Berg Engineering, 22 months of LinkedIn-led B2B for a WA structural engineering firm.
Berg Engineering is a Perth-based structural engineering firm selling to procurement officers. It came to 121 Group in May 2024 for a full B2B industrial marketing operation, and the engagement has run 22 continuous months.
Berg Engineering, 22 months of integrated B2B marketing for a WA engineering firm.
Five service lines run as one programme. A general marketing retainer covers website content updates, two blogs and case studies a month, quarterly strategic review and account management, with senior strategist time at the centre. Organic social is LinkedIn-led with Instagram in support, including a tailored social strategy, profile audit and optimisation, and a posting cadence on senior engineers' personal profiles. SEO covers optimisation across all pages, market research and site expansion, technical SEO, content recommendations and link building, focused on long-tail procurement queries. Google Ads covers keyword research, custom audiences, campaign setup and conversion tracking, aimed at procurement officers searching for engineering capability. Annual hosting and maintenance covers the WordPress and WooCommerce site, which carries parts and service ecommerce.
Two pieces of work sit on top of the retainer. Berg's capability statement was redesigned for procurement pursuit, and 121 provided strategic copywriting, proofing and editing for an engineering award submission, aligning project evidence to the judging criteria.
The procurement-pursuit collateral is in active use on panel bids.
Mid-market WA engineering firm. Procurement-officer audience. Marketing programme that needed to act like a marketing programme.
Berg came to us in May 2024 needing the full B2B-industrial marketing operation, LinkedIn cadence, SEO, paid Google for technical-procurement queries, organic social on Instagram + LinkedIn, capability collateral redesign, and a website that procurement officers could actually navigate.
Five service lines as one general marketing retainer + WooCommerce ecom underneath.
A "General Marketing Retainer" line covering content updates, blogs and case studies (2/month), quarterly strategic review, and overall account management. Separate lines for Organic Social Media Retainer, SEO, SEM (Google Ads), and Annual Hosting & Maintenance for the Berg Engineering WordPress + WooCommerce site. Layered on top: capability statement redesign, award-submission strategic copywriting, and ad-hoc creative blocks.
Five integrated lines plus the capability and award layer.
Content + 2 case studies / month
Website content updates, 2 blogs and case studies per month, quarterly strategic review, account management. The senior-strategist time at the centre of the engagement.
LinkedIn-led B2B social
Tailored social strategy, profile audit and optimisation, content creation and posting cadence on LinkedIn (lead) + Instagram (support). Senior-engineer personal-profile cadence layered on top.
Technical + content SEO
Website optimisation across all pages, market research and website expansion, technical SEO, content recommendations, link building. Long-tail procurement queries the focus.
Procurement-intent paid search
Keyword research, custom audiences, campaign setup, conversion tracking. Targeted at procurement officers searching for engineering capability.
WooCommerce site
Annual Hosting & Maintenance. WordPress + WooCommerce site for parts and service ecom. Berg is one of the WooCommerce brands in our consumer/B2C ecom book.
Award submission strategic copy
Strategic copywriting, proofing and editing for engineering award submissions, turning project evidence into the concise, judging-criteria-aligned narrative that wins recognition.
Integrated service lines under one general retainer
Continuous engagement across content, social, SEO and SEM
Procurement-pursuit collateral in active use on panel bids
Berg Engineering, capability that wins tier-1 industrial panels.
What did 121 Group do for Berg Engineering?
121 Group ran SEO, Google Ads and LinkedIn for Berg Engineering. The site runs on WooCommerce.
What industry is this mining and engineering case study in?
Berg Engineering operates in mining and engineering. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach mining and engineering marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running an engineering firm?
Thirty-minute call. We'll look at your capability statement, your LinkedIn presence, and your website's procurement-officer experience, and tell you what we'd do differently.
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