Performance Marketing & Growth Partnership
Supporting Field & Forest's growth from £22 million to £50 million and beyond.
Capture Demand
Reach buyers actively searching for specialist machinery, available stock and hire services.
Generate Enquiries
Build a consistent flow of commercially relevant machinery enquiries through Google, Meta and targeted programmatic advertising.
Demonstrate ROI
Connect marketing investment to enquiries, quotations, sales and revenue, giving Field & Forest clarity over what's delivering results.
Prepared by Alleyoop | October 2026
The Road to £50M
A Partnership Built for the Next Stage of Growth
Field & Forest Machinery has grown significantly since we last worked together in 2022/2023. Now operating at approximately £22 million in annual turnover, with ambitions to reach £50 million and beyond, the business has established itself as a major specialist machinery supplier serving customers across the UK and Ireland.
We've expanded our team and capabilities across paid media, programmatic advertising, tracking, analytics and CRM, giving us the specialist expertise to support Field & Forest's next stage of growth.
Our Role
Our proposal is to become Field & Forest's outsourced performance marketing department, working closely with your team to build a measurable and scalable customer acquisition operation.
The Opportunity
Generating demand, improving enquiry quality and demonstrating return.
Not simply more advertising activity. More qualified leads, more sales opportunities and more revenue.
First Priority: Tracking, Insight & Analytics
Making Marketing Measurable From Day One
Accurate tracking and reporting will underpin our entire strategy. From the outset, we'll work to connect advertising activity with the enquiries, quotations and sales being generated — establishing a clear understanding of marketing's contribution to the business.
Where Investment Is Going
Understand advertising investment by channel, campaign and machinery category, including the cost of generating enquiries and qualified leads.
How Enquiries Progress
Identify which enquiries progress into genuine sales opportunities, quotations and completed transactions.
A Connected Reporting Framework
We'll connect Google Ads, Meta, website activity and existing CRM data wherever the systems allow — building reporting around the customer journey: Advertising Spend → Enquiry → Qualified Lead → Quotation → Sale → Revenue. Where reliable margin data is available, we'll also work towards measuring profitability rather than revenue alone.
We report results in pounds and pence, not reach and clicks.
Our Acquisition Strategy
Three Channels. One Commercial Objective.
We recommend building Field & Forest's acquisition operation around three complementary advertising channels. Each has a different role in reaching prospective buyers, generating demand and developing sales opportunities.
Google Ads
Capture existing demand — reach prospective customers actively searching for machinery, equipment, specific manufacturers and models, available stock and hire services at the moment of intent.
Meta Ads
Create demand & build familiarity — use Facebook and Instagram to introduce Field & Forest to relevant audiences, showcase machinery, demonstrate equipment capabilities and encourage enquiries.
StackAdapt
Targeted programmatic advertising — reach relevant businesses and industry audiences across the wider internet, beyond traditional search and social platforms.
We'll initially recommend a combined Google and Meta advertising investment of £5,000 to £10,000 per month, subject to agreement with Field & Forest.
Google Ads: Capture Existing Demand
Reach prospective customers actively searching for machinery, equipment, available stock and hire services.
Campaign Focus
- Specific machinery categories
- Manufacturer and model searches
- Used machinery
- Machinery hire
- Industry-specific applications
- Relevant parts and servicing opportunities
How We'll Structure It
We'll structure campaigns to reflect available stock, search demand and Field & Forest's sales priorities.
As equipment availability changes, campaigns will be adapted to maintain relevance and direct buyers towards machinery the business can actually supply.
Meta Ads: Create Demand & Build Familiarity
Use Facebook and Instagram to introduce Field & Forest to relevant audiences, showcase machinery and generate enquiries.
Machinery Demonstrations
Use existing machinery demonstrations, walkarounds and operational footage to showcase equipment capabilities, applications and availability — supporting initial campaign activity with content Field & Forest already has.
Industry-Specific Advertising
Develop targeted campaigns for audiences in forestry, construction, lifting, utilities, infrastructure and other commercially relevant sectors — reaching the buyers most likely to need specialist machinery.
Retargeting & Customer Audiences
Reconnect with previous website visitors and relevant customer audiences. Where sufficient suitable data is available, we'll also explore lookalike audiences to reach prospective buyers with similar characteristics to Field & Forest's existing customers.
StackAdapt: Targeted Programmatic Advertising
We see an opportunity to introduce StackAdapt as a third acquisition channel, extending Field & Forest's reach beyond Google and Meta. Programmatic advertising allows us to combine industry, audience and contextual targeting to place machinery advertising in relevant digital environments.
Display Advertising
Show machinery adverts across relevant websites and digital publications — reaching industry professionals consuming content related to forestry, infrastructure, construction, lifting, utilities and specialist equipment.
Native Advertising
Promote machinery, product demonstrations and specialist applications through advertising integrated with surrounding online editorial content — appearing naturally within environments your buyers already read.
Video Advertising
Use machinery demonstrations and operational footage to showcase equipment in action through targeted video placements across the wider internet.
ChatGPT Advertising
Explore emerging opportunities to reach prospective machinery customers through advertising placements within ChatGPT, subject to platform availability, targeting suitability and campaign approval.
