How Coltraco Ultrasonics Transformed Their Lead Gen Strategy with Lead Forensics

About Coltraco Ultrasonics

Coltraco Ultrasonics is a pioneering UK-based manufacturing and engineering company that specialises in the development and production of advanced ultrasonic monitoring and measurement technology. The company designs and manufactures portable instruments and fixed monitoring systems used in safety-critical industries such as maritime, oil and gas, defence, power generation, and infrastructure.

The Challenge

Like many SMEs, Coltraco wanted to boost their lead generation results. The team found it challenging to identify the most effective marketing methods to attract high-quality prospects.

With a digital-first sales approach, Coltraco recognised that their website needed to become a central engine for lead generation — but they lacked the data-driven insight required to optimise performance.

The team faced several key challenges:

. Limited visibility into which companies were visiting their website
. High bounce rates on certain key pages
. Difficulty measuring the effectiveness of PPC campaigns
. Uncertainty around whether their SEO strategy was attracting the right audiences

Without clear insight into who was engaging with their website and marketing activity, it was difficult for the team to confidently refine their strategy and prioritise their marketing investment.

Our Solution

Coltraco Ultrasonics implemented Lead Forensics to gain deeper insight into the companies visiting their website and how those visitors were interacting with their content.

One of the most valuable tools for the team quickly became the daily visitor report, which identifies the organisations that have visited the website and highlights their engagement with specific pages. This report now forms a regular part of both the marketing and sales teams’ workflows, helping them quickly identify high-value prospects. The platform also enabled the team to analyse the effectiveness of their wider marketing activity.

Using Lead Forensics data, Coltraco was able to review which companies were arriving via their PPC campaigns, giving them far greater visibility into the quality of traffic generated by different keywords and campaigns. This allowed the team to identify where advertising spend was attracting irrelevant visitors and shift budget toward campaigns focused on specific products and solutions.

Lead Forensics also played an important role in informing Coltraco’s SEO strategy. Weekly reports showing the search terms that were bringing visitors to the website helped the marketing team and their SEO agency refine their keyword strategy, ensuring they were targeting terms that aligned with their products, markets and ideal customer profile.

To further strengthen collaboration between marketing and sales, Coltraco integrated Lead Forensics with Salesforce. This integration allows the sales team to see which pages prospects have visited and what products or applications they may be interested in before engaging with them.

The Result

With greater visibility into website activity and marketing performance, Coltraco has developed a more targeted and data-driven approach to lead generation:

Improved Lead Quality:
Daily visitor reports allowed the team to focus on high-value prospects, driving more relevant leads into their sales pipeline.

Optimized PPC Spend:
By identifying ineffective campaigns, Coltraco reduced wasted ad spend and doubled down on successful, product-specific campaigns, leading to greatly improved results.

Stronger SEO Performance:
Targeted SEO efforts based on visitor data led to a significant decrease in irrelevant traffic, improving both bounce rates and user engagement on key pages.

Seamless Sales and Marketing Collaboration:
Salesforce integration provided the sales team with real-time insights into visitor behavior, enabling more effective follow-ups and tailored solutions.

Actionable Insights:
Coltraco gained clarity on customer behavior, enabling continuous optimization of their website and marketing strategies.