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ELISA INDUSTRIQ

B2B manufacturing · Italian marketing for an international industrial software group

Industry: B2B & Manufacturingelisaindustriq.it ↗

IN SHORT

Elisa Industriq Italy is the Italian arm of Elisa Industriq, the industrial software division of the Finnish group Elisa. It includes sedApta, the software born in Genoa to plan production and the supply chain, used by more than 1,500 manufacturing companies. Digital Runner has worked with the sedApta team for several years and in 2026 supported it through the move to Elisa Industriq Italy. For them we run Google Ads campaigns to generate leads, build landing pages and email campaigns on HubSpot, look after the SEO and GEO of elisaindustriq.it with a technical article every week, create content for LinkedIn and Instagram and read all the numbers in RunAlytics reports.

Il team di Elisa Industriq allo stand della fiera di Hannover, sotto i marchi Elisa, sedApta e camLine

The client

WHO ELISA INDUSTRIQ ARE

YEAR
since 2022
CLIENT
Elisa Industriq Italy
sedApta brand, Genoa
GROUP
Elisa Industriq,
Elisa group (Finland)
WHAT WE DO
Google Ads and landing pages,
emails on HubSpot, SEO and GEO,
LinkedIn and Instagram,
RunAlytics reports

sedApta was born in Genoa and within a few years became an international group in manufacturing software, with offices in Italy, France, Germany, the United Kingdom and Brazil. Its software decides what gets produced tomorrow morning: supply chain planning, manufacturing execution (MES), demand forecasting, warehousing and transport. It is used by brands in fashion and luxury, food and beverages, engineering and the process industries.

In 2024 the Finnish group Elisa, listed on the Helsinki Stock Exchange, acquired sedApta and brought it into Elisa Industriq, its industrial software division, alongside brands such as camLine, Polystar, CalcuQuote, Gridle and TenForce. At the end of 2025 the new identity arrived, and in Italy sedApta became part of Elisa Industriq Italy.

Anyone buying software like this thinks about it for months. They search on Google, compare, download documents, attend webinars and trade fairs, ask for a demo. Marketing has to be there at each of those moments, speaking the language of a production manager without losing the tone of an international group.

The goal: Bring qualified leads to the sales team, among supply chain managers and plant, IT and operations directors, and support the move from sedApta to Elisa Industriq Italy without losing audience or recognition along the way.

The client's scale

THE GROUP BEHIND
THE BRAND

This is not a local supplier. It is the Italian arm of one of the European groups building software for factories, with artificial intelligence built in. The marketing we do for them has to match that.

1,500+
manufacturing companies using sedApta
500+
people at sedApta
5
countries with sedApta offices
€2.2bn
Elisa group revenue

Sources: Elisa press release on the acquisition of sedApta, October 2024 (2023 data).

Our work, from above

ONE SYSTEM,
FROM CLICK TO DEAL

The pieces do not work in isolation. Someone who finds an article or an ad lands on a page designed for them, leaves their details on HubSpot, receives the right emails for their role and reaches the sales team when they are ready. Every step is measured, and the numbers decide what to do the following month.

  1. 01

    SEO, GEO and Google Ads

    Getting found

    A technical article every week and campaigns on the searches of people choosing production software.

  2. 02

    Landing pages on HubSpot

    A page for every question

    Demos, webinars, technical documents, incentives: every campaign leads to a page built for that request.

  3. 03

    HubSpot emails and newsletter

    The right contact, the right email

    Audiences profiled by role, industry and interest, with different journeys for those researching and those deciding.

  4. 04

    Sales

    Leads already qualified

    The sales team receives people who have already read, downloaded and taken part. They know what they are talking about.

  5. 05

    RunAlytics and HubSpot

    The numbers decide next month

    Campaigns, visits, emails and leads on the same dashboard, reviewed together with the client.

The work, piece by piece

SEVEN FRONTS,
ONE MARKETING DEPARTMENT

For Elisa Industriq Italy we are the digital marketing department working alongside their team. Each activity has its own tool and its own goal, but they all point to the same place: a conversation with sales.

