FAMO

Famo Kft. has been manufacturing aftermarket attachments for construction and mining machinery for over 25 years. Located in the Csepel Industrial Park, the company didn’t just seek advertising support—they needed a full-scale digital transformation.

The professional website of FAMO is a testament to the hard work of our former team, completed in 2017. It quickly became evident that the website was built to such a high standard that it could effectively capitalize on market opportunities, making it worthwhile to allocate further resources to marketing.

Streamlining sales and production with CRM implementation

Under the banner of Industrial Marketing, our collaboration officially began in 2017. The first 3-4 months were solely dedicated to implementing a CRM system. This was necessary because the company’s operational processes created bottlenecks in sales.

FAMO recognized the importance of managing the increased number of quotation requests generated by promotional activities in an organized manner. A customer relationship management system provided the solution, ensuring that inquiries were processed and serviced on time and that incoming leads could always be followed up. Additionally, the system supports the organization of production processes by enabling precise calculations for optimal scheduling of engineering design and execution phases.

We structured the entire sales process, assigning dedicated responsibilities to each step of the sales chain. Through the digitalization of processes, we standardized various steps and automated certain workflows, allowing new employees to integrate into the system more quickly and easily. Furthermore, all affected colleagues received appropriate training. The implementation of the CRM system significantly enhanced the predictability and reliability of sales, which was essential for the company’s stable growth.

Launching lead generation through paid ads

We only kicked off promotional and inbound marketing once the sales infrastructure was in place. Unlike traditional industrial companies, FAMO’s approach to promotional activities takes a distinct and innovative direction. Since the average value of the sold products is relatively lower, and even low-cost components—such as wear plates—are offered, the sales process is much more intensive. Even impulsive purchases can be observed, allowing for more direct communication and aggressive yet irresistible offers. As a result, FAMO’s sales model blends B2B and B2C elements, catering to both industrial procurement managers and individual machine owners with equal priority.

Sales rely heavily on regional representatives who visit customers daily, making relationship-building essential. This intensive, face-to-face approach demands a highly structured and precise sales process.

With the foundation set, regular content creation and continuous social media communication began. Previous mailing lists were consolidated and filtered, and regular newsletters were introduced, followed by data-driven analytics. The product pages on the website have since undergone multiple rounds of optimization based on analytical data. Over time, we continuously update product information and specifications to align with ongoing product development

Advanced website features

A significant milestone in FAMO’s digital evolution was the development of an intelligent quote request tool on the website, which automatically matches machine part numbers with compatible products from FAMO’s inventory, streamlining the purchasing process. This cutting-edge solution far exceeds industry standards, even on an international level.

The wear-resistant plates section also deserves special mention. The concept may serve as inspiration for manufacturers with a substantial machinery fleet that is not fully utilized. Unlike other sections, this one offers contract manufacturing rather than product sales, presenting the machine capabilities for specific work phases. Contract manufacturing increases equipment utilization, providing an excellent additional revenue stream.

Following these steps, we implemented FAMO’s digital strategy, where a content-rich website serves as the foundation. Setting up the right structure was the hardest part—now, data-driven insights guide our decisions, allowing us to continuously refine and optimize content. The constant tasks include regularly publishing content and maintaining an Ongoing market engagement

Advertising alone is not enough

We take pride in leveraging favorable market conditions through our collaboration. Of course, this would not have been possible without FAMO’s timely recognition of the importance of implementing appropriate business and organizational developments and allocating resources accordingly. Another key factor was structuring inbound inquiries through paid Google Ads and SEO efforts. The results of the past three years are also reflected in the growth of the sales team. Sales inquiries surged, leading to an expansion from 3 to 5 sales positions within three years.

These business successes are not solely a reflection of Industrial Marketing’s efforts; they require a partner willing to invest in and activate developments, whether it be a new warehouse, site, or production machinery. A crucial lesson learned is that successful advertising alone does not transform a company—only when other business functions keep pace with the increasing volume of inquiries. FAMO has executed excellent organizational and site development work during this period of intense growth.