B2B industrial marketing case study · CNC plasma cutting systems
+340% qualified leads in twelve months. Same monthly spend.
Arclight Dynamics — an independent OEM competing against nationally established brands.
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+340% qualified leads.
Industrial equipment, twelve months. The strategy, the work, the math.
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B2B industrial marketing case study · CNC plasma cutting systems
Arclight Dynamics — an independent OEM competing against nationally established brands.
Client
Arclight Dynamics
Engagement
Eighteen months · ongoing
Services
6 of 9
The company
Arclight Dynamics designs and builds premium CNC plasma cutting tables — configurable industrial machines used by metal fabrication shops, custom builders, and serious manufacturers across North America. The Arc Max series, Arc Pro Ultra V3, and the newer Arc Max X (Hypertherm XPR-compatible) all ship from Bend, Oregon.
The buyer is a metal-shop operator or owner researching a $40K–$200K capital purchase. They compare specs across Arclight, Torchmate, Langmuir, PlasmaCAM, and Esprit, build short lists from spec sheets, and only call after they've narrowed to two or three. The sales cycle is months, not weeks. The buying decision is technical, not impulsive.
Arclight had a strong product, a real shop floor, and a national-scale ambition. What they didn't have, when we started, was a marketing operation that matched.
The challenge
The previous setup ran broad-category Google Ads campaigns — bidding hard on terms like "CNC plasma table" and "plasma cutter for sale." Volume was healthy. Lead quality was not. Sales was getting overwhelmed with hobbyists and tire-kickers; the buyers Arclight actually wanted — commercial fab shops with budget — were three queries deep, not on the head terms.
The team also had a website that didn't match the product. Spec sheets were buried in PDFs. Comparison tables didn't exist. The pages that did rank organically were ranking for the wrong intent. And attribution was patchy — pipeline-influenced revenue couldn't be tied to channel.
When we started, the board wanted growth and the spend kept climbing — but the data couldn't tell anyone what was actually working. The buyers Arclight wanted weren't on the head terms. The data layer wasn't tying revenue to channel.
Our approach
Three structural moves over the first ninety days.
01
We pulled the broad-category campaigns and rebuilt the ad architecture around the queries serious buyers actually type: model-specific terms, Hypertherm-system compatibility queries, table-size + cutting-capacity comparisons, and competitor-replacement searches. The campaigns got smaller. Lead quality climbed.
02
Buyers research by spec, so we restructured the site around it. Comparison tables on every product page. Configurable spec-sheet downloads. Hypertherm compatibility called out. The detail buyers wanted was suddenly two clicks from any landing page — not a PDF buried in a "Resources" tab.
03
GA4 + Data Studio + the CRM, all using the same UTM scheme because the same person built them. Pipeline sourced and attributed to channel for the first time. The CFO finally had a dashboard that made paid-media spend defensible at a board meeting.
The work
The results
-62%
Cost per qualified lead
Drop achieved through better targeting and tighter ad architecture — not budget cuts.
$487K
Pipeline sourced / month
Attribution wired to CRM stages. Pipeline tracked back to channel for the first time in company history.
3.4×
Organic traffic on product pages
Spec-sheet keywords competitors weren't writing for. Three- to twelve-month payback period.
“The reports go straight to the board. The leads go straight to the sales floor. The work is in the same hands — and the math finally tells us what's working.”
Arclight Dynamics · Industrial equipment OEM
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