Building a Digital Lead Funnel with Digital Marketing

How does a long-established manufacturer’s representative scale its sales with digital marketing? JRS Mar/Com’s digital marketing experts helped to expand this Midwest-based firm’s online reach with a target strategy designed to drive sales.

Company Profile

INDUSTRY: Machinery manufacturing
SERVICE AREA: National with Midwest headquarters, 80+ years in business

Key Outcomes

%

Increase in Website Users

%

Year-Over-Year Increase in LinkedIn Followers

The Challenge

Founded in 1940, this firm serves as a manufacturer’s representative focused on industrial process equipment engineering. With customers including end users, engineers, contractors, and original equipment manufacturers (OEMs) in a wide range of industries from food to pharmaceuticals, it was becoming increasingly complex to reach new prospects online.

Yet it was essential to improve digital reach, as even B2B sales shifted online post-2020. The company needed a sound digital marketing strategy to connect with customers in the right channel, at the right time – and to convert interest into online leads. Enter the JRS Mar/Com team.

Problems to Solve

Increase website traffic
Drive social media referrals
Develop consistent lead funnel and drive conversion
Generate earned media opportunities

The Solution

The JRS Mar/Com team began with an analysis of the firm’s current marketing and social media activity. This enabled us to understand key audiences, decision-makers, and industries to inform a targeted digital marketing strategy. We then benchmarked traffic and pinpointed opportunities to improve performance and strengthen the company’s online lead funnel.

The Outcome

Our team of digital marketing experts used this analysis and benchmarking to tighten the customer journey by building out a consistent lead funnel from the site’s web contact form. We also bolstered the firm’s socia media presence, which drove dramatic increases in followers and surging engagement. To expand the company’s reach within its target industries, we generated dozens of industry-specific media opportunities in digital channels and publications which drove a 46% increase in site referral traffic.

LinkedIn Growth – Association Membership

Followers:
YoY Growth 2020-2021

7%

12%

Engagement:
YoY Growth 2020-2021

100%

50%

LinkedIn Growth – Annual Conference