Thuro Metal Products

THE CHALLENGE:

Thuro Metal Products, a leading manufacturer of precision metal parts and components was fielding a significant challenge from China in some of its major markets such as aerospace and automotive. Thuro’s level of craftsmanship–curated over two generations of German engineering–while of critical importance was for a time overshadowed by the lower pricing of overseas providers.

At the same time, the company recognized that this paradigm was shifting with the growth of the Chinese middle class which would increase wages, alongside the increasing technology efficiencies afforded by quality U.S. manufacturers. The chasm was narrowing considerably and Thuro was looking to get a jump on this shift in the market.

TACTICS:

• Email Marketing
• List Purchase & Lead Development
• SEO
• Website Redevelopment
• Remarketing
• HubSpot Lead Nurturing
• Google Ads

RESULTS:

The first steps involved realigning the website into both product groupings and vertical markets for SEO purposes and initiating a HubSpot account for lead nurturing. Lead nurturing was critical as we knew these relationships were typically larger in volume and long-standing, so in the past, they had to be built over a longer period of time. 

Actually, the client told us that if we got him, two new clients, in a year, that was a lot. We helped do that in less than four months. How?

By purchasing lists from a very creative and inexpensive list broker who targeted exactly who we needed to speak to within the organization. Through creative emails leading to landing pages that told a distinct story to these distinct vertical audiences. Through retargeting as part of the lead nurturing effort to remind targets of the importance of our message.

By pushing content and case studies out to these respondents that were proof of our results. By further deploying an email program that was geared to driving traffic to the Thuro booth at vertical aerospace trade shows.