Case Study: Industrial heating engineering firm
The Client
Pirobloc (https://pirobloc.com) is a process heating engineering firm focused on design, manufacturing and implementation of thermal oil heating systems, heat exchangers and similar technologies.
Update: Here is an interview I did with the Sales director of Pirobloc (video in Spanish):
The Challenge
The client, who has more than 40 years of experience in the industry, was looking to improve their export sales figures.
Looking to improve their numbers, they began a small but focused plan to increase their projects out of their home country and South-Central America.
They experienced some success, and even hired a general marketing agency to further increase growth.
However, they weren’t getting the expected growth and the client was struggling to get leads, especially international leads.
Our Approach
Pirobloc trusted us all their marketing efforts, so we began by taking an in-depth look at what was already working.
Seeing the results of their previous PPC campaigns, we gathered enough data to cross with our own keyword research and created a first stage website optimization in terms of SEO and conversion rate.
The second stage was based on the full redesign of the website to match the reputation and build quality of the brand, as well as removing the core problems that prevented the website from ranking higher in Google.
At the same time, our customer research enabled us to develop all customer personas upon which we then based our content strategy for the next year.
Eventually, we outlined a strategy and executed it every month.
The Results: +502% increase in leads and subsequent revenue increase
5 years after deciding to invest on online manufacturing marketing, Pirobloc has seen a 502% increase in their leads (up to 2020) and the revenue has increased significantly, helping the company grow, as well as being able to withstand the serious COVID-19 crisis without major inconvenience.
As a result of the new stream of leads and closed deals, they now have 1500 projects implemented in 80 countries in 5 continents. They also are incorporated in 2 countries including the USA and have established solid commerce treaties in 18 countries.
They are becoming one of the leaders in their field and their reputation is growing steadily.
Here are some of the improvements we helped achieve as of 2020 regarding the KPIs they gave us:
- +1344% in overall organic traffic (Google / Bing / Yahoo)
- +1158% in USA-specific traffic
- +2552% in general english traffic
- +358% in France-specific traffic
- +502% in total leads
- +1635% in english leads
TESTIMONIALS
To be honest, I only have positive things to say about Nacho.
He’s professional, business oriented, proactive and completely involved with the company.
We previously had another consultant during 3 years doing the same job.
The results were almost non-existant. You know, you end up assuming that “it is what it is”.
Shortly after hiring Nacho we started to see pretty good results and nowadays, we have sustained increases in the 15 to 20% range in terms of leads and traffic.
His work has also improved other areas within the marketing department. I can say he’s proactive and has put forth proposals that have been very beneficial for us.
Our experience has been really positive all along.
Carles Ferrer – Sales & Marketing Director at Pirobloc, S.A.
