The Client
Interview with Carles Ferrer from Pirobloc (Spanish audio, english captions)
Pirobloc is a process heating engineering firm focused on the design, manufacturing, and implementation of thermal oil heating systems, heat exchangers, and related technologies.
Founded in 1977, the company had built more than 40 years of experience in industrial heating. Their technology serves diverse sectors including chemical processing, food production, textiles, and plastics manufacturing—anywhere precise, reliable heat is critical to operations.
The Challenge
Despite their technical expertise and four decades of proven performance, Pirobloc faced a growth ceiling. The company was looking to improve their export sales figures and expand beyond their established markets in Spain and South-Central America.
They had tried several approaches:
- Small, focused plans to increase international projects (moderate success)
- Hiring a general marketing agency (disappointing results)
- Traditional trade show presence (unpredictable returns)
The core problem: they weren't getting the expected growth, and international leads remained elusive. The general marketing agency didn't understand how procurement managers in industrial sectors actually search for and evaluate suppliers.
The Approach
Pirobloc trusted us with their entire marketing operation. We started by auditing what was already working, then built a comprehensive SEO strategy specifically designed for industrial buyers.
The focus was on capturing demand at the moment of intent—when engineers and procurement managers are actively searching for thermal heating solutions. This meant understanding the exact technical language, specifications, and certification requirements these buyers use in their searches.
Unlike consumer marketing, industrial SEO requires deep technical accuracy. A search for "thermal oil heater 500kW ATEX zone 2" has completely different intent than a generic "industrial heater" query. We built content and technical infrastructure to capture both broad category searches and highly specific technical queries.
The Results
Five years after committing to a focused industrial SEO strategy, Pirobloc achieved transformational growth:
- 502% increase in qualified leads — not just traffic, but genuine inquiries from qualified buyers
- 1344% growth in organic traffic — establishing dominant visibility in their sector
- Revenue growth from €2M to €8M — direct business impact
- 1500+ projects deployed in 80+ countries — true global reach
- Established presence in 18 countries — with commerce treaties and local partnerships
Perhaps most importantly: when COVID-19 hit in 2020, Pirobloc's inbound lead pipeline allowed them to withstand the crisis without major disruption. While competitors dependent on trade shows scrambled, Pirobloc's organic visibility kept qualified leads flowing.
