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.
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.
- 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 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.