IMS stepped in as a strategic growth partner, delivering a comprehensive, full-funnel marketing transformation. Rather than single-point solutions, IMS deployed an integrated program spanning awareness, engagement, conversion, and sales support – an approach proven to yield far higher ROI than siloed tactics. Each facet of the strategy was tailored to industrial terminology and buyer behavior, ensuring the company’s messaging resonated with engineers and operational decision-makers. Key initiatives included:

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Website & UX

IMS led a complete overhaul of the manufacturer’s website to serve as a modern, information-rich hub for prospects. The new site was built with a clean, intuitive UX and mobile-responsive design, making it easy for busy engineers and facility managers to navigate. A robust online product catalog was implemented, allowing visitors to filter products by specifications, capacity, compliance standards, and industry application. Every product page featured a downloadable spec sheet and detailed technical data (e.g. electrical ratings, modular configuration options, seismic compliance certifications), presented in a clear format. Recognizing that technical buyers “want facts and they want numbers,” IMS ensured that specification sheets and other content were easy to read and packed with relevant data points. The site’s content was organized both by product category and by industry, so an oilfield buyer or data center ops manager could quickly find solutions tailored to their environment. IMS also highlighted the company’s strengths — such as its North American manufacturing, fast lead times, and industry certifications — to build credibility. Behind the scenes, the website was optimized for SEO (with improved page speed, metadata, and schema), boosting organic search rankings for key terms. Importantly, clear calls-to-action (e.g. “Request a Quote” and “Talk to an Engineer”) were added throughout, guiding visitors toward inquiry forms. The revamped site effectively became a 24/7 sales engine: a user-friendly source of truth for product info and a funnel to capture interested prospects.

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Paid Media & Advertising

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To rapidly expand awareness and lead flow, IMS executed targeted paid media campaigns across search and digital channels. This included search engine advertising to capture high-intent queries (for example, buyers searching for terms like “industrial power distribution unit” or “modular electrical switchgear” would see the company’s ads). IMS crafted ad copy that spoke to engineers’ priorities — emphasizing reliability, compliance (e.g. UL listings, seismic ratings), and ROI for the customer. Ads drove traffic to dedicated landing pages with relevant technical content and offers (such as a “Download the Power System Planning Guide” or access to a spec sheet library) to engage prospects. In parallel, IMS ran targeted campaigns on professional networks and industry websites, focusing on roles and industries that matched the manufacturer’s audience (e.g. electrical engineers in data center firms, procurement managers in oil & gas, facility directors in manufacturing). Remarketing ads were also employed to stay top-of-mind among previous site visitors, nurturing them over the typically long B2B sales cycle. Throughout, IMS continually optimized the media spend using data – pausing underperforming keywords and amplifying ads that yielded quality leads. The result was a surge of traffic and inquiries that filled the top of the funnel. Crucially, this paid media boost helped drive an 800% increase in brand search volume, as more prospects became aware of the company and actively looked it up by name. By integrating paid campaigns with the broader strategy, IMS ensured that advertising not only generated clicks, but also built lasting brand recognition and demand. (Notably, as the inbound program gained traction, paid channels delivered extraordinary efficiency – ultimately contributing to the 30:1 ROI on marketing spend.)

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CRM & Lead Routing

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A cornerstone of the transformation was implementing a robust CRM system and lead management process to handle the influx of interest. IMS worked with the manufacturer to deploy a centralized CRM (integrated with the new website) so that every contact form submission, whitepaper download, or inbound call was logged and tracked. Lead routing rules were developed to promptly distribute leads to the appropriate sales person or manufacturer’s rep based on territory, product interest, or account size. For example, a lead from Houston looking at oilfield power units would be instantly forwarded to the rep covering Texas oil & gas accounts, along with relevant context from their web activity. This automation replaced the old manual process (where inquiries sometimes sat in a general inbox) with an efficient, near real-time lead notification system. IMS also established a lead qualification framework – scoring and tagging leads in the CRM so sales teams could prioritize the most promising opportunities. Those not ready to buy were nurtured via email workflows that IMS set up (providing additional content such as case studies or technical guides over time to keep the company top-of-mind). The CRM provided full visibility into the pipeline: from the source of each lead (paid ad, organic search, etc.) through to deal closure. This closed-loop insight not only enabled calculation of the marketing ROI, but also allowed continuous improvement – IMS and the client could see which campaigns or content were producing the best sales outcomes. In short, the CRM and intelligent lead routing ensured no prospect fell through the cracks and that the growing volume of inquiries translated into actual sales opportunities.

