From Tactical Marketing to a $30M Growth Engine
Electrical, B2B · 2018–present
Marketing that ran as a task list, not a strategy.
American Electrical was doing marketing the way a lot of solid B2B companies do: as a series of tasks that got done. It worked, but it kept marketing downstream of the business rather than helping shape it. It also left the company presenting as smaller than it actually was.
The turn
Smarter use of their own data beat more content.
We stepped in as the fractional marketing leader and treated the function as strategy rather than output. We redesigned the website and sharpened the messaging, evolved the brand to match the size and standing the company had actually earned, and built B2B print and positioning to carry it.
The SEO work is where we broke the usual pattern. Instead of publishing high volumes of articles, we used the company’s own data more intelligently to earn search presence where it counted. Smarter use of what they already had, not more production for its own sake.
What compounded
Under $8M to more than $30M.
Across an engagement that now runs about eight years, the business grew from under $8 million in annual revenue to more than $30 million. Marketing went from tactical execution to a strategic growth engine, and the company’s position in its market strengthened alongside it.
Strategies & tactics
Fractional marketing leadership, website redesign and messaging, B2B print advertising and positioning, data-led SEO strategy, brand evolution
Industry
Electrical (B2B)
Year
2018–present