Case Study "Aggregates and Components"
Marketing of Industrial Equipment for a Regional Dealer
LLC “Aggregates and Components” is a regional representative of leading air compressor manufacturers from Belarus, South Korea, and Turkey.
In this project, I began as an SEO specialist and eventually built a full-fledged marketing department from scratch. The company is my alma mater, where I achieved my first successes, learned to work with almost all digital tools, managed teams, and achieved crazy goal.
Project Objectives
Lead generation
We drove traffic into well-structured funnels for subsequent lead nurturing. Attractive lead magnets, such as e-books and checklists, as well as low-cost tripwire offers, were created to capture and convert leads. The nurturing process could sometimes take up to a year before people purchased high-ticket products.
What I Learned in This Project
Self-Learning: You can learn almost anything from scratch if you have the desire, strength, and time. When I started working on this project, there were no courses, videos, or literature on SEO. Everything had to be learned “on the fly” through trial and error
Budget Constraints: The smaller your budget, the better it is for learning. However, if you need to quickly generate a large number of inquiries and you know exactly how to do it, you can’t do without money. In Russian realities, often the one with the bigger budget wins.
Eternal Sales Scheme: PPC + SEO optimization + meticulous work with leads and CRM is an eternal sales scheme that is one of the pillars in B2B marketing.
Telemarketing Evolution: Telemarketing hasn’t disappeared; it has just increasingly turned into business development or “presales,” depending on what you prefer to call it. Outbound calls must be made in sufficient volume, and your database must always be replenished with new “live contacts.”
No Lone Warriors: Irreparable mistakes are often made due to the mindset of “why pay someone when I can do it myself” or “let’s save on a programmer since there is an out-of-the-box solution that will suffice.” If the owners are not ready to develop the enterprise according to market demands, not just their wishes, you risk being on a sinking ship.
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Key Takeaways
Results
7 employees
Hired and trained for my marketing department.
5 %
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