- BCRF - MARKETPLACE LAUNCH
10x+ ROI from month one.
An existing industrial machinery business launching its first digital marketplace - hundreds of machines, complex buyer journeys, and a sector where trust is everything.
LINKEDIN ADS
CRO
PPC
SEO
EMAIL MARKETING
40%+
Avg. monthly increase
in website traffic
10X+
ROAS achieved within
first 2 months
Immediate sales. Long term pipeline
Marketplace sales from day one, with a high-value sales pipeline built for machinery worth hundreds of thousands.
CLIENT
BCRF
SECTOR
Industrial machinery - corrugated, paper & forestry
SERVICES
PPC, SEO, LinkedIn, email marketing, CRO, pipeline strategy
TIMELINE
Launch a new marketplace and generate qualified pipeline
THE CHALLENGE
Launching a marketplace where trust is the only currency.
Industrial machinery is one of the most considered purchases in any business. The barriers to conversion are high by design.
The specific barriers we had to overcome
• No existing digital presence or paid media history - starting from zero
• Highly considered purchase requiring extensive pre-sale trust building
• Buyer trepidation around compliance, specifications, and machine usability
• Long sales cycles requiring nurture across months, not days
• Existing contact database that hadn't been marketed to systematically
• Risk of high traffic with low enquiry conversion if objections weren't addressed
BCRF has spent over 40 years building a reputation as a globally trusted partner for sourcing and supplying high-quality used machinery for the corrugated, paper, and forestry industries. When they decided to launch a dedicated digital marketplace - bringing hundreds of machines onto a single platform for the first time - the commercial opportunity was significant. So was the challenge.
Buying used industrial machinery is not a casual transaction. Machines can cost hundreds of thousands of pounds. Purchase decisions involve compliance requirements, dimensional and spatial planning, output specifications, efficiency assessments, and careful consideration of how individual machines integrate with existing production lines. The typical sales cycle is long, the buyer is sophisticated, and the margin for error is zero.
At the same time, the used machinery market carries inherent trust friction. Buyers want assurance about condition, provenance, and legality. Any digital platform entering this space has to resolve those objections before a prospect will even consider making contact - let alone a purchase.
WHAT WE DID
A launch strategy built around trust, not just traffic.
Driving visitors to a marketplace that couldn't convert them would have wasted every penny. We fixed conversion before we drove traffic.
The starting point was the product pages and website experience itself. Before a single ad went live, we worked with BCRF to ensure the platform addressed the objections a serious buyer would arrive with - the benefits of purchasing used machinery over new, the rigour of BCRF's inspection process, compliance information, and the kind of detailed specification content that gives a sophisticated buyer the confidence to make contact.
The specific barriers we had to overcome
• The members-only mechanic: One of the most strategically significant decisions was locking machinery assets behind a gated members' login. This achieved two things simultaneously - it transformed every product view into a lead capture moment, generating a database of genuinely interested prospects rather than passive browsers, and it reinforced the sense of exclusivity and legitimacy that the target audience expected from a serious industrial platform.
With the conversion architecture in place, we built a multi-channel acquisition strategy. Comprehensive PPC campaigns targeted buyers actively searching for specific machine types - precision keyword mapping across the full catalogue of machinery categories. Schema markup and structured SEO ensured product pages were indexed and surfaced correctly, maximising organic visibility for high-intent queries. LinkedIn campaigns targeted manufacturing businesses by company type, sector, and seniority - reaching procurement and production decision-makers who would never show up in a search query.
The existing contact database represented an immediate opportunity. We launched the marketplace to that audience first - a first-access email campaign that created urgency and rewarded existing relationships before the platform opened more broadly. From there, we built an ongoing email programme with deep segmentation: matching contacts to machine categories based on their industry, previous behaviour, and expressed interest, so every communication felt relevant rather than broadcast.
Schema & technical SEO
Structured data implementation and SEO architecture to maximise organic visibility for product pages and ensure the marketplace was properly indexed from launch.
LinkedIn - manufacturing targeting
Account-based targeting of manufacturing businesses by sector and seniority - reaching the production directors, plant managers, and procurement leads who make these decisions.
Members-only gating & CRO
Product pages gated behind a login to convert browsers into identifiable leads, supported by objection-handling copy and compliance content that built trust before the conversation started.
PPC - machinery keyword campaigns
Comprehensive paid search coverage across every machine category, structured to capture high-intent buyers at the moment they're actively sourcing equipment.
First-access email launch
The existing database was activated first - creating urgency, rewarding loyalty, and generating immediate sales from warm contacts before the broader campaign launched.
Segmented email nurture
Ongoing campaigns matched to interest by machine category - ensuring relevance across a long sales cycle and maintaining engagement with prospects not yet ready to buy.
THE RESULTS
In a sector defined by long cycles and considered decisions, generating a 10x return from month one was the proof of concept the business needed.
Immediate ROI. Long-term pipeline.
The marketplace launched with immediate commercial impact. Sales were generated from the first month - a direct result of the first-access email campaign converting warm contacts who had been properly nurtured through the pre-launch period. Within the first month, the campaign had delivered a 10x+ return on investment.
Paid media and SEO together drove a 40%+ growth in the marketing database - every new member representing a gated, consented lead rather than an anonymous visitor. That database became the foundation of an ongoing segmented email programme, converting prospects across different timelines and machine categories.
Beyond the immediate numbers, the work established something more durable: a long-term sales pipeline for high-value machinery - machines that may take months to sell, but are now in an active, nurtured funnel with an identified buyer at every stage. For a business where a single sale can be worth hundreds of thousands of pounds, that pipeline represents a compounding commercial asset.
10x+
ROI on marketing investment from
the first month of the marketplace going live
40%+
Growth in the marketing
database driven by
paid media and SEO
Long term pipeline
Active, nurtured pipeline of
high-value machinery prospects
built from launch
“
I brought Ducie on board to help me launch a new business via PPC and email marketing. They were tasked with generating leads and building out a sales pipeline. The volume of leads massively surpassed my expectations, and the ROI was almost immediate.
Benjamin Findlay
CEO
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