From an unlikely channel
to THOUSANDS OF leads a year
Bobcat
Selling heavy machinery through social media can sound like a waste of budget to sales teams. But when campaigns are built around dealer pipelines rather than getting likes, social stops being a “maybe” channel and turns into a dependable lead engine.
THE CHALLENGE
The feed that
feeds the funnel
Not long ago, selling heavy machinery on Meta sounded unlikely. Today, it’s one of the largest sources of leads for Bobcat EMEA, delivering thousands of qualified contacts every year.
We helped kick off the channel by optimising the initial infrastructure and CRM setup. Today, while Bobcat’s partners at Publicis manage performance media and ad execution, Big Time focuses on delivering the localised creative strategy that powers the engine.
our approach
From awareness
to REAL demand
The challenge was to turn social media from a brand channel into a lead generation engine for dozens of markets across EMEA — without flooding dealers with low-quality leads or losing prospects between platforms.
To get there, we treated it like a proper acquisition system, not “just ads .” We used performance data , dealer feedback, and market patterns to shape a strategy that’s clear about who we’re targeting, what we’re offering, and make it easier for dealers to move leads from a form to an actual sales conversation.
KEEPING IT AUTHENTIC
Local proof
beats generic ADS
B2B social for high-value specialist equipment plays by different rules than consumer ads. Volumes are lower, sales cycles are longer, and success doesn’t mean cheap leads, but leads that dealers can actually convert. At Bobcat EMEA, social started as a “maybe” channel: promising, but not yet fully trusted by dealers or the wider business.
More Than Awareness
Social Media
as a Core Sales
Channel
What changed most was the perception of social as a sales channel. As the process improved and results became more consistent, social stopped being seen as “just awareness” and became one of Bobcat EMEA’s most dependable lead sources, both for the brand and for dealers across the region.
Today, the conversation has moved beyond simply generating leads to balancing performance with brand building. Because you can’t keep harvesting without investing in future demand first.
THE IMPACT
What we delivered
Thousands of qualified leads
Meta is now a top source of inbound interest in EMEA, delivering lead quality comparable to trade fairs and events.
Cleaner CRM integration
Built during initial implementation so leads flow reliably and track end-to-end from the first click to sales.
Lower cost
per lead
Built on reusable creative assets and shared cross-market testing while keeping campaigns locally authentic.
A repeatable
model
A structured toolkit of templates and processes that speeds up launches, dealer pushes, and seasonal promotions.
Our Takeaway
“You can sell heavy equipment to B2B customers on social media, but only if you track what dealers actually close rather than counting likes. By connecting social campaigns directly to dealer pipelines, we proved the channel’s true value, turning social from an experiment to a dependable lead-generation engine.”
What We Helped Our Clients Achieve
Management Tool
“Website Maintenance”
to a Global Partner
Made in Prague
One Source of Truth,
No Custom Code
From Blank Brief
to Launch-Ready 3D
When Customers Search,
They Should Find
A Visual Identity Built With (Not Just For) Gen Z
Contact Us
LET’S DO SOMETHING BIG TOGETHER
New projects, old projects, careers, press and other inquiries — reach out to us with anything.
Thank you
