Case Study — Mining & Resources
Maximising a Golden Marketing Opportunity
MineScope Services
Perth, WA — Supporting Australia and the world · Engagement commenced in 2024
100%
Increase in first-time clients, FY24/25
+40%
Growth across the consulting team
52%
Win rate on qualified pipeline
A trusted technical partner — but an opportunity moving faster than awareness could keep up
MineScope Services provides mine process and operational reviews to local and international miners, alongside specialist refractory ores analysis.
The business had built genuine trust and goodwill with clients over many years, but as gold prices rose, miners across the Pilbara and Goldfields began moving fast to expand metal recovery, lift efficiency and extend mine life.
That created a real opportunity for MineScope to capture new work if the market could see and understand what they offered, at the pace the market was moving.
Operations lead Claudia Van Dijk engaged Inspec to build a marketing system that could keep up.
The right expertise. But the market didn’t know it yet.
MineScope's reputation had been earned client by client, largely through word of mouth effective, but slow, and invisible to the wider market in a moment when demand was accelerating.
There was no consistent brand presence across web, social, or live events, and no system to capture the leads that a higher-visibility campaign would generate.
Inspec's brief: build a strategic plan that identifies the target market, media, and message, then assemble a multi-channel system for web, social media, live events, and lead capture to turn awareness into a qualified pipeline.
A golden opportunity, moving faster than the brand
Rising commodity prices had miners across the market moving quickly to expand metal recovery and extend mine life. MineScope had the expertise to capture that demand, but no campaign built to move at the same pace.
Two services, one blurred message
Operational Reviews and Refractory Ores are distinct offerings with different buyers and different value propositions, but neither had been positioned separately enough for prospects to see which one applied to them.
Deep expertise, nothing packaged to show for it
Years of trust and goodwill had been earned client by client, but none of it existed as content a new prospect could find, read or be convinced by before ever picking up the phone.
A growing team, no way to tell that story
The consulting team was expanding to meet demand, but there was no consistent channel — social or otherwise — built to turn team growth into proof of momentum for prospective clients.
"Jim's understanding of B2B industrial marketing and ability to translate complex technical services into clear, engaging content has made a real difference for our brand. We've had a noticeable increase in visitors, followers, impressions, engagement and quality visibility with our target audience."— Claudia Van Dijk, MineScope Services
Making a measurable business impact
Strategy and commercial messaging
Built the marketing foundation from scratch — identifying the target market, media and message needed to position MineScope's Operational Reviews and Refractory Ores services separately and clearly to B2B decision-makers.
LinkedIn content programme
Built an ongoing LinkedIn content programme establishing MineScope's voice on mine process expertise and operational reviews — contributing to a doubling of brand awareness by mid-year.
Multi-channel lead capture system
Assembled a system connecting web, social media and live events into a single pipeline, so inbound interest from any channel could be captured and followed up rather than lost.
LinkedIn advertising campaign
Layered a targeted LinkedIn advertising campaign on top of organic content, accelerating reach to decision-makers as rising commodity prices opened the window to act.
A consistent brand, working across every channel
The Inspec Marketing System helped MineScope lock in record results: a 100% increase in first-time clients across FY 2024/25, with half of those new clients signing in Q2 2025 alone.
Increase in first-time clients, FY24/25
+18%
Deal value
+29%
Pipeline growth
52%
Win rate
Source: MineScope Services · Pipedrive CRM · Q4 2025–Q1 2026. Deal volumes indexed to protect commercial confidentiality.
Team growth
+40%
Growth across the consulting team over the campaign period.
Proof in the feed
MineScope Services
MineScope Services has two new team members! Please welcome two new Process Engineers who've joined our growing Consulting team.
Half of MineScope's new clients for the year signed in a single quarter — Q2 2025 — as miners moved to expand metal recovery, lift efficiency and extend mine life while commodity prices stayed high.
The pattern is what we see when deep technical trust finally gets a visibility system to match it: brand awareness compounds, existing relationships surface new work, and a pipeline that used to build quarter by quarter starts moving inside a single quarter.
Is your expertise invisible to the buyers who matter?
We work with mining service providers who have deep technical trust and a real track record — but lack the marketing infrastructure to turn that into a qualified pipeline. If that sounds familiar, let's talk.