly facilitated further communication and lead qualification.

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Effects of cooperation

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Within 3 months of cooperation, we achieved the following effects:

Achieved Business Results
  • 40% conversion of the defined target group to leads: Contact was established and interest was gained from a significant portion of key decision-makers in a narrow market.
  • Launch of 4 new, effective customer acquisition channels.
  • Generation of 7 high-potential leads, ready for sales negotiations.
Achieved Business Benefits
  • Creation of a predictable and measurable sales funnel: The company gained control over the customer acquisition process.
  • Optimization of the sales team's work: Sales representatives could focus on higher-potential leads, having the full context of their needs.
  • Automation of lead acquisition processes: The implemented tools allowed for automatic nurturing of relationships with potential clients who were not yet ready for purchase, increasing future conversion.
  • Strengthening of brand communication: Clear presentation of the offer and competitive advantages.

Examples of our marketing creations

Przykłady naszych kreacji marketingowych
Przykłady naszych kreacji marketingowych
example of company decks pages
smartware-brand-styles
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Przykłady naszych kreacji marketingowych
Zawsze wiedzieliśmy, że robimy dobrą robotę, ale brakowało nam sposobu, żeby to zakomunikować w odpowiedni sposób rynkowi. Dzięki współpracy z 0101marketing mamy wreszcie marketing, który nie tylko wygląda dobrze, ale dowozi konkretne leady.

Adam Małysz,

Smartware

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Summary

The Smartware case proves that even technologically mature companies, basing their development on solid competencies, can significantly benefit from implementing a structured, data-driven marketing system.

The implemented strategic and operational activities allowed for:
  • Freeing the sales generation process from the personal involvement of the company's partners.
  • Creating a systematic influx of B2B leads, along with a clear context of their business needs.
  • Building a solid, measurable foundation for further digital expansion and scaling business operations.

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Wojciech Idzikowski

dr Wojciech Idzikowski

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