Industrial Marketing Case Studies

Industrial Content Marketing, Email and Print Ads for Manufacturer to Generate Leads and Build New Relationships with Younger Engineers

The Challenge: The client, Uson L.P. is a manufacturer of a full line of leak testers and engineered leak detection systems. The company had been around for more than 50 years and enjoyed a very good reputation within its existing customers. They had not actively marketed prior to engaging with Tiecas. They were having trouble raising awareness among the global engineering audience within the Automotive, Medical Device, General Industrial and Packaging industries around the world. They needed to generate new leads, build credibility and connect with younger engineers who had replaced their existing contacts.

Our Solution: We worked closely with the President and his team of in-house Subject Matter Experts (SMEs) to get a clearer and deeper understanding of the buyer personas, customer challenges and the client’s unique selling proposition.

We assessed their current content assets, identified gaps, formulated a strategic content marketing plan and developed an editorial calendar.

We worked with the client’s SMEs in drafting new blog posts that addressed customer challenges. Our drafts were reviewed by the SMEs before publishing. Each post was optimized using researched keyword phrases and Google-approved white hat techniques for on-page SEO.

Several posts were repurposed and combined to create premium content giveaways for top of the funnel leads. We built an online library of Application Notes for educating younger engineers who were not as well versed with leak detection technology. This content was gated behind a one-time registration form and became a very good source of new leads.

Blog posts for industrial content marketing

Implanting Marketing Automation (MA) and integrating with back-end CRM: We evaluated various Marketing Automation packages and recommended one for best fit and seamless integration. We built landing pages with lead gen forms using MA. In consultation with the Director of Sales, we set up lead scoring rules to automatically grade new leads before handing off to sales only those leads that met a pre-set threshold. The MA platform was also used to set up email marketing campaigns for lead nurturing.

“The quality of the leads we’re getting from the website has improved a lot.” — Gene Grilli, Director of Sales.

Combined print media with digital marketing: We were also responsible for researching and analyzing print media for maximum exposure for the dollars spent. We built media and editorial contacts to negotiate better than published rates and secured several free editorial writeups.

We developed the concepts, did the copywriting and created some of the ads that were placed in publications read widely by the target audience and strategically timed to match the publication’s editorial focus.

Combining both print media with digital content marketing raised visibility and created thought leadership using published technical articles that were edited by us. This strategy resulted in more site traffic, some of these visitors converted into qualified leads.

Results Delivered:

  • 24% increase in the number of new contacts generated from the website
  • 79% increase in number of sales qualified leads (SQLs)
  • 9% increase in number of deals won
  • A low seven figure additional revenue generated that was attributed directly to marketing
  • 22% increase in site traffic after the first full year of content marketing
  • 18 page 1 and 34 page 2 rankings in Google for keyword phrases
  • 64% decrease in bounce rates

“Very nice updates! I love working with you. You are very proactive and organized. You make my job much easier. In terms of SEO…we are taking no prisoners! Achinta Mitra, Industrial Marketer extraordinaire, Marketing Automation manager and advisor, content creator, writer, and content manager, marketing consultant to be used across all projects as needed and directed, online technical guru/resource…html, web design/support, SEO, keyword strategies, etc….a can-do capable resource willing and able to help as needed.” — Charles D. Foran, Jr., President

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