Layher International is a globally regarded scaffolding manufacturer and supplier for the petrochemical, energy, manufacturing, and construction industries. Their North American subsidiary, Layher North America, maintains a substantial and comprehensive, ready-to-ship inventory of German-engineered solutions in Texas, Alabama, Maryland, Florida, Alberta, and Ontario. Known for its standards of excellence and full-service solutions, Layher invests heavily in building long-term, high-value customer relationships.
While Layher had a strong North American presence, its marketing efforts were limited to magazine ads, trade shows, and its website. They turned to Optidge to increase their potential revenue stream by generating high-value leads. Their clients are no small fry; with an average customer lifetime value in the millions, it’s no wonder the average sales cycle is over 12 months. New to digital marketing, and skeptical if it would work in their industry, Layher was not willing to wait over a year to see if investing in the channel would yield results. We needed a digital marketing campaign that showed high ROI in 6 months.
With clear targets and a limited timeframe, we focused on maximizing the efficiency of our modest budget to generate the highest volume of qualified leads.
“Before Optidge, our digital campaigns did not convert.
Since this campaign, we have had a constant stream of new customers and new business.”
Before meeting Optige, our digital campaigns were everything to everybody and leads did not convert. There was no oversight and spending ad money on clicks that don’t convert is a major concern. It ended up being very expensive since there was no measurable outcome. Optidge has saved us a lot of money because they help us to be strategic about our digital inbound marketing. Since the campaign, we have had a constant stream of new customers and new business, and we were able to measure it. It is a lot of work behind the scenes, but their constant adoption, optimization, and recommendation for opportunities is the main driver for the high return on ad spend. It makes a big difference in this competitive field of digital marketing.
– Stefan Poetsch, COO, Layher