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Full-Service Generator Provider Achieves 17× ROI with Comprehensive Digital Strategy
Summary
In just 18 months, a full-service commercial generator solutions provider transformed its online lead pipeline. Quadrupling annual sales from $7 million to $23.5 million and achieving a 17× return on marketing investment. Targeted campaigns and a revamped website drove more web traffic, while monthly qualified leads surged from ~50 to over 200, powering $15+ million in new revenue annually.
Challenge
The client, a provider of industrial-scale generator systems, was struggling to generate quality B2B leads online. Their website and marketing efforts were attracting mostly residential and low-value inquiries that didn’t convert, wasting sales time on unqualified prospects. The company lacked a strong commercial positioning in digital channels. Messaging was too generic, failing to highlight their expertise in large (100 kW+) and megawatt-class generator solutions for commercial clients. Their online reach was limited to a regional area, missing demand from neighboring states. With no robust CRM or lead qualification process in place, high-potential prospects sometimes fell through the cracks. In short, poor lead quality, an unfocused web presence, and outdated marketing infrastructure were stalling the firm’s growth in the industrial sector.
Strategic Response
IMS designed an end-to-end strategy to reposition the company as a leading commercial generator authority and dramatically scaled up qualified lead generation. This Strategic Response encompassed a full marketing and digital operations overhaul. From a new website and SEO-rich content to precision-targeted ad campaigns and marketing automation. The approach was multi-faceted and deeply integrated:
Website & Content Overhaul
The first priority was rebuilding the company’s website with a commercial focus. A modern, mobile-responsive site was launched, showcasing the provider’s industrial expertise and project experience (oil fields, hospitals, data centers, manufacturing plants, etc.). Content was rewritten in the language of engineers and facility managers, emphasizing mission-critical reliability and compliance; immediately signaling to visitors that this company specializes in large-scale power solutions.
A robust online product catalog was developed, featuring the full range of commercial generators (100 kW up to multi-megawatt units). Each product page was enriched with detailed specs, high-resolution photos, and application use-cases, catering to technical buyers researching equipment. Comprehensive FAQs and knowledge-base articles were added, addressing common questions about generator sizing, installation, maintenance, and regulatory codes. This content not only educated prospects but was also engineered for SEO, targeting high-intent keywords , specific brand/model terms, and queries around power contingency planning. The SEO overhaul included on-page optimization, improved site speed, and an expanded resources section covering topics such as microgrid integration, diesel vs. natural gas generators for heavy industry, power distribution compliance with electrical codes, etc. These efforts improved organic search visibility dramatically, attracting the right audience (operations directors, engineers, procurement managers) and filtering out casual residential traffic.
Precision Paid Media Campaigns
IMS executed a highly targeted paid media program to capture immediate demand and expand the company’s market footprint across the Southeastern U.S. We developed a precision keyword strategy focusing on commercial intent searches. Terms explicitly indicating large-scale needs as well as popular generator brands/models/series known in the industry. By negative-targeting residential terms and small portable generator keywords, the ad spend was laser-focused on prospects seeking industrial systems.
Geographic targeting was broadened from the regional DMA to the entire Southeast region, encompassing key growth markets where the client had service capacity. Region-specific campaigns were launched with customized ad copy. Seasonal and contingency-based ads were also deployed during storm season and peak summer heat, campaigns highlighted “emergency power solutions” and fast-turnaround support, capturing leads when power reliability was top of mind.
In parallel, an Account-Based Marketing (ABM) approach was rolled out for strategic enterprise targets in the O&G and data center verticals. Custom digital campaigns and media outreach were directed at data center operators and oilfield companies needing microgrid generators. These ABM campaigns delivered tailored messaging to high-value accounts, supported by downloadable white papers and tailored collateral. The combination of broad SEM coverage and ABM ensured the provider was visible both in the open market and within specific enterprise accounts. Every ad campaign was tied into analytics for ROI tracking, enabling ongoing optimization.
