Meet SYIL
SYIL is a CNC machine manufacturer scaling rapidly across international markets. They design, manufacture, and sell compact, high-performance machines with an average price tag of €50,000 to €100,000.
With annual sales of 500–900 machines and a presence in over 30 countries, SYIL is a modern challenger brand competing with industry giants like Haas and DN Solutions. Their customers span industries like defense, aerospace, electronics, and automotive, producing the tiniest components out of materials like titanium and other metals. says Frans Buikema, SYIL’s Global Sales and Marketing Director.
Their go-to-market strategy is dealer-driven, with one exclusive partner per country. Each dealer handles local sales and service, while SYIL manages the digital front-end and lead generation for their dealers. “Our website is key. It’s our best-performing lead gen channel,” says Frans. “Without it, we wouldn’t scale like this.”
SYIL’s different CNC Machines
The Problem to be solved
Traditional Industry. Modern Buyer Expectations. As a newer international brand, SYILfaced two interconnected challenges:
- Gaining visibility in crowded markets dominated by legacy brands
- Converting that visibility into actual, qualified sales leads
Frans had a clear insight early on:
“Most CNC machine websites are static brochures. There’s no interaction, and the conversion rate is near zero. Buyers want to configure and calculate pricing on their own.”
Already before using HeadQ SYILl launched their basic quote builder on their own, they saw an immediate spike from zero to 20–25 leads per day. But they quickly outgrew the previous solutions.”
“The previous tool was functional, but the user interface was poor. It wasn’t the kind of experience that builds trust or positions us as premium. We wanted something that felt like Tesla’s configurator.”
“We wanted Tesla. On a startup budget.”
Frans began exploring two paths:
- A custom-built configurator via HubSpot CMS + third-party developers
- A SaaS-based configurator that could be launched quickly and scaled globally
Frans didn’t have in-house developers and didn’t want to risk an expensive, unproven custom project:
“I got quotes from agencies, but nothing felt tested and working. HeadQ showed me a live demo in minutes. That gave me confidence that this would work.”
Frans was also realistic about HeadQ: “Of course I knew it wasn’t perfect. But neither are we. We’re a scale-up. We need solutions that move as fast as we do.”
SYIL’s configurator with ability to choose the right controller + the needed options.
The Implementation
Product Setup. Pricebooks. HubSpot Automation. 10+ Languages.
The scope of SYIL’s implementation was broad:
- Seven product configurators with visual options
- Localized price estimation via Pricebooks, with currency, tax, and dealer variation
- 10+ languages, from Bahasa Indonesia to Germany
- Real-time lead routing via HubSpot, country by country
“The base setup was extremely smooth,” Frans says. “It looked like you’d done this a hundred times. Even when we hit some quirks with HubSpot CMS, your dev team handled them quickly.”
Now SYIL team has ability to do all the changes to configurators on their own using HeadQ software. No need for development team.
A Global Strategy With Local Dealer Logic
Most sales leaders selling through dealers worry about showing pricing on websites. They are scared that dealers won’t like it. Frans has a completely different view on things.
“Buyers are expecting to get some kind of pricing information on the machinery they are buying and if we are not giving it what they want we are losing a lot of revenue. That’s why there was no way that we wouldn’t show pricing on our website.”
Here’s how SYIL approached it:
- Each dealer defines their own end-user price
- HeadQ displays a price range for each market on the website based on that end-user price
- Leads are routed to the correct dealer based on visitor country and website variant
“Our Finnish customers see pricing in euros with the pricing defined with our Finnish dealer and our US site shows prices in dollars with the pricing defined with our US dealer. Each market is localized. The leads go to the right dealer.”
SYIL setting up pricebooks to show the right market-specific pricing using HeadQ.
And critically:
“This doesn’t replace the dealer. It supports them. We give them a ready-to-sell lead. No cold calling, no guessing on what the customer is interested in.”
Frans also emphasized how digital ownership creates leverage:
“Some sales leaders think that dealers should be responsible for digital sales channels. Most dealers are traditional. They don’t have digital marketing resources. We do it for them. We give them a killer website, configurators, and qualified leads. That makes them prioritize selling our machines over the competition.”
The Results
+25% Lead Volume. Better Quality. Real Buyer Insight.
SYIL launched their HeadQ setup less than two months ago. Early indicators show strong performance:
- 25% increase in quote requests
- Improved lead quality and buyer intent
- Faster feedback loops for pricing and product decisions
“The feedback we get now from buyers is great. They understand our products better. They feel in control.”
More than just lead quantity, SYIL now gains visibility into what buyers actually want:
“We can see which options people are selecting. Which models are most configured. That’s incredibly valuable.”
And here’s how Frans recaps all: “With HeadQ, we rolled out a global, multi-language, multi-price sales experience in 4 weeks. No developers. No million-euro budgets. Just results. You guys have built something really cool. It truly matches what we have been looking for.”
Want to get similar results and see HeadQ in action? Book a quick 30 minute call with us from here.
