YaoVector / Evidence

Global Construction Machinery Leader: From Digital Marketing to Measurable Growth

An integrated programme spanning positioning, content, media, lead operations and sales coordination lifted ROAS, conversion efficiency and attributable GMV by more than 30%.

Anonymous, authorised caseConstruction Machinery & PartsEvidence reviewed · Aug 2026

01 / Context

Client context and business domain

Global construction machinery · digital demand and revenue growth

A globally active leader in construction machinery. Published anonymously at the client's request; commercial results are indexed to protect sensitive absolute values.

02 / Baseline

Record the starting point before the result

Content, media, lead management and sales follow-up operated separately, without a shared account model, attribution method or traffic-to-revenue loop.

03 / Implementation

Solution and implementation

  1. 01

    Reframed growth strategy and positioning

    Aligned priority markets, ideal customers, value propositions and product portfolios across regions.

  2. 02

    Built a content and media operating system

    Connected buying-scenario content, campaign structure, landing journeys and continuous experimentation.

  3. 03

    Connected leads, sales and operating reviews

    Standardised qualification, ownership, funnel stages and attribution so budget decisions followed business evidence.

04 / Operating change

How workflow, organisation and systems changed

Workflow

Replaced isolated campaigns with one positioning-to-revenue workflow.

Organisation

Marketing and sales adopted shared account priorities, funnel stages and measures.

Systems

Created traceability from source and spend through opportunity progress and revenue contribution.

05 / Verified outcomes

Before-and-after evidence with definitions, periods and sources

Blended media ROASAttributed revenue divided by media spend, indexed to a pre-programme baseline of 100.
100 → 135客户授权的项目复盘周期（具体日期未公开） / Client-authorised review period (dates withheld) · 客户授权的项目复盘数据 / Client-authorised project review data
Qualified-lead conversion efficiencyIndex of qualified leads progressing into the agreed sales-opportunity stage.
100 → 132客户授权的项目复盘周期（具体日期未公开） / Client-authorised review period (dates withheld) · 客户授权的项目复盘数据 / Client-authorised project review data
Marketing-attributed GMVGMV included under the attribution rules agreed by both teams.
100 → 138客户授权的项目复盘周期（具体日期未公开） / Client-authorised review period (dates withheld) · 客户授权的项目复盘数据 / Client-authorised project review data

07 / Reusable learning

What others can reuse

  1. 01

    Repeatable growth requires positioning, content, media, leads and sales to operate as one system.

  2. 02

    Agree metric definitions and attribution boundaries before scaling spend.

  3. 03

    Organising content around high-value buying situations outperforms volume-led publishing.

Next step

Start with your own operating baseline

We first confirm metric definitions, data sources and accountability before deciding whether focused validation is warranted.

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