Belalba®

Adriana Belei

Belalba is run by Adriana Belei, who has spent the last eight years building marketing and CRM systems inside B2B companies, most of that time in engineering and technical firms in the Netherlands.

Background

Since December 2023 she has been Digital Growth Manager at a specialist engineering consultancy in the Netherlands, where she implemented HubSpot across the company, connected sales, marketing and product on one system, and runs the marketing budget, the reporting to management, the technical webinars and the conference presence, across Europe, the United States and the Middle East. Since June 2024 she has also been marketing manager for a European engineering industry association.

Before that she spent five years running her own boutique agency in Rotterdam, building automated marketing systems, CRM integrations and reporting for B2B and service companies. Alongside the agency she was senior digital marketer at a maritime software company, taking a new emissions reporting product to port authorities by direct outreach, and head of marketing at a retail technology company in Amsterdam, where she ran marketing and revenue operations and built the lead scoring the sales team worked from.

Her first career was in finance and administration in Barcelona: tax compliance and company formation for international clients, and before that financial management and European grant applications for a production company with a team of thirty. She holds a degree in public management and administration from the Universitat de Barcelona and a postgraduate qualification in quantitative techniques for financial markets from the Universitat Politècnica de Catalunya, and she is studying for an MBA with the University of Liverpool, due to complete in 2028. She completed a data analytics bootcamp in 2024 and a web development bootcamp in 2018.

She speaks Romanian, Spanish and Catalan natively and works in English.

What she has built

  • CRM implementations in HubSpot for mixed consulting, software and training businesses: the lifecycle model, pipelines with exit criteria, the user manual for the sales team, and the migration of leads from forms and inboxes into one system.
  • Sales reporting in Power BI from CRM data: the data model, the measures, and the dashboards management reads each month.
  • Webinar-led demand generation across Europe, the Middle East and North America: series planning, direct outreach, follow-up sequences.
  • Website information architecture for technical firms: service and sector page frameworks, knowledge bases, redesign specifications.
  • Marketing plans, KPI frameworks and monthly reporting to management.
  • Marketing management for a European engineering association, including a conference and media partnerships.

Why Belalba

The pattern she kept meeting in technical companies: excellent engineering, an order book that depends on a few people's networks, and a CRM that the sales team works around. Belalba exists to fix that pattern in industrial firms of 20 to 250 people, with a method that starts from a diagnosis rather than from a tool.

She writes on Medium and is on LinkedIn.

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