Client work

Revenue infrastructure
in practice

Documented outcomes from B2B engagements across construction equipment, industrial supply, and real estate. Lead management, CRM, attribution, AI and search visibility measured against qualified pipeline.

Caterpillar heavy equipment • Germany

A major Caterpillar heavy equipment dealer in a competitive multi-territory market with no structured digital lead generation. Legacy sales processes, a limited web footprint, and no inbound nurture were leaving revenue on the table.

01

GTM rebuild, site and paid launch, CRM and nurture infrastructure for a Caterpillar dealer.

Headline result
$3.5M+
Incremental profit attributable to new customer acquisition.
1,235%
Return on marketing investment
4.5 p.p.
Market share gained in a legacy-incumbent territory
0.24 → 2.3%
Lead-to-sale conversion (2017 → 2020)
2×
Website conversion vs. legacy site
The diagnosis
The build
01No digital lead generation pipeline
01

No digital lead generation pipeline

Customer acquisition relied on inbound referrals and field sales, with no structured PPC or SEO program in place.

01

New GTM strategy and call center function

A digital-first go-to-market strategy replaced the referral-led model. A structured call center function handled inbound volume at speed and scale, with CRM-integrated handoffs routing every inquiry straight into qualified sales conversations.

022-day quote response losing deals
02

2-day quote response losing deals

Average response time to sales inquiries was 2 days, creating friction at the critical moment of buyer intent and costing the team winnable deals.

02

Inquiry-to-quotation workflow rebuilt end-to-end

A rebuilt sales ops and CRM workflow routed every inbound request through the fastest qualified rep. Response times collapsed from days to hours, putting the sales team back inside the buyer’s decision window on every inquiry.

03Undersized, low-converting website
03

Undersized, low-converting website

The existing site lacked the depth, content coverage, and conversion architecture needed to capture high-intent commercial buyers.

03

New site built on buyer-intent architecture

Cross-functional development across sales, marketing, and IT delivered a new site built around commercial search behavior. Product depth, conversion pages, and lead capture layered together with PPC and SEO programs on persona-segmented keywords, so every landed session routed into structured pipeline.

04Weak CRM utilization and visibility
04

Weak CRM utilization and visibility

Reps operated without reliable pipeline data. CRM adoption was low, with no automated reports to guide daily commercial activity.

04

CRM transformation with automated BI

A full CRM transformation gave sales leadership live pipeline visibility and reps CRM-guided daily activity. Every touchpoint across site, campaigns, and call center flowed back into structured follow-up triggers.

05No lead nurturing infrastructure
05

No lead nurturing infrastructure

Without email or SMS follow-up sequences, leads from digital channels went cold with no systematic mechanism to progress them toward sale.

05

Drip email and SMS by buying stage

Drip email and SMS sequences mapped to each stage of the buying cycle kept inbound leads progressing toward sale. Continuous funnel optimization, fed by BI reporting, compounded conversion across the full sales cycle quarter after quarter.

Services delivered
PPCOn-page SEOWeb developmentCROEmail marketingLead nurturingCRMAnalytics
The pattern
Infrastructure fixes first. Acquisition second. Optimization compounds. Every engagement follows the same path because the gaps are always structural before they are strategic.
Construction equipment • Los Angeles

A reputable construction machinery dealer with a loyal customer base and significant marketing spend that could not be attributed to outcomes. Phone calls drove the majority of commercial inquiries, yet none were tracked, routed consistently, or recorded. Margin pressure from non-US manufacturer pricing left no room for inefficiency in the commercial funnel. The initial six-month rebuild stabilized lead flow and profit. The engagement continues today as a full website rebuild and local authority program.

02

Multi-year revenue infrastructure partnership with a Los Angeles construction equipment dealer: lead management, CRM discipline, and a full website rebuild.

Headline result (6 months)
$1.3M+
Incremental gross profit from a full lead management rebuild: call tracking, prequalification, lead routing, and CRM funnel discipline.
112%
Return on marketing investment
12 → 20%
Marketing attribution in year one
90 → <5%
Untouched-lead rate in worst division
100%
Answer rate on inbound commercial calls
The diagnosis
The build
01No phone-call attribution
01

No phone-call attribution

Phone inquiries drove the majority of pipeline, yet none were tied to a marketing source. Paid media, SEO, and directory spend competed for budget without any way to know which channels actually produced deals.

01

Call tracking with source-level attribution

Dynamic number insertion rolled out across every paid and organic channel, with canonical tracking numbers on external citations to protect local SEO. Each inbound call tagged to its campaign, page, or keyword. For the first time, leadership could see which channels produced revenue, not just traffic.

02Unanswered and unrouted calls
02

Unanswered and unrouted calls

A significant share of inbound calls went to voicemail, rang during handoff gaps between branches, or landed with reps who had no context on the inquiry. Leads that did convert took far longer than they should have, and many never made it into the CRM at all.

