Coltraco Ultrasonics is a UK-based manufacturer serving global industrial sectors with precision measurement instruments. Like many SMEs in the manufacturing space, they found B2B lead generation expensive, difficult to measure, and often frustrating.
However, after reassessing their digital strategy, integrating their sales and marketing tools, and rethinking how they used data, Coltraco increased the number of qualified leads through their website and turned it into a key driver of new business.
To explore this transformation, Head of Commercial Chloe Barker shared how their team overhauled their lead generation strategy — and what’s working for them today. You can replay the webinar or catch up with the summary below.
From Guesswork to Visibility
Before the transformation began, Coltraco had no clear way to determine which lead generation strategies were working. With a limited budget and long sales cycles, they needed to focus on high-quality activity but lacked the insight to know what to prioritise.
“Without real visibility onto the quality of your leads or which methods are working… It’s a bit like being in a dark room,” Chloe explained.
That uncertainty triggered a full review of their website, digital activity, and measurement tools. This included bringing in Lead Forensics to track visitor behaviour.
Overhauling the Website to Match Buyer Journeys
Coltraco’s website had gone through several iterations. After investing in SEO and UX improvements, they wanted to test if their assumptions about the customer journey were correct. Using website visitor data, they quickly saw patterns, such as high-value companies bouncing from product pages.
In response, they restructured pages, rewrote content, and added more relevant case studies. They used Lead Forensics data to confirm whether changes were attracting the right visitors and improving engagement over time.
Testing PPC and Learning What Didn’t Work
Coltraco had never run PPC campaigns until 2023. When they started, their goal was to trial it without wasting budget. They did this by setting up a dedicated PPC report in Lead Forensics.
The team had an instinct that their budget was spent on campaigns that did not perform. This was later validated by more granular analytics from Lead Forensics.
They identified which keywords drove relevant visitors and which didn’t, so Coltraco could refine its PPC strategy to focus on product-specific ads with clearer intent. That data-led shift saved budget and improved campaign efficiency in just a few months.
Refining SEO With Real Search Data
Coltraco had worked with an SEO agency for years, but seeing real search behaviour helped sharpen their strategy. Weekly keyword reports from Lead Forensics showed which terms attracted website visitors, and if those visitors matched their ideal customer profile.
They found that previously targeted search terms were sometimes irrelevant. This new insight allowed them to focus on more relevant, targeted terms and shape their site structure and content with this in mind.
The additional keyword insights were also used to reinforce their SEO strategy with focused, sector-specific landing pages and product groupings. What started as SEO in theory became a practical, measurable way to attract the right traffic.
Shifting from Volume to Relevance in Content
Where Coltraco once prioritised quantity and producing as much content as possible, they now focus on what their data shows is actually driving engagement from relevant buyers.
“If you’re not posting relevant content… You can’t do anything right with it,” Chloe noted.
They use Lead Forensics to track which blog posts and resources attract the right prospects, then feed that insight back into their content planning.
The result is a sharper, more useful content mix that has increased engagement among relevant prospects, speaks directly to their customers’ real challenges, and reflects the language and search intent of their ideal buyers.
Integrating Lead Forensics into Salesforce
By connecting their Salesforce with Lead Forensics, Coltraco’s sales team gained full visibility into website behavior directly inside their daily platform.
For a business with 28 products and a consultative sales model, this context is essential. Chloe explained that understanding customer interests was essential in helping the sales team guide relevant conversations and ensure suitable recommendations were made.
Strengthening Sales Conversations with Website Data
Having all that insight in one place also helped sales reps to feel more confident and to time their outreach better. They no longer rely only on inbound leads or vague signals, because they get daily reports showing which companies visited, what they looked at, and for how long.
With a daily visitor list, the team employs a targeted follow-up approach, ensuring sales efforts are more strategic and informed. That means instead of mass marketing or cold outreach, their sales conversations are informed, tailored, and more valuable to customers. In turn, this strengthens trust and improves conversion rates.
Learning Through Continuous Refinement.
Some strategies didn’t work as expected. For example, the team’s first PPC attempt had false starts, and early SEO brought the wrong traffic. But with clear data and daily reporting, they made ongoing adjustments instead of costly overhauls.
Chloe highlighted that daily data allows the team to make incremental adjustments, emphasising the cumulative power of small, data-informed changes.
That mindset of testing, tracking, and refining has become a core part of their lead-generation approach, enabling them to make confident marketing decisions that align with what their prospects actually want.
Gather Sales Context and Warm Leads
If you want to join Coltraco and experience what’s possible when website data directly drives measurable increases in warm leads and sales conversions, you can book a demo to learn more and start your free trial.
