Optimizing a Heavy Industrial Company for Growth with Integrated Marketing
ProcessBarron, a maintenance company for power generation air and material handling systems, wanted to shift its lead generation efforts away from short-term, reactive service-specific engagements and engage prospects around end-to-end installations, system optimization, and preventative maintenance services, which represented a much higher average purchase value.
After years of doing repair work, ProcessBarron’s engineering, fabrication, and installation staff had developed the know-how to deliver complete air and material handling systems capable of optimizing power generation facilities. They wanted to capitalize on this knowledge.
INDUSTRIAL leveraged ProcessBarron’s in-house engineering expertise to position the company as a “total systems solutions” provider for power-generation facility air and material handling. Integrating trade media, social media, onsite conversion, and lead nurturing strategies, INDUSTRIAL delivered a steady stream of qualified, higher-value prospects to the ProcessBarron technical sales team.
Central to INDUSTRIAL’s strategy for elevating ProcessBarron’s profile as a thought leader in the power generation field was an aggressive white paper and case study publishing schedule that spanned trade media and an onsite Learning Center.
$50 Million increase
in annual gross revenue in two years
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