79% Growth in Leads for Municipal Equipment Experts

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, and 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% Year-over-year increase in lead generation during the first three months of 2020, despite the onset of COVID-19
49% Growth in website-generated leads in 2020 compared to 2019
79% Increase in lead generation in the second year (2021) compared to 2019
Consistent results Maintaining the same level of lead generation despite the industry’s small size and without increasing costs from 2021 through 2024

Setting Clear Objectives

Our first step was aligning closely with Rasco’s management team to clarify expectations, challenges, and goals. By precisely defining Key Performance Indicators (KPIs), we set the stage for accurate measurement and clear accountability, ensuring our actions always matched Rasco’s long-term business objectives.

A Three-Phase Approach

To ensure structured growth and measurable impact, we divided our approach into three clearly defined phases:

Foundations & Short-Term Results (First Three Months)
In this initial phase, we laid a solid foundation focused on achieving quick, measurable outcomes. Our aim was immediate impact—identifying and capitalizing on low-hanging fruit to demonstrate the effectiveness of digital advertising channels and justify further investment.

Advanced Optimization
With initial results validated, we expanded our efforts through more sophisticated advertising structures, incorporating detailed automation processes and continuous campaign refinements. This allowed us to continuously refine and scale campaigns, optimizing budgets for maximum efficiency.

Long-Term Strategy
We developed and implemented a long-term, sustainable strategy designed to maintain consistent lead generation. This included continual monitoring and optimization of campaigns, coupled with periodic integration of innovative tactics to ensure ongoing performance improvement.

Competitor & Market Analysis

To differentiate Rasco in a traditionally relationship-driven industry, we conducted comprehensive competitor research. This involved analyzing market trends, evaluating competitor advertising strategies, identifying strengths and weaknesses, and uncovering unexplored opportunities. By clearly understanding the competitive landscape, we tailored strategies specifically to stand out and resonate with target segments.

Detailed Audience Research

Understanding the nuances of Rasco’s target audience was crucial. We mapped out detailed buyer personas, pinpointing key decision-makers, their pain points, and preferences. Our strategy directly addressed their needs and presented Rasco’s offerings clearly and compellingly at every touchpoint of the customer journey.

Implementation & Execution

Our team seamlessly integrated into Rasco’s internal operations, collaborating closely with their sales and marketing teams. Through daily hands-on implementation and meticulous management of campaigns, we maintained tight control and rapid iteration, aligning every action closely with the defined KPIs.

Data-Driven Optimization

Every decision we made was anchored in real-time performance data, monitored closely through our proprietary Controlling System. This data-first approach allowed for continuous fine-tuning of campaigns and budgets, ensuring optimal performance and cost-effectiveness at every stage.

Knowledge Transfer and Empowerment

Recognizing the importance of internal capability-building, we provided ongoing training and support for Rasco’s team. Our goal was to empower them to interpret data confidently, understand advertising mechanics deeply, and collaborate effectively on strategic optimizations.

Ongoing Optimization and Improvement

To sustain and build on our initial successes, we continually planned and executed innovative activations and automation. By proactively adapting to new trends, technologies, and opportunities, we ensured that Rasco remained at the forefront of their industry, consistently generating high-quality leads year after year.

How We Achieved 79% Growth in Leads for Municipal Equipment Experts?