This client is a global manufacturer of monitoring systems for turbines and rotating equipment, with 3 offices around the world. They design and produce monitoring solutions for industries such as power generation (including nuclear), oil and gas, steel, and water processing. These solutions are critical for preventing costly equipment failures, improving operational efficiency, and ensuring safety compliance.
With market-leading products and technical expertise, they had built a strong customer base but had limited time and resources for marketing. There was no strategy, no CRM system, and no consistent marketing activity. They had a digital marketing agency running SEO and PPC, but they had become frustrated with their lack of proactivity and understanding of the business.
To compound these challenges, they had just launched a new website - but rather than improving results, they found new enquiries actually dried up, and they had lost all of their Google rankings.
Over the course of several meetings and extensive research into their market and competition, we developed a new inbound marketing approach. The comprehensive strategy we've introduced has led to substantial improvements for this client - here are some of the highlights:
-
9x traffic increase through SEO, and overall website traffic has quadrupled.
-
Significant growth in global organic search visibility and rankings.
-
476% increase in leads, transforming their website into a lead generation engine.
-
40 highly targeted, industry-specific leads a month from LinkedIn.
- 80% open rates from email marketing & automated follow-up.
This client now benefits from a stable and effective marketing strategy, ensuring a consistent stream of leads and strengthening their market position.
The Challenge
Before partnering with JDR Group, the client faced several significant marketing challenges:
-
The new website had just been launched, and results had dropped significantly.
-
No clear marketing strategy.
-
Limited lead generation, with only 2-5 leads per month from their website.
- Exhibitions and events were becoming less effective and more expensive.
-
Difficulty in converting OEMs (original equipment manufacturers) into high-value, long-term clients.
It was clear that digital marketing was going to be the most cost-effective way to generate targeted leads for a global market. With just one salesperson and no one in marketing, it made sense to work with an agency that could provide an outsourced marketing department.
Following our analysis, a tailored marketing programme was made specifically for them. Our goal was to create an effective inbound marketing strategy for them that would generate more traffic and, crucially, more targeted inbound leads.
The Digital Marketing Programme
This programme included:
- Marketing Strategy - Developing a plan to attract their ideal customers, including customer profiling, keyword and competitor research to develop a content and conversion strategy.
- Website Design - we created a custom design to modernise the look, feel and user experience of the site built on the HubSpot website platform.
- PPC management - we set up and managed Google pay-per-click advertising for them.
- SEO (Search Engine Optimisation) - Ongoing SEO to achieve high natural rankings in Google.
- LinkedIn Advertising - Targeted ads showing to people in hand-picked job roles in specific industries on LinkedIn.
- Content Marketing - Regular blog articles written, published and promoted across social media.
- Email Marketing - Sending news, case studies and blog posts to their email database to stay in touch with past enquiries and customers.
- Social Media - Regular social media posts across the branded company social media accounts.
- Lead Generation - We applied several Conversion Rate Optimisation strategies to the website and also created PDF guides to use as part of online lead generation.
- HubSpot CRM (Customer Relationship Management) - Implementation.
- Access to JDR's Exclusive Video Training Hub - With training videos on sales, social media, video and much more.
The Results
9x Increase in Traffic From International SEO
One of the core strategies for this client was international SEO, to help them get found for specific keyword searches all around the world. The new website had been built with no thought of SEO, so we had to optimise the entire website and then provide ongoing SEO services to drive results. Using SEMrush to track international keyword rankings and visibility, we've seen significant growth:
In addition to SEO, we have a programme of content creation including blog posts, buyers guides, PDFs and new website pages.
As a highly technical business, this is challenging, but we have now written and published 170 industry-relevant blog posts for the client. This, together with the SEO, has increased traffic from SEO by 9x:
Organic Website Traffic Has Quadrupled
Factoring in all visits from non-paid sources - SEO, email, social media, and direct traffic (everything except paid ads), website traffic has quadrupled (a 1308% increase):
40 Leads A Month Via LinkedIn
Part of the strategy was to raise awareness of the company and its products with engineers in specific industries around the world. Using LinkedIn Lead Generation, we ran targeted ads to specific industries:
And targeting buyers in specific job roles within those industries. This advertising has been incredibly targeted, and great value, getting 1,000 ad impressions for every £3.17 spent:
The results have been excellent, generating 40 leads per month at a low cost per lead of just £11.44:
476% Increase In Inbound Leads
The combination of new content creation, website optimisation, SEO and targeted advertising has led to significant lead growth. Below is their quarterly report of website and inbound leads continuously building for a 5-year period and showing a 476% growth from the original starting point:
Automated Follow Up Getting 80% Open Rates & 86% Click-Through Rates
As with most technical, B2B purchases, there are long and sometimes complex buying cycles. There is a need to nurture and stay in touch with, but with only one salesperson, doing this manually wasn’t possible. With HubSpot’s Marketing Automation, we have set up automated emails, and these are getting fantastic results:
Revenue Generated From Marketing Now Fully Tracked In HubSpot CRM
As a business coaching company originally, we don’t stop at marketing alone, and with this client, we introduced the HubSpot CRM to help them track every quote and sales opportunity. Using this, we can see the growth in quote amounts from marketing over the years:
Measurable Results - And Growing Year On Year
We can also see how the company’s sales and marketing results are working together with three key numbers: website visitors, leads, and new customers. With a simple dashboard, we can see the year-on-year growth of 30-40% in these key metrics:
With a clear strategy, 'done for you' marketing, and a long-term partnership approach, this client has not only recovered from a poorly performing website but has turned their online presence into a reliable, scalable lead generation engine.
By combining technical SEO, targeted LinkedIn advertising, content marketing, and HubSpot automation, they’ve achieved measurable, sustained growth. Their marketing is no longer a gap in the business; it’s now a core strength that supports continued expansion in global markets.
See How We Can Help Your Business: Get A FREE Review Of Your Marketing
Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.
To start the ball rolling, request a FREE review of your current website & marketing or book a call with one of our experts to see how we can help your business.
