From Google search to confirmed sales
We help DCF Accesorios, a Mexican supplier of industrial construction materials, build and execute a B2B GTM strategy that connects its website, SEO, paid campaigns, email, and sales operations to generate qualified leads and grow its sales pipeline.
Explore the case study
- Project period
- 2025 – Present
- My role
- B2B GTM Strategy and Execution · SEO & AI Search · Paid Acquisition · Lifecycle Marketing · Revenue Operations
Overview
The work starts by making technical products easier to discover and request quotes. But it grows into something much more interesting as we create content from purchase insights.
- Attributed quotation pipeline
- $2M USD
- Monthly inbound leads
- 80–100
- Google Search clicks
- 1,000/mo
- Newsletter audience
- 1,300+
Website and product catalog
Main acquisition channel
We maintain and expand the supplier's website around a catalog of 100+ industrial construction products, with searchable categories, technical specifications, and a quotation system.
The goal is to help buyers find the right materials and request quotes more easily, while creating a stronger foundation for SEO and paid acquisition.
SEO and organic acquisition
Capturing buyers searching for specific construction materials
We optimize product pages, categories, and technical content around commercial search demand. The site generates tens of thousands of impressions and thousands of clicks a month, creating an organic discovery channel for the supplier's products.
Search performance helps us identify new content opportunities, improve existing pages, and prioritize products with commercial potential.
Paid acquisition
We own creative production and distribution for their most profitable product lines
We run Google and Meta campaigns supported by product-specific landing pages, ad copy, and video creatives. We evaluate campaign performance against leads and pipeline value.
Lead nurturing
Keeping buyers engaged throughout longer sales cycles.
We build follow-up sequences and product-focused email marketing campaigns to nurture enquiries, support the sales process, and stay connected with potential buyers.
The email audience has grown to 1,300+ subscribers. We use quotation and purchase data to identify opportunities for more targeted follow-ups and reactivation.
From new lead to follow-up
The Make workflow saves lead data, emails the sales team, and onboards subscribers to Beehiiv.
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ChatGPT
Gemini
Claude
Perplexity
AI search
Tracking how buyers discover us through LLMs.
Alongside SEO, we use DataForSEO to research the supplier's visibility in ChatGPT, Gemini, Claude, and Perplexity, tracking supplier recommendations, citations, and gaps in technical product information.
We also track AI-referred traffic in GA4. These findings inform content priorities, particularly technical guides, product comparisons, and answers to common buyer questions.
AI search visibility
Example mentions across tracked prompt groups.
| Prompt group | ChatGPT | Gemini | Perplexity | Claude |
|---|---|---|---|---|
| Skylight | 4 / 5 | 2 / 5 | 1 / 5 | 3 / 5 |
| KR-18 | 2 / 4 | 1 / 4 | 3 / 4 | 1 / 4 |
| Competidor | 1 / 3 | 2 / 3 | 0 / 3 | 1 / 3 |
| Educación | 2 / 3 | 1 / 3 | 2 / 3 | 0 / 3 |
| Mantenimiento | 1 / 2 | 1 / 2 | 0 / 2 | 1 / 2 |
| Sistema | 2 / 2 | 1 / 2 | 0 / 2 | 1 / 2 |
| Paso de gato | 2 / 5 | 3 / 5 | 1 / 5 | 0 / 5 |
Revenue operations and attribution
Connecting marketing activity with quotations and confirmed sales
Marketing
Leads from acquisition channels
Meta
Google Ads
ERP
Match contacts and records
Quotation
Products and opportunity value
Confirmed sale
What buyers actually purchase
As part of our revenue operations work, we match marketing leads against contacts, quotations, and confirmed orders in their ERP. This helps us measure marketing’s contribution to pipeline, identify attribution gaps, and uncover opportunities for sales follow-up.
The data also shows which products generate valuable opportunities, where attribution is incomplete, and which prospects can benefit from additional sales follow-up.
Better growth decisions
Buyer behavior guides what we build next
Research
DataForSEO
Apify
Content and campaigns
Google Search Console
Google Analytics
Sanity
Leads / Quotes / Sales
beehiiv
Attio
- ERP
New opportunities
Cursor
- Grokbot
- ChatGPT
New opportunities inform the next round of research
The combination of SEO, AI search research, advertising data, and revenue analytics gives us a feedback loop between marketing and sales.
We're using those findings to refine buyer profiles, prioritize commercial content, improve acquisition campaigns, and plan more relevant nurturing sequences.
Lead distribution by project size (illustrative)
Example of how we measure project sizes as the qualifying factor.
- May
- Jun
- Jul
- Aug
- Sep
- Oct
- Under 100 m²
- 101–500 m²
- 501–1,000 m²
- 1,001–3,000 m²
- 3,001–8,000 m²
- Over 8,000 m²
GTM Execution and RevOps
Today, the work spans GTM strategy, SEO, paid acquisition, creative production, lifecycle marketing, and part of their RevOps, with sales data informing how we allocate budgets, prioritize content, and improve the acquisition process.
Revenue-informed content strategy
From search and acquisition to nurturing and revenue operations, let's build a system to bring you more clients.