Programmatic activity will form part of our wider reporting framework, with direct enquiries, attributed conversions and relevant assisted-conversion indicators assessed appropriately.
Target Industries & Machinery
Reaching the Right Buyers, With the Right Equipment
Target Industries
Forestry & Arboriculture — Forestry machinery, vegetation management and specialist attachments
Construction — Excavators, plant machinery, hydraulic attachments and specialist equipment
Lifting & Heavy Equipment — Telehandlers, specialist lifting equipment and machinery for industrial applications
Infrastructure — Machinery supporting infrastructure construction, maintenance and specialist projects
Electricity & Utilities — Vegetation clearance, utility infrastructure and specialist machinery requirements
Rail, Steel Erectors & Port Services — Specialist lifting, access and heavy industrial equipment
We'll also target businesses requiring HIAB hire and specialist lifting services.
Priority Machinery Categories
Forestry & Arboriculture
- Mulchers and Flailbots
- Tree shears and stump shears
- Grabs, grapples and grapple saws
- Stump grinders
- Arb diggers
- Wood chippers and whole-tree chippers
Construction & Lifting
- Diggers and excavators
- Telehandlers
- Crawler cranes, where available
- Specialist lifting equipment
- Hydraulic and demolition attachments
Used Machinery & Hire — campaigns adapted as stock changes, generating enquiries from buyers searching for specific manufacturers, models and available stock.
Lead Quality & Sales Collaboration
Working Closely With the Sales Team
Generating enquiries is only valuable when those enquiries represent genuine commercial opportunities. Our team will work closely with Field & Forest's sales team to understand the quality of leads generated and how they progress through the sales process. This feedback will be central to campaign optimisation.
Understanding Lead Quality
- Machinery requirements and buyer intent
- Industry and commercial relevance
- Budget and expected purchasing timescale
- Enquiries progressing into quotations
- Genuine sales opportunities
- Sales won and lost
Turning Feedback Into Better Campaigns
If a campaign generates fewer enquiries but produces higher-value sales opportunities, that may be where we should invest more.
If another campaign generates inexpensive but irrelevant leads, we'll refine or reduce that activity.
Our objective is to deliver the enquiries the sales team can convert, not simply the lowest cost per lead.
Your Outsourced Performance Marketing Department
A Genuine Extension of Field & Forest
We want Alleyoop to operate as more than an external advertising supplier. Our role will be to provide Field & Forest with specialist marketing expertise, proactive campaign management and commercial accountability, working closely with your existing team to identify opportunities and improve performance.
Direct Access & Communication
Direct access to our specialist marketing team, supported by a dedicated WhatsApp group for responsive and transparent day-to-day communication.
Proactive Strategy & Campaign Management
Ongoing campaign management, optimisation, testing and strategic recommendations across the agreed advertising channels — working with Field & Forest to identify opportunities around available stock, machinery categories and emerging market opportunities.
Clear Reporting & Accountability
Regular reporting and performance discussions focused on enquiries, lead quality, sales opportunities and revenue wherever data is available. We want Field & Forest to understand exactly what we're doing, why we're doing it and what value it's delivering.
Our responsibility is to make marketing a measurable contributor to commercial growth.
The First 90 Days
Build, Launch, Learn and Optimise
The first three months will focus on establishing the acquisition infrastructure, launching priority campaigns and developing the commercial insights needed to guide future investment.
Month 1: Build & Launch
Establish the foundations and begin generating enquiries
Month 2: Test & Optimise
Identify the strongest early commercial opportunities
Month 3: Establish The Growth Model
Develop the insights required to guide future investment
Month 1: Build & Launch
Establish the foundations and begin generating enquiries
Tracking & Analytics
- Audit existing Google Ads, Meta, website analytics and conversion tracking
- Configure and validate priority conversion tracking
- Explore CRM integration and lead-to-sale reporting capabilities
- Establish initial reporting dashboards
Campaign Development & Launch
- Develop and launch priority Google and Meta campaigns
- Configure retargeting and relevant customer audiences
- Review available machinery, priority products and target industries
- Begin StackAdapt planning and audience assessment
Outcome: Priority campaigns live, tracking improvements implemented and an initial reporting framework established.
Month 2: Test & Optimise
Identify the strongest early commercial opportunities
Lead Quality Analysis
- Analyse enquiry volume, quality and cost by channel
- Review lead feedback with Field & Forest's sales team
- Assess which machinery categories are generating relevant enquiries
- Begin tracking progression from enquiry into quotation opportunities
Campaign Refinement
- Refine targeting, creative, messaging and investment
- Optimise underperforming campaigns
- Introduce StackAdapt activity where appropriate and separately agreed
Outcome: A clearer understanding of which campaigns, products and audiences are generating the most relevant opportunities.
