Summer 2022. We were facing a crucial question: what if we stopped outsourcing a function as strategic as marketing? What if we treated it with the same level of attention we give to sales? We decided to bring our marketing strategy and communication management in-house. But simply moving it back inside the company was not enough. We needed to rethink it entirely. So we built a distinctive narrative and began using LinkedIn and our website not just as showcases, but as real working tools. The idea was ambitious: to get closer to the client long before a salesperson picked up the phone, making sure they were the ones finding us and reaching out. In the first six months, we devoted ourselves fully to this experiment. The results were encouraging: not only did our follower base grow, but it was made up of qualified professionals from exactly the companies we wanted to reach. In the following six months, the first inbound requests for quotes began to come in. In the second half of 2023, some of these turned into concrete orders. That first success raised a new question: what if it was just a fluke? What if we weren’t able to replicate it? I come from a sales background. I know that building a partnership requires consistency, not isolated wins. So we decided to apply a sales mindset to communication, creating a structure built around actions and, as a result, repeatable outcomes. We implemented analytics tools that give us clear data on engagement. Today, we no longer rely on intuition, but on evidence. Every piece of content tells us what works and helps us adjust course and optimize. We have turned the initial idea into a method that generates sustainable growth. Many companies produce content, but that alone is not enough to grow a business. The difference lies in the approach. Anyone can “do communication,” but turning it into a commercial lever is something else entirely. It means asking ourselves what our sales objectives are, how we attract the companies we truly want to reach, but also what story we tell and the market context in which we operate. It's the difference between “seeing” and “observing.” Both involve sight, but only the latter requires attention, analysis and intention. In the fire protection sector, we see many companies replicate other players’ strategies without achieving the same results. And what if copying instead of creating is precisely the problem? Before communicating, we always ask ourselves who we really are, carrying out an in-depth analysis of our competitive context. Only then can we innovate and create trends, rather than simply follow them. Those who copy skip this step and risk investing resources in actions that are misaligned with their positioning and ineffective for their specific market. Tools matter, but only when they are chosen as part of what I would define as a holistic strategy, one that looks at the entire company and at all the results we want to achieve, rather than working in isolation. Our marketing team is made up of people with clearly defined areas of expertise. We also work with selected partners for audio, video and artificial intelligence solutions. Before choosing any tool, however, we always ask ourselves who we want to reach, where we are in the market and what our specific goal is. But there is no all-purpose solution. What exists is the analysis that guides us, each time, to choose the right tool for that specific initiative. Thanks to this shift in perspective, we began receiving requests for quotes directly through our website and by email, after companies had come into contact with our content on LinkedIn. Today, we have a repeatable process built around our specific needs, the kind of process every company should aim to create through a deep understanding of itself and of its clients.
196 Views A shift in mindset
Positive results, but not a one-off
Communicating does not mean growing
Copying is the wrong move. Creating is the solution.
There are no magic tools