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

The company opened 20 years ago as a small service firm but now provides turnkey solutions for manufacturing companies. In the Oryol region, “Aggregates and Components” is a key supplier of screw and piston compressors.

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.

SEO Promotion

From 2012 to 2016, the company continuously invested heavily in search engine optimization, as up to 50% of new equipment inquiries came from this source.

Brand Awareness

We utilised guerrilla marketing tactics, bulletin boards, crowd marketing services, review platforms, and listed company information on all possible portals.

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

Created the first website, then redesigned and migrated the site to a new CMS (Bitrix). The redesign and migration took about 8 months in total.

The site was filled with content, optimized, and at its peak, ranked 7th in the top 10 in Moscow for the query “screw compressor” with a frequency of over 20,000 queries per month. Unfortunately, no screenshots were preserved, but I do have photos of my new car, which I bought with a percentage of sales thanks to this achievement.

Created countless landing pages for contextual advertising. The best indicator in 2016 was maintaining a client acquisition cost of 2,000 to 3,000 rubles for an average order value of 800,000 rubles. The dealer percentage was usually around 15%, giving about 120,000 rubles in margin, or about 85,000 rubles in net profit per order. In other words, we managed to maintain a very favorable ROI.

Set up and implemented the 1C Bitrix CRM system, connected it with the website and 1C accounting, then integrated email marketing and created a whole process for trigger and regular mailings. On average, we generated an additional 5 million rubles in revenue annually through regular mailings.

Built a full-fledged marketing department. For small businesses in this niche, aspects of marketing related to branding, community building, gamification, or influencer marketing are not relevant. We focused exclusively on lead generation, nurturing potential and existing clients, and constantly striving to reduce the cost of inquiries. Therefore, only those employees who helped achieve these tasks were hired (SEO specialist, CRM marketer, PPC specialist, copywriter, programmer, and two telemarketers).

Results

16 million rubles

Profit in the best year (2013) from marketing sources.

7 employees

Hired and trained for my marketing department.

800 visits

From unique visitors per day when we ranked in the top 10 in Moscow’s search results.

5 %

for the share of advertising expenses maintained across all channels

Case Study "Aggregates and Components"

Marketing of Industrial Equipment for a Regional Dealer

Project Objectives

What I Learned in This Project

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