Bringing the Zemtsov Group B2B brand of ventilated facades to the Russian market from scratch
From scratch, we assembled a brand, infrastructure and lead generation in the niche of complex façade systems.
Leads
124
Qual. lead
18 761 ₽
Average bill
1 000 000 ₽
Duration of cooperation
3+ years
Product
Ventilated facades
Brand
Frontek (Spain)
Format
B2B deliveries
Project format
CRM + end-to-end analytics + communication automation for the premium segment.
About the client
Zemtsov Group is a company specializing in the import and supply of ventilated facades. The main product is Frontek ceramic facade panels (Spain), as well as tiles and brick-like clinker.
Among the implemented objects: the Spartak stadium (Moscow), the Heart of the Capital residential complex (Moscow), the Lavender Mall shopping center (Sevastopol), the State Circus (Ekaterinburg).
Project difficulties
The company entered the market from scratch - without a brand, website, domain and marketing.
- Complex product requiring expert presentation
- Narrow target audience: developers, architects, designers
- Long transaction cycle in B2B construction
- Distrust of a new brand on the market
Project objectives
Build a brand and marketing infrastructure from scratch
Create a website for a B2B audience and a complex product
Launch lead generation in a narrow niche
Build communications and retargeting at funnel stages
What we did
Full cycle: from sales process changes to integrations and analytics setup.
Solution 1
Brand and positioning
We formed a brand, positioning and communication language for a B2B audience and a complex product.
- Positioning in the niche of ventilated facades
- Packaging expertise and trust
Solution 2
Website for B2B audience
We created a company website with a focus on architects, developers and buyers.
- Structure for design solutions
- Content for a complex product
Solution 3
Attraction strategy
We started with Yandex.Direct, then switched to a combination of Promotional pages + SEO to increase trust and brand demand.
- Promotional pages as brand-performance
- SEO as the main source of trust
Solution 4
Funnel and communications
We set up retargeting based on CRM data and connected the WhatsApp Business API for personalized touches.
- Transferring data from CRM to Yandex.Audience
- Rare but personalized newsletters
Promotion architecture
A combination of SEO, promotional pages and retargeting builds trust and brings back the audience at the stages of the funnel.
- SEO and promotional pages → website
- Applications → CRM
- CRM → Yandex.Audiences (retargeting)
- WhatsApp Business API → touches
Why Promostranitsy
- Growing trust and brand demand
- Works like brand-performance
Why CRM retargeting
- Pressure on a long deal cycle
- Personalization by funnel stage
Project Features
B2B and narrow audience
We worked with architects, designers and suppliers - the decision was made over time and collectively.
Complex product
Ventilated facades require expert presentation and proof of reliability.
Results
124
Lida
Applications during cooperation
18 761 ₽
qual. lead
Cost of a qualified application
1 000 000 ₽
average bill
Average transaction amount
3+ years of cooperation
245 incoming calls
1st place for Frontek brand queries
20–30 brand requests per month for Zemtsov Group
Next step
Need a B2B launch?
We will assemble a brand, infrastructure and lead generation for your niche.