About the business
With over 30 years of experience, Artisan Industrial is a leading Australian and Oceania supplier of specialist ice-cream, gelato, and chocolate equipment. They’re the exclusive local representatives of world-class European machinery, ensuring businesses get expert help within the country rather than being left unsupported across the world.
They back every sale with essential education, detailed training, and long-term support (including recipes and flavour ideas) for production, storage, and transport.
Before they met with Pixeld, Artisan Industrial had access to all of the best equipment. They just needed a partner who could understand their business and help them break through the market with digital marketing.
The problem: world-class equipment but no strategy
Georgia, General Manager at Artisan Industrial, recalls:
‘We are quite a niche industry and we need to target a specific customer, so a lot of issues we had were around the ability of previous marketing partners to take on that knowledge and convey that in their copywriting.’
They faced several obstacles in their marketing:
- Previous marketing agencies struggled to grasp their technical niche and communicate it clearly to potential customers.
- Content often failed to capture the specificity of their offering, resulting in inconsistent and sometimes irrelevant leads.
- The website lacked clear navigation and category breakdowns, making it harder for customers to find what they needed.
- Their blog content was underutilised, treated more as standalone SEO pieces rather than integrated sales tools.
- A limited social media presence meant reduced visibility.
- CRM and HubSpot processes weren’t optimised to support lead follow-up effectively.
When Artisan Industrial partnered with Pixeld in September 2024, the goal was clear: make their highly specialised offering more accessible to the right audience, and turn that visibility into consistent, relevant leads.
The Pixeld Solution
Pixeld tackled the challenges by implementing a multi-layered marketing strategy:
Clear, accessible messaging
Pixeld invested time to understand Artisan Industrial’s equipment and customer base. This meant creating copy that translated technical details into customer-focused benefits, from blog content to ad copy. Importantly, blogs were positioned as sales assets, not just SEO filler.
‘We are now publishing blogs every month,’ Georgia says. ‘The content writing, monthly blogs, and social media have really taken our marketing to the next level.’
Google Ads overhaul
Targeted campaigns were launched around high-intent keywords, optimised continuously to improve lead quality. Ads and landing pages were aligned with the brand’s new, simplified messaging.
Social media presence
Pixeld developed a consistent schedule to highlight industry insights, customer case studies, and equipment features. This showed Artisan Industrial as an active and approachable industry leader.
HubSpot enhancements
Pixeld streamlined processes in Hubspot, making it easier for the team to track and manage leads. This reduced admin time and improved lead follow-up efficiency.
Website redesign
Georgia sums it up: ‘One of the bigger projects has been designing and building a new website with a much cleaner aesthetic, fine-tuned for SEO, and easier for customers to navigate.’
The results
What has been the best thing that Pixeld have done for Artisan Industrial?
‘Definitely lead generation,’ said Georgia. ‘Through the new website, through paid ads, through social media, whatever it is, the leads that are coming in are better quality. They’re customers who are looking for a product that we offer.’
Alongside the higher number and better quality of leads, there have been several other changes through Pixeld’s work for Artisan Industrial:
- 47.2% increase in leads.
- 19.2% increase in website traffic.
- The majority of new leads now originate from Google Ads campaigns, with 221 conversions generated through Google Ads alone.
- The majority of new leads now originate from Google Ads campaigns.
- SEO rankings are climbing steadily, with 14 keywords ranking in positions #1–3.
- The website’s new functionality makes it easier for customers to self-navigate and find information, further supporting the sales team.
On a personal note, the partnership has freed up Georgia’s time:
‘The biggest change for me has been the free time that it’s given me to help grow the business … just being able to hand over some tasks and be confident that they’re going to be taken care of correctly.’
How it’s going
Once a technical business struggling to translate its niche into clear messaging, Artisan Industrial has now become a brand with consistent, high-quality lead generation and a strong digital presence.
‘I would recommend Pixeld to any company that wants to get more leads and grow their business. They’re an excellent team. They know what they’re talking about, they know what they’re doing, and they’re ready to take on a challenge and help you improve your business. Who doesn’t want that?’
Our partnership with Artisan Industrial continues to grow, with ongoing SEO improvements, new website features, and content strategies supporting both sales and customer education.
Curious about how we can help your business? Book a free consultation for a strategy tailored for you.
