This in-depth case study reveals how Cardwell And Co helped a 50-year-old manufacturing company reinvent its marketing strategy for the digital age. Learn about the challenges, solutions, and remarkable results achieved through a comprehensive marketing transformation.
Client
Nordic Manufacturing Solutions (NMS)*
*Name changed for confidentiality
Industry
Industrial Manufacturing
Project Duration
18 months
Services Provided
Marketing Strategy, Brand Repositioning, Digital Transformation, Content Marketing, Marketing Automation, Sales Enablement
Client Background
Nordic Manufacturing Solutions is a family-owned Swedish company with a 50-year history of producing specialized industrial equipment for the manufacturing sector. With 120 employees and approximately €45 million in annual revenue, NMS had built a solid reputation for product quality and reliability.
The company had successfully operated with a traditional sales approach relying heavily on longstanding relationships, trade shows, and a small sales team. Marketing activities were limited to basic product brochures, an outdated website, and occasional trade publication advertisements.
The Challenge
Despite their strong market position, NMS faced growing challenges that threatened their long-term success:
- Changing buyer behavior: Engineering and procurement teams were increasingly researching and evaluating solutions online before contacting vendors
- New competition: Digital-savvy competitors were gaining market share through content marketing and online visibility
- Generational shift: Their traditional customer base was retiring, replaced by digital-native professionals with different expectations
- Lead generation limitations: The sales team was struggling to maintain a healthy pipeline using traditional methods
- International expansion challenges: Growth ambitions were limited by reliance on local relationships and in-person selling
The company's leadership recognized the need for change but was unsure how to transform their marketing approach while preserving their core strengths and brand reputation.
Our Approach
Cardwell And Co developed a comprehensive 18-month transformation program designed to modernize NMS's marketing while respecting their heritage and industry expertise. The program consisted of five phases:
Phase 1: Discovery and Assessment (2 months)
We began with a thorough examination of NMS's current situation, including:
- Internal interviews: Speaking with leadership, sales teams, product specialists, and customer service
- Customer research: Conducting in-depth interviews with current customers and lost prospects
- Competitor analysis: Evaluating the digital presence and marketing approaches of key competitors
- Market trends research: Identifying changing dynamics in the industrial equipment sector
- Digital presence audit: Assessing website performance, search visibility, and digital touchpoints
This research revealed several critical insights:
- 76% of potential customers were conducting extensive online research before contacting vendors
- NMS had high customer satisfaction but low digital visibility compared to competitors
- The company's technical expertise was its greatest asset but remained largely hidden from prospects
- The existing website was generating virtually no qualified leads
"The biggest challenge wasn't introducing new marketing techniques—it was changing the organizational mindset from 'we sell products' to 'we solve industry problems.' This shift was fundamental to all that followed."
Phase 2: Strategy Development (1 month)
Based on our findings, we developed a comprehensive marketing strategy focusing on:
- Brand repositioning: Shifting from product specifications to industry problem-solving
- Digital-first approach: Creating a robust online presence to capture research-phase prospects
- Content strategy: Showcasing the company's deep technical expertise through valuable content
- Lead generation framework: Developing systematic processes to attract and nurture prospects
- Marketing-sales alignment: Creating seamless handoffs between digital marketing and the sales team
The strategy was designed to maintain NMS's established values of reliability, expertise, and quality while modernizing how these values were communicated and experienced by prospects.
Phase 3: Foundation Building (3 months)
With the strategy approved, we established the essential marketing infrastructure:
- Brand messaging framework: Developing clear positioning, value propositions, and messaging hierarchies
- Website redesign: Creating a modern, customer-centric website focused on industry solutions
- CRM implementation: Setting up a customer relationship management system integrated with marketing tools
- Analytics framework: Establishing measurement systems to track marketing performance
- Marketing technology stack: Implementing essential tools for digital marketing execution
A critical component was the buyer journey mapping exercise, which identified key touchpoints and information needs at each stage of the customer decision process.
Phase 4: Content and Campaign Development (6 months)
With foundations in place, we developed a comprehensive content and campaign strategy:
- Expert content series: Creating in-depth technical articles, guides, and case studies showcasing NMS's expertise
- Video program: Producing educational videos featuring NMS engineers explaining complex technical concepts
- Solution-focused campaigns: Developing integrated campaigns around key industry challenges
- Sales enablement materials: Creating tools to help the sales team leverage marketing content
- Email nurture programs: Building automated sequences to develop relationships with prospects
We worked closely with NMS's engineering team to extract their deep knowledge and translate it into valuable content for prospects. This approach not only generated marketing assets but also helped build internal buy-in for the new marketing approach.
