Robbie Jones By Robbie Jones • June 5, 2015

Lead generation marketing for engineering firms: The Claxton case study

Here at Yellowstep, we’ve had a great time working on some fantastic lead generation marketing for engineering firms.

Once firm in particular, Claxton Engineering came to us when they were struggling to reach their audience online.

The UK headquartered firm, which offers engineering and support services to the oil and gas industry, asked us to deliver a strategy to create more leads. And this is what we came up with…


Inbound marketing

We began working with Claxton to improve their online presence first, and then developed an inbound marketing campaign across their website, blog and social media channels to increase traffic, generate leads and drive sales.

Having carried out buyer persona research to understand the needs of their customers, we began developing Claxton’s inbound marketing strategy.


Traffic generation

Initially, we focused on increasing organic search traffic through the development of a keyword focused content strategy starting from the blog.

We promoted the blog content across Claxton’s social media channels. Having identified LinkedIn as a key channel for Claxton’s audience personas, we supported the campaign with sponsored LinkedIn posts to reach a range of target buyer personas.

This also included two infographic projects which served to boost SEO, improve visitor numbers, and ultimately gain more leads.


Generating leads

To improve SEO and on-page conversions, we also optimised Claxton’s landing pages and created a series of premium content offers to address their audiences’ needs at each stage of their decision making process.

These included case study packs, eBooks and buyer’s guides. We worked closely with the Claxton marketing team to track activity in their HubSpot marketing portal.

This gave us a really clear view of which content and keywords were performing well, allowing us to tweak the campaign - ensuring Claxton’s sales team received highly qualified leads and prospects.


The results?

Web visits

Since starting work with Claxton in August 2014, overall traffic has almost tripled, rising from an average of 4,000 visits per month up to nearly 12,000 in November, surpassing traffic figures for the other 19 companies in the Acteon Group, of which Claxton is a part of.


Claxton’s search authority has also increased: the website and blog content now hold most positions on page 1 of Google for popular industry search terms.

Social media

Claxton’s social media audience has doubled within 6 months, primarily though LinkedIn content.

Social is now Claxton’s fourth largest traffic source, representing a 2500% year on year traffic increase from 2013. Thanks to Claxton’s premium content offers, close to 150 new leads were generated in 2014, more than double than the previous 12 months.

Lead monitoring

Claxton now have much more visibility of what buyers have engaged with throughout the process. The sales team can now use this intelligence to respond better to buyer’s needs, increasing the quality of leads and the conversion rate to sale.


Can lead generation work for you?

Despite, some skepticism in the engineering and manufacturing industries that digital marketing “won’t work for us”, we have proven through Claxton and other engineering companies, that this isn’t true.

To find out whether lead generation marketing is ready for your business, get in touch with us to see how we can work together to achieve your growth goals.

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Photo Credit: Claxton Engineering