Elevating a manufacturer’s B2B appeal grew leads by 65% and average order value 3x.
Protech Composites is a leading carbon fiber manufacturer that partners with innovative companies — from well-known brands like Boeing, NASA, and MIT to start-ups like xCraft and C3 Powersports — to deliver exceptional products.
Before engaging Decoder, their website provided educational content about the uses of carbon fiber, but missed the mark on what their biggest customers cared about: extensive custom capabilities, exceptional service, fast turnaround times, and unmatched quality.
Likewise, marketing efforts were largely focused on e-commerce sales, which generated a high volume of transactions, but low profit margins.
Engaging the right customer with the messages and offers that matter.
Market Research
Understanding what Protech’s big business-to-business customers cared about revealed exactly what messaging and marketing would be successful: demonstrating their versatility, reliability, fast turnaround times, and customer service orientation.
Rebranding & Site Redesign
Using those insights, we developed a new brand positioning and design direction aligned with their most profitable market segment (engineers and procurement staff at large manufacturing businesses). At the same time, we completely rethought and rewrote their messaging and content to be laser-targeted to those audiences’ needs and concerns.
E-Commerce
Having identified custom orders as the biggest revenue generators, we also intentionally decided to de-emphasize the online shopping experience — focusing on leveraging it as a way of showing off products and capabilities rather than a direct sales tool.
The result? 65% more leads and 200% higher AOV.
While small e-commerce orders dropped off as expected, B2B leads jumped 65% and average order value grew 200%. The result was not only more leads, but also higher lead quality and big ticket sales. Since our engagement, revenue has more than doubled and they’ve attracted big name brands placing 7-figure orders annually.
- Industry: Manufacturing
- Headquarters: Vancouver, WA
- Services: Customer research, branding, web design, copywriting, e-commerce development
Michelle Fennimore, Vice President
These results are no accident.
Over the past 12 years, we’ve helped hundreds of clients of all shapes and sizes transform their businesses. From rapidly growing start-ups to Fortune 500s to hundred year old businesses embracing new digital channels, we’ve seen it all. Here’s what we were able to accomplish for some of our other clients:
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Benjamin Wills
CEO
Portland, OR
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