A great case study in B2B equipment online marketing

Wow, this one is right up my alley. A test equipment manufacturer, B&K Precision, documents with MarketingSherpa how they boosted sales using the internet. The difference for me is that I am selling capital equipment using reps, not 'tools' via distributors. But this is great insight on how to make the most of the web:

How to Use Search Engines to Market Engineering Equipment (Without Paying a Cent to Google)

Instead of Google, they did spend money is with GlobalSpec and Direct Industry. In this case, GlobalSpec is a great fit, and they used Direct Industry to boost international exposure.

For the search engines, they targeted their competition, which is bold move. And by tailoring the targeted pages (sample) to aid in the user's search, they had 60% click past these pages.

They were also smart to be sure to answer the questions searchers need to make a decision: features, price, and delivery. Delivery was a key component that took an extra effort to keep track of stock levels at their distributors. This saved the searcher from having to hit several distributor sites to find out about stock. It also allowed B&K to centralized lead generation, so that they knew which distributors were getting leads (helpful for negotiating co-op ad fees).

It all looks like a well run program based on aiming at the core strategic issues needed to win. Be sure to read the case study to get all the details.