// FROM FIELD TO FUNNEL

Rata Power Claw’s Record Sales Growth Through Industrial Marketing

Client Rata

Services Brand strategy

Industry Agriculture

Audience Commercial and Lifestyle Property Farmers, Contractors, Machinery Dealers

How ROI Growth Agency engineered an omnichannel B2B campaign that turned awareness into conversions.

Rata Equipment manufactures durable attachments for the farming and contracting industries. Their Power Claw product serves the agricultural and industrial sectors with unmatched performance and versatility.

CHALLENGE

Rata had a standout product, but traditional channels were struggling to convert online interest into sales.

Low lead-to-sale conversion

Disconnected marketing channels

Limited brand storytelling

No CRM visibility from enquiry to sale.

SOLUTION

ROI Growth Agency implemented a data-driven industrial marketing strategy focused on:

Farm Equipment marketing: across Google Ads, Meta, YouTube, SEO, and Email & SMS Marketing

Buyer segmentation: farmers, contractors, and dealers

Dealer network growth: Targeted leads and local brand ambassador campaigns to support dealer network.

Real-time analytics: integrated dashboards tracking CPL and ROI.

IMPLEMENTATION

Creative Refresh: On-site demo videos, user testimonials, and before/after visuals
Campaign Phasing: Awareness → Consideration → Decision retargeting funnels
Industrial Sales Funnel Optimisation: Closed-loop reporting on lead quality and dealer feedback
AI Optimisation: Predictive budget shifts based on channel conversion data.

BUSINESS IMPACT

Rata strengthened its dealer relationships, increased brand authority, and built a scalable omnichannel model adaptable for future products.

Results

ROI Growth Agency helped Rata improve funnel performance by integrating channels, strengthening buyer education, improving lead-to-sale visibility, and reducing acquisition inefficiency.

Funnel & Conversion Improvements

Stage	Before	After	Change	Growth Lever
Awareness	Disconnected channels	Omnichannel: Google, Meta, YouTube, SEO, Email/SMS	Unified buyer journey	Multi-channel campaign integration
Consideration	Limited storytelling	Demo videos, testimonials, before/after content	Higher engagement + intent	Creative + content strategy
Lead → Sale	Low conversion	Stronger conversion flow with tracking	Improved lead-to-sale rate	Funnel optimisation + retargeting
Sales Visibility	No CRM visibility	Closed-loop reporting	Full funnel tracking	Data + analytics integration

Performance & Commercial Outcomes

Metric	Before	After	Change	Timeframe	Growth Lever
Lead-to-Sale Conversion	Low	Higher	Improved conversion rate	Post optimisation	Funnel + retargeting
Cost Per Lead (CPL)	Higher	Lower	Reduced CPL	Campaign period	Budget optimisation + targeting
Dealer Network Engagement	Passive	Active lead flow	Increased dealer enquiries	Campaign period	Dealer-focused campaigns
Channel Performance	Fragmented	Optimised across channels	Improved efficiency	Ongoing	AI budget allocation
Marketing Visibility	Limited tracking	Real-time dashboards	Improved decision-making	Implementation phase	Data infrastructure

1 %

Sales Increase (YoY)

1 x

Lead-to-Sale Conversions

1 %

Reduction in CPL

1 x

Inbound Dealer Leads

// TESTIMONIAL

Glenn Walton Marketing and Sales Director – Rata Equipment Australia

"I found the ROI team excellent to work with during implementation of the marketingcampaign and very professional in their understanding of how the market search and work through the buying process, this has created good quality leads and a very healthy conversion ratio. Within the first twenty-four hours of the campaign going live we had a flow if hot leads landing in our inbox. After contacting these leads, we had seven quotes from eight leads sent out to the qualified leads. We had a a sixty four percent sales conversion ratio resulting in our best sales month ever with the product! Thank you to all the team at ROI, what a great company to work with."

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About ROI
Growth Agency

ROI Growth Agency helps industrial and B2B brands scale smarter with data-led omnichannel marketing strategies that connect awareness to action.

Expertise: Industrial | B2B | Manufacturing | Agriculture | Technology