AMTEC
AMTEC, Powering a High-Value Sales Pipeline with Integrated Digital Marketing
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AMTEC, a prominent UK dealer specialising in the sale and hire of secondhand agricultural machinery, approached Hillsgreen with a clear commercial goal. The company had experienced a lead spike during the COVID period but found it challenging to maintain that consistency.
With a knowledgeable internal marketing and sales team, AMTEC needed a specialist agency partner to manage and execute its paid media campaigns effectively, particularly during a period of internal team transition.
The primary challenge was twofold. Firstly, AMTEC’s existing website was not optimised for web-form conversions. Secondly, due to the high-value nature of their equipment, many potential clients rightly want to speak to someone before committing. While AMTEC has a highly skilled sales team on hand to offer help and advice, there was no visibility on these crucial phone conversions, making it impossible to attribute them to marketing activity.
Total deal value generated
In open, qualified pipeline
In closed, won deals
We developed a practical, multi-channel approach to solve AMTEC’s distinct challenges.
For Paid Social: To overcome the website’s poor form-fill performance, we launched on-platform paid social campaigns (Facebook). This captured lead details directly within the app, removing the website friction point entirely for this channel.
For Paid Search: We continued to push high-intent search traffic to the website but solved the attribution problem by implementing call tracking. This gave us full visibility, allowing us to capture and attribute the high volume of valuable phone enquiries.
For All Channels: We ran strategic paid search campaigns, split by machinery brand, and integrated all lead sources (social forms, search, and calls) directly into AMTEC’s HubSpot CRM for seamless sales follow-up and complete pipeline visibility.
A key challenge for AMTEC was a growing “wanted list”, a pipeline of qualified customers ready to buy specific machines that were not in stock. Simply generating more leads for out-of-stock items was inefficient.
We identified a strategic opportunity to solve this problem and increase customer lifetime value.
We designed and launched a parallel “buying campaign” targeting farmers who were looking to sell their used machinery. This created a powerful flywheel effect:
Our primary “selling” campaigns captured immediate sales leads
Our new “buying” campaign helped AMTEC source the in-demand stock needed to close deals on its “wanted list.”
This dual-funnel strategy positions AMTEC as a long-term partner for farmers, creating a sustainable ecosystem where customers both buy from and sell to the business.
A core part of the brief was providing commercial clarity. The integration of HubSpot was essential. By connecting call tracking, paid social, and paid search directly into the CRM, AMTEC’s sales team gained full visibility of a lead’s journey.
This allowed us to optimise campaigns based on what was actually driving revenue, not just clicks. We adapted the social campaign focus based on seasonal calendars, focusing budget on proven, results-driven tactics. This commercially-focused approach has delivered a powerful return on investment and a stocked pipeline of future deals.
“Hilsgreen provided the specialist support we needed to drive our paid marketing. The integration with HubSpot and the addition of call tracking gave us the commercial visibility we were missing. We now have a consistent, high-quality lead flow and, just as importantly, a massive open pipeline of qualified customers. The results speak for themselves.”
– Jason, Marketing Manager, AMTEC
