Marketing Reengineering for an Engineering Startup in Lima

An engineering startup serving the Peruvian mining sector was burning cash on broad LinkedIn and Google campaigns with almost no qualified leads. The founders suspected the issue was creative, but the real problem was upstream: positioning and ICP.

We rewrote the value proposition around two specific buyer personas (project directors and procurement leads in mid-tier mining companies), rebuilt the website with a single conversion goal per page, and switched paid budget toward intent-based LinkedIn campaigns paired with retargeting.

A CRM was installed, marketing/sales SLAs were agreed, and automated nurture sequences pre-qualified leads before any human touch. Reporting moved from gut-feel to a weekly funnel review with cost-per-SQL as the north-star metric.

Within nine months, marketing spend was cut by 40% while qualified leads grew 280%. Three mining contracts worth 180K USD were directly attributed to the new funnel.