Phase 5: Execution and Optimization (6 months)
The final phase focused on implementing the strategy and refining based on results:
- Campaign execution: Launching integrated marketing campaigns across digital channels
- Lead management process: Implementing lead scoring, qualification, and handoff procedures
- Sales training: Equipping the sales team to leverage new digital tools and content
- Performance analysis: Monitoring KPIs and optimizing based on results
- Capability building: Training internal staff to maintain and expand marketing activities
Throughout this phase, we maintained a test-and-learn approach, regularly analyzing performance data and refining tactics based on what was working best.
Key Challenges and Solutions
Challenge: Internal Resistance
There was significant skepticism from the sales team about the value of digital marketing in their industry, where personal relationships had traditionally been paramount.
Solution:
We involved sales team members in the customer research process, letting them hear directly from customers about changing buying behaviors. We also implemented early "quick wins" to demonstrate value, such as creating sales enablement tools that immediately helped with existing opportunities.
Challenge: Technical Knowledge Transfer
The company's greatest asset was the deep technical knowledge of their engineers, but they struggled to articulate this in marketing-friendly ways.
Solution:
We developed a "knowledge extraction" process involving structured interviews and workshops with technical experts. We paired engineers with content specialists who could translate complex concepts into clear, valuable content while maintaining technical accuracy.
Challenge: Balancing Digital and Traditional
NMS needed to embrace digital marketing without abandoning the personal touch that had built their reputation.
Solution:
We developed a "high-tech, high-touch" approach that used digital channels to identify and nurture prospects but emphasized personal expertise at critical decision points. Digital tools were positioned as enhancing rather than replacing the human element.
Challenge: Measurement and Attribution
With long sales cycles (6-18 months), demonstrating marketing impact was difficult within the project timeframe.
Solution:
We implemented a multi-level measurement framework that tracked both leading indicators (engagement, MQLs) and lagging outcomes (opportunities, revenue). This provided early validation while building toward comprehensive ROI measurement.
Results
The marketing transformation delivered significant results across multiple dimensions:
Digital Performance
- 285% increase in organic search traffic
- 320% growth in marketing qualified leads (MQLs)
- 194% improvement in website conversion rate
- 12,500+ new contacts added to the marketing database
Sales Impact
- 68% of new opportunities influenced by marketing activities
- 42% reduction in average sales cycle length
- 26% increase in average deal size
- €4.2 million in new pipeline directly attributed to digital marketing
Business Outcomes
- 23% year-over-year revenue growth (compared to 5-7% historically)
- Successful entry into two new European markets
- 15% reduction in customer acquisition costs
- Estimated 780% ROI on marketing investment over 24 months
Organizational Impact
- Established a dedicated marketing team structure
- Developed new digital capabilities across the organization
- Created stronger alignment between marketing, sales, and product teams
- Positioned the company as an industry thought leader
Key Takeaways
This transformation project yielded several valuable insights for other traditional B2B companies considering a similar journey:
- Start with customer insights: Understanding changing buyer behaviors provided the compelling case for change.
- Leverage existing strengths: The most effective strategy built upon NMS's technical expertise rather than trying to create something entirely new.
- Balance innovation and tradition: The most successful approach combined new digital techniques with traditional relationship-building.
- Focus on internal alignment: Getting buy-in from sales and technical teams was as important as the external marketing activities.
- Measure what matters: Connecting marketing metrics to business outcomes was crucial for maintaining momentum and investment.
Conclusion
NMS's transformation demonstrates that even long-established B2B companies can successfully adapt to the digital age without losing their core identity. By thoughtfully integrating digital marketing approaches with their existing strengths, they were able to significantly accelerate growth and secure their market position for the future.
The company continues to build on this foundation, with marketing now considered a strategic function rather than a support activity. They have maintained the collaborative relationship between marketing and sales, with both teams recognizing their complementary roles in the customer acquisition process.
At Cardwell And Co, we specialize in helping traditional B2B companies navigate similar transformations. If you're facing challenges adapting your marketing approach to changing buyer behaviors, contact us to discuss how our proven methodology might apply to your situation.
