Business Statement & Objectives
Business statement: SteelFrame Innovations delivers turnkey light gauge steel framing (LGFS) solutions for commercial and mid‑sized residential projects, emphasising speed, structural integrity, and transparent costing.
Problem Statement
Strategy Breakdown
1. Brand & Positioning
Defined UVP: "Partner‑certified steel, code‑compliant builds, transparent estimates, 30% faster delivery than RCC alternatives." Produced 6 case studies, 1 whitepaper, and client testimonial videos.
2. Demand Generation
Combine high‑intent search ads with LinkedIn outreach to developers and architects, plus social video campaigns showcasing time‑lapse builds.
3. Operations & Sales Enablement
Implemented Zoho CRM, standardized procurement SLAs with two steel partners, templated proposals, and introduced prefabricated wall panels to reduce on‑site labour.
Tools Leveraged & Use Cases
- Zoho CRM — central lead repository, automated follow‑ups, pipeline forecasts and custom proposal templates used by sales to reduce response time.
- Google Ads — capture high‑intent search queries and drive immediate demo requests; conversion tracking tied to CRM for accurate attribution.
- LinkedIn Ads & Sales Navigator — targeted outreach to architects, developers and consultants; used for ABM lists and Sponsored Content to promote whitepapers.
- Ahrefs & Google Search Console — keyword research, content gap analysis, and monitoring SERP positions for LGFS keywords.
- Asana — task-level project plans for demo builds, procurement milestones and cross-functional handoffs to ensure on‑time delivery.
- Google Analytics & Looker Studio — unified dashboards for marketing performance, channel CAC, and funnel drop‑offs; weekly reporting to leadership.
- Video production & design — time‑lapse build videos, case study edits and short testimonial reels used across paid and organic channels.
Marketing Spend & Rationale (12 months)
Total marketing budget: ₹32,00,000 (≈8% of base revenue ₹4.0 crore).
| Channel | Annual Spend (₹) | % | Why / Expected Outcome |
|---|---|---|---|
| Google Search Ads | 8,00,000 | 25% | Capture high‑intent enquiries; immediate demo requests. |
| LinkedIn Ads & Outreach | 3,84,000 | 12% | ABM and outreach to decision makers; nurture high‑value accounts. |
| Social Media Video Ads (YouTube/Instagram) | 5,76,000 | 18% | Showcase time‑lapse builds and testimonials to reduce perception risk. |
| Content & SEO | 3,84,000 | 12% | Build organic visibility, lower CAC over time, support thought leadership. |
| Events / Demo Builds | 4,80,000 | 15% | Physical demos to win architect trust and shorten procurement approvals — priority channel. |
| PR & Partnerships | 1,60,000 | 5% | Third‑party validation and editorial features. |
| Tools & Production | 1,60,000 | 5% | CRM subscriptions, analytics, creative production costs. |
| Testing / Contingency | 2,56,000 | 8% | Channel experiments and creative testing to find scalable plays. |
Notes: Allocation increases emphasis on trust‑building demo builds and events to directly influence architects and procurement teams — a deliberate choice to shorten cycles and improve close rates.
Results Achieved (12 months)
- Leads & Conversions: Total inbound leads increased from ~80/month to ~320/month (+300%). Qualified leads from digital channels: 110/month.
- Conversion rate (qualified→contract): 4.5% → ~5 contracts/month from digital leads.
- Sales cycle: Reduced average lead→contract from 5.5 months to 3.6 months.
- CAC (Customer Acquisition Cost): With increased spend, average CAC (paid) ≈ ₹1.45L per closed contract (based on ₹32L spend and 22 digital‑attributed contracts). SEO reduces CAC over time.
- AOV (Average Order Value): ₹82,00,000 per contract.
- Digital share of qualified leads: 38%.
- Brand & Content: 6 case studies published, 2 webinars (combined attendance 180), website organic traffic up 140% YoY.