Gnosis is a global company specialising in the manufacture and sale of nutritional ingredients, including probiotics and nutritional yeasts, worldwide.

In late 2018, it became part of the international group Lesaffre. Operating in Europe, Asia, and the United States, Gnosis employs around 300 people and serves 800 customers annually. 

Their core mission is to enhance human health and well-being through their biotransformation processes.

The challenge

Gnosis had three primary objectives:

• Increasing revenue: This involves acquiring new clients, cross-selling to existing clients, and measuring the effectiveness of marketing and sales efforts to enhance interactions with prospects, leads, and current clients.
• Improving customer experience: Gnosis aims to gain a factual and analytical understanding of how prospects, leads, and clients engage throughout their lengthy customer journey, considering the extended sales cycles often present in the Pharma industry.
• Digitally transforming marketing & sales: To achieve these goals, a mandatory digital transformation of both marketing and sales was necessary. This transformation aimed to enhance customer understanding, deliver better overall customer service, and effectively support performance-oriented actions through the implementation of appropriate tools and technology.

However, several challenges hindered the smooth response to these objectives:

• User adoption: Gnosis faced difficulties as most processes were not digitised, requiring coaching and training to instigate the adoption of digital and technological practices within their teams.
• Martech stack: The absence of proper systems hindered the ability to measure progress. The establishment of suitable structures, processes, and systems, along with equipping the team with necessary tools, became vital for successful evolution.
• Long sales cycles: Extended sales cycles posed challenges in tracking and following customer interactions effectively. A factual view of the customer journey was crucial to provide an enhanced customer experience.
• Dependency on one acquisition channel: Heavy reliance on physical events and sales points raised concerns during the Covid-19 pandemic. In response, mastering digital channels became imperative for future expansion and maintaining control over acquisition strategies.
• Efficiently managing the valuable leads generated at trade shows: The existing process of collecting prospect cards, transcribing them into Excel, and then integrating the data into the CRM system proved to be time-consuming and detrimental to the sales team's ability to promptly reconnect with prospects. On average, this entire workflow took 2-3 months to complete, hindering their ability to capitalise on potential sales opportunities and establish fruitful relationships with prospects.

The solution

To tackle these challenges, Huble took a four-pronged approach:

1. Integrated marketing & sales environment: We provided comprehensive assistance and hands-on coaching to implement HubSpot, creating a seamless marketing and sales ecosystem that tracks customer behaviour throughout their journey.
2. Training & onboarding: Our support extended to training and onboarding the company's team members, ensuring they were well-equipped for their digital journey.
3. Data-driven marketing: We facilitated a centralised view of marketing and sales performance through clear dashboards, enabling continuous monitoring and improvement of data-driven actions.
4. Real-time prospect capture: We set up a system so that the QR code of the tradeshow badge or the prospect card is scanned and directly sent to the CRM.