CRM Implementation & Marketing Automation
To handle the influx of new interest, we overhauled the client’s marketing operations and lead management process. A modern CRM system (Customer Relationship Management) was implemented, replacing spreadsheets and siloed contact lists. All web inquiries and campaign leads now flow into the CRM and supporting MarTech, where automatic lead qualification filters and scoring are applied. For instance, inquiries indicating residential needs are flagged or filtered out for call center follow-up, while those specifying commercial project details are prioritized and immediately routed to the appropriate sales team. An automated lead routing system was introduced so that when prospects contact via the website or ads, they are greeted and directed based on their needs, ensuring a manufacturing plant manager reaches the industrial sales specialist, not the residential support line.
IMS integrated the CRM with the website contact function and advertising platforms, enabling full tracking from first click to close. This provided full-funnel visibility: we could see which keyword or campaign a lead originated from, how they engaged with the site, and their status in the sales pipeline. Regular dashboard reports were set up, finally giving executives tangible metrics on marketing performance (lead source, pipeline value, close rates by segment, etc.).
Additionally, a reputation management program was put in place. We helped the client establish a system to solicit reviews and testimonials from satisfied commercial customers, boosting their online ratings. Automated follow-up emails post-project completion asked clients for feedback and directed happy customers to public review sites. Over the campaign, dozens of 5-star reviews were amassed on Google and industry platforms, enhancing credibility for new prospects doing due diligence. This, combined with case studies and technical content on the new website, reinforced the provider’s image as a trusted industry leader.
Business Impact
The comprehensive strategy delivered a dramatic improvement in both the quantity and quality of leads, translating into substantial business growth. Within the first year and a half, the company saw a surge in qualified opportunities and measurable returns on marketing spend:
5× Increase in Monthly Leads: Lead volume climbed from roughly 60-70 leads per month (many who were unqualified) to 150–200+ fully qualified leads per month. The sales team’s pipeline is now consistently filled with real opportunities instead of dead ends.
$15+ Million in New Revenue Annually: The campaigns now drive over $15 million in attributed new sales per year (generators, service contracts, etc.), propelling annual revenue from ~$7M before to ~$23.5M after the initiative. This growth far exceeded expectations and more than paid for the marketing investment.
17:1 ROI on Marketing Spend: Every $1 invested in the digital strategy yielded about $17 back in revenue, a 1700% ROI. By eliminating waste (no more spending on residential clicks) and focusing on high-intent audiences, the marketing program became extremely cost-effective and an easy decision for company executives to throttle up.
4× Web Traffic Growth: Organic (non-paid website traffic) efforts combined to quadruple the website’s traffic. Importantly, traffic quality improved in parallel. Visitors now spend longer on site and view 2× more pages per session, reflecting the engaging new content and clearer navigation.
300% Increase in High-Intent Keywords: The SEO improvements pushed a multitude of valuable industry terms onto page one of Google. The company now ranks on the first page for 3× more “money keywords” (e.g. specific generator models, capacity queries, and local service searches), driving a steady stream of free inbound leads.
Higher Close Rates: With better-qualified leads and improved nurturing, the sales close rate jumped by an estimated 15–20%. By the time a lead reaches a salesperson, they often have already consumed informative content (spec sheets, FAQs, etc.) and are far more purchase-ready. The streamlined CRM workflows also ensure prompt follow-ups, reducing lead leakage.
Full-Funnel Visibility & Control: The new marketing infrastructure provides end-to-end insight. From the first ad click or Google search through to the final sale. This full-funnel reporting allows the executive team to make data-driven decisions on budget allocation and identify bottlenecks in the sales process. Marketing and sales are now tightly aligned, with CRM dashboards tracking every stage. The client’s team can see exactly which campaigns bring in the highest lifetime-value customers, enabling continuous refinement of strategy.
In summary, the partnership between the generator provider and IMS has transformed the client’s growth trajectory. What was once a trickle of poor-fit leads turned into a robust, high-octane funnel of qualified prospects. The company not only experienced immediate revenue gains but also built a scalable platform for continued marketing-driven growth.