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Case Study · Mining Machinery Going Global
A Mining Machinery Exporter of 20 Years:
Social Media + AI Became Its Only Online Source of Deals
A mining machinery manufacturer with sales falling year after year went from trying only social media to adding AI follow-up after losing a lead. In under 4 months it gathered 1425 leads and became the only online channel that produced deals.
Less than 4 months after launch
Near-zero lag after AI joined
After using AI script templates
Overseas audience built over time
Background
Every Channel, a Seasoned Team, Yet Sales Kept Falling
The company makes crushing, sand-making and grinding equipment. As both manufacturer and trader, it supplies single machines and complete production lines. Its 2024 output was about RMB 60 million, about RMB 30 million of it from exports.
It had worked B2B platforms for 20 years with a mature operations team, had advertised on nearly every major marketing platform and had tried several AI tools. But competition kept intensifying, and results got worse every year.
How We Worked Together
One Lost Lead Changed the Owner’s Mind About AI
Social Media Only
The owner felt AI products on the market were immature and chose only Social PLUS at first.
A Deal Slips Away
Three quality leads arrived right after launch. One wasn’t followed up in time and signed with a competitor in the next booth.
Adding AI Follow-Up
Getting leads but failing to handle them is the biggest waste, so they added the AI follow-up system.
A Deal in Three Months
Of all online channels, only these leads turned into a deal.
Results
Getting Leads Is Only Half the Job
Of the 6 sales reps, only 2 initially followed up on new leads; the others were slow to respond to the new channel
Lead response time: AI reaches out around the clock, closing the time-zone gap
As of August 2025, it was the only online channel that had produced deals.
Why They Went All In
From “Traffic Tool” to “Deal-Closing System”
A Closed Loop from Lead to Deal
Beyond ads and content, lead management, follow-up and conversion mean leads no longer slip away once they arrive.
Veteran Reps Can Adapt Too
The system filters high-intent customers, suggests scripts and flags follow-up points, helping reps work smarter.
Led by the General Manager
The whole export team joins AI training and ad reviews, analyzing results by country, creative and sales rep.
The reps’ feedback was blunt: “AI communicates better than we do ourselves.” One rep even brought Singoo into a project at a new employer after changing jobs.
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FAQ
Taking Mining Machinery Global? Questions You May Have
Mining machinery sales are falling on B2B platforms. What else can we do?
This company had worked B2B platforms for 20 years. After years of declining sales, it tried social media plus AI follow-up and gathered 1,425 leads in under 4 months, becoming its only online channel to produce deals.
Can we do social media without AI?
You can start with social media, but you must be able to handle the leads. This company first chose only Social PLUS; during the Canton Fair a high-quality lead went to a competitor because of slow follow-up, and the next month it added the AI follow-up system.
How much faster did lead response get with AI?
Average lead response time dropped from 8 hours to under 10 minutes. AI reaches leads 24/7, largely solving the time-zone problem, and AI message templates improved communication efficiency by over 50%. Learn about AI Sales Agent.
Roughly how much does a social media inquiry for mining equipment cost?
In this case each inquiry cost about US$5–10. Results vary widely by product, market and ad strategy and should be assessed case by case.
What if veteran sales reps struggle with the new channel?
The system screens high-intent customers, suggests talking points and reminds reps when to follow up, helping veterans adapt. In this case the general manager led the whole export team through AI training and ad reviews, analyzing results by country, creative and rep.
What can be upgraded next?
This company’s next step is AI-driven follow-up across the full journey, including Russian, Spanish and Arabic AI customer service and end-to-end visibility from lead to deal.
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