Murray Engineering was well known to the people who already used them and largely invisible to everyone else. In Western Australian mining services the reputation was established; outside it, the business read as a regional supplier rather than an industrial-solutions provider capable of servicing international operations. That gap mattered commercially, because the work they wanted was being awarded on shortlists they were not appearing on. Industrial B2B makes the problem harder than a consumer repositioning: the buying cycle runs for months, the decision involves engineers, procurement and finance with different questions each, and technical credibility is assessed by reading rather than by advertising. A prospective buyer in another market judges capability from the depth of the technical material they can find — and finding almost nothing is itself an answer. There was also a brand-transition risk to manage. Changing how a long-established engineering business presents itself can unsettle the existing client base that already knows and trusts it, so the repositioning had to widen the audience without unsettling the people who had been buying for years.
We treated the technical library as the product of the marketing programme rather than a supporting asset. The site was rebuilt as a globalised, multi-language presence with a content architecture organised around the problems engineers actually search for — application, condition, failure mode — rather than around Murray's internal product taxonomy. Each market was treated as a separate demand question with its own visibility baseline, because growth driven by the home market tells you nothing about whether an export strategy is working. Translation followed evidence: we published in a language when the demand data justified the investment, not as a matter of completeness. B2B SEO targeted the long technical queries that precede an enquiry, and every enquiry was connected through to Salesforce so the pipeline could be read by market and by source rather than as one undifferentiated total. The brand refresh was then rolled out across four continents in sequence — existing relationships first, with the established name and history carried forward deliberately, before the new positioning was pushed into unfamiliar markets. This is a partnership measured in years rather than a campaign: the content calendar, the visibility reporting and the lead automation have been maintained and iterated continuously, which is why the growth compounds rather than spiking and settling.
WordPress modular components · AWS EC2 + CloudFront CDN · Salesforce CRM automation · GA4 with advanced attribution.
Search visibility is tracked separately by target market rather than as one global figure, because an increase driven by the home market tells you nothing about whether an export strategy is working. Multi-language content performance is read per language so translation effort follows demand instead of assumption. AI-assisted analysis clusters the technical queries that produce qualified enquiry, which is what determines the next piece of thought-leadership content — in a long B2B cycle, the content calendar is a lead-generation instrument, not a publishing schedule.
Making the technical library retrievable and citable by the AI tools procurement teams and engineers now use during supplier evaluation, so Murray appears at the shortlisting stage rather than only after it.