Boiler Company Exceeds Plan by Over $2M

“We were on a growth path, but needed to enhance how we appeared in the market plus generate leads more consistently. Trying to coordinate multiple marketing vendors, with no one to own our whole marketing strategy, was no longer working. The team at Longview fit exactly what we were looking for. Since we started working with them we’ve been able to exceed our aggressive growth goals.”

Pete Ellery, President
Bay City Boiler

BACKGROUND

Bay City Boiler has one of the most experienced teams of boiler technicians and boiler makers in California. From 3 locations covering Northern California and the Central Valley, Bay City Boiler sells, repairs, maintains and rents steam and hot water boiler systems. Residential developments, commercial enterprises, hospitals, higher education institutions, food processing plants, and other types of production facilities depend upon Bay City Boiler’s expertise to ensure boiler uptime and efficiency.

CHALLENGE

When Bay City Boiler engaged Longview Marketing they weren’t growing at the pace they wanted. They lacked an effective marketing plan as well as a team that could execute against it. As a result, their intentions to scale their team and enter a new geographic territory were at risk.

SOLUTION

We quickly assessed Bay City Boiler’s strengths through customer interviews, evaluated their marketing materials, and identified opportunities before prioritizing the launch of a new lead generation website, in collaboration with a previously-selected web design firm.

As we completed the website and most-needed materials, we transitioned into an ongoing, outsourced marketing role to take ownership of the marketing structure, process, and discipline necessary for achieving the desired growth.

Assess

Our initial assessment of their sales and marketing showed that Bay City Boiler should:

Invest in generating more emergency service leads online
Update collateral to support more effective selling
More closely monitor marketing activities and results
Make it easier for sales management to be in sync with marketing efforts

Plan

We created the content for a new website and managed its rollout while launching strategies to both bring in new business and nurture existing client relationships, including:

Creating more effective, benefit-oriented, content
Improving performance of paid search investments
Communicating through email marketing and social media channels more regularly

Systematize

We systematized Bay City Boiler’s marketing to ensure we consistently generated the leads that the growth plan required:

Monthly marketing review and planning, driven by centralized marketing calendar
Dashboard of key metrics that drive marketing performance
Software solutions to manage email marketing, PPC, and SEO

Implement

Taking ownership of execution, my team and I quickly:

Enhanced the CRM system reports for better insight into sales performance
Launched a blog and began publishing rich content regularly
Improved SEO and PPC performance
Designed and executed email marketing campaigns to retain and grow existing accounts

RESULTS

As of 18 months of working with Longview Marketing, Bay City exceeded its plan by over 17% and is ahead of the current year plan by over $1M.

Marketing results that made the revenue growth possible:

More than tripled web traffic from within the service area
Increased leads generated from PPC by 50% without increasing spend