Integrated and Inbound Marketing

Industry: Industrial Cleaning

Project: I led the research, persona development, and implementation of a pain point-oriented campaign for increasing awareness of the company’s services amongst targeted manufacturing-industry prospects.

Results: This work tackled combustible dust, a sensitive topic in the industry. As the only contractor in the market talking about it, Performance Industrial inherently became both the thought leader and go-to contact for solutions. Through strategic distribution of the content, I was able to trigger conversations with OSHA and the CEG on behalf of Performance Industrial. The content also helped Performance Industrial’s sales leaders re-engage the region’s largest manufacturers, resulting in multiple large-scale projects for the company.

Multi-faceted campaign

I worked directly with the company’s president to write, design, and distribute the following campaign elements.

E-book: After conducting interviews and market research, I wrote a top-of-funnel e-book on combustible dust, a hot-topic issue for manufacturing facility managers. I also designed the digital e-book and collaborated with our designer to create detailed supporting infographics. Placed behind a landing page on the client’s website, the e-book became a lead-generation tool.

Blogs: Collaborating with an SEO consultant, I wrote a series of blogs to increase the client’s organic search results for targeted keywords related to combustible dust.

Email: The e-book, infographics, and blogs were used in an automated email drip campaign. They were also later re-purposed in targeted emails as part of the sales team’s proposal follow-up process.

Trade Show: After the positive reception of the marketing content, the company’s sales team refocused their trade show messaging around combustible dust. To support their efforts, I re-designed and formatted the e-book, infographics, and blogs as print brochures and sales sheets. I also prepared supporting presentations and talking points to branded message remained strong and consistent.