Case Study: Alba Manufacturing

Driving Smarter Growth

How Buckaroo Helped Alba Manufacturing Optimize Marketing, Cut Trade Show Costs, and Deepen Distributor Engagement

FlexFormula™ Case Study | Alba Manufacturing | 2014–2025

Alba Manufacturing, a premier provider of pre-engineered and custom material handling systems, was locked in a cycle of increasing trade show spending with diminishing returns. Lead volume was down, brand presence inconsistent, and internal teams lacked the tools to scale effectively. Starting in 2014, Buckaroo partnered with Alba to reverse this trend, leveraging the FlexFormula™ framework to drive measurable, strategic growth. Over more than a decade, Alba’s digital performance, distributor relationships, and marketing maturity were transformed—culminating in a 287.5% increase in organic traffic and a 3x improvement in trade show lead conversion.

Understanding the Business, Audience, and Opportunity

FlexFormula™ Pillar: Strategy Development

Buckaroo launched the engagement with a full strategic deep-dive—analyzing Alba’s brand equity, distributor feedback, customer segments, and competitive positioning. Early refinements to Alba’s messaging emphasized scalable, in-stock solutions over customization—realigning perception with operational strengths. We created detailed audience profiles, identified pain points across channels, and established a lead generation strategy that prioritized distributor enablement and digital-first execution.

Evaluating Every Touchpoint for ROI

FlexFormula™ Pillar: Channel Evaluation

Alba’s reliance on trade shows and print catalogs had become costly and inefficient. Buckaroo conducted ROI analysis across all channels, revealing overspending on underperforming tactics. We helped Alba shift investment into high-yield, digital touchpoint transitioning from printed collateral to web-optimized content and from large booths to targeted trade show activations. Email marketing and newsletter programs were evaluated and enhanced for consistent lead flow and engagement.

Building a Foundation That Scales

FlexFormula™ Pillar: Strategic Blueprint

As Alba’s fractional marketing team, Buckaroo developed a dynamic blueprint to guide execution year after year. This included two full website redesigns, a secure distributor portal, over 120 SEO-optimized product pages, and a lead capture system linked to technical resources. To enhance distributor training and product visualization, we also introduced 3-D animation and system renderings—bringing complex conveyor solutions to life in a format that resonated with engineers and decision-makers.

Delivering Targeted Campaigns and Sales Enablement Tools

FlexFormula™ Pillar: Action Plan

Buckaroo drove continuous execution through monthly campaigns, customized social content, and integrated trade show strategies for events such as MODEX, MHEDA, ProMat and MHI. Messaging, booth design, and post-show follow-ups were all aligned to drive lead generation and reinforce Alba’s value proposition. The Alba Partner Network (APN) was supported through targeted newsletters and exclusive content, including APN-specific web pages and resource access.

To further elevate sales enablement, Buckaroo developed branded PowerPoint decks, training videos, press releases, and high-impact 3-D animations and system renderings—delivering complex conveyor solutions in a visually compelling, digestible format for engineers, OEMs, and decision-makers.

We also held quarterly strategy meetings with the Sales Team to review performance analytics, identify content gaps, and prioritize upcoming needs. As a result, Buckaroo produced a library of branded sales sheets that equipped Alba’s team with clear, consistent messaging tailored to buyer personas across vertical markets.

Tracking, Measuring, and Optimizing Over Time

FlexFormula™ Pillar: Performance Tuning

With quarterly performance reviews and continuous SEO refinement, Buckaroo helped Alba align strategy with results. Content production tripled, APN portal engagement rose significantly, and top product pages began consistently ranking in search engines. From 2015 to 2025, average monthly organic traffic increased by 287.5%, reflecting the long-term impact of consistent SEO and content investment. Direct traffic and email engagement also improved steadily, reflecting stronger brand recall and campaign effectiveness.

“We’ve partnered with Buckaroo Marketing for more than a decade, and their consistent, strategic support has been instrumental in evolving how we communicate and compete. From quarterly planning sessions to hands-on execution, they bring both structure and flexibility—exactly what we need in a fast-moving industrial environment.

Their process gives us a streamlined framework that connects marketing efforts directly to measurable business outcomes. Whether it’s campaign strategy, SEO improvements, tradeshow prep, or content creation, Buckaroo continues to bring thoughtful insights and practical solutions to the table.

We see them as an extension of our team—and we highly recommend them to any manufacturer seeking a reliable, experienced marketing partner who understands the industrial space.”

– MIKE KROEGER, President, Alba Manufacturing

Results at a Glance (2014–2025)

Organic Website Traffic: Increased by +287.5%, driven by long-term SEO and content strategy.
Direct Website Traffic: Grew by +26.8%, reflecting stronger brand recall and return engagement.
Email Open Rates: Improved by +34.3% since 2018, signaling greater audience interest.
Email Click-Through Rates: Jumped by +194.5%, boosted by the integration of video content.
Unique Monthly Visitors: Rose by +146%, with momentum fueled by blog, SEO, social media, and newsletter programs.
Trade Show Lead Conversion: Achieved a 3x improvement, aligning event spend with ROI.
Annual Content Output: Scaled by 3x, reflecting a shift to consistent, high-impact campaigns.

Key Takeaways

Strategic Focus: Shifting from broad trade show tactics to targeted digital strategies drove deeper engagement and measurable returns.
Content Investment Paid Off: Blogging, video, SEO, Social Media, and Monthly eNewsletters created long-term traffic and lead growth.
OEM/SI/Distributor Enablement: Alba Partner Network (APN) portal development and segmented communications helped strengthen key relationships.
Sustained Growth: Website visitors grew 146% from 2015 to 2024; Email Click-Through Rate (CTR) rose nearly 200% following the introduction of video.
Brand Visibility: LinkedIn and YouTube became high-value referrers through consistent content and campaign pushes.
Annual Sales Impact: While specific revenue figures remain confidential, Alba’s sustained increases in qualified traffic, distributor engagement, and trade show ROI have contributed to measurable year-over-year sales growth throughout the partnership.

Conclusion

What began as an urgent effort to cut trade show costs evolved into a decade-long marketing transformation. Through strategy, execution, and optimization, Buckaroo helped Alba build the digital foundation and OEM/SI/Distributor ecosystem necessary for sustainable growth. Traffic surged, leads multiplied, and internal systems matured—turning a fragmented approach into a cohesive, ROI-driven engine.