02

Centralized routing and response SLAs

Inbound calls routed through a single tracking layer with overflow escalation and after-hours capture. A response SLA of under 30 minutes on first contact applied to every lead, enforced by a CRM report reviewed weekly. The open-and-untouched rate, which exceeded 90% in the worst division, dropped below 5% across the board.

03No lead prequalification layer
03

No lead prequalification layer

Raw inbound leads routed straight to salespeople, who invested equal time in qualified buyers and window shoppers. Reps defaulted to a handful of deals they trusted, while the rest quietly died in the pipeline with no record of why.

03

Centralized prequalification team

A small team of trained staff validated every inbound commercial inquiry on budget, timeline, intended use, and decision authority. Qualified leads entered the CRM with proper classification and routed to the appropriate salesperson with full context. Unqualified inquiries cleared out of the funnel without consuming rep time.

04Dirty CRM data and inconsistent logging
04

Dirty CRM data and inconsistent logging

Leads were entered inconsistently, misclassified, or skipped entirely. Pipeline reports never matched reality, and marketing could not measure channel ROI because the downstream data was not clean enough to trust.

04

CRM rebuild with enforced classification

Required fields, structured stage definitions, and mandatory source tagging were enforced at the point of lead entry. Prequalification records and call recordings linked to every CRM object. Every commercial inquiry logged with complete, classified data that reporting and forecasting could stand on.

05Marketing attribution stuck at 12%
05

Marketing attribution stuck at 12%

Before the rebuild, only 12% of closed deals could be traced to a specific marketing source. Budget decisions relied on intuition rather than evidence, and entire channels ran without accountability for the pipeline they produced.

05

Full-funnel attribution with a call-recording feedback loop

Call tracking, prequalification data, and CRM discipline combined into a single reporting layer that tied every closed deal back to its originating channel. Attribution coverage climbed from 12% to 20% in the first year. Call recordings drove a weekly quality and coaching review, compounding rep performance while budget flowed toward the channels that produced qualified pipeline, not just clicks.

06Legacy site architecture capping commercial growth
06

Legacy site architecture capping commercial growth

With lead handling stabilized, the website itself became the next bottleneck. Aging structure, slow load times, and outdated product navigation constrained organic reach and made it hard to convert the right-channel traffic the lead system was now surfacing.

06

Ground-up rebuild on buyer-intent architecture

A full site rebuild underway, structured around commercial search behavior and equipment category depth. Product filtering, on-site search, and conversion pages redesigned to cut drop-off across the buyer journey. Clean indexation and Core Web Vitals restored as the foundation for the next phase of organic growth.

07Thin content and missing structured data on commercial pages
07

Thin content and missing structured data on commercial pages

Category and product pages lacked the commercial depth to rank on the high-intent queries buyers actually use. Missing schema and inconsistent internal linking left the site invisible on the keywords most likely to produce pipeline and AI search citations.

07

Content and structured data overhaul

Every product and category page rewritten around the real commercial language buyers use at decision stage. Schema, microdata, and internal linking patterns deployed to lift SERP visibility on equipment-specific queries and feed the AI search surfaces that increasingly front B2B research.

08Fragmented local footprint across territories
08

Fragmented local footprint across territories

Each branch carried inconsistent NAP data across directories, partially optimized Google Business Profiles, and no location-specific content strategy. Local pack rankings lagged competitors despite a stronger real-world presence across the region.

08

Location-led local SEO and GBP optimization

Territory-specific landing pages aligned to each branch, with fully optimized Google Business Profiles, canonical NAP enforced across every external citation, and a structured review-generation cadence. Industry backlinks layered in to reinforce domain authority where local and national search overlap.

09No continuous optimization cadence
09

No continuous optimization cadence

Even the improved channels risked decay without a repeatable cycle of testing, measurement, and iteration. One-off wins quietly lost ground to algorithm shifts, buyer behavior drift, and competitor moves.

09

A/B testing and analytics-driven iteration cadence

A structured quarterly cycle of A/B testing on conversion pages, paid-channel creative rotation, and content refreshes on commercial pages. Performance tied back to the call-tracking and CRM layer so every change is measured against qualified pipeline, not vanity metrics.

Services delivered
Call trackingLead routingLead prequalificationCRM operationsSales operationsMarketing attributionRevenue analyticsResponse SLAsTechnical SEOWeb developmentCROContent and schemaLocal SEO
Next step

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Luxury real estate • Miami, FL

A Miami startup entering a competitive luxury market with zero existing digital presence. Mandate: build the full commercial digital infrastructure from scratch and generate qualified pipeline within six months of launch.

03

Full digital launch for a Miami luxury real estate startup: website, paid acquisition, automated nurture.

