What was your path to taking on this role and what do you do?
I graduated in Advertising Techniques in Trieste, but my entry into the world of work was through a project for the new introduction of lean manufacturing in Electrolux where I supported the team with the creation of communication materials. Subsequently I dedicated myself to marketing in the most frenetic world of telephony at Onda Communication where I dealt with packaging, manuals and ADV and then moved on to an important software company, Overit. Over the years I have learned and used commercial promotional techniques in the B2B field which led me to land at Onis Visa, a company that believed in my abilities and helped me grow. Now I am marketing manager for the entire group and all these accumulated experiences have enriched me professionally and given me the opportunity to open my mind, which is why today I have a much broader vision of my role.
What do you think about digital marketing in the B2B market segment?
I believe it is fundamental especially in B2B where the probability of generating international turnover increases. The digital aspect should be present throughout the production cycle of any creation. Covid has certainly forced many Italian companies to accelerate on the digital side and I believe that this is the only way to be competitive on international markets. Digital tools are of profound use in daily business life starting from partner management, to order entry, up to delivery of the product to the customer and the related post-sales administration. For several years at Onis Visa we have implemented advanced management tools and implemented other proprietary solutions that communicate in the same hemisphere, managing to have an integrated system that allows us, on the one hand, to manage a very varied production of products, and on the other to achieve excellent levels of customer experience.
Which social network is more suitable for your reality and which is less?
Onis Visa works mainly for the B2B market so the reference social network is certainly Linkedin, where we publish the most professional and in-depth contents such as case studies. We also use Instagram and Youtube a lot where we give particular emphasis to sports sponsorships, we are in fact partners and energy suppliers of the Giro d'Italia and the stages of the Ski and Snowboard World Cup in Cortina. For each media we create different contents in order to hit the specific target, thus bringing valuable content and always keeping our audience involved. The social network I would do without is Facebook where the B2B audience is increasingly less reactive and present, but nevertheless it still has large use in some areas of the world so it cannot be overlooked. TikTok, on the other hand, is a beautiful, very creative platform but with very low conversions in terms of leads for business activities.
How much importance does your company give to social media?
Social media is a very important means for us, capable of making us known and appreciated by a very niche audience. The best way to use them is to be real and simply publish what happens in the company, making everything attractive to followers in order to receive quality contacts who interact and delve deeper into the topics. To do this you need to look at the company with curious eyes! In fact, the followers of a metalworking company want to know what happens inside and how the products are made, marketing has the duty to best present what we do by always giving messages consistent with the brand identity and objectives.
Have you ever collaborated with professionals regarding the social sphere?
Collaborating with an agency means dedicating a lot of time to help them understand the reference sector and it is not easy, especially when working from a B2B and international perspective. Unfortunately the service offered by most agencies is very standard, we have previously collaborated with a web agency but the final result was not satisfactory. So we preferred to give up and focus on ourselves, strengthening the office, the equipment and increasing constant training to have more arrows to our bows. Now we are more experienced and we are carrying out activities that are more suitable for our customers, who we know perfectly and we can possibly outsource more consciously only what can save us time. The global results and the constantly growing recognition of the company are proving us right.
What are the future corporate communication projects?
We want to create a private e-learning portal dedicated to our network of resellers and installers. The contents present will be video tutorials for the installation, use and maintenance of our machinery, for improving the skills of our resellers/distributors located in over 100 countries around the world. We want our language content to be easily used by our dealers to standardize the brand image also through their channels, all with a view to "Teaming up to grow together".