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Sales Enablement

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IMS recognized that generating leads was only half the battle; the sales team needed to turn those leads into customers. Thus, a significant part of the engagement focused on sales enablement and rep support. IMS helped equip the manufacturer’s sales force (including both in-house sales reps and independent manufacturer reps across North America) with the tools, training, and content to capitalize on the surge of interest. This included developing a library of updated sales collateral – from slick product brochures and technical presentation decks to one-page application spec sheets targeting specific industries (e.g. a data center backup power datasheet highlighting uptime and scalability, and an oilfield power unit brief focusing on ruggedization and compliance with drilling site standards). IMS made these resources easily accessible through a portal linked to the CRM, so reps could pull up the latest materials on-demand. The agency also facilitated training sessions to familiarize sales teams with the new messaging and digital tools: for instance, coaching on how to leverage the CRM (for timely follow-ups and tracking) and how to use content analytics (e.g. knowing which whitepapers a lead downloaded) to tailor their conversations. Regular sales-marketing alignment meetings were instituted, creating a feedback loop where sales could share on-the-ground insights (such as frequently asked technical questions or objections) and IMS would respond by adjusting campaigns or creating new content to address those points. By tightly aligning marketing with sales in this way, the company was able to shorten its sales cycle and improve close rates – inbound leads came in warmer (often educated by content), and sales reps were armed with relevant insights and collateral to confidently engage those prospects. In effect, IMS turned marketing into an extension of the sales team, providing not just leads but also the ammunition to close them. The sales enablement efforts also extended to supporting the company’s distributor/rep network: IMS produced co-branded materials and training so that even third-party sellers communicated a consistent value proposition. This unified, well-prepared sales front was critical in converting the spike in leads into actual revenue at a record pace.

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Brand Positioning

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At the foundation of all these tactics was a refined brand positioning and message architecture crafted by IMS. Early in the engagement, IMS worked with the client’s leadership to identify what truly set the manufacturer apart in the market and how to articulate that to a technical audience. The resulting positioning centered on the company’s strengths in engineering and reliability: for example, “Power distribution solutions engineered for extreme conditions and 24/7 performance.” All marketing materials were aligned to emphasize themes of risk reduction, compliance, and ROI – exactly the things that matter to engineers and operations executives who “want to cut through the marketing speak” and see real substance. IMS ensured that everything from the website copy to sales scripts reinforced a consistent story: this company understands industrial power challenges and delivers proven, engineer-approved solutions (backed by data and case evidence). Part of this rebranding effort involved highlighting the manufacturer’s North American identity and scale: messages around “Made in USA”, a nationwide service network, and successful deployments in various regions underscored that this was a trusted domestic partner for large-scale projects. IMS also guided the company in leveraging industry jargon appropriately – speaking the language of its customers (using terms like “UL 891 compliance”, “Arc-Flash mitigation”, “NEMA ratings”, etc. where suitable) to build credibility, while avoiding unnecessary buzzwords. Through content marketing, IMS positioned the company’s experts as thought leaders: blog posts and technical articles were published on topics such as designing for seismic compliance in mission-critical facilities and modular vs. traditional power systems, subtly showcasing the company’s expertise without overt selling. This thought leadership strategy earned attention in trade publications and drove referral traffic. Over the two-year campaign, the effect of the new brand positioning was dramatic – the company went from a relatively low-profile player to being on the radar of engineers and procurement teams across the continent. The 800% jump in brand-name search volume was a telling indicator: the market now recognized the brand and actively sought it out, a direct outcome of IMS’s successful repositioning and awareness-building efforts.

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Multimedia Production

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To engage customers across multiple senses and communication styles, IMS delivered a suite of multimedia content as part of the campaign. A series of high-quality product videos was produced, bringing the manufacturer’s hardware to life in ways that static brochures couldn’t. These short videos (1–3 minutes each) gave virtual “tours” of the power units – zooming in on key features like the modular plug-and-play design, shock-absorption mounts for seismic stability, and smart monitoring systems – all narrated with the engineer’s perspective in mind. IMS also filmed customer testimonial videos, including one where a data center facilities manager walks through how the manufacturer’s solution cut their installation time in half, and another featuring an oilfield project lead emphasizing the equipment’s reliability under harsh conditions. To complement the videos, IMS refreshed the company’s product photography library: new photos showed the equipment in real-world environments (e.g. installed in a server room, mounted on an oilfield pad), as well as close-ups of build quality details. These visuals were used throughout the website and in sales decks to add authenticity and visual interest. In addition, IMS created interactive content – for example, a 3D model viewer on the website that allowed engineers to rotate and examine a power unit’s design, and a downloadable calculator tool for estimating cost savings of the modular systems. Recognizing that engineers often prefer substantive data over flashy graphics, IMS prioritized data-rich visuals in multimedia. Charts and schematics were used in infographics and video overlays instead of gimmicky art, aligning with the fact that “charts and graphs are better than infographics” for this crowd. Even webinars were leveraged: IMS hosted quarterly technical webinars (in collaboration with the client’s engineers) on topics like compliance standards updates and best practices in power system design. These webinars drew hundreds of attendees and doubled as lead generators (with registration forms feeding the CRM). All told, the multimedia efforts not only expanded the reach of the content (e.g. via YouTube, industry sites, and social media) but also enriched the user experience on the website – visitors spent more time engaging with videos, interactive diagrams, and downloads, which in turn boosted trust and conversion rates. By the end of the campaign, the company’s digital presence was alive with engaging media, setting it apart from competitors with static, text-heavy approaches.