Headline result (6 months)
↑50%
Qualified lead growth in the first six months post-launch.
↓2.3×
Cost per lead reduction (month 1)
↑27%
Website conversion rate
↑75%
Website traffic increase
↓27%
Reduction in bounce rate
The diagnosis
The build
01Zero digital presence
01

Zero digital presence

No website, no brand assets, no tracking. Every commercial digital component required building from the ground up.

01

Full site with MLS sync and brand launch

A full WordPress build with Miami luxury aesthetic: property search with filters, interactive map, and 3D tour integration. Live inventory and real-time MLS sync via integration with major real estate databases.

02Complex luxury buyer journey
02

Complex luxury buyer journey

Luxury transactions require multi-touchpoint nurture. A single lead form was structurally insufficient for the category.

02

Segmented landing pages by property and intent

Dedicated landing pages per property type and audience intent, with optimized CTAs and frictionless lead capture. Every high-intent path routed directly into the structured nurture system from day one.

03Highly competitive luxury market
03

Highly competitive luxury market

The market was dominated by established luxury real estate firms, demanding immediate, precise positioning to break through.

03

Neighborhood-level targeting across Google and Meta

Campaigns running across Google, Facebook, and Instagram combined high-intent keyword targeting with Miami neighborhood-level geo-targeting. Positioning cut through the incumbent field with precision on every priority submarket.

04Quality-over-volume mandate
04

Quality-over-volume mandate

The client needed serious, qualified buyers and sellers, not high-volume, low-intent inquiry traffic that drained sales team time.

04

Dynamic remarketing and continuous placement hygiene

Dynamic remarketing surfaced the exact properties users viewed to recapture high-intent traffic. Underperforming GDN placements excluded continuously, negative keyword lists expanded, and A/B tests on ad formats and audiences compounded performance.

05No brand credibility
05

No brand credibility

An unknown entrant in a trust-driven category required rapid authority and social proof infrastructure to convert serious buyers.

05

Automated nurture, CRM, and credibility content

Automated email nurture sequences segmented by property interest and buyer stage, integrated with CRM for end-to-end funnel tracking. Market guides, FAQ content, and testimonial infrastructure layered on to compound trust signals across every touchpoint.

Services delivered
Web developmentCROGoogle AdsMeta AdsMarketing automationCRMPPC
Behind the work

Our thinking on revenue infrastructure, attribution, and B2B search.

Read the blog →
Cement & ready-mix concrete • B2B construction

A leading cement and ready-mix supplier with a legacy site carrying critical technical SEO failures, sub-industry page speeds, a weak backlink profile, and an underdeveloped local footprint. Measurably costing qualified B2B leads.

04

Technical SEO transformation for a B2B cement supplier: speed, authority, local visibility.

Headline result
↑72%
Increase in organic traffic from targeted B2B buyer queries.
3×
Improvement in load speed
↓50%
Reduction in bounce rate
↑51%
Enhanced mobile experience
The diagnosis
The build
01Critical technical errors
01

Critical technical errors

Broken links, missing meta tags, invalid code, and URL case sensitivity issues damaged crawl performance throughout the site.

01

Full crawl audit and schema implementation

Broken links, duplicate content, redirect chains, and indexing failures resolved site-wide. Invalid code and URL case sensitivity corrected; all 301 internal links replaced with direct destinations. Schema markup and optimized sitemaps deployed for clean crawler guidance.

02Weak backlink profile
02

Weak backlink profile

Low domain authority and thin backlink coverage prevented competitive ranking for high-value B2B keywords.

02

Link hygiene and authoritative backlink growth

Harmful backlinks disavowed to clean the authority signal. New authoritative links earned from relevant industry publications grew domain authority in a competitive B2B category where search visibility directly drives pipeline.

03Slow page load speeds
03

Slow page load speeds

Load times far below industry standards created high bounce rates and negative UX signals to search engines.

03

Performance rebuild from hosting to CDN

Images compressed, CSS and JavaScript minified, and browser caching enabled across every page. A migration to high-performance hosting improved server response, with a CDN rollout accelerating load speeds across all geographic regions and user segments.

04Underdeveloped local SEO
04

Underdeveloped local SEO

Incomplete GBP profiles, inconsistent citations, and zero review strategy severely limited local search presence.

04

GBP optimization and local content rebuild

Location pages rebuilt with keyword-optimized content matched to buyer intent. Google Business Profiles fully enhanced across every territory. A review solicitation strategy went live to build trust signals across local search.

05No retargeting infrastructure
05

No retargeting infrastructure

Site visitors who did not convert on first visit were permanently lost, with no re-engagement mechanism in place.

05

Retargeting campaigns plus on-page cleanup

Retargeting campaigns recovered unconverted high-intent pipeline on second touch. Meta descriptions rewritten and missing H1 headings added across all commercial and product pages to close remaining on-page gaps.

Services delivered
Technical SEOSite speedLocal SEOContent strategyLink buildingSchema & structured dataPPC

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