B2B industrial marketing case study · CNC fiber laser, ironworkers, press brakes
-38% cost per lead. Twelve-month total. Same monthly spend.
Piranha Fabrication — a PE-backed industrial group selling through dealers, distributors, and direct.
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Industrial equipment, twelve months. The strategy, the work, the math.
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B2B industrial marketing case study · CNC fiber laser, ironworkers, press brakes
Piranha Fabrication — a PE-backed industrial group selling through dealers, distributors, and direct.
Client
Piranha Fabrication
Engagement
Eighteen months · ongoing
Services
5 of 9
The company
Piranha Fabrication designs, builds, and markets CNC fiber laser cutting systems, ironworkers, hydraulic press brakes, hydraulic shears, and (via the Arclight Dynamics subsidiary) CNC plasma tables. Multiple product lines, multiple buyer personas, multi-tier GTM through dealers, distributors, and direct.
The buyers vary from independent fab shop owners considering their first $200K capital purchase to multi-shop industrial operators evaluating fleet-level standardization. The sales cycles run six months to two years. The dealer network is extensive and structurally part of every channel decision.
Piranha had strong product, strong channel relationships, and growing PE-backed ambition. What they needed was a marketing motion that could keep up with that ambition across multiple equipment lines simultaneously.
The challenge
When we started, paid media campaigns were running across the equipment categories with shared budget and shared targeting — meaning every campaign was competing with every other for the same dollars and attention. Lead quality varied wildly between equipment lines. Cost per qualified lead was rising. Attribution to dealer-influenced revenue was effectively nonexistent.
The website mirrored the same fragmentation. Eight separate hydraulic shear product pages with overlapping content. Inconsistent depth across the equipment categories. Spec sheets buried in PDF downloads. Comparison views the buyer wanted — missing.
When we got involved, Piranha was running paid media across all the equipment categories on shared budget and shared targeting — meaning every campaign was competing with every other for the same dollars and attention. Lead quality varied wildly between equipment lines. Cost per qualified lead was rising. Every quarter, leadership was choosing which equipment line got attention while the others went quiet.
Our approach
Three structural moves over the first ninety days.
01
Rebuilt paid media so each equipment line had dedicated campaigns, dedicated budget, and dedicated audiences. Bidding strategies tuned to each line's sales cycle and price point. Cross-pollination eliminated.
02
Eight separate shear product pages consolidated into a single page with a comparison table, configurable spec sheets, and clear application guidance. Page authority concentrated, organic traffic compounded, and sales finally had one URL they could send a prospect.
03
Co-branded sales sheets, dealer training video libraries, dealer-specific landing page templates. The marketing has to make the dealer's job easier — not just generate leads marketing keeps for itself.
The work
The results
8 → 1
Hydraulic shear pages consolidated
Single comparison-table page replaced 8 weak product pages
+184%
Organic traffic to consolidated page
12 months post-launch
47
Dealer training assets in active rotation
“[REAL CLIENT TESTIMONIAL TO BE GATHERED] We have one shop, one playbook, and the equipment lines stopped competing with each other for attention.”
Piranha Fabrication · PE-backed industrial group
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