Tail lifts and dock levelers manufacturer reinvents itself, for the better.

We digitized MKS Marksell’s entire sales process by structuring CRM, automation, and intelligent campaigns for exponential lead generation growth, reduced CPL, and predictable ROI—all without increasing investment.

Scenario
MKS Marksell, a supplier of hydraulic equipment for various industrial segments, began in 2022 to migrate from an analog sales process to a fully digital sales funnel. In that initial period, lead volume rarely exceeded 30 per month and there was no ROI history, since the company had not run any structured digital-marketing campaigns. Moreover, cost per lead (CPL) was high and there were no clear optimization plans.

Challenges

  • CPL above desired levels, with no history or predictability

  • Nonexistent ROI: return wasn’t calculated because there were no effective digital-marketing campaigns

  • Lack of digital processes: no CRM or marketing automation in place

  • Goal: increase lead generation from roughly 200/month to 1,000/month while keeping media investment flat, thus creating positive ROAS asymmetry over the project

Strategy / Solution

  1. Full Funnel Digitization

    • Implemented CRM and marketing-automation to track acquisition, nurturing, and conversion

    • Built real-time dashboards for CPL, ROI, and conversion rates—without raising media spend

  2. Brand Positioning & Professional Video Content

    • Produced corporate and product videos showcasing MKS Marksell’s technical expertise

    • Created technical posts and client testimonials to attract qualified leads and reinforce value perception

  3. Adaptive Strategy & Continuous Optimization

    • Daily refinement of targeting, keywords, and creatives to lower CPL and boost lead volume

    • Deployed chatbots to enhance customer service and speed up responses on digital channels

    • Launched email-marketing nurture sequences to improve satisfaction, retain leads, and raise service levels

    • Tested varied ad formats (video ads, carousels, remarketing) to lift conversion rates and ROI

Results

  • CPL (year-over-year)

    • 2022: very high CPL, no optimization history

    • 2023: average 40% reduction vs. 2022

    • 2024: further 50% drop, totaling ~70–80% reduction from 2022

    • 2025 (projected): 80–90% decrease in total CPL, supported by a referral “promoter” engine

  • ROI (year-over-year)

    • 2022: virtually zero

    • 2023: average ROI ≈ 2 (infinite growth from zero after introducing campaigns and measurement)

    • 2024: average ROI ≈ 5 (+150% vs. 2023)

    • 2025 (expected): ROI nearing 8 (+60% vs. 2024)

  • Social Engagement

    • Instagram: followers grew from 900 to ~6,870 (+663%); posts rose from 29 to 353 (+1,117%)

    • LinkedIn: followers jumped from 50 to ~3,600 (+7,000%+)

    • Focus on institutional videos, product demos, and increased posting frequency drove higher engagement and more qualified leads

  • Key Metrics & Percent Changes

    • Historical average ROI: 11.60, with consistent year-over-year growth

    • CPL reduction: up to 80%

    • Leads: from 27/month to 501/month (+1,755%)

    • Revenue: over R$15 million captured via digital channels in the period

    • Digitization impact: more than R$20 million in productivity and operational-efficiency gains through end-to-end digitalization of management processes

Conclusion
With the same level of media investment from 2022 to 2025, MKS Marksell cut its CPL by up to 80–90% and grew ROI from zero to 5 in 2024, on track for 8 in 2025. This asymmetric growth was driven by full-funnel digitization (CRM, marketing automation), an adaptive strategy (chatbots, email nurture sequences) and relentless campaign optimization. The launch of a referral engine further cements the strategy, projecting sustained expansion in the hydraulic-equipment, tail lifts, dock levelers market.