- CASE 02 · INDUSTRIAL COMPONENTS
They used to sell at trade shows. Now the engineer finds them at three in the morning.
Spanish manufacturer of hydraulic actuators for critical valves in Oil & Gas and LNG. Nine months to turn a PDF catalog into a digital lead engine in Houston and Scandinavia.
Sector
OIL & GAS COMPONENTS
REVENUE
€3.2M → €3.8M TARGET
ORIGIN
SPAIN
DESTINATION
HOUSTON AND SCANDINAVIA
DURATION
9 MONTHS · Q1-Q3 2026
- Results at Q3 close
What changed, in numbers.
+125%
"NON-BRANDED" TECHNICAL TRAFFIC · 183 → 412 VISITS/MONTH
486
QUALIFIED LEADS
96
REQUESTS FOR QUOTATION (RFQ)
26
NEW ACCOUNTS · AVERAGE TICKET €21,400
€556K
NEW BUSINESS GENERATED
11x
RETURN ON TOTAL INVESTMENT
6 días
18 h
AVERAGE SALES CYCLE
€132
€46
COST PER QUALIFIED LEAD
Total year-1 investment (tools, media and fees): €50,500. Acquisition cost per new account: €1,940.
- THE STARTING POINT
Engineering product, trade-show sales.
A manufacturer with in-house R&D, ATEX and SIL 3 certifications, and the ability to adapt the actuator to special torque ratings. And a sales funnel that depended on three trade shows a year, the sales director’s diary and a PDF catalog.
Meanwhile, their customers —process engineers and technical procurement managers— had spent years searching for suppliers on Google, ChatGPT and LinkedIn at eleven at night, with the project already specified.
01
Invisible in technical search
183 “non-branded” visits per month: almost all the traffic came from people typing the company’s name — meaning those who already knew it.
02
No lead traceability
Requests came in by email and died in personal inboxes. No one knew how many RFQs were live or which project they came from.
03
Their biggest advantage, uncounted
Responding and manufacturing faster than the sector’s multinationals was their strongest argument, and it appeared nowhere in any digital touchpoint.
- WHO WE HAD TO CONVINCE
The technical buyer isn't looking for a supplier: they're looking to get rid of a risk.
Process engineers, project directors and technical procurement managers in Oil & Gas and LNG. They buy cold, with regulations breathing down their necks and deadlines that don’t forgive.
Pain point
Deadlines that stop a project in its tracks
Large manufacturers respond in weeks; a late delivery blocks the start-up of an entire plant.
Pain point
Regulatory rigor
ATEX, SIL 3 and ISO/VDI/VDE compliance: without flawless documentation, the supplier isn’t even considered.
Pain point
Zero customization
They need R&D that can adapt the equipment to valves with off-catalog torque ratings.
Long-tail searches
Downloading CAD files and certificates
Tracking projects on LinkedIn
- HOW WE DID IT · 3 QUARTERS
Build the foundation, validate, and only then scale the investment.
Not a euro of advertising before every lead was traceable from start to finish, and not a euro of scaling before knowing which message converted in each market.
01
Q1 · FOUNDATION
Infrastructure before campaigns
Ten weeks so every visit has a name, an origin and an owner.
- Pipedrive CRM configured around the real cycle of an industrial RFQ, with pipeline by market and specification stage.
- Tracking and automation (Zapier): from a CAD drawing download to the salesperson's alert, with no human intervention.
- Technical website published by week 10, structured by application, torque and material, not by catalog family.
- Database segmentation: Houston EPCs and Scandinavian integrators, automatically enriched from LinkedIn.
Full lead traceability · RFQ alert within minutes
02
Q2 · VALIDATION
Eleven weeks of testing before turning on the tap
Hypotheses by market, message and lead magnet; decisions by data, not opinion.
- 3D CAD configurator: the integrator drops the model into their drawing in exchange for email and company.
- Technical whitepapers on equipment selection in corrosive environments and SIL 3 certification.
- 80% of content open, no sign-up required, to build authority before asking for data.
- Lead scoring: downloading a CAD file scores higher than reading an article; the salesperson calls in order of intent.
CPL from €132 → €46
03
Q3 · SCALING
Investment where it was already proven
Same budget, reallocated according to what converted in each territory.
- Long-tail Google Ads on critical applications and urgent-replacement searches.
- Geo-fencing at Houston trade shows: visual impressions to attendees while they're on site.
- LinkedIn ABM targeted at the technical offices of major OEMs, with native forms.
- Nurturing and retargeting backed by what no one else offers: response in under 48h and a 36-month warranty.
26 new accounts · €556K in business
- THE FUNNEL, END TO END
From 48,600 sessions to 26 signed contracts.
Every percentage is a checkpoint: if one drops, we know exactly where to intervene without touching the rest of the system.
WEB SESSIONS
48.600
100%
KEY EVENTS
1.458
3%
FORMS · LEADS
486
1%
QUOTE REQUESTS
96
20% of leads
ACCOUNTS WON
26
27% de les RFQ
- WHAT WE IMPLEMENTED
We built a small, connected stack with no manual tasks.
Pipedrive CRM
Zapier
Visitor company identification
LinkedIn scraping and enrichment
3D CAD configurator
Technical whitepapers
Lead scoring
Google Ads · Meta Ads · LinkedIn Ads
GEO · AI-citable content
Monthly technical newsletter
- HIGHLIGHTS
Four things that didn't exist before we started.
A lead engine of its own: 68% of leads now come from technical searches, not trade shows or old contacts.
214 target companies identified browsing spec pages without ever filling out a form.
Average response time to a quote request: 18 hours, versus the weeks typical of the sector’s multinationals.
A CAD configurator that gets the product into the client’s drawings before the first sales call.
We used to sell at trade shows and wait for the mail.
“Now we know which engineer downloaded which drawing, from which company and for which project. And we call the same day. Our edge was always being faster than the big players; it finally shows outside the factory.”
— Commercial Director of the company
- THE SERVICES WE APPLIED
One case, three chained disciplines.
SERVICE 01
Market research
Who buys, with what pain point, and in what words they search for it in each territory.
SERVICE 02
Demand validation
A quarter of A/B testing before scaling a single euro of advertising investment.
SERVICE 03
International sales
CRM, automation and follow-up so no RFQ waits more than 48 hours.
- NEXT MOVE
How many RFQs do you have live right now?
If the answer is “we’d have to check”, that’s exactly the starting point of this case. In the audit we review your lead traceability, your response times and your technical visibility in the markets you’re interested in.
If the answer is “we’d have to check”, that’s exactly the starting point of this case. In the audit we review your lead traceability, your response times and your technical visibility in the markets you’re interested in.
