Steelcase: comprehensive B2B Inbound Marketing strategy

#automation #buyerpersona #crm #hubspot #inbound #inbound #inboundmarketing #marketingautomation #nurturing #performance #remarketing #sem #seo #socialmedia #Steelcase #workplace

Steelcase, the American multinational company dedicated to offering innovative solutions to large companies at the intersection of furniture, design, architecture and technology has managed, together with Smartup and thanks to HubSpot, to respond to a need: to achieve the traceability of the leads obtained by its commercial strategy, open new online channels for attracting prospects, increase brand visibility and improve its results.

In 2020, the company is betting on digital marketing in Spain. With the help of Smartup, HubSpot's Diamond Partner agency, it aims to attract new clients in the online environment and to strengthen and grow its business line of strategic consulting for workspaces.


To date, the brand in Spain had only made basic use of the HubSpot tool to articulate specific mailing communications on a historical database. Starting in 2020, the marketing department decided to implement a comprehensive digital strategy capable of qualifying these contacts, continuing to nurture its database with new prospects, accompanying them throughout the buyer's journey with online marketing actions, with the ultimate goal of transferring sales-ready prospects to the sales department. In this way, achieving global and unified visibility of the results of the different digital acquisition channels in a single tool became a priority for the company.

"Smartup has managed to adapt to our specific needs in the B2B sector through inbound and digital advertising actions."

Rocio Diez



  • Buyer Personas and Journeys
  • Advanced Analytics


  • Inbound Marketing 
  • Copywriting
  • SEO
  • Performance
  • Google Ads
  • Meta Ads
  • LinkedIn Ads
  • Remarketing


  • CRM HubSpot
  • Nurturing
  • Scoring
  • Email marketing
  • Lead magnets


  • CRM HubSpot
  • Email Marketing
  • Marketing automation


With the implementation of an optimized email marketing strategy and specific mailing actions to encourage the download of lead magnets, reports, whitepapers and webinars, the brand has been able to positively impact its contacts and achieve an average email open rate of over 27%. above 27%.

Steelcase, since 2020, has achieved more than 30 success stories through the new Inbound Marketing strategy. Decision makers from large companies in various sectors such as banking, energy, technology, consulting, or transport companies have met the brand thanks to the power of its digital strategy, hiring its services. The company follows a path of constant evolution and the online environment is positioned as a powerful asset to continue growing its business, with marketing automation and HubSpot as the best bet to articulate the digital marketing strategy.

Health and Wellness
Technologies and Services
Buyer Personas and Journeys, CRM (MAIL, SMS, IM), Nurturing and Scoring, Paid Media and Performance, Search Engine Positioning

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