The Client
An environmental engineering firm specializing in the design, manufacturing, and implementation of wastewater treatment plants and air emissions treatment for industrial processes.
The company had established technical expertise and a solid reputation in environmental solutions for industrial applications. However, they were operating competitively in only two European markets with zero global presence.
The Challenge
The firm faced a critical growth crisis that threatened long-term profitability:
- Declining lead generation — Traditional channels were no longer delivering consistent results
- Sales teams showing poor traction — Despite investment, sales efforts weren't converting
- Weak trade show ROI — Significant investments in trade shows yielding minimal returns
- Minimal online visibility — Nearly invisible in search results for their core services
- Limited geographic reach — Operating in only two European markets with no international presence
The core problem: the company was investing heavily in traditional sales and marketing but seeing diminishing returns. They needed a systematic approach to generate qualified leads and establish international presence.
The Approach
We implemented a comprehensive, multi-phase strategy designed specifically for the long sales cycles and technical nature of environmental engineering projects.
Phase 1: Customer Development Research
Before creating any marketing materials, we conducted deep research to understand the business:
- Identified top clients and analyzed why they chose the company
- Mapped core technological strengths and differentiators
- Profiled key decision-makers within prospect organizations
- Understood the procurement process for environmental engineering projects
Phase 2: Website Development
Built a reputation-focused website designed for visitor engagement and easy contact management, with infrastructure optimized for ongoing SEO efforts. The site positioned the company as a technical authority while making it simple for engineers and procurement managers to engage.
Phase 3: Content Marketing Strategy
Developed an annual content strategy targeting Google visibility for high-intent searches. Content focused on technical specifications, certification requirements, and application-specific solutions that engineers actually search for during their research phase.
Phase 4: PPC Campaign
Launched a targeted paid search campaign to accelerate initial lead generation while the organic SEO strategy gained traction. This provided immediate visibility and validated our targeting approach.
The Results
Over four years, the environmental engineering firm achieved transformational growth:
- Revenue increased fourfold — Reaching eight figures for the first time in company history
- Profitability improved to 22% — Strong margins on higher-value international projects
- Eliminated underperforming sales teams — Inbound lead quality reduced need for outbound sales
- Projects across 22 countries on 4 continents — True global reach from a European base
- Operations established in 3 countries including USA — Physical presence in key markets
- Commerce treaties in 8 nations — Formal partnerships and local representation
- Industry recognition — Named a leading environmental R&D firm globally in 2016
- International funding secured — For breakthrough waste treatment projects
The transformation from a regional player to a globally recognized environmental engineering firm demonstrates how systematic digital marketing can open international markets that would be prohibitively expensive to reach through traditional sales channels.