UNITED GRINDING

A premier machine tool OEM with a vision that needed a team who could deliver.

// THE CHALLENGE

A superpower in the machine tool market, UNITED GRINDING is more than a world-class CNC grinding machine OEM.

A global company that contains eight unique brands, UNITED GRINDING is unstoppable at what it does. The company offers top-tier grinding, eroding, combination machining, and automation solutions—as well as unbeatable 24/7 customer support out of their North America facility.

When UNITED GRINDING North America approached us, we could see they had exactly the right kind of vision for their marketing. Now, they deserved a team that could back them up.

That’s where we stepped in, driving their ideas forward and giving the fully realized brand a real and actionable integrated marketing approach.

STREAMLINED, READABLE EMAILS

Lower word count, better click rates

CLEAR AND COMPELLING LANDING PAGES

Benefit-driven with understandable calls to action

// THE SOLUTION

We took plans that were three years in the making and accomplished them (and more) in less than one.

Putting real horsepower behind UNITED GRINDING North America’s biggest goals, we boosted marketing automation, ramped up lead nurturing and overhauled their Google ad campaign. Prospect funnels are now well-oiled machines, ensuring that people in every stage of the customer journey receive the communication that leads to more awareness, loyalty and revenue.

And on top of that, we made sure to focus on a customer service goal of our own: making sure this is the best agency relationship UNITED GRINDING North America has ever had. At Ivor Andrew, we hang our hat on our ability to put ourselves in manufacturers’ shoes. We know the ups and downs of the industry, and we’re here to provide whatever support is needed to keep the brand happy and healthy.

+62%

Leads from Google Ads

+71%

Ad conversion rates

+143%

Web submissions

// THE OUTCOME

All the behind-the-scenes work on UNITED GRINDING North America’s digital presence paid off quickly. Leads from Google Ads are up 62%, and ad conversion rate is up 71%. Meanwhile, on grinding.com, site sessions are up 20%, new site visitors are up 17% and form submissions are up a whopping 143%.

It’s not just more people seeing ads and visiting the site. A whole lot more people are taking action and contacting UNITED GRINDING North America, which is exactly what they want. Because once you start doing business with UNITED GRINDING, you tend to keep doing just that as the years go by.