The challenge
AdvanceQuip distributes some of the biggest names in construction and forestry equipment, ASV Posi-Track, CASE Construction, ASTRA, Hyundai Construction Equipment and Log Max, alongside the Gore Machine Hire rental business. Three companies, six brands, and audiences ranging from owner-operators to fleet managers.
Equipment buyers research for months before they call a dealer. If your product pages, comparison content and local presence don't surface during that research, you're simply not in the deal. Organic visibility was the highest-leverage gap.
How the strategy was built
The strategy started with a bet grounded in buyer research: equipment purchases are researched for months, so the highest-leverage battleground wasn't the bottom of the funnel, where national players outbid everyone, but the research phase, where useful content wins on merit. Search data showed what buyers actually asked, machine comparisons, spec questions, application fit, and conversations with the sales team showed which of those questions preceded real deals.
From there, positioning per brand: ASV's tracked machines, CASE's excavator range and ASTRA's forestry gear each serve different operators, so the content, media placements and offers were mapped brand-by-brand to the buyer each one actually attracts. The trade press placements, forestry titles for ASTRA, earthmoving titles for the attachments range, followed the same logic: meet the specific buyer where their research already happens.
What I did
- Built a content engine around buyer research. Strategic content creation targeting the questions equipment buyers actually search, machine comparisons, spec explainers, application guides, published consistently across the three companies' sites.
- Fixed the technical foundation. On-page optimization and technical SEO improvements: site structure, page speed, indexation and metadata, so the new content had a healthy platform to rank from.
- Kept the brand consistent everywhere buyers looked. Campaigns across print, online, tradeshows and social media with one coherent identity per brand, from a machine walkaround video to a tradeshow stand.
- Managed the commercial side. Market research, promotion optimization and media contract negotiation inside budget constraints, and led marketing staff to deliver it all.
- Built the retail offer engine. Machine-price-finance campaigns like "Building a Strong Case" across the CASE range, paired with manufacturer finance offers, ran in print, digital and dealer channels with one consistent look.
- Kept six brands in the trade press. Placements across specialist media, forestry, earthmoving and construction titles, plus catalogues, brochures and Fieldays event material produced in-house.
- Worked AI into the method. Used Claude, ChatGPT and Google Gemini to brainstorm campaign angles, pressure-test messaging and refine content before it shipped.
The work itself
A few pieces from the portfolio: retail offers, trade press and the collateral that carried six brands to market:
The feedback loop
Organic growth is slow to move and easy to misread, so the loop ran on two speeds. Monthly: search rankings, traffic by content piece and enquiry sources, which pages actually produced contacts, not just visits. Quarterly: sales team debriefs on enquiry quality and tradeshow conversations, which repeatedly redirected the content plan toward questions no dashboard had surfaced. The 60% traffic growth was the cumulative result of that iteration, doubling down on content that generated dealer enquiries and retiring content that only generated readers.
The results
- 60% increase in organic website traffic, driven by content and technical SEO
- 40% increase in brand engagement across the portfolio
- Consistent, professional brand presence across print, digital, social and tradeshows
- Media contracts negotiated and delivered within budget
Why it matters
B2B equipment marketing rewards patience and structure: the buyers are few, valuable and research-heavy. This engagement shows I can build the long-game assets, search visibility, useful content, brand trust, while still delivering the quarter's campaigns and tradeshows.