Through strategic focus, Marketri drives measurable revenue for an engineering firm
Background & Goals
They didn't need just a marketer; they needed strategic leadership
Engineering firms often struggle to engage in marketing that has a measurable impact. When the president of a national engineering firm heard Marketri CEO Deb Andrews speak at a conference, her message about how to turn marketing into a revenue generator resonated. The company hired Deb as its Fractional CMO in 2013.
The firm had tried different approaches and staffing models but never hit on the right formula. They didn't need just a marketer; they needed strategic leadership. Marketri stepped in as Fractional CMO, embedding with the team to assess the landscape, set priorities, and build a marketing engine designed to generate real revenue, not just activity.
Grow smarter. Scale faster.
The Approach
Getting a fast start
A quick, targeted assessment made the first step clear: bring structure to the marketing function. A single mid-level marketer was being pulled in competing directions. The Fractional CMO set priorities, evaluated requests, and focused the work on what mattered most.
Strategic Content Plan
A content plan built to boost visibility and establish thought leadership, driving organic traffic and qualified leads from the start.
Strategic Marketing Plan
Once content began driving traffic, a comprehensive plan focused on the pillars critical to revenue-generating marketing, for year one and beyond.
Marketing Technology
HubSpot was introduced to power automated workflows that guide prospects through their buying journey and down the revenue funnel efficiently.
SWOT Analysis
A SWOT assessment surfaced a strategic decision to focus on the ADA market, a segment poised to surge with the rising number of ADA-related lawsuits.
Lead Generation & Nurturing
Educational webinars and gated content positioned the firm as a subject-matter expert, then email and social campaigns drove and nurtured leads across its full portfolio of services.
The Journey
Time to grow, time to pivot
Soon after its strategic marketing got underway, the firm merged with a company providing project management for national retailers undergoing major renovations. The acquisition changed the entire value proposition. The firm was now positioned to manage a company's physical assets on an ongoing basis.
Marketri built a campaign around a single idea: “We Can Say Yes to More Things.” Through video, email, and LinkedIn, it conveyed that the firm could do far more than environmental engineering transactional work, and led a major rebranding that merged in the acquired firm and emphasized value across a property's full life cycle.
As the organization grew, Marketri continually adapted the strategic plan and guided the internal team build-out, adding a marketing technologist and a sales enablement coordinator to sustain momentum.
The engagement flourished for five years, ending only when the firm's sole owner sold the business to a $5 billion publicly traded company.
The Results
Soaring revenue through organic traffic
$5–10M
in new revenue annually, attributed directly to marketing, achieved entirely through organic traffic with zero paid advertising.
The ADA market campaign bore fruit through a steady influx of leads converting to sales. The firm's other services thrived too. A Request a Quote form generated hundreds of leads annually, and website traffic rose by double-digit percentages in the final years of the engagement.
100%
Organic, zero paid advertising
Double
Digit % annual traffic growth
5 yrs
Continuous Fractional CMO partnership
We are fortunate to have Marketri working closely with us on our strategic marketing efforts. They understand both the possibilities and potential of digital marketing as well as the needs of a company to grow at its own pace. Marketri is driving us steadily in the right direction.
CEO & Founder, National Engineering Firm · 2017
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