The Assignment
Compressor Controls Corporation (CCC), an industrial technology company, wanted to substantially step up its marketing efforts. However, the company lacked the internal resources to accomplish everything it hoped to achieve and the time necessary to recruit and hire a full marketing team. In late 2019, CCC made the decision to outsource its marketing to HexaGroup. The partnership officially kicked off in January 2020, beginning a years-long relationship in which HexaGroup has served as CCC’s integrated marketing communications department through many milestones — including the company’s acquisition by Honeywell in 2024.
Full Integration
Go-to-Market Strategy
Because HexaGroup is fully integrated and viewed as an internal team, we’ve been able to assist CCC in identifying and capitalizing on customer needs to take the company’s product portfolio in new directions. One such example is CCC Inside, which integrates CCC’s industry-leading turbomachinery controls directly into third-party distributed control systems. HexaGroup helped lay the groundwork for this new offering by engaging CCC in a week-long strategy and planning workshop. This led to the creation of a sales playbook, the development of marketing collateral and the formulation of a go-to-market launch plan for CCC Inside.
Ongoing Product Launch Support
HexaGroup is also working closely with CCC worldwide sales and product management team to develop targeted and market campaigns such as carbon capture, LNG and FPSO and support the company in product launches that take place a few times per year.
Marketing and Advertising
HexaGroup serves as CCC’s embedded marketing department, which includes handling the design and development of new marketing materials upon request. In the years since CCC outsourced its marketing to HexaGroup, we’ve written copy and generated designs for everything from flyers to brochures to PowerPoint slide decks. Content creators at HexaGroup also take on blog writing and social media management for CCC, which includes researching industry topics and interviewing subject matter experts. On occasion, HexaGroup also aids CCC in the creation of technical white papers and internal sales playbooks.
Webinar Strategy
The energy industry is one that trends toward more traditional activities like in-person meetings and events. However, the pandemic arrived in 2020 to change how a lot of companies did business: CCC included. Operating on a reduced marketing budget, HexaGroup leaned into webinars as a way to fill the gap and ensure CCC’s best and brightest could still get in front of the company’s target audience. HexaGroup crafted a webinar campaign strategy to attract key industry stakeholders and drive registrations. As a result, CCC conducted a total of four webinars in 2020, including one attended by over 400 guests. We have since continued CCC’s webinar program, which is now an integral aspect of the company’s content strategy.
Tradeshow Support
HexaGroup fully coordinates CCC’s participation in key industry tradeshows from start to finish. This includes spearheading event messaging and creative, managing overall logistics, identifying sponsorship opportunities, procuring company-branded merchandise and ensuring HexaGroup team members are onsite to support CCC employees.
Martech Implementation
HexaGroup implemented the full HubSpot suite into CCC’s marketing toolkit, which allows for more effective content creation, digital campaign tracking, lead generation and contact management. To derive even more value from CCC’s martech stack, we built its Resource Center on top of HubSpot, introduced tailored lead scoring, continue to refine our lead nurturing activity and track our performance through Databox.
The Results
In terms of meeting the objective – providing CCC with a complete outsourced marketing solution – the project has succeeded thus far. HexaGroup has stepped in to fill the role of an integrated marketing department, handling all related tasks while keeping communication and integration at the forefront. We’ve also aided CCC in furthering its digital efforts, enabling the company to reach new customers, expand into new markets and embrace its role as part of the Honeywell family.
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