Pierre Emmanuel Bernard is the Director of Product Development and Marketing at Pinet Industrie. He is responsible for the R&D department and marketing within the company. His role focuses on developing the product range, from identifying customer needs to designing and marketing the product.

Pinet Industrie is a French manufacturer of hinges and locking systems, operating exclusively in B2B, providing products solely to industrial clients. The company generates significant revenue, with 113 employees across four sites and nearly 10 million products manufactured annually. Pinet stands out for its ability to develop both custom solutions and a comprehensive range of standard products.

The company operates across various industrial sectors :

 

 

This sectoral diversity pushes Pinet Industrie to monitor a wide range of topics that influence its market.

 

The intelligence system at Pinet Industrie is divided into three main themes :

Commercial intelligence

Technological intelligence

Competitive intelligence

Commercial intelligence

Pinet identifies and monitors its key clients. These clients are integrated into specific queries, allowing the company to receive weekly updates about them. Sales teams can then use this data to adjust their prospecting efforts and better meet market demands.

 

Technological intelligence

This intelligence focuses on technologies that can be integrated into Pinet Industrie’s activities. The goal is to find articles that highlight new technologies and those that can be implemented, ensuring the company remains at the forefront of innovation.

   

Competitive intelligence

Pinet monitors its main competitors, both in France and internationally, to track new product developments and understand strategic decisions. This enables the company to remain competitive and respond quickly to market shifts.

 

 

 

 

Pierre Emmanuel spends between 1.5 to 2.5 hours per week analyzing all of this information, connecting to the intelligence platform twice a week. At the beginning, he spent more time getting familiar with the tool, but he quickly optimized his usage.

Some of our initial searches were complex, particularly because of the versatility of the term 'hinge,' but with the help of the Sindup team, we were able to create specific queries, thereby improving the efficiency of our intelligence

Pierre Emmanuel Bernard,Director of Product Development and Marketing

 

Results dissemination

Pierre Emmanuel validates relevant articles for three distinct newsletters, corresponding to the three intelligence themes. These newsletters are primarily sent to the commercial team, the management committee, and the technical department. Several indicators, such as open rates and click-through rates, help assess the relevance of the selected articles. The newsletters are sent at the end of the week and are adapted for team members who are not fluent in English. Pierre Emmanuel makes an effort to find articles in French to facilitate understanding.

Looking ahead...

Several development perspectives are being considered:

  • Expanding current intelligence by including queries from social media.
  • Implementing intelligence related to events (trade shows, webinars, meetings, etc.).
  • Collecting relevant content to share on LinkedIn through ecosystem/market intelligence.

These initiatives aim to strengthen Pinet Industrie’s strategic intelligence approach, ensuring better adaptation to geopolitical shifts and new economic and environmental challenges

 

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