For generations, manufacturers like Sev-Rend have built their businesses on human connections. Trade shows were more than events; they were lifelines. Sales happened through handshakes, trusted relationships, and industry knowledge passed down through years of experience.
The 2020 pandemic changed everything, and even years later, the trade show world hasn’t returned to the fertile hunting ground it once was. Leads are harder to come by. The strategies that once reliably filled the sales pipeline have grown less effective. And the Sev-Rend team was feeling it all.
They weren’t failing. They were facing a challenge common to many manufacturers: how to adapt when the tried-and-true methods start to lose their magic. And they hadn’t yet built a digital marketing system to fill the gap.
Every month, the sales team would gather, review their website leads (typically just two sales-qualified opportunities), and wonder: Is there another way? They knew their product was exceptional. They understood their market better than anyone. But something was missing. They needed a bridge into the new era of selling.
The Collaborative Approach: Finding the Winning Zone
The challenge we faced was: how can we use the digital space to build a high level of trust with Sev-Rend’s prospects, giving them the same confidence that they felt at trade shows and other in-person sales environments back in the day?
In order to do this, we needed to get crystal clear on Sev-Rend’s Winning Zone: where their unique strengths meet prospects’ wants and needs—and where competitors can’t deliver at the same high level.
Then, we needed to infuse the Winning Zone throughout Sev-Rend’s website, email marketing strategy, and paid search campaigns…along with sharpening the messaging the sales team was bringing to trade shows.
We worked closely with their team to:
Rebuilding the Sales Engine: The HubSpot Transformation
Before our partnership, Sev-Rend had a difficult time gleaning insights from activity in the sales pipeline, with no system to track:
To fix this, Sev-Rend decided to invest in the HubSpot CRM and digital marketing suite. We helped them build a custom HubSpot infrastructure that:
For the first time, the Sev-Rend team could see exactly how leads were moving through their funnel. No more guessing. No more invisible interactions. Just clear, actionable data that they could use to make strategic decisions.
The Digital Translation of Human Connection
Together, we built a system that brought Sev-Rend’s strengths into the digital world to attract, educate, nurture, and convert prospects:
The Breakthrough: From Invisible to Illuminated
Nine months later, the numbers told a story of potential unleashed:
“The GBG team consistently shows up to collaborate, pushes our thinking, and gets results. We’re so thankful for our partnership.”
Marketing Director
Sev-Rend
Beyond the Numbers: Reimagining Sales & Marketing Operations
What began as a digital marketing project transformed how Sev-Rend approaches sales and marketing. They didn’t just increase leads—they created a new system for understanding and engaging their market.
Their newfound capabilities now allow them to:
An Invitation to Manufacturers
The manufacturing landscape doesn’t wait. Markets shift. Buyer behaviors transform. The companies that thrive are those willing to explore new possibilities—not as a replacement for their core expertise, but as a powerful extension of it.
If your team feels trapped between traditional methods and an uncertain digital future, you’re not alone. And you’re not out of options!
Let’s discover how we can unlock your team’s next phase of growth by capitalizing on your Winning Zone. Book a free strategy call with our experts today to learn more.
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