The Need:
BigIron Auctions is a well-known name in the agricultural and industrial equipment auction industry. With a growing internal marketing team and several distinct business units, they faced a common challenge: aligning their people, processes, and platforms for long-term scalability. While they had already adopted HubSpot, it wasn’t being used to its full potential. Team members weren’t aligned on workflows, SEO efforts were fragmented, and there was no clear system for lead nurturing or tracking performance across channels.
The leadership team at BigIron wanted to transition from being platform users to platform masters. They needed a partner who could provide both strategic oversight and tactical training—someone who could elevate their internal capabilities and implement a marketing ecosystem that drove measurable results.
The Solution:
MMG developed a structured training and implementation engagement focused on SEO strategy, HubSpot CRM optimization, and team enablement. We began by auditing the existing HubSpot setup across the organization, identifying duplicate properties, automation breakdowns, and unclear lead stages. Then, we built a roadmap for aligning HubSpot with BigIron’s sales cycle, including custom pipeline configurations, persona mapping, and automation templates.
On the SEO side, we worked with internal teams to analyze keyword opportunities across their brands, build out weekly SEO tasks, and implement training modules to help their marketing staff operate independently. This included SEMrush training, competitive research strategies, and on-page optimization workshops.
Rather than doing the work for them, MMG’s focus was empowerment. Our sessions were hands-on, highly collaborative, and tailored to the specific workflows of each BigIron brand.
The Result:
BigIron’s internal teams now operate with confidence and clarity. HubSpot is no longer just a CRM—it’s a centralized platform for marketing automation, deal tracking, and campaign management. Their staff understands how to map contact journeys, segment lists, trigger automated communications, and report on performance across business units.
In SEO, BigIron has built out internal content plans, resolved critical indexing issues, and improved keyword visibility across several regions. Traffic is trending upward, and they’ve reduced their dependency on outside contractors by leveraging their in-house team more effectively.
What began as a support engagement has evolved into a strategic partnership. BigIron now views MMG not as an agency, but as a true extension of their business—exactly how we like it.
