Over two years, I led the complete rebrand and go-to-market transformation of a 20-year-old manufacturing technology distributor, consumables supplier and provider of after-sales technical support.
The overarching goal was to unify seven product lines (and their associated models/variables) under one cohesive identity, create a modern, high-performing digital ecosystem, and position the company as a credible national competitor.
I handled every aspect, from brand build and technical SEO to automation, collateral, and lead generation, engineering a scalable digital foundation that drove both brand authority and measurable commercial growth.
"River led our marketing strategy and company rebrand, delivering a comprehensive digital relaunch that included website design, collateral production, and strengthened security infrastructure. With thanks for the cooperation and services provided".
L. Selby | Performatec
Spanning two years, the project operated with an investment of roughly $700K, covering rebrand, advertising, trade shows, and new showroom branding.
A complete, end-to-end marketing transformation encompassing brand positioning, identity, b2b website architecture, and digital ecosystem development.
Responsibilities included technical and creative delivery across branding, SEO, content, automation, lead generation, and collateral.
Each asset, system, and campaign was built, written, and executed personally to reposition Performatec as a trusted manufacturing technology leader with sustainable market reach.
Webflow for CMS and development, Cloudflare for reverse proxy & WAF, ActiveCampaign for CRM automation, Adobe Creative Suite for design, and SEMrush for SEO and analytics.
The Performatec project required rebuilding a long-established brand from the ground up. Over two years, I managed every facet, including positioning, build, copy, SEO, automation, and analytics, to evolve a waterjet supplier into a full-scale manufacturing technology brand.
The overarching goal was to enter a highly competitive market with new product lines and to build credibility, authority, and long-term commercial growth.
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A full rebrand and go-to-market programme across two years.
Investment was approximately $700K. Scope covered brand positioning, visual identity, a custom Webflow CMS site, and technical SEO architecture.
Content production spanned seven product lines and 20+ models. CRM automation in ActiveCampaign. Trade show activations. Showroom branding.
Integrated campaigns ran across email, social, and paid channels.
Every asset was built, written, and delivered by a single principal. No account managers, no contractor chains.
What does the 22:1 ratio mean?
It means that for every $1 we spent on this marketing campaign, we generated $22 in signed contracts.
How did we achieve this?
We secured these high-value B2B clients by streamlining their entire journey from discovery to purchase. Our strategy relied on three main steps:
Why is the return so high?
In this industry, products are expensive and take a long time to sell. Because each individual deal brings in so much revenue, closing just a few of these big-ticket items adds up quickly to create a massive return on our initial marketing investment.
The ~$70M figure is attributable pipeline generated within 12 months. It sits separately from the 22:1 ROMI in signed contracts.
Three things built it.
Sustained inbound demand against high-intent search terms. Lead magnets converting research-phase buyers. Trade show and showroom activations feeding the top of funnel.
The TAM was small and sales cycles were long. The pipeline built anyway, because the demand engine consistently captured buyers earlier in their cycle.
Two years for the full programme.
The first six months covered foundational branding work. Positioning, identity, website architecture, and content production for the priority product lines.
Mid-cycle was build-out of the SEO and content engine. CRM automation. Integrated campaigns.
The back half was where compounding effects showed up. Rankings consolidated. Inbound qualified. Pipeline filled. The brand started doing commercial work the sales team could lean on.
It works particularly well for these kinds of firms.
Small TAM (total addressable market - size of the market) means you can't waste budget on broad awareness. Every asset needs to compound.
Long sales cycles reward content that travels with the buyer over months.
Performatec had both constraints. That's why the work focused on high-intent search capture, deep technical content, and CRM automation that nurtured prospects across the cycle. Not chasing volume metrics that don't translate to closed contracts.
By concentrating accountability and removing handoff layers.
No account managers. No contractor chains. No agency dilution.
Every brand decision, line of copy, technical SEO call, and CRM automation was made and executed by the same operator. The operator carrying the commercial outcome.
For complex industrial brands with seven product lines and technical buyers, that single-point accountability is what kept the work coherent across two years.