The marketing team at Ximedes was often engaged in various activities such as designing a CEO presentation, sending out invitations for a roundtable discussion, or organizing and designing trade fairs. To better structure our plans, we conducted research into the mission, vision, and strategy of Ximedes and, together with Sales, created customer profiles. From this, we were able to develop a more well-founded marketing strategy that could work in the long term, and take the first step toward the new Hubspot website, which is more accessible than the original. This also allowed Sales and Marketing to align more effectively in generating marketing qualified leads into sales qualified leads, and ultimately bringing in new customers.