A clearer market presence
Brand definitions, messaging and websites gave the holding company and its businesses a more consistent way to present their separate offers.
Grupo Ana
Building a digital acquisition system across seven businesses
Positioning, websites, acquisition, CRM and reporting developed as a connected marketing capability.
- Engagement
- January 2023 – October 2024
- Fernando's role
- Fractional Head of Marketing & Growth
A group ready to develop digital sales
Grupo Ana brought together seven businesses, including AMC Service, Limpo Químicos and TAGAC. The group depended largely on offline activity. Its positioning and websites needed work, lead handling was manual, and management had limited visibility from marketing activity to revenue.
What Fernando built with the team
Acquisition connected to lead capture
Paid media, SEO, content and landing-page improvements were organized around generating inquiries for the relevant business unit.
HubSpot and sales follow-up
Pipelines, automatic deal creation, lead routing, follow-up tasks and defined stages connected incoming interest to the sales team's work.
Reporting through to revenue
Marketing activity, leads, reported sales, revenue and acquisition cost were brought together to support channel and budget decisions.
A shared foundation for separate businesses
By the end of the engagement, the seven businesses shared core standards for positioning, websites, lead capture, pipelines, follow-up and reporting while keeping their own offers and commercial processes. The marketing function grew into a team of approximately five people supporting roughly twenty sales representatives.
- business units
- 7Shared standards with distinct offers and sales processes
- tracked conversions
- 1,400AMC Service paid search · April–June 2023
The AMC figure counts tracked campaign conversions; it is not a count of new customers. Limpo's reported sales results are covered in its dedicated case study.
Explore the Limpo caseConnect the parts your team currently handles separately
Start with the workflow, campaign or reporting problem that needs to work better.