The Results (90 Day Sprint)
We created more than just leads:
- $1.2 million in qualified opportunities flowing through a system that didn't exist before
- 300+ potential customers organised and tracked in their new CRM
- Complete marketing-to-sales pipeline built from scratch
- Automated lead nurturing keeping prospects engaged without manual effort
- Data-driven visibility into every stage of the customer journey
A business that was hamstrung by excess inventory suddenly had a clear path to moving product and freeing up capital.
The Starting Point
When this excavator tool manufacturer came to us, they were in a cash death trap:
- Millions tied up in unsold inventory
- Retail channels moving too slowly
- No direct-to-consumer sales pipeline
- No system to capture or nurture leads
- Limited marketing budget to solve the problem
They needed results fast, but with minimal investment. The inventory wasn't getting any younger, and neither was their cash reserve.
How We Did It
We focused on building a direct sales machine that would complement their retail strategy:
- Product-Focused Foundations - Created dedicated landing pages for their hero products that showcased benefits and related to the ads that we were running. This type of customer is naturally wary of poor quality, so identifying anecdotal points from the sales team and comments fed in to the strategy.
- Content That Sells - Developed video and static content that showed their product in action, solving real problems for real operators. Clear, simple, to the point. We mixed in heavy social proof from past customers who love the products and from there it was smooth sailing.
- Tight Ad Targeting - Built hyper-focused ad campaigns targeting specific regions and equipment operators most likely to need their solutions
- Complete Sales Infrastructure - Implemented a full CRM system with Zapier automations that turned enquiries into deals in their CRM. Increased visibility on deal stages and notes made follow-ups infinitely easier too. The sales team could navigate deals far more easily.
- Lead Nurturing Automation - Created automated follow-up sequences that kept prospects engaged without requiring additional staff.
The Takeaway
When inventory is tying up capital, the instinct is often to slash prices or push harder through existing channels. This case proves there's another way:
- Build direct channels to customers who need your product
- Show (don't just tell) how your product solves their problems
- Create systems that turn interest into sales
- Automate where possible. Teams are often time-poor and every minute helps.
- Use data to continuously improve performance
In just 90 days we built a sustainable sales engine that will convert inventory into cash flow for years to come.
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