Röhm Italia

B2B lead generation strategy with a limited budget, active for 4+ years

Starting point

Röhm Italia is the Italian branch of a German multinational that manufactures and sells workholding technologies for mechanical workshops. The new General Manager wanted to shift the company into a higher gear. The initial conditions were two: a tight budget and the need for high-return activities in the short term. On the digital side, there was a poorly translated version of the parent company's website, unsuitable for lead acquisition.

How do you build a sustainable B2B lead generation engine when resources are scarce and the window for results is narrow?

What we did together

No spreading thin across every channel. We applied Bryan's B2B lead generation framework, which distinguishes warm, hot, and boiling contacts and defines the next step for each. We built a high-converting landing page and a solid SEO architecture — both of which were lacking — and launched high-performing Google Search campaigns. The website was equipped with soft and hard CTAs designed to guide visitors through the journey, not to "trap" them. After the first few months, video content, posts, and supporting materials were progressively added to extend reach, always in line with the core framework.

Frameworks, managed services and training involved

What changed

A steady flow of new contacts. The sales team stopped making unproductive rounds in the field and focused on warm and hot leads instead. Revenue held up through Covid and then resumed growth. The Italian strategy became a reference model for other group countries looking to adopt it.

Voices from the client

What makes this case interesting

Röhm is a strong example of governed Performance & Demand Activation: advertising was not purchased as a service, but used as a learning lever within a framework. The best performance is the kind that makes a company smarter, not just more visible.