Overview
INDUSTRY: Thermal Processing
What began as a website redesign evolved into a full-scale marketing transformation. Paulo, North America’s largest privately-held thermal processing company, partnered with GBG to turn their digital presence into a revenue-generating engine. Through data-backed strategy, refined brand positioning, and technical storytelling, Paulo went from being perceived as a heat treater to being recognized as an industry innovator.
The Opportunity
Paulo is a critical player in manufacturing supply chains, providing heat treatment, brazing, and metal finishing for aerospace, automotive, and medical OEMs. Yet their digital presence told a different story. Their old website underrepresented their proprietary technology, depth of technical knowledge, and engineering-first mindset. With six facilities across North America and a seasoned team of metallurgists and engineers, Paulo needed a brand presence that reflected their market leading sophistication.
Increase in Organic Traffic
Increase in Email Enagagement
Our Approach
Repositioning the Brand
We developed a brand foundation that captured Paulo’s unique identity: data meets engineering. The tagline “Datagineering at Work” was born, evoking how Paulo creates unparalleled repeatability in thermal processing results with their proprietary systems and expert problem-solving. A refreshed visual identity aligned with the precision and technical excellence of the team.
Website as a Revenue Tool
The new site was designed for engineers, procurement professionals, and operations leaders. Beyond showcasing capabilities, it now acts as a lead generation system. A smart RFQ tool accommodates urgent and standard quote requests, while strategic calls-to-action and content tagging help guide visitors from discovery to conversion.
Segmented, Technical Content that Converts
To support Paulo’s sophisticated buyer journey, we created a deep library of segmented, technical content targeted to engineers, metallurgists, and procurement professionals. We interviewed subject matter experts across Paulo’s six North American locations to gather insights that only internal stakeholders could provide, transforming complex knowledge into accessible, engaging resources.
We developed content for every core service, value-added process, and market vertical Paulo serves. Each article and landing page was optimized for both SEO performance and user intent. Strategic internal linking and a dynamic tagging system help surface the right content at the right time, enabling a personalized experience across the site.
By combining technical specificity with user experience best practices, Paulo’s new website is a content engine that drives organic traffic, improves user engagement, and positions Paulo as a trusted industry authority. In fact, high-value visitors now self-identify via key downloads and form submissions that feed directly into Paulo’s sales pipeline.
Data-Driven Strategy
With a robust dashboard, we track how every piece of content performs across the funnel. From RFQ conversions to email click rates, the Paulo team has full visibility into how marketing supports pipeline growth. One campaign targeting inactive customers re-engaged past contacts and generated six-figure revenue within its first year.
Marketing and sales now operate in sync, with marketing activity directly supporting revenue generation. From Metallurgy Monday social posts to a strategic LinkedIn presence, Paulo is building industry authority one click at a time., markets, parts, locations, and materials, and the site automatically serves relevant articles in a widget on each page.
higher-than-average email engagement
Increase in AVG. session duration
Results That Matter
- Consistent year-over-year growth in marketing-sourced opportunities
- 3x higher-than-average email engagement
- 6-figure revenue from reactivated accounts
- Significant increase in organic traffic from ideal customers
Looking Ahead With brand, web, and content infrastructure in place, Paulo is focused on performance forecasting and scalable campaign strategies. What started as a digital facelift is now a measurable growth engine.
We are grateful for our partnership with Paulo and the opportunity to help a business that is so critical to the safety of people everywhere. You can learn more about Paulo and see datagineering at work on the company’s website and LinkedIn page.
About GBG GBG is a B2B marketing agency for industrial brands ready to evolve. We turn technical expertise into compelling narratives, optimize digital infrastructure, and align content with revenue. Because marketing should be as measurable as manufacturing.
Consistent year-over-year growth in marketing-sourced opportunities
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