01
Context
OilGroup distributed Shell lubricants in Uzbekistan. The market combined frequent smaller purchases with long-cycle industrial opportunities.
Marketing Manager · Business development
2024–2025 · Marketing Manager · Business development
A B2B demand system built around how customers actually buy
Paid search for smaller orders, regional events for industrial contracts, and sales support connecting both paths.
Results27% sales-volume contribution from paid search; 8 of 8 event leads converted
02
The problem
One channel could not serve both buying situations. Search captured active demand but usually produced smaller orders, while large factories needed technical credibility and direct relationships.
Paid search for smaller orders, regional events for industrial contracts, and sales support connecting both paths.
03
The insight
The media plan had to reflect the sales motion. Search should convert existing intent efficiently; events should create the trust required for larger contracts.
Channel performance becomes more useful when it is judged against deal size, sales cycle and the customer's need for trust, not lead volume alone.
What changed
- Planned an annual marketing mix of approximately USD 200,000 across paid media, events and promotional materials.
- Set up and optimized Google Ads and Yandex Direct campaigns.
- Prepared website content, CRM processes, product materials and sales-support communication.
- Designed and coordinated regional B2B events with the sales team, technical specialists and suppliers.
Results
- Paid search contributed approximately 27% of the company's total sales volume.
- A 50-person event in Navoi generated eight qualified leads.
- All eight qualified leads became customers within two weeks.
Authorship
Artur planned the marketing mix, ran paid search, prepared sales materials and coordinated events with sales, technical specialists and external suppliers.