A YouTube sales funnel for heavy machinery, and a $600K+ pre-Series A

The challenge

Heavy industrial machinery is widely assumed to be unmarketable on video: technical, unglamorous, and sold to a narrow B2B buyer. That assumption keeps almost the entire sector off the platform, which is precisely what left the category open.

What we did

• Built a content strategy with a sales funnel designed specifically for small contractors, the buyer segment with the clearest purchase intent.
• Produced end-to-end content including buyer reviews and in-action machinery videos, so prospects could see equipment working before enquiring.
• Added Shorts to widen reach into audiences that would not seek out long-form industrial content.
• Integrated video and banner advertising alongside active community management to convert attention into enquiries.

The results

In one month sales rose 8%, impressions 400%, watch time 325%, views 260% and subscribers 120%. The brand presence and funnel contributed directly to a $600K+ pre-Series A raise, with distribution reaching block level across several states.

• Sales increased 8% within a single month.
• Brand awareness and the sales funnel were material inputs to a $600K+ pre-Series A round.
• Achieved deep penetration at block level across multiple states.

“Our YouTube engine directly contributed to a $600K+ pre-Series A. Metapher built the narrative that made heavy industry investible.”