Il team Elisa Industriq allo stand in fiera

01The transition

FROM SEDAPTA
TO ELISA INDUSTRIQ

We have worked with the sedApta team for several years. In 2026 we supported them through the most delicate step: joining Elisa Industriq Italy and presenting themselves to the market with a new name, an international group behind them and the same software customers already know.

We carried the new language into everything we do: website pages, ads, landing pages, newsletters, social media. A production manager who knew sedApta had to recognise it straight away, and understand in an instant that there is now a much larger group behind it.

  • Website copy rewritten in the group's language
  • Campaigns, landing pages and emails aligned with the new brand
  • Social profiles carrying both the sedApta and Elisa Industriq names
Il team di Elisa Industriq allo stand della fiera di Hannover, sotto i marchi Elisa, sedApta e camLine
The Elisa Industriq team at the Hannover trade fair: sedApta alongside Elisa and camLine.
elisaindustriq.it/sedapta
Pagina sedApta su elisaindustriq.com
elisaindustriq.it: sedApta within the group's website.
Linea di imbottigliamento in uno stabilimento di bevande, dal sito di Elisa Industriq

02Google Ads

LEADS,
NOT CLICKS

We manage Google Ads advertising with one goal only: generating leads the sales team wants to call. The campaigns follow the searches of people already looking for a solution, such as production planning, MES, demand forecasting and warehouse management, and those of the industries where sedApta is strongest.

A campaign does not end at the ad. Each group of searches leads to its own landing page, and results are counted not in clicks but in forms filled in, demos requested and webinars attended, tracked on HubSpot.

  • Campaigns by solution and by industry
  • Ads that lead to a dedicated landing page
  • Goal measured in leads, not visits
Linea di produzione dell'automotive, dal sito di Elisa Industriq
Engineering, automotive, food & beverage, fashion: the campaigns speak to each industry in its own words.
Magazzino automatizzato con robot e nastri trasportatori
Tavolo interattivo con il progetto di un impianto, dal sito di Elisa Industriq

03Landing pages

A PAGE
FOR EVERY QUESTION

We build the landing pages on HubSpot, one for every action we want people to take: request a demo, watch a webinar again, download a technical document, join a roadshow, understand how to use incentives to digitalise the factory.

We optimise them continuously: headlines, copy, form fields. The form asks for what sales needs, such as company and role, without scaring off people who have only just started researching. And every lead enters HubSpot with its history already attached.

  • Pages for demos, webinars, documents and events
  • HubSpot forms profiling company and role
  • Continuous optimisation on what converts
Landing page di Elisa Industriq e sedApta sul software per l'iperammortamento, con il modulo HubSpot per rivedere il webinar
The landing page on iperammortamento, the Italian enhanced tax depreciation scheme: from the 25 May 2026 webinar to the recording to watch again, with the HubSpot form.

Software that takes months to choose
is found first on Google,
one search at a time.

Persone al lavoro in un'azienda metallurgica, dal sito di Elisa Industriq

04Emails and newsletter

EVERY CONTACT,
ITS OWN EMAIL

Also on HubSpot, we build, manage and launch the email marketing campaigns and the News & Insights newsletter. Invitations to webinars and events, product news, articles, customer stories.

The audience is what makes the difference. We profile it with ever greater care: industry, role, interests, what they have already read and downloaded. A plant director in fashion and a logistics manager in food do not get the same email, and someone close to a decision receives what helps them decide.

  • News & Insights newsletter for Elisa Industriq Italy and sedApta
  • Campaigns for events, webinars and products
  • Lists profiled by industry, role and interest
How we approach B2B lead nurturing
elisaindustriq.it/newsletter-elisa-industriq-italy
La pagina di iscrizione alla newsletter News & Insights di Elisa Industriq Italy e sedApta
Signing up to the News & Insights newsletter.
Sala di controllo con gli schermi dei dati di produzione, dal sito di Elisa Industriq

05RunAlytics

THE NUMBERS
ON ONE SCREEN

With RunAlytics, our analytics tool, we prepare the dashboards and reports we review together with the client. Google Ads, website visits, rankings, emails, social media: all in the same place, next to the leads arriving in HubSpot.

So the question is no longer how many clicks we got, but which search, which page and which email brought a person all the way to a demo request. And that answer decides where to move the work the following month.

