Malta Dynamics, founded in 2015 and headquartered in Malta, Ohio, is a full-service provider of fall protection equipment—rentals and safety solutions used across construction, aviation, manufacturing, and more. Despite their strong product range, they lacked digital traction, struggled to generate leads, and were losing ground to competitors.

• Insufficient lead generation from the website
• Underutilized online sales channels
• Weak SEO presence and limited brand visibility
• Low competitiveness in search rankings

20North deployed a full-funnel digital strategy combining immediate-impact tactics with long-term SEO growth.

• SEO: Rolled out a rapid content expansion with new blogs, enhanced page content, and optimized meta tags
• Competitor Monitoring: Implemented monthly competitor audits to identify opportunities
• Paid Ads:
  • Google Search Ads: Focused on non-branded terms to drive new leads for XSERIES and rental offerings
  • Google Shopping Ads: Launched to target immediate online product sales
  • Meta Ads: Campaigns targeting lead generation and promotion of priority products
• Conversion Optimization: Built dedicated, high-converting landing pages tailored to campaign goals
• Ad Budget Scaling: Increased spend strategically as campaign performance improved
• Email Marketing: Deployed targeted email flows to nurture leads and drive repeat purchases

When the pandemic hit, demand for their commercial cleaning and, more specifically, electrostatic disinfection services skyrocketed. The problem was they had a disjointed, fragmented, and absent online presence in many markets. A lack of digital infrastructure combined with shelter-in-place orders meant they couldn’t rely on just outbound sales anymore and all of this demand was going to the competition.

Enviro-Master needed to create an inbound lead funnel as quickly as possible. They had the opportunity to reach new clients and required an enterprise-level website for their brand, microsites in every market, digital advertising, and search engine optimization to do so.

20North was called in to completely turn around Enviro-Master’s digital presence. This included a full SEO & Advertising Campaign.

Our goal was to optimize their content based on specific keywords and find qualified customers while tracking their conversions and adjusting our efforts along the way.

First, we designed and developed a conversion-friendly website complete with microsites in all 88 markets within a record 20 days.

Next, we kicked off SEO campaigns at the corporate and individual market levels to build organic leads that included:

• Designed and developed a conversion-friendly website complete with microsites in all 88 markets within a record 20 days.
• Created Google search, display, and discovery advertising campaigns in each market to start capturing demand fast.
• Kicked off SEO campaigns at the corporate and individual market levels to build organic leads that included:
  ○     Google My Business optimization and review campaigns
  ○     SEO Content marketing and generation
  ○     Geographically focused landing pages for long-tail intent within market territories.
  ○     Video production and YouTube SEO

• Created a proprietary conversion tracking and reporting process that allows the customer to track actual dollars generated through the advertising/marketing funnel.

Today, the modern B2B buyer is digital-first and self-guided, flipping the traditional sales funnel and leaving fewer opportunities for sales teams to engage directly with prospects.

The Folloze Buyer Experience Platform provides the collaboration tools sales and marketing teams need to target and engage buyers effectively. Folloze solves challenges created by digital transformation by empowering frontline marketers, strengthening the partnership between sales and marketing, and measuring engagement at every step of the journey to inform future campaigns. Folloze is the most innovative and powerful buyer experience platform on the market. With their innovative technology and a primary focus on empowering B2B marketers to easily create engaging, content-rich experiences, ABM and demand-gen campaigns have never been more effective and personalized. Folloze has and will continue to pioneer the future of marketing.

The marketing industry had never seen a buyer experience platform as advanced and innovative as Folloze to help marketers maximize their ABM, demand-gen campaigns, and more., But Google was not working in their favor. Before partnering with 20North, Folloze did not focus on SEO initiatives and the marketing content produced was held on a subdomain. 20North knew the potential Folloze had on Google and how to progress their traffic and keyword rankings with targeted SEO efforts.

20North Marketing and Folloze started their partnership in August of 2021. Our primary goal was to increase the brand’s relevance and organic traffic, leading to increased conversions. With the highly competitive account based marketing space, we knew SEO success was going to be an important piece of the puzzle, so 20North created an effective and aggressive SEO strategy. The calculated strategy consisted of foundational work, technical work, and increased output of content. Specific components of our SEO strategy included:

• Starting off the relationship with extensive competitor analysis and keyword research to track relevant keywords Folloze was already ranking for, along with new keyword targets.
• Creating an improved site structure to elevate keyword rankings across their web pages and set the site up for success.
• Conducting main page optimizations with relevant keyword-focused content to further the SEO foundation and improve keyword rankings and organic traffic.
• Implementing Technical SEO, including moving the blog off a subdomain, to ensure the effectiveness of our foundational work.
• Creating new long-form content based on the key solutions and features of the Folloze platform.

20North Marketing and Folloze started their partnership in August of 2021. Our primary goal was to increase the brand’s relevance and organic traffic, leading to increased conversions. With the highly competitive account based marketing space, we knew SEO success was going to be an important piece of the puzzle, so 20North created an effective and aggressive SEO strategy. The calculated strategy consisted of foundational work, technical work, and increased output of content. Specific components of our SEO strategy included: