Genesis ID Group
Business automation, B2B e-commerce
03.2024 – 10.2025 (20 months)
Kyiv, Lviv
About the Client
Genesis ID Group is a Ukrainian leader in the field of business process automation. The company operates in two areas: Genesis-ID – integration solutions (WMS, TMS, YMS, MES, machine vision) and ID Shop – a B2B online store of professional equipment: barcode scanners, data collection terminals (DCTs), label printers and POS systems.
Brands in the portfolio: Zebra, Newland, iData, M3 Mobile, TSC, Godex, Bixolon, HPRT, VoCoVo. Customer base – warehouses, logistics centers, retail chains, manufacturing enterprises and distributors. The company has its own certified service center (official Zebra partner) and offers service contracts for 1, 3 and 5 years.
The automation equipment market is a B2B segment with high competition and a narrow audience. Genesis ID clients are businesses looking for reliable equipment for warehouse logistics, inventory, product labeling, and point-of-sale automation. The purchase decision goes through several levels of approval, and the average check for one order reaches tens of thousands of hryvnias.
Challenge: initial situation
When Genesis ID Group approached the Guild of Marketing in March 2024, the company had ambitions to become a digital leader in the automation market, but faced a set of challenges:
Lack of a corporate website
Genesis-ID did not have a modern corporate website. There were no structured presentation solutions (WMS, TMS, MES), equipment catalog by model, cases, service information. Potential B2B clients could not evaluate large-scale and expert companies online.
Problems with the online store
- No integrations with payment systems (neither PrivatBank, nor Monobank, nor LiqPay)
- Manual delivery processing instead of Nova Poshta API
- No multicurrency for international customers
- Product categories without SEO-optimized content
- No CRM integration — orders were not transferred automatically
Advertising problems
- Outdated Smart and Shopping campaigns without category structure
- Lack of Performance Max campaigns
- Mixing UA and RU audiences
- Google Ads only for ID Shop, corporate website was not advertised
Analytics issues
- GA4 was not configured — the company worked without modern analytics
- Binotel was not integrated with Analytics — calls were not tracked
Lack of digital presence on social media
- No Facebook or Instagram pages
- No LinkedIn company page
Key task
Build a complete digital ecosystem for a B2B group of companies from scratch: corporate website, online store optimization, search advertising for two websites, SEO, SMM, full analytics and CRM integration.
Guild of Marketing Services
- Marketing Strategy
Market analysis, competitors, positioning, media plan, KPI
- Web development: genesis-id.com
Corporate WordPress + Elementor website, 180+ pages
- Web development: id-shop.com.ua
OpenCart improvements, payment integration, NP, multicurrency
- Translation
Full translation of genesis-id.com into Russian (~145 pages)
- Seo
7 rounds of optimization + link building + 57 SEO texts for categories
- Google Ads
PMax + Search + Shopping + DSA for two sites
- SMM
Facebook, Instagram, LinkedIn — content plan, highlights, advertising
- Analytics
GTM, GA4, Binotel call tracking, Microsoft Clarity
- CRM integration
Smart CRM via API + Apix Drive
Working with B2B e-commerce in this niche is significantly different from B2C:
Queries like “Zebra MC3300 data collection terminal” have low search volume but very high conversion intent. Every click is a potential B2B customer with a specific need and budget.
B2B customers rarely buy through a shopping cart. Typical scenario: found the product → called → received the PO → agreed → paid.
Some of the audience searches in Ukrainian, some in Russian. Separate campaigns, texts, and website versions are needed.
Integrators are looking for solutions (WMS, TMS) → genesis-id.com. Equipment buyers → id-shop.com.ua.
Hundreds of models from dozens of brands. Each page contains technical specifications, comparisons, and recommendations.
Results of the Guild of Marketing team's work
Distribution of conversions by channel
- Clicks to phone (click_tel): 73% — the main channel for B2B
- Fast order (fastorder): 14% — a simplified form for regular customers
- Binotel calls: 13% — tracking incoming calls
Top campaigns by results
| Campaign | Type | Clicks | Conversions | CPC |
|---|---|---|---|---|
| Sales-PMax-RU | PMax | 17,000 | 690 | 1.2 UAH |
| [GM] PMax TSD | PMax | – | 249 | – |
| [GM] PMax Skaneri | PMax | – | 218 | – |
PMax campaigns have become the main driver of conversions, providing the best balance between lead volume and value.
GOM Strategy: 7 Phases of Comprehensive Transformation
Phase 1 : Marketing Strategy (March 2024)
The first step is a complete market analysis and strategy development
Researching competitors’ strategies, budgets, and keywords
LinkedIn and Facebook — competitor presence
Media mentions, bloggers
Mission, target audience, key messages
Budget allocation between Google Ads, Facebook, PR
The strategy showed: Genesis ID Group needs not just advertising, but a complete digital transformation — from websites to analytics.
