Growth Engineering + Infrastructure
Pmj Digital Transformation Revenue.
Transforming a traditional steel distribution business with digital infrastructure, CRM automation, and performance marketing systems.
System architecture.
How it's built.
Engineering process.
How it was built.
- Interviewed sales team: mapped existing sales process
- Analyzed customer database (Excel): 800+ customers identified
- Competitive analysis: assessed competitors' digital presence
Customer segmentation, digital strategy doc
- Built WordPress website with product catalog
- Configured email infrastructure (Brevo + Mailchimp)
- Migrated customer data from Excel to structured database
Live website, working CRM foundation
- Built lead capture forms with qualification logic
- Created email automation sequences (welcome, nurture, re-engagement)
- Implemented WhatsApp Business API integration
- Built sales tracking dashboard
Automated lead-to-sale pipeline
- Installed Meta Pixel with conversion tracking
- Designed ad creatives and targeting (construction, manufacturing sectors)
- Launched initial campaigns with A/B testing
Active Meta Ads campaigns
- Analyzed campaign performance data
- Refined email sequences based on open rates
- Trained client team on CRM and campaign management
- Built reporting dashboards for monthly review
Optimized, scalable acquisition system
Engineering challenges.
What broke. How we fixed it.
Sales Team Adoption
Sales team (avg age 55) refused to use CRM. Continued using paper notes and Excel. Zero adoption after initial training.
Cannot replace sales team. CRM useless without data input. Owner unwilling to enforce usage.
Redesigned CRM to mirror their existing process. Mobile-first, WhatsApp-familiar interface. Automated data capture where possible. Made it 'optional but valuable' (reminders, history lookup).
CRM adoption: 80% within 2 months (voluntary). Data quality improved through automation.
Low Digital Literacy in Target Audience
Target customers (construction contractors) rarely check email. Meta Ads generated curiosity clicks, not purchase intent.
Email open rate <10% in this demographic. Fixed monthly ad allocation. Cannot change customer behavior.
Shifted to WhatsApp-first communication (90%+ adoption in region). Meta Ads for awareness, WhatsApp for conversion. One-click lead magnets: 'Get Quote via WhatsApp'.
Lead quality: 20% → 65% qualified. WhatsApp response rate: 85%. Conversion rate: 40% (WhatsApp) vs 8% (email).
Long B2B Sales Cycles
Average purchase decision: 30–90 days. No closed deals after 6 weeks. Client questioned pipeline progress.
Cannot shorten decision-making (committee approvals, budget cycles). Client expected immediate results.
Attribution tracking across 90-day window. Weekly nurture sequences. 'Micro-commitments' funnel (quote → site visit → sample → contract). Showed pipeline value, not just closed deals.
First closed deals: week 8. New customers: 47 in 6 months (vs 12 in previous 6 months). Pipeline visibility: full-funnel tracking active.
Measured impact.
Results. Numbers only.
Business impact
New customers: 47 in 6 months (vs 12 in previous 6 months)
Lead qualification rate: 20% → 65% qualified
Campaign conversion: 40% (industry avg: 8–12%)
Meta Ads engagement: 6.2x industry benchmark
Operational efficiency
Lead response time: 4 hours → 15 minutes
Manual data entry: 8 hours/week → 1 hour/week
Follow-up consistency: 30% → 95% (automated reminders)
Sales process automation: 0% → 78% of touchpoints
Digital transformation
Website traffic: 0 → 1,200 visitors/month
Online inquiries: 0 → 180/month
CRM adoption: 0% → 80%
Digital inquiry share: 0% → 35% of total leads
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