Applied Bolting Technology is the USA’s only manufacturer of heat-treated direct tension indicating (DTI) washers made in accordance with ASTM, AISC, RCSC, and the United States Fastener Quality Act of 1999. Their DTIs emit an orange indication media when bolts are tightened to the desired tension, making installation and inspection accurate, fast, and foolproof.
Located in Vermont and serving the structural steel and flange bolting industries around the world, Applied Bolting has promoted their products largely through trade shows, print ads in industry publications, and on-site visits to customers and prospects. When the COVID-19 pandemic struck in 2020 the company struggled to find ways to maintain existing relationships and grow awareness of their products to new markets.
At the same time, the Applied Bolting team needed to wrangle in the thousands of email addresses and contact information they’d collected for many years and that existed in various places. They weren’t using a CRM at the time, so keeping in touch with dormant accounts and prospects was virtually impossible.
When the Hydrate Marketing team descended on Applied Bolting, we assessed the situation with a deep dive into the company’s products and services, their marketing, their customers, and their competition. Along with creating a sales playbook, we set them up on HubSpot, which would act as a hub for all their inbound marketing and CRM activities. Our plan was to use the platform for:
In order to get the sales and engineering teams back in front of customers and prospects, we created a marketing strategy that included a series of online demonstrations and webinars. The webinar lead conversion path began with both advertising to target audiences on Google, Meta, and LinkedIn, and emailing invitations to our newly aggregated contact lists in the CRM.
Hydrate continues to manage the company’s marketing planning and implementation activities that include marketing strategy, website updates, content generation, social media marketing, digital and print advertising, graphic design, email marketing, and sales enablement.
Over the past four years Applied Bolting has presented to over 1,000 webinar participants and added 6,000 new contacts to their HubSpot CRM. With lead scoring and automated workflows, the sales team is notified of warm leads and prospects that require personal outreach, and the team knows where to focus their efforts for the best results.
Inbound and account-based marketing activities continue to increase awareness of the company and its value proposition while opening new markets for penetration. This has contributed to revenue growth of more than 28% in the last two years.
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