Month 3: Establish The Growth Model
Develop the insights required to guide future investment
Cost Per Qualified Lead
Establish initial cost-per-qualified-lead benchmarks by machinery category, channel and campaign type
Cost Per Sales Opportunity
Assess the cost of generating genuine quotation opportunities for the sales team
Conversion Rates
Review enquiry-to-quotation and sales conversion rates where data allows, by product category, industry and channel
Revenue & Best Performers
Assess attributable revenue and commercial return — identifying the strongest-performing machinery categories and developing recommendations for scaling the most effective activity
Outcome: A measurable acquisition operation with initial performance benchmarks and a clear direction for continued optimisation.
CRM, Email & Customer Nurture
Generating More Value From Existing Customers
Once the acquisition and tracking infrastructure is established, we recommend introducing a more comprehensive CRM and customer nurture strategy. Proposed timing: Q1 or Q2 2027.
Field & Forest has an established customer base across multiple industries, creating opportunities to develop repeat business, reactivate previous customers and generate additional sales from existing relationships. We propose exploring GoHighLevel and Klaviyo to build a structured customer marketing operation.
CRM Management & Segmentation
Organise and segment customer data around previous machinery purchases, hire history, machinery interests, customer value, parts and servicing requirements, and lapsed customer activity
Email & WhatsApp Marketing
Customer re-engagement, machinery promotions, hire opportunities, parts & servicing, enquiry nurture and customer lifetime value campaigns through structured automation
This is an optional additional service to be introduced separately from the initial performance marketing partnership.
£1,650 + VAT per month — includes CRM management, Klaviyo email campaigns and flows, customer segmentation, automated nurture, WhatsApp marketing and ongoing optimisation. Q1 / Q2 2027.
Our Partnership & Investment
Initial Tracking, Analytics & Setup
Setup Fee
£1,750 + VAT
£0: Waived In Full
In recognition of our previous working relationship, we've waived the initial tracking and setup fee entirely. This covers the initial tracking and analytics review, campaign setup and reporting configuration within the agreed initial scope.
Google & Meta Management
Months 1 & 2:
£2,500 + VAT per month
An introductory discounted management fee for the first two months.
Month 3 Onwards:
£3,000 + VAT per month
Covers up to £20,000 per month in combined Google and Meta advertising spend. For monthly spend above £20,000, an additional 8.5% management fee applies only to the amount exceeding £20,000.
Example Monthly Management Fees
Google & Meta management — Month 3 onwards
The standard management fee remains £3,000 per month up to £20,000 in combined Google and Meta advertising spend. Above this threshold, the additional 8.5% fee applies only to the advertising spend exceeding £20,000, not the full budget. All fees exclude VAT and advertising media spend. StackAdapt and optional Phase Two services are separately agreed.
The Goal: From £22M to £50M
Building a Marketing Operation Field & Forest Can Scale With Confidence
Our ambition is to establish marketing as a measurable and commercially valuable contributor to Field & Forest's next stage of growth. The partnership will focus on five priorities.
Establish Commercial Visibility
Connect advertising investment to enquiries, quotations and revenue, giving Field & Forest a clearer understanding of marketing performance
Generate Targeted Demand
Capture existing machinery demand and develop new opportunities across relevant industries through Google, Meta and targeted programmatic advertising
Improve Lead Quality
Collaborate closely with the sales team to optimise campaigns around genuine purchasing intent and sales opportunities
Scale What Works
Identify the machinery categories, industries and advertising campaigns delivering the strongest returns — then prioritise investment accordingly
Develop Long-Term Customer Value
In time, introduce CRM, email and customer nurture activity to strengthen existing relationships, encourage repeat purchases and generate further commercial opportunities
The objective is to make marketing a measurable, profitable and scalable contributor to Field & Forest's growth.
Approval & Next Steps
Let's Begin Building Field & Forest's Growth Engine
To begin the partnership, we'd recommend the following next steps.
Confirm Approval
Agree the proposed management fees, initial scope and partnership structure. We'll issue a simple letter of engagement for sign-off.
Share Account Access
Provide Alleyoop with access to Google Ads, Google Analytics, Meta Business Manager, relevant website tracking systems and existing CRM platforms to begin the tracking and analytics audit.
Kickoff Meeting
Schedule a kickoff meeting with the Alleyoop account team and relevant Field & Forest stakeholders to align on commercial priorities, target industries, current stock and key machinery categories.
Agree Advertising Investment
Confirm the initial combined Google and Meta advertising budget — our recommendation being £5,000 to £10,000 per month. We'll also agree whether StackAdapt should be explored for immediate activation or introduced at a later stage.
Launch Month 1 Activity
Begin tracking improvements, reporting configuration and campaign development — targeting a full Month 1 launch within the first two weeks of engagement, subject to receiving required access, approvals and campaign assets.
Let's Build the Next Stage of Field & Forest's Growth.
Field & Forest has ambitious plans for the future. Our role is to provide the marketing expertise, infrastructure and commercial insight to help support that ambition.
Field & Forest Focuses On
Sourcing and supplying specialist machinery, serving customers and growing the business.
Alleyoop Focuses On
Reaching the right buyers, generating relevant enquiries, supporting the sales team and demonstrating the commercial value of marketing.
Field & Forest Machinery × Alleyoop
Performance marketing. Commercial accountability. Measurable growth.
Field & Forest Machinery × Alleyoop