Tech Company Rebrand & GTM

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 design and technical SEO to automation, collateral, and lead generation, building 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". (Lester Selby | Performatec)
Duration & Budget

Spanning two years, the project operated with an investment of roughly $700K, covering rebrand, advertising, trade shows, and new showroom development.

Tech Stack

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.

Scope

A complete, end-to-end marketing transformation encompassing brand strategy, identity design, 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 designed, written, and executed personally to reposition Performatec as a trusted manufacturing technology leader with sustainable market reach.

See the details

Case Study: Overview

The Performatec project required rebuilding a long-established brand from the ground up. Over two years, I managed every facet, including strategy, design, 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.

Challenges

  • Timeline constraints – The rebrand was executed alongside critical sales enablement, website build and marketing delivery.
  • Technical complexity – Product lines demanded deep understanding of engineering specifications, compliance, and buyer use cases
  • Stakeholder alignment – Multiple internal viewpoints across leadership required structured communication to align creative direction, messaging, and commercial objectives.
  • Content scale – The brand overhaul encompassed seven product lines and 20+ models, requiring end-to-end creation of brochures, articles, and SEO-optimised assets
  • Data precision – Ensuring technical accuracy across HTML tables, comparison sheets, and collateral was critical.
  • Market repositioning – Transitioning from a niche waterjet supplier to a diversified manufacturing brand required redefining the narrative while retaining legacy trust.

Solutions

  • Strategic foundation – Developed a unifying brand narrative, new visual identity, and go-to-market strategy built for rapid growth and future scalability.
  • Digital ecosphere – Designed, developed, deployed custom Webflow CMS website site with fully integrated SEO-driven architecture, lead-magnets and form automations.
  • Sales enablement – Produced detailed technical materials that merged engineering precision with clear value propositions for each target avatar.
  • SEO & content engine – Built an EEAT-aligned content ecosystem optimised for search engines, gen-AI platforms, educational and high-intent search queries.
  • Integrated systems – Implemented CRM automation, analytics, and testimonial workflows to align marketing performance with sales objectives.
  • Integrated campaigns – Executed end-to-end, cross-channel campaigns integrating email, social, and web with trade shows and showroom activations, creating a cohesive demand engine that boosted brand authority and accelerated pipeline growth.

Results

  • ROMI impact – Achieved a 22:1 return on marketing investment through full-funnel campaigns targeting high-value B2B opportunities.
  • Performance – Attained a 99% SEMrush site health score and top-tier rankings for high-competition “money” and educational terms
  • Growth – Generated a $70M sales pipeline with qualified inbound leads and consistent mid-funnel engagement - despite a small TAM, long sales cycles and big ticket items.
  • Audience expansion – Built 900+ social followers and 430 newsletter subs in under nine months, establishing the foundation for growth and ongoing brand visibility.
  • Operational efficiency – Streamlined sales and marketing workflows through CRM automations and best practice RevOps.
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