The digital and international transformation of a SME

The solution

The project started in late 2015 with a consulting assignment intended to assess the IT system and technical infrastructure of Sur Mesure. The Pentalog consultant issued recommendations in two main areas: security and productivity improvement through the IT system.

During summer 2016, a development team and a Pentalog Software Factory product owner then began implementing the recommended actions:

• Replacement of the Vtiger CRM and implementation of a production management tool linked to the existing e-commerce site.
• Addition of new functions such as automated management of order priority.

Then, in 2017, Pentalog’s actions focused on:

• Importing data from the old CRM.
• Implementation of sending newsletters: incorporation of the old CRM contacts and importation of new data.
• Addition of new functions in the production management tool.

A multilingual team made up of SEM consultants and content producers from the Pentalog Growth Factory is continuously working to optimize Sur Mesure’s digital marketing tools for both B2B and B2C sales:

• Management of customer acquisition campaigns (Google Adwords): regular optimization and readjustment of existing campaigns according to their performance and creation of new campaigns in four different languages targeting France, Belgium, Spain, Luxembourg, Germany, the United Kingdom, Austria, and Switzerland. The ROI from these acquisition campaigns has been very strong.
• Development of the brand’s organic web presence and reputation through the publishing of blog articles, with translations in four languages, linked to Sur Mesure’s products (target countries: Belgium, Spain, Italy, Switzerland, Austria, Luxembourg).
• Content creation for newsletters sent out in these same languages to Sur Mesure’s customers and prospects.