A manufacturer of tail lifts and dock levelers that launched data-driven growth initiatives and reinvented itself, for better

We digitized MKS Marksell’s entire sales process by structuring CRM, automation, and intelligent campaigns.
The result: 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.