Case Study
Driving Growth Through an Outsourced Marketing Engine
Scalable Processes, Improved ROI, and Stronger Commercial Alignment
A lower–middle-market (<$50M) microseismic and subsurface diagnostics provider operating across Texas and Canada had built a reputation for technical excellence in oil & gas, mining, geothermal, and CCUS applications. Despite this expertise, the company faced a plateau in growth. With a lean internal marketing function, limited funding for expansion, and no scalable system to translate visibility into measurable commercial outcomes, the organization struggled to accelerate revenue.
Under private equity ownership, the business needed stronger marketing ROI, clearer commercial alignment, and modern infrastructure to support long-term growth. The company engaged Craig Group as its outsourced marketing partner to introduce structure, discipline, and measurable outcomes—bringing strategic rigor without expanding internal headcount.
Challenge
Strategic Gaps & Misalignment
- No unified commercial priorities between leadership, sales, and technical teams
- Lack of structured analysis (SWOT, market evaluation) to guide focus
- Limited visibility into market opportunities or competitive differentiation
Digital & SEO Limitations
- Weak search visibility due to limited SEO foundations
- Low domain authority and minimal industry-specific content
- Prospects struggled to discover the company organically
Content & Messaging Challenges
- Technical expertise not translated into market-ready messaging
- Sparse, inconsistent content across oil & gas, mining, geothermal, and CCUS audiences
- No cohesive storyline to support business development or investor conversations
Outbound Marketing Gaps
- No email marketing or nurture capability
- No audience segmentation or communications tailored to decision-maker roles
- Reactive social presence with little strategic cadence or performance measurement
Sales Enablement Inefficiencies
- Inconsistent collateral developed in an ad hoc manner
- No structured approach to trade show lead capture, follow-up, or ROI analysis
- Sales teams lacked unified tools to communicate differentiated value
Reporting & Performance Blind Spots
- No attribution, funnel visibility, or consistent metrics
- Leadership and investors lacked clarity into channel effectiveness
- Inability to measure marketing ROI or make data-driven decisions
Solution
Craig Group deployed a fully outsourced marketing engine, embedding with leadership, sales, and technical teams to modernize the company’s commercial function.
Strategic Discovery & Alignment
- Conducted a full SWOT analysis to identify growth opportunities and risks
- Performed stakeholder interviews to capture internal perspectives and align priorities
- Developed unified messaging pillars and market focus areas
Digital & SEO Modernization
- Rebuilt metadata, SEO structure, keyword strategy, and internal linking
- Expanded content depth tied to CCUS integrity, induced seismicity, geothermal behavior, and mining safety
- Improved discoverability and ranking stability in competitive technical categories
Thought Leadership & Content Engine
- Translated complex technical knowledge into accessible, industry-aligned narratives
- Built a library of case studies, explainers, insights, and reusable collateral
- Strengthened brand authority across regulated and emerging markets
Outbound Marketing Programs
- Launched the company’s first email marketing platform with segmentation
- Developed ongoing campaigns targeted to operators, engineers, and executives
- Executed a LinkedIn strategy centered on technical storytelling and application-driven content
Sales Enablement & Event ROI
- Standardized collateral across service lines
- Implemented trade show capture workflows, follow-up sequences, and ROI tracking
- Equipped sales teams with consistent tools to communicate value
Reporting & Performance Visibility
- Built dashboards for channel performance, engagement, and campaign impact
- Enabled leadership to make data-driven decisions and evaluate ROI
- Created repeatable measurement systems that scale with the organization
Before & After Impact Assessment
| Category | Before Craig Group | With Craig Group |
|---|---|---|
| Digital Presence | Limited SEO foundations; low authority; inconsistent content | Increased domain authority; 79+ ranking keywords; major gains in impressions & click-through rates |
| SEO Performance | Volatile keywords, minimal ranking improvements | Multiple #1 and page-one keyword wins; 44% organic surge; sustained impression growth |
| Social Media | Irregular posting; modest engagement | 10K+ followers; top-quartile engagement rates; high-click campaigns; consistent market visibility |
| Email Marketing | No email program or nurture system | Multi-touch outbound engine with above-benchmark open & click-through rates |
| Content Engine | Minimal owned content; unclear messaging | High-value blogs, case studies, technical explainers, and SEO-optimized articles driving authority |
| Sales Enablement | Unstructured collateral; limited trade show tracking | Standardized collateral library; trackable ROI; structured follow-up workflows for events |
| Reporting & Analytics | No unified performance view; limited attribution | Monthly dashboards; keyword tracking; trends analysis; channel-level ROI visibility |
Final Impact
✓ Scalable Processes
✓ Improved ROI
✓ Stronger Commercial Alignment
Final Takeaway
This engagement bridged the gap between deep technical capability and market recognition. By amplifying expertise through modern marketing systems, the company now stands out in the complex world of seismic monitoring and subsurface imaging. The result: stronger demand signals, higher-quality engagement, and a commercial engine built for growth across high-stakes industrial markets.
