Lead with margin
We mapped the catalog by profitability and demand, then aligned merchandising, internal linking and ad budget to the segments that earn, so growth showed up on the bottom line, not just the top.
B2B e-commerce & SEO 01
A record year, engineered. Not hoped for.
Ferrum Tools manufactures precision diesel-engine tooling for working professionals. We didn't just keep their Shopify store running. We restructured how it sold. In 2024, that work drove the company's strongest year on record, surpassing 2023's previous best, on the back of margin-based product segmentation, advanced SEO, and brand & event campaigns.
Ferrum Tools
B2B manufacturer of diesel-engine specialty tools
E-commerce, SEO & growth
Shopify Plus store, search & brand campaigns
Riju Mondal
Head of Web & Digital Experience
Strongest year on record
2024 surpassed 2023, the previous best
The challenge 02
A specialist catalog selling itself flat, when it could compound.
Ferrum Tools makes the kind of products their customers can't get anywhere else: injector sleeve removers, timing pins, crank seal tools and specialty tooling spanning every major engine make, including Caterpillar, Cummins, Detroit Diesel, Volvo, Mack, Navistar and more. The demand is real and the audience is expert. But a great catalog on a Shopify store doesn't grow on its own.
Coming off a strong 2023, the easy move was to coast. We didn't want a good year repeated. We wanted a better one, by design. That meant treating the store as a system to be tuned: which products to push, how the right buyers find them, and how the brand shows up beyond the search bar.
How we build commerce that runs →The approach 03
Three moves, one system.
We didn't run three disconnected projects. Product strategy fed the SEO plan, the SEO plan shaped the campaigns, and the campaigns sent qualified demand back into the highest-value parts of the catalog. Each move made the next one work harder.
Margin-based product segmentation
We stopped treating every SKU the same. By segmenting the catalog around margin (not just volume), we put merchandising, search and ad spend behind the products that actually move the business, not just the ones that move units.
Advanced SEO
Technical foundation, deep keyword and intent mapping, and category and product pages built to rank for the specific, high-intent searches a diesel tech actually types. SEO as art and science: the channel that compounds month over month instead of resetting every campaign.
Brand & event campaigns
Demand at the top of the funnel that search alone can't reach. Brand-building and event-driven campaigns put Ferrum in front of professionals where they gather, then handed that attention to a store engineered to convert it.
Segmentation · SEO · brand & events
Inside the work 04
Selling smarter, not just harder.
A record year doesn't come from spending more on everything. It comes from knowing which levers matter and pulling them with intent. Here's what that looked like in practice.
Own the high-intent search
Technical SEO, intent-mapped keywords and content built around real engine-make and part-number queries put Ferrum in front of buyers at the exact moment they were looking: durable, compounding traffic.
Build the brand around it
Event and brand campaigns raised Ferrum's profile with the professional audience that buys this tooling, feeding new demand into a Shopify Plus store tuned to turn that interest into orders.
The results 05
The best year in the company's history.
2024 became Ferrum Tools' strongest year on record, surpassing 2023, their previous best, which Zoned Marketing also helped build. Not a one-off spike, but a step up on top of a step up.
Record year
2024 was the strongest year in Ferrum Tools' history
Year over year
Surpassed 2023, itself a prior best Zoned helped deliver
0
Margin segmentation, advanced SEO, and brand & event campaigns, run as one system
We report what we can stand behind. Ferrum's specific revenue figures are the client's to share, so we describe the outcome (a documented record year, year over year) rather than publishing numbers that aren't ours to disclose.
Why it worked 06
We optimized the business, not just the website.
Most agencies optimize for the metric in front of them: more traffic, more clicks, more orders. We started one level up: which orders are worth chasing? Anchoring the whole program to margin meant every downstream decision, from a product page to a campaign budget, pointed at the same goal.
That's the advantage of one team owning strategy, the store and the search. The developer tuning the Shopify experience, the SEO mapping the queries, and the strategist setting the segmentation were working from one plan, so the work didn't just grow the year, it compounded the one before it.
Meet the team behind it →More proof 07
More work where the system did the heavy lifting.
A note on attribution: some of these were led by our founders and senior team during prior tenures. These are credentials and the experience you'd be hiring, not Zoned Marketing client logos. Ferrum Tools and Caterpillar Fans are direct Zoned Marketing engagements.
B2C e-commerce$300K/month within a year
0 → scalea new direct-to-consumer store built and grown from launch
Read the case →
Financial certification650% lower cost-per-lead, YoY
6,000+qualified leads against a 3–4K goal, on similar spend
Read the case →
Clean energy10+ clean-energy program sites
2019–2023accessible, high-uptime web platforms for a public energy provider
Read the case →
Let's talk 08
Got a store that should be having its best year?
Whether you sell to specialists or the wider market, we'll find the levers that actually move your business and tell you honestly how we'd pull them.