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Case Study · Surveying Instruments Going Global
A Veteran State-Owned Firm New to Overseas Online Marketing
Achieved a Digital Breakthrough in 4 Months
A long-established state-owned company with decades in surveying instruments decided to speed up its global expansion as domestic construction demand declined. In 4 months, its content was shown 13.75 million times worldwide, generating 1000+ business leads and 3 sample orders from distributors.
As of end of July 2025
4 months after launch
Incl. 907 form leads
1 has already reordered
Background
Domestic Demand Was Falling, and Its Overseas Online Presence Was Blank
With decades of experience in surveying instruments, the company mainly makes total stations, GNSS receivers and optical theodolites. As domestic construction demand fell, it urgently needed to grow overseas markets and escape fierce competition at home.
But it had no overseas online presence at all, and the staff handling inquiries were used to traditional methods. The two sides first ran an industry-wide study to see where peers at home and abroad were investing, then set the plan: keep up where others were already active, and get ahead in short video, which others hadn’t prioritized.
What We Delivered
Website, Facebook, Instagram, LinkedIn, TikTok, Reels, Shorts
Google, Facebook, Instagram, TikTok
Own knowledge base, AI customer service, AI company data prospecting
Singoo runs the systems, operations and promotion; the customer handles sales leads
How We Worked Together
Planned for Three Quarters, from Leads to Sample Orders in Four Months
Industry Research
Studied peers at home and abroad and, after two meetings with the general manager, set an all-platform plan.
Project Kickoff
The chairman and general manager were involved throughout, and Singoo trained the inquiry team on site.
Full Launch
Social media and ads launched first, and the overseas Smart Cloud Site went live at the end of May.
Sample Orders Closed
1000+ leads and 3 distributor sample orders, 1 of which has reordered.
Continued Scaling
Nearly 300,000 overseas followers, close to 3000 total leads, and many customers in follow-up with samples sent.
Results So Far
From Global Exposure to Distributor Sample Orders, Every Step Is Measured
Total overseas prospect leads
Combined followers on overseas social media and short video
Why So Fast
New to Overseas Online Marketing, It Relied on Four Things
Full Support from Top to Bottom
The chairman and general manager joined all early meetings and the kickoff, and Singoo visited on site to open up the inquiry team’s thinking on global expansion.
Brand Drives Distributors
Covering both B2C and B2B built brand recognition, which then turned the brand and customer base into reasons for distributors to partner.
Go Deep on One Product
Focused on a single product in the shortest time so customers saw it across all major media, naturally building product and brand credibility.
Handle High Lead Volume
Trained the company’s own AI knowledge base and handed customer service and data prospecting to AI, so people can focus on higher-value work.
Feedback from the head of overseas business: “Every day I just log in to the dashboard and handle customer leads.” Overseas leads are also organized by target country, so sales reps can use them directly when visiting clients abroad.
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FAQ
Taking Surveying Instruments Global? Questions You May Have
Do specialized instruments like surveying equipment suit overseas social media and short video?
Yes. This company makes total stations, GNSS receivers, optical theodolites and more, and had no overseas online presence at all. In the 4 months after launch its content was shown 13.75 million times worldwide, it gained over 1,000 business leads and it closed 3 distributor sample orders.
Starting online from zero overseas, what’s the first step?
Research the industry first. This company studied where peers at home and abroad were investing, then set its plan: keep up where peers were active, and get ahead in short video, where peers weren’t focusing.
What is the B2C2B model?
Reach both consumers and businesses, build brand recognition first, then turn the brand and customer base into reasons for distributors to partner with you. That’s how this company won over distributors.
Which platforms did this case cover?
A website plus Facebook, Instagram, LinkedIn, TikTok, Reels and Shorts pages, with ads on Google, Facebook, Instagram and TikTok. Learn about AI Social Media.
Too many leads for the inquiry team to handle. What can we do?
This company trained its own AI knowledge base and handed customer service and data enrichment to AI. The overseas manager only needs to log in each day to handle leads, which are also sorted by target country and ready to use on sales trips.
Our company is used to traditional methods. How do we drive digital global expansion?
In this case the chairman and general manager joined every early meeting and the project kickoff, and Singoo trained the inquiry team on site to open up their thinking about going global. Strong leadership support and teamwork were key to getting results fast.
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