Geysen is a Belgian company specializing in industrial maintenance, founded over 30 years ago. The family business started small in the recycling sector but evolved over the years to a profitable mid-sized company with more than 180 employees.
Today they are active in the outsourcing of highly-qualified technicians and the support of industries in specific mid-sized tailor-made projects.
At Geysen, our growth strategy journey involved a comprehensive repositioning effort, seeking new markets, and fostering sustainable growth, all while reinforcing our commitment to employer branding. Facing the challenge without an in-house marketing team, we embraced a unique approach — Marketing as a Service.
Our multidisciplinary team, featuring a dedicated senior expert embedded within Geysen Management Team, became the driving force behind our strategic initiatives. The absence of an internal marketing team didn’t hinder us; instead, it prompted the creation of a dynamic partnership. This collaborative effort allowed Geysen to harness a 360-degree digital and strategic marketing expertise without the need for substantial investment in multiple marketing profiles.
Skills have been used combining branding, creation of WordPress website, content creation, copywriting, creatives, capturing data and turning it into insightful dashboards. The presence on site ensured a full participation and exchange with the C-suite and staffing. In 3 months time the basics had been put in place and marketing automation could be started. Scope: nurturing the existing customer database and cross-sell.
We established ‘The Geysen Academy,’ a strategic move to strengthen a vital Unique Selling Proposition (USP) in industrial maintenance. By elevating OEM partnerships to a strategic level, our focus is on achieving ‘first-time-right interventions.’ This approach not only sets Geysen apart in a competitive market but also serves as a key strategy in the midst of a talent war. The ability to attract and retain high potentials is pivotal for Geysen’s future growth, making ‘first-time-right interventions’ a crucial element in positioning the company for sustained success.
Moreover, we initiated ‘Technicians Without Borders’ as a contribution to the Sustainable Development Goals. This distinctive program currently sends Geysen’s high-potential technicians to regions facing a scarcity of technical expertise for specific infrastructure projects, showcasing our commitment to making a positive impact beyond our immediate sphere.
Today Geysen is recognized as a trustworthy brand. The quality of the sales team’s building rapports has improved significantly, conversations have become more impactful and the traction in the market is extensive. This allowed Geysen to carve out a unique positioning, making the company stand out and become a point of reference in the sector.
