Industry overview
What is shaping steel
Steel reaches users through producers, distributors and retailers, serving fabricators, builders and OEMs. Brand trust, price and availability decide which bar or sheet is bought.
- Fabricators and builders influence retail steel brands
- Distributor networks decide availability
- Branded steel competes with unbranded on trust
Client background
A pre-engineered buildings manufacturer, working in India & the GCC. Client identity is withheld to protect confidentiality.
- Organisation
- A pre-engineered buildings manufacturer
- Sector
- Steel
- Team engaged
- Digital Marketing
- Services
- B2B digital marketing, SEO services, Landing page & CRO
Client challenge
Most enquiries came from personal networks, and the website generated few qualified leads. Prospects searching for warehouse or factory buildings rarely found the company online.
Research objectives
- Deliver on the brief: generating B2B enquiries for pre-engineered steel buildings.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Website and campaigns for warehouses, factories and cold storage.
Audiences we typically reach in steel
FabricatorsBuilders and contractorsOEM buyersSteel dealers and stockistsRetail home builders
Geographic coverage
Coverage: India & the GCC. Markets: India, United Arab Emirates, Saudi Arabia and Qatar.
- India
- United Arab Emirates
- Saudi Arabia
- Qatar
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Application-focused content
- 3Search campaigns
- 4Enquiry qualification
- 5Insight
We rebuilt the website around building types and industries, added project galleries and cost-planning guides, and launched search campaigns for specific needs such as warehouse construction. Enquiry forms asked for building size, location and timeline so sales could prioritise. We also connected website enquiries to the CRM so that each lead carried its source, building type and expected timeline from the first contact.
B2B digital marketingSEO servicesLanding page & CRO
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Qualified enquiries from new regions grew steadily, and the sales team spent less time on unsuitable leads.
- Cost-planning guides became a popular resource that prospects shared with their finance teams.
Content that helped buyers plan budgets brought serious prospects forward.
Recommendations
- Build on the core insight: content that helped buyers plan budgets brought serious prospects forward.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Over time, reporting showed which building types and regions produced the most valuable projects, and marketing budgets shifted towards them.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: is brand worth a premium to retail buyers?
Client identity is withheld to protect confidentiality.