Their expert yet approachable style made it easier to integrate new processes into our operations, all while maintaining a focus on measurable results.
Client
RASCO
Expertise
Research
Strategy
Implementation
Operations
Year
2020 - Present
RASCO is one of the leading European manufacturers of professional traffic infrastructure maintenance equipment. As both a metal producer and high-tech company, it designs and sells products in over 40 countries across five continents. With 450 employees, 80% of its revenue comes from exports.
Client words
We’ve been working with Granular Group for over five years, during which they’ve guided us through every stage of our digital marketing transformation. Our primary goal was to leverage digital channels to reach new distributors worldwide and attract high-quality prospects. Since we didn’t have the capacity within our own team to tackle everything at once, we typically focused on the initiatives we deemed most critical at any given time.
During this period, Granular Group proved to be a reliable and versatile partner, supporting us in various aspects of digital marketing—ranging from advertising and SEO to analytics, website redesign, training, digital activity oversight, and marketing analytics consulting. Their expert yet approachable style made it easier to integrate new processes into our operations, all while maintaining a focus on measurable results.
Thanks to this collaboration, we’ve identified new distributors, entered additional markets, strengthened our existing presence, and lightened the load for our marketing but also sales team. Our partnership with Granular Group continues to evolve, and we’re confident we’ll keep achieving meaningful business milestones together.
Martina Ferenčić, Head of Marketing
Challenges
Evaluating the potential of advertising in an industry traditionally driven by sales and personal relationships.
Identifying strategies to rapidly increase new leads for a well-established, high-quality European client.
Ensuring lead growth becomes a sustainable standard rather than a one-time surge, remaining a key driver of business expansion year after year.
Exploring new international markets to boost sales through targeted, cost-effective campaigns.
Continuously innovating and experimenting with advanced tactics each year.
Solution
We implemented a funnel-based advertising approach guided by the STDC (See-Think-Do-Care) model.
The strategy was agile and highly detailed, covering individual settings for each channel, campaign, ad set, and advertisement. We also explored and integrated non-traditional push channels rarely used in this industry to broaden reach.
To support smooth execution and transparency, we developed comprehensive documentation, including: Naming conventions, UTM builders, reporting systems, an optimization schedule, a budget tracker.
Our optimization process was data-driven, focused on achieving the predefined KPIs.
We also trained the internal team to interpret data and understand advertising mechanics, enabling them to become partners in our on-going optimization.
Lastly, we continuously planned new activations and automations, staying current with industry trends while remaining aligned with the project’s established goals.
Results
- 28% 28% year-over-year increase in lead generation during the first three months of 2020, despite the onset of COVID-19
- 49% 49% growth in website-generated leads in 2020 compared to 2019
- 79% 79% increase in lead generation in the second year (2021) compared to 2019
- Consistent results from 2021 through 2024 Maintaining the same level of lead generation despite the industry’s small size and without increasing costs
