Maia Consulting Works with Exquando

About Exquando

Exquando is a Belgian service company specializing in information management and governance, with more than 15 years of experience working with public and private organizations.

The company supports its clients in the design, transformation, and operation of their information systems, with a clear goal: to make information more structured, reliable, and actionable to support decision-making.

It covers three main areas:

• Architecture, Engineering & Construction: Document Control & Project Document Management
• Enterprise Information Management: Information Governance and Digital Transformation
• Information Asset Preservation: Archiving and Records Management

Exquando’s approach is firmly system- and people-oriented: it facilitates the success of digital transformation projects by taking into account the interactions between information, technology, rules, and people, and by working closely with teams on the ground.

The Exquando Issue

Despite a clear value proposition and strong references, Exquando faced several limitations: 

• Lack of a dedicated marketing resource 

• Marketing initiatives managed on an ad hoc basis, without a structured plan 

• The offer on the website is difficult to read 

• Lack of consistency and coherence in LinkedIn communication 

• Key offerings such as Document Control as a Service (DCaaS) are not being promoted enough 

• Difficulty sustaining business growth over the long term through measurable marketing initiatives 

Against a backdrop of growth and increasing professionalism, Exquando needed to organize its marketing function, strengthen its online visibility and credibility, and lay a solid foundation to support brand awareness and customer acquisition in the medium term. 

Exquando's Expectations

• Organizing the Marketing Function : Implement a clear, consistent, and time-bound marketing strategy.
• Enhancing visibility and credibility : Improve Exquando’s online presence, particularly on LinkedIn and through a website redesign. 
• Clarifying the Offering and Messaging : Make the services easier for B2B decision-makers to understand, without unnecessary jargon.
• Business Development Support : Create marketing foundations capable of supporting sales initiatives, without making overpromises.
• Establishment of concrete metrics : Track measurable results in termsofmarketing initiatives,visibility,engagement, andcontent creation

Challenges and Solutions

Challenges Encountered

The main challenge lay in the lack of prioritization, oversight, metrics, and continuity. The initiatives were fragmented, poorly structured, and lacked consistency with one another.

Furthermore, the website no longer reflected the actual offerings, LinkedIn communications were inconsistent, and Exquando’s positioning and unique value proposition needed to be highlighted more prominently

Solutions Provided

Maia Consulting was engaged for a long-term assignment and provided a part-time in-house Senior Marketing Manager. This individual has been an integral part of Exquando’s day-to-day operations since January 2025.

This approach has made it possible to: 

• Taking a Strategic Step Back 

• Centralized marketing management 

• Continuous operational execution, aligned with leadership and teams 

• How Marketing Consultants Use AI to Improve Productivity and Efficiency

Photo: Marc Ansoult, CEO of Exquando (right), Naji Kamouh, Senior Consultant and In-House Marketing Manager at Maia Consulting (right)