Phase 2: Development of the corporate website genesis-id.com (March–August 2024)
The biggest block of work is creating a corporate website from scratch using WordPress + Elementor. Development in 4 stages:
Stage 1: Structure and main pages
- Home, About the company, Contacts, Blog, Vacancies, For partners
- Solution pages: WMS, TMS, YMS, MES, POD, PMS, SOTI
- Equipment by brand: Zebra, M3 Mobile, iData, TSC
- Service center: repair of TZD, printers, POS terminals, scanners
- 6 cases: auto parts, auto services, retail, tobacco, agricultural, coffee shops
Stage 2: Equipment product pages (~40 pages)
- Zebra: TC22/TC27, TC53/TC58, MC2200, MC3300, MC9400, RS5100, WT5400, ET40-ET85
- M3 Mobile: SL20, SL20K, US20 W, UL20 W, WD10, SM15
- iData: K1S, K1C Cold, K3S, T1 Pro, T2, T3 Pro, K8, P1
Stage 3: Catalog expansion (~70 pages)
- Zebra: ZD/ZT/ZE printers, ZQ mobiles, LI/DS scanners, FS/VS machine vision, ET tablets
- TSC: DA, TC, TX, MH, MX, Alpha series
Stage 4: Final content (~40 pages)
- Zebra HS3100/HD4000 Scanners, iData J15/J16/D400, Full TSC Catalog
Total: 180+ pages with technical specifications, photos, comparisons, and recommendations.
Phase 3: Translation into Russian (July–October 2024)
Version 1 (July): 65 pages
- Home, About the company, solutions (WMS-SOTI), equipment, service, cases
Version 2 (September–October): 80 pages
- Product pages of Zebra TZD, scanners, printers, M3 Mobile, iData, TSC
145 pages of translation are not just word replacements. Each page is adapted for the Russian-speaking B2B audience, taking into account technical terminology.
Phase 4: Finalization of ID Shop and CRM integration
Payment integrations:
- API PrivatBank “Payment by installments” – installments for B2B with large checks
- API Monobank “Payment by installments” – alternative installment channel
- LiqPay – online card payment
Logistics and infrastructure:
- Nova Poshta API — automatic cost calculation and creation of TTN
- Multicurrency — 5 currencies for international customers
- URL migration with preservation of addresses + 301 redirects
- Content pages: About the store, Delivery, Payment, Service contracts, Reviews,
- Brands, Blog
CRM integration (Smart CRM via API):
- Integration via Apix Drive into Smart CRM
- Dynamic transfer of order data: amount, product, quantity, price
- Each order automatically enters the manager’s CRM
Additional improvements (October 2025):
- e-Excise page, VoCoVo Link, Zebra MC3400
- Microsoft Clarity for both sites
- Removing “Cash on delivery” (avoiding Merchant Center blocking)
Phase 5: SEO — from technical optimization to link building
SEO work continued throughout the entire project — 7 rounds of optimization:
Technical SEO Basics (April 2024):
- Competitive analysis, semantic core, robots.txt, sitemap.xml, Search Console
- SEO localization, meta tags for all pages
Content optimization (May–July 2024):
- On-page optimization, content preparation, position monitoring
Link building (October–December 2024):
- External optimization audit, donor selection, article placement on 4 resources
57 SEO texts for ID Shop categories (April–June 2025):
- TZD: Zebra, iData, M3 Mobile, Newland; cold storage, sensor, long-range
- Printers: Zebra, Godex, TSC, Bixolon, HPRT; thermal/thermal transfer; for Novaya
- Post
- Scanners: wireless, handheld, designer, budget
- POS: sensor, mobile, self-service
- Consumables: labels, ribbons, tags, cartridges, Hot Stamp
Phase 6: Google Ads — two sites, two strategies
ID Shop (id-shop.com.ua) — 66 campaigns:
| Campaign Type | Quantity | Purpose |
|---|---|---|
| Performance Max | 16 | Main conversion driver by category |
| Search | 22 | Accurate coverage of niche queries |
| Shopping | 7 | Product advertising in search |
| Display | 3 | Remarketing and brand awareness |
| DSA | – | Dynamic ads for long tails |
PMax by categories:
- PMax TSD — data collection terminals (249 conversions)
- PMax Skaneri — barcode scanners (218 conversions)
- Sales-PMax-RU — Russian-speaking audience (690 conversions, CPC 1.2 UAH)
Genesis-ID (genesis-id.com) — corporate advertising:
- Search Advertising “Equipment” (UA + RU)
- Search Advertising “Solutions” (UA + RU) — WMS, TMS, MES
- DSA by page feed (UA + RU)
Geotargeting (both sites):
- All of Ukraine excluding occupied territories
- Increased rates for Kyiv and Lviv
Phase 7: SMM + Analytics — full digital presence
SMM: three platforms from scratch
- Facebook and Instagram: page creation, 12 posts/month, 9 highlights, promotion with B2B audiences
- LinkedIn: company page, 2 representatives, crossposting, articles
Analytics: full transparency
- GTM: cross-site installation, macro/micro conversion tags
- GA4: build from scratch, e-commerce tracking, Google Ads linking
- Binotel: phone rotation, feedback widget, GA4 goals
- Microsoft Clarity: heatmaps, session recordings, dead clicks, rage clicks
Key insights from analytics:
- Google CPC = 62.7% of traffic, Organic = 21.9%, Direct = 9.8%
- Mobile: 59% of traffic with a 5.5% conversion rate
- Desktop: 41% of traffic with a 3.1% conversion rate
