Applied Bolting Technology
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 global structural steel industry, Applied Bolting Technology had promoted its products largely through trade shows, print ads, and on-site visits to customers and prospects. When the COVID-19 pandemic struck in 2020, the company struggled to maintain existing relationships and grow awareness of its products in new markets.
At the same time, the Applied Bolting Technology team needed to wrangle the thousands of email addresses and contact records they’d collected over many years and stored in various places. They weren’t using a CRM for marketing or sales purposes at the time, so keeping in touch with dormant accounts and prospects was virtually impossible.
When the Hydrate Marketing Fractional CMO and implementation teams descended on Applied Bolting Technology, we assessed the company’s products and services, marketing, customers, and competition. Along with creating a sales playbook, we set them up on HubSpot, which would act as a hub for all their inbound marketing, lead generation, and CRM activities. We planned to use the platform for:
CRM (customer relationship management)
Landing page creation and hosting
Lead generation and nurturing
Website CTAs (calls-to-action)
Webinar registrations
Blog posts
Email newsletters
And much more…
.png?width=500&height=625&name=image%20(2).png "image (2)")
To get the sales and engineering teams back in front of customers and prospects, we created a digital marketing strategy, which included a series of online demonstrations and webinars. The webinar lead conversion path began with advertising to target audiences on Google, Meta, and LinkedIn, posting organically on social media, and emailing invitations to our newly aggregated contact lists in the CRM.
Hydrate continued to manage the company’s marketing planning and implementation activities for years, which included strategy, website updates, content generation, social media marketing, digital and print advertising, graphic design, email marketing, sales enablement, and trade show booth design.
Over the past four years, Applied Bolting Technology has presented to over 1,000 webinar participants and added 6,000 new contacts to their HubSpot CRM. With web forms and automated workflows, the sales and distribution teams are notified of contacts that require personal outreach, enabling them to focus their efforts.
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 resulted in record sales years and contributed to substantial overall business growth.
29 School St
Lebanon, NH 03766
63 Federal St
Portland, ME 04101
603-651-0473
dan@hydratemarketing.com
Privacy Policy
Proud Member of
