This case story describes how HT Engineering used the consistent application of thought leadership and digital marketing to land at least two new clients that contributed to a 34% increase in revenue.
HT Engineering is an A/E firm that focuses on pipeline engineering, asset integrity, and project management. After developing the firm’s essential marketing assets, Rattleback worked with the firm to develop a thought leadership and digital marketing engine. Over our ongoing 15-month working relationship, HT Engineering has:
CLEAR GROWTH GOALS — BUT NO FORMAL MARKETING SUPPORT TO BRING THEM TO LIFE
Entering its second generation of leadership, HT Engineering had specific goals to grow its revenue and average customer value. Leadership also wanted to sharpen the firm’s positioning as a pipeline maintenance and integrity engineering partner. However, they had no formal marketing team or marketing process. And, the firm lacked the digital presence needed to support them in their journey. They needed a growth-focused marketing strategy that would create visibility and awareness in the market and drive leads into the pipeline.
BUILDING A MARKETING PRESENCE FROM THE GROUND UP
To advance HT Engineering’s growth in the oil and gas industry, we started with foundational assets. We created a sales toolset that included service sell sheets, case studies, and leadership bios for use in proposals, at trade shows, in sales emails, and across other industry events. Next, we brought the firm’s digital marketing up to speed with an overhaul of its website that introduced better structure, a more effective buyer’s journey, and a resources section to serve as a home to publish original thought leadership. We also helped the firm establish a presence on LinkedIn.
ASSERTING A POINT OF VIEW AS A PIPELINE ENGINEERING EXPERT
Working closely with HT’s industry leaders and subject matter experts, we honed in on the key issues their prospective clients face in pipeline engineering, asset management, and project management. We guided the firm in developing and regularly publishing a rich and growing library of both long- and short-form articles that unpack prospects’ issues and illustrate how HT Engineering’s approach to everything from automation support to regulatory compliance creates a path to efficient and effective integrity solutions.
From there, we implemented a digital marketing strategy that included a combination of original LinkedIn posts, organic sharing of others’ original content, direct social media outreach to high-value prospects, and a regular cadence of email marketing to help firm leadership share their insights and connect with prospective clients.
NEW PROJECTS, TOP-LINE REVENUE GROWTH, AND A GROWING TEAM
Since partnering with Rattleback, the team at HT Engineering has achieved their growth goals while leading the conversation in the field of asset integrity.