Elevating a manufacturer’s B2B appeal grew leads by 65% and average order value 3x.
Protech Composites is a 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 with Decoder, Protech Composites focused most of their marketing efforts on consumers. However, with 90%+ of their revenue coming from business-to-business sales, the path toward growth would require a significant shift.
With a clear idea of their ideal customers in mind, they came to Decoder to revamp their branding and digital presence to attract more high-volume, high-margin partners.
Protech Composites
Protech’s sales and marketing problems stemmed from focusing on the wrong audience. Their site spoke about why to use carbon fiber and in what applications, but not about Protech’s extensive custom capabilities or how they are reinventing what it means to be a supplier — which are far more important to the businesses that supply 90%+ of their revenue.
Likewise, marketing efforts were largely driving e-commerce sales, which generated a high volume of transactions, but low revenue and profit margins.
- Industry: Manufacturing
- Headquarters: Vancouver, WA
- Services: Customer research, branding, web design, copywriting, e-commerce development
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 year-over-year.
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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