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Creating a predictable demand generation engine for Advanced Dynamics in a high‑competition market.

Advanced Dynamics is one of the UK’s leading filling line partners, delivering filling, capping, labelling machines and complete filling & packaging line solutions to UK manufacturers from Lands’ End to John O’Groats.

The business is built around a simple but powerful philosophy; to be the most proactive and supportive packaging machinery partner in the UK. Cremarc’s role has been to translate that philosophy into market advantage – by making Advanced Dynamics more accessible, more available, and more mentally present at every stage of the buying journey – providing value-add journeys for buyers.

We work with Advanced Dynamics as their fully outsourced marketing department and our remit spans website CRO, SEO, content, paid media, creative and MarTech.

 

The packaging machinery market is unforgiving

Advanced Dynamics’ market isn’t like other B2B Tech sectors. Competition is intense, budgets vary wildly, and buyers are technical, cautious and committee‑led. Global players (including companies like Amazon) bid aggressively on the more generic buying‑stage search terms – and it makes demand capture digital marketing fast paced and competitive.

When Cremarc began working with Advanced Dynamics in late 2022, bottom‑of‑funnel demand capture was already performing okay but could be improved. Through quality SEO foundations and tactical Google Ads, Advanced Dynamics were consistently visible when customers searched for relevant purchase-intent keyterms – but not enough to grow the business at the rate they wanted. Performance was plateauing.

Paid Search was doing its job – yet it was doing more of the heavy lifting than it should. The website experience wasn’t fully supporting conversion, technical SEO limitations were capping organic performance, and users weren’t always finding what they needed quickly enough, particularly when product requirements were still forming.

We knew there was an opportunity to unlock compounding gains – not by pushing harder on ads alone, but by fixing the system around them – the conversion journey beyond the ad click.

 

The website as a revenue tool, not a brochure

Our first strategic move was a full website CRO and UX performance overhaul, without losing existing search equity.

This included re‑engineering the product page.

Rather than reinventing best practice, our UX team leaned into it. We analysed high‑performing ecommerce and complex B2B product environments and identified a familiar, trusted pattern; Amazon‑inspired product architecture.

Each Advanced Dynamics product page was rebuilt to clearly deliver:

  • A plain‑English explanation of how the machine works
  • Clear, scannable technical specifications
  • Visual context, including video where appropriate
  • Multiple conversion paths tailored to buyer readiness
  • BoFu quick-links to all the relevant information buyers are looking for

We deliberately placed three CTAs above the fold, allowing users to:

  • Understand the product and see it in action
  • Explore deeper technical specifications and details
  • Speak to an expert immediately and get a quote

For high‑value machinery, we added downloadable PDF spec sheets – a crucial but often overlooked step that facilitates internal sharing across buying committees. It’s also great internal linking for crawler pathways, giving search engines and LLMs more reason to surface Advanced Dynamics’ machines as answers and options for buyers searching for specific requirements.

 

Reducing friction across the entire journey

We redesigned category and navigation structures to support different intent levels.

  • Users with vague needs could self‑identify by application
  • Confident buyers could jump straight to known machines
  • All journeys were optimised to reach what should be the right product page in three clicks or fewer

We also embedded Get a Quote forms across all product pages, enabling immediate engagement without forcing users through unnecessary steps and pushing them to the Contact Us page. This allowed for better tracking too – as we were able to scrape ‘Submitted from’ data for a better data loop.

 

Fixing the foundations with technical SEO

To ensure improved UX didn’t come at the expense of visibility, we conducted a full technical SEO audit. When we took over, the site health score sat at 74%. While not catastrophic, it was enough to cap ranking potential, undermine trust signals in Google’s eyes, and limit competitiveness on core machine keywords.

Our SEO and Development teams addressed:

  • Crawler and indexing issues
  • Problematic JavaScript rendering
  • Legacy and conflicting plugins
  • Meta content gaps
  • Image sizing and performance issues

Without a full redesign, we:

  • Removed 1,000+ SEMrush technical errors
  • Improved site health to 93%
  • Strengthened foundations for long‑term organic growth
  • Improved page performance and load times to maximise conversion from paid media

 

Extending beyond BoFu with sector-specific SEO content clusters

With a stronger website and technical base in place, we shifted focus from only capturing demand to influencing it earlier. We designed a series of sector‑led SEO content clusters. Alcohol product manufacturing represented a particularly lucrative vertical for Advanced Dynamics.

Crucially, it also offered:

  • Large line values for better deal sizes
  • Strong cross‑sell potential
  • Long buyer journeys that require more early research and engagement

Rather than fighting aggressively at the buying stage alone, we built SEO content clusters around alcohol bottling and production – targeting users during the research phase. This included authoritative, technically grounded content around Vodka bottling, Gin bottling, Whiskey Bottling, and Alcohol bottling processes.

All content was internally linked back to relevant machinery pages, ensuring SEO visibility translated into commercial action.

This approach allowed Advanced Dynamics to:

  • Appear earlier in the buying journey
  • Build trust earlier than they were before
  • Improve Paid Search efficiency later
  • Become a familiar, trusted organisation before procurement discussions began

This directly generated pipeline value of over 10% the total annual revenue target.

 

Making paid media more effective

Paid Search remains a core pillar of the Advanced Dynamics strategy – but now it works harder because it’s supported by everything around it.

We run continuously optimised Paid Search campaigns designed to maintain physical availability on high‑intent terms and capture demand at the moment of need.

And because users increasingly arrive with prior exposure – via organic search, content, or a frictionless website experience – Paid Search conversion quality has continued to improve over the past few years.

The system is now working at scale – with a consistent flow of qualified, high‑value enquiries across multiple sectors, not isolated spikes.

Overall, this brought a 29% increase in website form fills for Advanced Dynamics, injecting their pipeline with more opportunity to grow their already significant customer base.

More importantly, they now have a repeatable demand engine – not a dependency on any single marketing tactic. As Managing Director, Tom Smith, put it:

“Put simply, the guys at Cremarc have been fantastic and cover all our marketing needs. If you’re looking for a new, proactive and forward-thinking marketing agency, look no further!”

This isn’t a project. It’s a demand creation and capture ecosystem.

By aligning website UX, technical SEO, content strategy and Paid Search into one coherent approach, Advanced Dynamics has moved from reactive demand capture to proactive market leadership.

They continue to work with Cremarc under our fully outsourced B2B marketing department model, with ongoing optimisation and sector expansion planned – ensuring their website remains their best salesperson, even in one of the most competitive B2B markets in the UK.