With an outdated website, no organic content push, and a long sales cycle supported by manual processes — Duroair, a leading manufacturer of industrial air filtration solutions, needed to improve lead generation and streamline prospect nurturing.
Duroair’s three primary strategic goals included: Increasing organic search visibility in the U.S., better communicating primary brand message of the “business case for clean air,” and streamlining lead generation and nurturing processes.
INDUSTRIAL optimized Duroair’s website for organic SEO and mobile responsiveness, developed a persistent content and media strategy to improve visibility and lead generation in the industrial air filtration market, and integrated marketing automation with the existing CRM to engage and nurture Duroair’s ideal customer during the buying process.
We collaborated closely with the Duroair sales team to formally document the value of their consultation process and reflect those key talking points in our content strategy.
INDUSTRIAL is a very important part of our business development strategy. The integrated marketing approach that they’ve helped us develop has reached more of our ideal customer. We're meeting our overall sales targets, and we couldn't have done this without INDUSTRIAL.
—Julie Bond, Sales and Marketing Manager, Duroair Technologies, Inc.
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