By
Converting qualified leads, building a healthy deal pipeline, pipeline, and turning sales opportunities into closed deals—at the end of the day, isn't that what marketing is all about?
That's what we set out to do with Mitchell Electronics, Inc., and the results have been better than our loftiest expectations.
Read this case study to learn about a content campaign that's surpassing every objective totally organically.
That's right—not a single dollar spent on ads.
Here's how we did it.
About Mitchell Electronics, Inc.
Since 1979, Mitchell Electronics, Inc. has been one of the world’s leading providers of servo motor testing equipment and training services. With reliable products, stellar service, and incredible technical expertise, they have built strong relationships with their customers that have lasted for decades.
However, despite their strong reputation, they weren’t seeing the website traffic, qualified leads, or sales opportunities that they needed to meet their business and marketing goals.
“We believe that our equipment is the best in the world, so we felt that we just needed more opportunities to get in front of new customers,” said Stuart Mitchell, Corporate Officer at Mitchell Electronics, Inc. “If we could bring more qualified leads to the table, we felt really good about being able to close them.”
To do this, Mitchell partnered with Palisade Marketing to take their website and marketing strategy where it had never been before: awareness-level content, a cohesive lead gen strategy, and total Sales/Marketing alignment.
This all culminated in a campaign that has generated a steady influx of qualified leads and sales opportunities.
Here’s how we did it.
The Challenge:
A Low-Traffic Website that Wasn’t Converting Enough Qualified Leads
The website for Mitchell Electronics, Inc. had strong domain authority, but the organic traffic was low and the conversions weren’t enough to build a sales pipeline that met Mitchell’s growth goals.
So, our objective became clear: optimize the website for conversions, qualify our audience, and reinforce Mitchell’s technical expertise in the field.
In order to do this, we first needed to overcome a few challenges:
- A Narrow Technical Audience — Mitchell’s specialization in such a technical, niche space created many exciting opportunities to publish unique and compelling content, but it also created challenges in reaching such a narrow audience.
- Two Unique Prospect Categories — Mitchell's customers are either manufacturers or repair shops. These are two very different audiences with different operations systems, technical needs, and use-cases for Mitchell’s equipment.
- No Top-of-Funnel Content — There was no top-of-funnel content offering on their site that spoke to an awareness-level-audience. Since most website visitors aren’t ready to “raise their hand” or start a sales conversation, there were many missed opportunities to convert their existing website traffic.
The Solution:
A Premium Lead-Magnet that’s Designed to Drive Traffic and Conversions
To drive more website conversions, we created The Quick Reference Guide for Servo Motor Maintenance and Repair. This in-depth guide addresses best practices for servo motors, answers technical questions, and serves as a go-to resource for both manufacturers and repair shops. It’s technical enough to be valuable to this specific audience and relevant to both manufacturers and repair shops.
We built a landing page for the guide, which was gated behind a form so that the user had to fill out some basic information in order to access it. Then, we drove traffic to this landing page through blog posts, social media, email campaigns, and SEO.
The Results:
500+ Downloads and a Thriving Pipeline of Qualified Leads
Mitchell already had a strong reputation in the industry, but publishing this guide helped them get back in front of their audience in a big way and re-establish them as one of the top experts in the motion control field.
Since we launched the campaign in Summer 2024, more than 500 qualified leads have downloaded the guide and even now the guide still generates 25-30 downloads every month which has been a huge win for the Mitchell sales team.
Here's a look at how this campaign has impacted overall website conversions:
“The downloaders have consisted of a combination of new leads, existing customers, and even old leads that have resurfaced and re-engaged with us for the first time in years,” said Brett Martz, Account Manager at Mitchell.
As of Spring 2026, Mitchell has been able to close 10+ new high-value customers that they attribute back to this campaign, with more deals in the works that they are confident will close.
This represents tens of thousands of dollars in revenue for Mitchell Electronics, Inc...without spending a dime on ads.
And the best part: because more and more manufacturers and repair shop managers are downloading the guide every week, the campaign is going to be a key part of Mitchell’s sales strategy moving forward.
“It’s been amazing to see the opportunities that have come in through this campaign, and it’s really helped our team build a healthy pipeline of ongoing sales conversations,” said John Mitchell, Senior Sales and Strategy Consultant at Mitchell.
A Game-Changing Strategy
The influx of quality leads that this campaign has driven has taken Mitchell’s sales process to the next level.
“I’m really excited about what this Quick Reference Servo Guide has done for us so far, and I look forward to continued growth in our sales, marketing, and website performance with more campaigns like this,” said Stuart Mitchell.
Want Results Like This?
Every audience is unique and has unique needs, but this campaign that we built for Mitchell is replicable. We created a unique content offering for our audience, built the assets to make sure it found the right people, and turned many of those leads into sales conversations.
My goal is to help businesses reach new heights with their marketing, website, and SEO strategy. I'd love to help you build a clear content plan, drive more organic traffic, and turn your website into a key part of your sales engine.
If you want to see results like this, let’s talk!