Results for business
| Direction | Scale |
|---|---|
| Corporate website genesis-id.com | 180+ pages (WordPress + Elementor) |
| Russian translation | 145 pages |
| ID Shop Improvements | Payments, Emergency, Multicurrency, CRM |
| SEO texts for categories | 57 unique texts |
| Google Ads campaigns | 66 campaigns for two sites |
| SMM | Facebook + Instagram + LinkedIn from scratch |
| Analytics | GTM + GA4 + Binotel + Clarity |
| Marketing Strategy | Complete Market Analysis and Media Plan |
- 3,360 conversions for the entire period
- 115,000+ clicks from Google Ads
- Average CPL ~100 UAH — less than 1% of the minimum check
- Peak: September 2023 — 1.2M impressions, 31K clicks, 1,207 conversions/month
- Site conversion 4.5%, mobile conversion 5.5%
- A complete digital ecosystem — from strategy to CRM, everything works as a single mechanism
- Two full-fledged websites — corporate for solutions, store for equipment
- Bilingual presence — UA + RU on both websites and in advertising
- Marketing transparency — every lead from click to order in CRM
- SEO foundation — 21.9% of organic traffic
Guild of Marketing Innovative Solutions
1. Two sites — one strategy
Genesis-ID and ID Shop work as a single digital ecosystem. The corporate site builds trust, the store converts into sales. Unified analytics tracks the customer journey between both sites.2. CRM integration via API
Automatic transfer of orders from OpenCart to Smart CRM via Apix Drive. The manager sees the order immediately after processing with all the details.3. Multi-language PMax for B2B
Separate PMax campaigns for UA and RU with different asset groups, keywords and landing pages.4. 180+ product pages with technical expertise
Each model has a detailed page with specifications, photos, comparisons. A decision-making tool for the B2B buyer.5. Triple-channel conversion tracking
Integration of click_tel + fastorder + Binotel in GA4. Without this, 73% of conversions would remain invisible.6. SEO + PPC synergy
57 SEO texts improve organic and Quality Score. Quality content reduces CPC and improves Smart Bidding.7. Integrated approach
Strategy → websites → SEO → advertising → analytics → CRM. Each element reinforces the others — synergy that is impossible when working with different contractors.
Recommendations for B2B e-commerce
In Genesis ID, 73% of conversions are calls. Without call tracking, you only see 27% of the real picture.
Separate campaigns for UA and RU — different keywords, ads, landing pages.
A corporate website builds trust, a store converts. One without the other works twice as badly.
57 texts generate 21.9% of free traffic. An investment that pays off every month.
59% of traffic is mobile, conversion is higher (5.5% vs 3.1%). Buyers are searching for equipment from their smartphone.
Automatic order transfer is not a luxury, but a necessity for B2B.
Checklist: digital transformation of B2B companies
- Develop a marketing strategy with competitor analysis
- Create a corporate website with detailed solution and product pages
- Optimize your online store: payments, logistics, multicurrency
- Ensure bilingualism of websites (UA/RU)
- Write SEO texts for all product categories
- Set up GA4 with full e-commerce tracking
- Integrate call tracking (Binotel or similar)
- Integrate CRM with the website for automatic order transfer
- Create PMax campaigns by product category
- Launch SMM on Facebook, Instagram, LinkedIn
- Install Microsoft Clarity for UX analysis
- Conduct link building for external SEO
Project Team
Web analytics experts with specializations in Google Analytics 4, Google Tag Manager, Meta Analytics, and corporate training.
- Project Manager
- PPC Specialist
- SEO specialist
- Web developer
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSIS OF SITES AND COMPETITORS
FAQ
-
Why two separate sites instead of one?
Genesis-ID and ID Shop serve different segments. The corporate site is aimed at large businesses looking for comprehensive solutions (WMS, TMS). The store is for buyers of specific equipment. Merging would create confusion
-
Why is mobile conversion higher than desktop in B2B?
B2B buyers are looking for equipment “on the go” — in the warehouse, in production. Mobile search has higher intent, hence higher conversion.
-
Why CRM integration if there is e-commerce on the site?
B2B sales are rarely completed online. The typical path is: order → clarification → CP → approval → payment. Without CRM, the manager may miss the order.
-
How long does it take to build a complete digital ecosystem?
In Genesis ID, the full cycle is 20 months. But the first results from Google Ads appeared after 2 months. The key is parallel work: while the site is being built, advertising is already being launched.
Our cases
ROMI
conversion cost
conversions per month
Do you want to build?
digital ecosystem for your B2B business?
Guild of Marketing specializes in comprehensive digital strategies for B2B. We don’t just launch ads — we build a system: from strategy and website development to full analytics for each lead.
