Resources / Case Study
The Powder Handling Experts
How we transformed the online presence of a UK manufacturer and created a sustainable online lead generation machine.
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About Matcon
Part of IDEX Corp Matcon IBC works with a broad range of global manufacturers. From infant nutrition and food organisations to pharmaceutical and chemical industries. Matcon design and manufacture intermediate bulk containers (IBCs) and flexible system solutions for powder, tablet and granule handling. They were the first to patent the cone valve - a unique discharge system that prevents the common issues associated with powder discharge.
The Challenge
Like many manufacturers, Matcon had traditionally generated sales leads through networking, trade exhibitions and shows. This had always been a tried and tested method of lead generation, but as the number of prospects generated from each show started to fall, Matcon needed to explore other ways of generating leads. And with a sales cycle of 24 months Matcon urgently needed to build a sustainable pipeline of leads. Competitors were starting to leverage digital technology and were ranking for the terms Matcon were traditionally known for.
The Goal
Matcon’s existing website was primarily a brochure site. It received an average of 3,000 sessions per month and generated approximately 14 leads per month. Matcon didn’t have a blog but lots of product pages, case studies and testimonials.
Quattro’s Strategy
Quattro recognised the opportunity to reposition Matcon as a recognised authority in powder handling from a product-led manufacturer. We developed a content-led SEO strategy that focused on Matcon’s expertise, buyer personas and the questions their audiences were searching for online. This included a new website for lead generation, targeted content plans, regular technical blogs, optimised product and solution pages, and a complete library of downloadable resources. We helped Matcon build search visibility and attract better fit prospects and nurture them throughout the buying journey, creating a sustainable pipeline that reduced reliance on exhibitions and traditional lead-generation channels. Through our work combining stronger brand positioning with SEO and valuable educational content Matcon gained leads, visibility and conversion rates.
The Solution
With two main competitors dominating the powder handling market with their technical articles, blogs and ‘how to’ guides, we suggested that Matcon look at their positioning. As the original inventors of ‘cone valve’ technology and with 30 years' experience behind them, they really were THE experts in powder handling – the problem was that only the trade knew. We recommended a company wide shift in positioning to ‘the powder handling experts’ and a new strapline ‘powders handled’. With a stronger brand presence and positioning that asserted their capabilities, we worked with Matcon to develop a content and SEO strategy that would showcase them as THE experts in powder handling. We helped them identify their buyer personas and created content plans to attract and nurture these audiences. With regular blogging, supported by a dedicated content writer and a comprehensive document resource, we helped them not only attract ‘good fit’ leads but also rank for keyterms and answer questions that their buyers were searching for.
Software Stack
The software stack we use to help Matcon.
- HubSpot Enterprise
- HubSpot CRM
- HubSpot Content Hub
- SEM Rush
- Google Analytics & Search Console
- Lucky Orange
Support Summary
Matcon’s retained support includes:
- A dedicated content writer
- Quarterly strategy reviews
- Weekly update meetings
- Blog and content resource creation
- Technical SEO support
- Technical website support
- Sales & marketing alignment
- Pro-active keyword and competitor analysis
- Pro-active user experience monitoring