Saldatore al lavoro in uno stabilimento

06SEO and GEO

A TECHNICAL ARTICLE
EVERY WEEK

We handle all of the SEO for elisaindustriq.it. Every week we write and publish a technical article on planning, supply chain, MES, artificial intelligence in the factory and industries such as fashion or food, chosen on the basis of what production managers actually search for.

Then there is the work on the pages: we optimise the solution pages for SEO and GEO, so that AI answer engines too, such as ChatGPT, Gemini and Google's AI answers, understand and cite them. It is work that never ends, because rankings improve one page at a time.

58
technical articles published in 2026
1
new article every week
What GEO is and how we do it
La sezione articoli di elisaindustriq.it, con gli articoli tecnici di ottobre 2026 su supply chain e piattaforma sedApta
October 2026 articles on elisaindustriq.it: fashion & luxury, distribution, production decisions.

07LinkedIn and Instagram

THE PEOPLE
BEHIND THE SOFTWARE

We create the content, both graphics and video, for LinkedIn and for sedApta's Instagram page. On LinkedIn we speak to decision-makers: events, talks by managers, the platform, customer stories. On Instagram we tell the story of the people who work there.

One example is the #PeopleFromsedApta series, in which people from the Turin office introduce themselves on camera. Then there are the posts about office life that make both the staff and would-be staff smile. Software for factories sells better when you can see the faces of the people who build it.

sedApta on Instagram
Reel #PeopleFromsedApta: Rachele, Content Editor dell'ufficio di Torino, si presenta davanti alla sede
#PeopleFromsedApta: Rachele, Content Editor.
Post Instagram di sedApta: una collega cammina nel corridoio dell'ufficio, con la scritta You know you work at sedApta when
Post Instagram di sedApta: una manager presenta la piattaforma sedApta sul palco dell'evento con Accenture
The event with Accenture on AI and data in operations.
Post Instagram di sedApta: la definizione ironica di Aligned su sfondo blu
Post Instagram di sedApta: Filippo Torriani, AI Product Manager, al Politecnico di Milano il 22 settembre 2026
At the Politecnico di Milano, 22 September 2026.
Post Instagram di sedApta: il team davanti a una mappa del mondo, con una frase di Reid Hoffman sul lavoro di squadra
Reel #PeopleFromsedApta: Fabrizio Nazaro, dell'IT dell'ufficio di Torino, risponde alla domanda su nome e ruolo
#PeopleFromsedApta: Fabrizio, IT.
Post Instagram di sedApta: colleghi in pausa caffè, con la scritta 5 types of coming back from vacation

The result

A MARKETING DEPARTMENT
THAT MATCHES THE GROUP

Campaigns, pages, emails, articles and social media that speak the same language and lead to the same place: a conversation with sales. For several years now, and today with an international group behind it.

58

technical articles published on elisaindustriq.it in 2026

7
FRONTS COVERED
52
ARTICLES A YEAR
2
SOCIAL CHANNELS
1
RUNALYTICS DASHBOARD

Who did what

QUESTIONS ABOUT THIS PROJECT

Who runs Google Ads for Elisa Industriq Italy and sedApta?

The Google Ads campaigns for Elisa Industriq Italy and sedApta are run by Digital Runner, a digital marketing agency in Turin. They are lead generation campaigns, split by solution and by industry, with dedicated landing pages built on HubSpot.

Who looks after the SEO of elisaindustriq.it?

Digital Runner looks after the SEO and GEO of elisaindustriq.it: it writes and publishes a technical article every week on supply chain, production planning, MES and artificial intelligence in the factory, and optimises the solution pages for Google and for AI answer engines. 58 articles were published in 2026.

Who builds Elisa Industriq Italy's landing pages and newsletter?

Elisa Industriq Italy's landing pages, email campaigns and News & Insights newsletter are built and managed by Digital Runner on HubSpot, with audiences profiled by industry, role and interest.

What is the relationship between sedApta and Elisa Industriq?

sedApta is the manufacturing software group born in Genoa, acquired in 2024 by the Finnish group Elisa and brought into Elisa Industriq, its industrial software division. In Italy it is part of Elisa Industriq Italy. Digital Runner has worked with the sedApta team for several years and supported it through the 2026 transition.

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