Heavy Equipment Marketing Strategy Creates Transformational Growth
RPM Machinery is a leading CASE® Construction Equipment dealer, providing new heavy equipment, rentals, and service to customers throughout Indiana. RPM was founded in 1965 and acquired by Kenney Group in 2018. With a three-year goal of growing by $10 million, RPM Machinery engaged Valve+Meter to develop and implement a repeatable, scalable, and profitable marketing program to drive revenue.
RPM Machinery partnered with Valve+Meter to complete a comprehensive research study and marketing strategy. This ThinkFirst™ process involved evaluating current marketing programs, competitor analysis, and Math Before Marketing™ strategy. The effort resulted in prioritizing revenue-generating marketing programs with the (i) greatest chance of winning, (ii) winning quickly, and (iii) least amount of risk.
Much of the website traffic earned to date was returning traffic or otherwise referred to as returning customers. Through the ThinkFirst™ analysis and competitive research, Valve+Meter created a revenue-generating inbound strategy that would serve RPM Machinery in the short term and for the future. Valve+Meter built RPM Machinery a high-performance website focused on solving the equipment and maintenance problems many heavy-equipment organizations face. The site builds trust with prospects, and was designed with UI/UX in mind to drive conversions is the direction RPM Machinery should march for the future. In addition, a foundational SEO strategy of building directory listings, backlinks, and local citations was launched to produce the necessary online industry authority to drive increased organic traffic and leads
Outreach Prospecting: During the ThinkFirst™ Strategic planning process, Valve+Meter’s Demand Generation Team analyzed RPM’s customer and sales data, as well as its existing lead generation strategy. From there, V+M built an outbound marketing strategy focused on generating qualified new equipment, rental, and service leads. Valve+Meter’s team of Demand Generation Specialists built tailored prospect lists that fit RPM’s ideal customer profile. Our team then used a multi-channel approach – including cold-calling and cold-emailing prospecting – on behalf of RPM Machinery. V+M provided RPM’s sales team with 16 additional qualified leads per month, allowing RPM’s sales teams to focus on closing more deals.
Since developing and implementing a heavy equipment marketing program with Valve+Meter Performance Marketing, RPM Machinery has seen incredible results leading to transformational growth. With a repeatable, scalable, and profitable marketing strategy on their side, they’ve received $2.5 million dollars in marketing attributable revenue (MAR), $11.5:1 Return on Marketing Spend (ROMS) and is on pace to meet their three-year goal of growing by $10 million. Read more about RPM Machinery’s transformational results below.