Digital Communication & Lead Gen
LACROIX Electronics
// 001 - Context
A team of four, and an inbound project from day zero.
LACROIX Electronics designs and produces embedded systems and industrial IoT: connected technologies for smarter industries.
I spent two years in Nantes supporting a team of three wonderful people on one big project: inbound marketing. I arrived at the very beginning of it, which is the good kind of timing; nothing existed yet, so everything was mine to build.
An engineering company is a different world from gaming, but the fundamentals don't change: know your audience, produce the right content, measure what matters.
// 002 - What I did
Built the strategy. Then taught everyone to use it.
The new digital strategy
I managed the new digital strategy for the website from the ground up: improved architecture, new content strategy, integration with CRM tool, and more.
Training the teams
A strategy nobody knows how to use isn't a strategy. So I ran the training of the teams on the tools for SEO optimization and writing, among other things. They kept using it after I left. That's the part I'm proud of.
Marketing automation
This is where I discovered the secrets of marketing automation: building emailing and automated scenarios with a CRM. Turns out a good scenario does the follow-up you'd never have time to do by hand.
Content creation
On top of those two missions I helped with content: creating visuals for LinkedIn, and writing posts and blog articles. Plus events along the way: trade shows, and a brand new factory inauguration.
// 003 - Results
From corporate comms to a working digital pipeline.
50 → 2,500
Monthly organic visitors, from the start of the inbound project to its handover
SEO & CRM
Two systems built where there were none: search strategy and automated scenarios
Teams trained
Colleagues taught to run the marketing automation tools themselves, and still using them after I left