Case Study
Energy Services Provider Scales with Strategic Marketing Overhaul
Based in the Midwest, this energy services provider operates in a complex and evolving sector, delivering specialized solutions that support the broader energy infrastructure. With revenues between $50 million and $100 million and EBITDA in the $10 million to $30 million range, the company had achieved meaningful scale - but faced headwinds in translating its technical credibility into market traction.
Challenge
- Leadership misidentified PR as the core growth driver, overlooking deeper issues like lack of strategic marketing infrastructure, messaging clarity, and targeting.
- The company had no defined value proposition, ideal customer profile (ICP), or content strategy, which limited its ability to generate leads or articulate differentiation in key markets.
- Internal marketing sophistication was low, with underinvestment in tools, reluctance to share proprietary information, and limited awareness of how B2B marketing drives sales outcomes.
- There were differing perspectives between the CEO and the PE firm, particularly around strategic focus, and clarity on marketing’s return on investment.
Solution
- Craig Group began with a Phase 1 diagnostic—interviewing stakeholders, auditing SEO, CRM, and brand presence, and creating clearly defined ICPs to guide targeting and segmentation.
- Collaboratively built a foundational value proposition and messaging framework that aligned internal teams and clarified the company’s market differentiation.
- Developed a comprehensive go-forward plan, including content, PR, and social strategies, along with scoped next steps for sales enablement materials and a light website refresh.
- Positioned the company for scalable growth by aligning leadership and investors, improving transparency, and equipping the sales team with better tools and messaging.
Before & After Impact Assessment
Before
After
Website Traffic & Visibility
Low organic reach, ineffective SEO
Improved SEO performance and clearer messaging
Content Engagement
No strategy or thought leadership presence
Actionable strategy with sales-aligned content underway
Brand Awareness
Weak in expansion areas, unclear differentiation
Clearer differentiation and how to position relative to competitors
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Final Takeaway
Companies, especially those that are founder-led or early in their private equity journey, often mistake tactical marketing efforts like public relations for a full growth strategy. When a business has technical credibility and product-market fit but lacks message clarity, target alignment, and internal marketing maturity, progress stalls. Craig Group’s approach emphasizes diagnostics, alignment, and scalable execution. The team bridges the gap between technical expertise and executive communication, while building confidence with both leadership and investors. It is a proven path for businesses ready to elevate marketing from an afterthought to a growth enabler.