Amplify Your Sales Messaging for Better Lead Generation

Your Sales Team is Your Secret Weapon for Your B2B Strategy

We’ve partnered with safety and productivity solutions provider Arnco for over 6 years, aligning our strategic marketing efforts with their sales team’s goals via thought leadership content. Lead gen is the name of the game here. 

Established originally as Arnold Company in 1985 as a railcar unloading equipment manufacturer, this midwest-based team of safety professionals has since evolved into two distinct divisions: products from Arnco Equipment and services from Arnco Safety.  

With both divisions requiring individualized marketing plans, our partnership has grown to include comprehensive support across strategic planning, creative development, and campaign execution. 

Prior to our efforts, Arnco’s extremely niche product & service offerings often made it difficult to identify where and how to advertise (not to mention evaluate ROI). 

Today, our marketing approach involves producing thought leadership blog & video content designed to engage each division’s target audiences, and distributing those helpful resources across high-engagement digital channels. 

We’ve helped them test the effectiveness (or lack thereof) of various paid media platforms and trade publications, even phasing out costly efforts (looking at you, print) that garnered little to no return for their business.

B2B Bonus!

Our longstanding partnership with Arnco encompasses a B2B approach, outside of our usual specialty of developing retail strategies for CPG brands, but by implementing the following best practices, we help them compete on relevant platforms and ultimately, improve lead generation:

 

1. 1. Leverage your subject matter experts to create content (in this case, Arnco’s sales team) 

1. 1. Test that content across multiple platforms (don’t put all your eggs in one basket, people) 

1. 1. Evaluate the data to measure the impact of the content and inform future planning (it’s not enough to compile the data, you have to understand it)

Leverage your subject matter experts to create content

Test that content across multiple platforms

Based on the previous year’s performance, our paid media budget is optimized and reallocated across search, social, and trade platforms. During the course of their peak advertising season, we ran 35+ campaigns on social alone (YT, Meta, LinkedIn).

We tested various formats of content in our ads placements, including: 

 

• • Team demos or Q&As

• • Equipment in action on-site 

• • Highlight reels

• • Image carousels 

• • Video overviews of their Safety Training Center

Several pieces of content were deemed ‘top performers’ on Meta and YouTube, due to their high engagement or watch times, and low CPCs, such as:

 

• • Nearly 20% total link CTR

• • 0:23s average play time on videos

• • CPC as low as $0.04

Here’s an example:

Evaluate the data to measure the impact of the content and inform future planning

As our ads launched on a rolling schedule, we tracked new website users (hello, 74,000+ new people!), top performing pages & locations, and various user activities. And those top performing campaigns we mentioned above? Their respective product pages or blogs had over 10,000 views each, with bounce rates under 3%. What does that mean? Users landed on the pages we wanted them to read, and they stuck around, sometimes as long as 10 minutes on blogs.

We didn’t stop there. By also tracking landing page form fills on a monthly basis, we were able to establish trends in performance (hot months were April and Sept). Arnco’s sales team saw a 28.8% increase in leads via form fills on key product pages year-over-year, helping to supplement their traditional outbound efforts and scale effectively.

What We Learned from the Data 

 

• • Their most engaged audience is on Facebook in comparison to all other social platforms. They had never tapped into this platform previously! 

• • For search campaigns, we found that the Arnco Equipment audience tends to be older and wealthier, likely in decision-making roles. The Arnco Safety audience trends younger, likely in operational roles. 

• • Video content received more engagement than static creative. 

• • Team demonstrations and units in action earned 3x higher engagement than overview videos.

• • There’s a strong correlation to form fills from each ad platform, but Meta drove the most site traffic. 

• • YouTube ads were a successful awareness tool, but drove limited engagement.

What We’re Doing with the Data 

In a nutshell, here’s how we’re optimizing our approach for growth in 2025 and beyond: 

 

• • Utilizing new audiences for retargeting for continued engagement and nurturing

• • Where applicable, promoting videos of equipment or trainings in action

• • As their most engaged platform, exploring more Meta placements

• • Expanding the reach and engagement of YouTube video ads by utilizing new campaign types 

All of these adjustments and decisions ultimately result in more leads and more efficient advertising.

Stuck on how to interpret the results of your campaigns? Not sure how to assign attribution to your advertising efforts? It might be the right time to evaluate what’s working, what’s not working, and how to pivot.

Learn more about how we can help.