How a Commercial Supplier Started Generating Consistent B2B Leads

Accufast

The Company

Accufast is a Canadian leader in commercial fastening solutions, supplying Huck bolts, structural blind rivets, and threaded inserts for industrial applications in agriculture, construction, transportation, rail, and mining. For more than 30 years, the company has built a strong reputation for reliability, responsiveness, and knowledgeable service. With deep product expertise, solid inventory, and dependable delivery, Accufast helps manufacturers and repair operations keep equipment running smoothly by ensuring they get the right fastener exactly when they need it.

The Challenge

For years, Accufast’s business growth relied almost entirely on word-of-mouth referrals. While this created a steady baseline of customers, it limited their ability to scale and reach new markets. Recognizing the need to grow beyond their existing network, they began investing in digital marketing for the first time. This included a revamped SEO strategy, targeted Google Ads campaigns, and conversion rate optimization. This was all aimed at generating consistent B2B leads from companies interested in purchasing their products.

The Goal

Accufast’s goals were to:

  • Transform their website into a sales asset that actively generates leads.
  • Improve the user experience to reduce friction and encourage inquiries.
  • Increase lead generation through organic search by strengthening SEO.
  • Expand brand awareness in Canada for fastening systems.
  • Drive qualified B2B leads through targeted Google Ads campaigns.

The Results

Accufast partnered with the Performance Marketing team to audit their website and develop a comprehensive digital marketing strategy that included conversion rate optimization, search engine optimization, and Google Ads. Following the implementation of this strategy, they achieved the following results:

Increased high-intent website traffic by 75%

Generated an average of 25+ B2B leads per month from Google Ads

Generated an average of 10+ B2B leads per month from organic and direct traffic

Our Key Responsibilities

Accufast partnered with Able & Howe to generate B2B leads through their website and newly developed digital marketing channels. Our approach included:

  • Conversion Rate Optimization Audit & Implementation – Completed an in-depth audit of the website, designed new wireframes, updated on-page content, and replaced a non-trackable email link with a dedicated contact form to capture and measure leads more effectively.
  • Enhanced Conversion Tracking – Implemented robust tracking to measure high-intent actions, including calls from ads and contact form submissions.
  • SEO Audit, Strategy & Execution – Performed a comprehensive SEO assessment, developed a tailored strategy, and expanded content across key product categories to drive organic traffic and increase lead volume.
  • Google Ads Campaign Development & Management – Built a targeted Google Ads strategy and continuously optimized campaigns to maximize qualified leads and maintain cost efficiency within a limited budget.

How it Happened

Utilizing our in-source marketing model™, and a fractional marketing approach for B2B SaaS companies, Skillsetter was able to capitalize on quick wins while laying a foundation for long term marketing success.

Evaluate

Our team conducted an expansive and detailed audit of the company’s current marketing stack to expose strengths, weaknesses, and function gaps. 

Strengths

Skillsetter’s patent-pending software is unlike any other service offering on the market. Their interactive method of providing interpersonal skill training through deliberate practice enhances post-secondary programs and professional development training beyond what is currently offered.

Weaknesses

Skillsetter lacked internal marketing support and leadership. Up until Able & Howe’s support, Skillsetter’s marketing efforts were handled solely by the CEO. Despite the vast knowledge of the internal team around their product, they were limited in terms of establishing the brand and generating leads. 

Function Gaps

The main function gaps were the lack of an in-house marketing team and a missing lead nurture process. 

Create

  • Able & Howe worked with the Skillsetter team to develop a marketing strategy and project timeline corresponding to the strengths, weaknesses and opportunities identified in the ASP. 

Evolve

  • Skillsetter was set up with optimized Analytics tracking to monitor marketing performance. 
  • Set up a new CRM—migrated from previous CRM. 
  • Able & Howe created a content strategy, working with the Sillsetter team to create educational content. 
  • Initiated email automation setup with strategized campaigns. 
  • Developed Account-based marketing (ABM) strategy.

Activate

  • Able & Howe managed video script development, storyboarding and production.
  • Skillsetter underwent a rebrand in early 2022 (formerly Theravue) to better align the brand with expanded field service offerings. Able & Howe consulted on multiple stages within the rebranding process. 
  • To support the rebrand, Able & Howe consulted on a new website project.
    • Expanding the user interface of the website, content available, and overall design. 
  • Designed ad creatives for marketing campaigns.
    • Display, email, and remarketing.
  • Media planning
    • Research and identify highly targeted media partners for annual advertising placement + sponsorship opportunities

Enable

  • Supporting on website development to enhance the current service offerings beyond therapy and counselling fields. 
  • Campaign management and execution support. 
  • Ongoing content creation, calendar management and optimization.
  • Copywriting and art direction for advertising campaigns.
  • Target account list research + creation for sales team.