Digital Marketing
Industry
Manufacturing
Client
Cooling Tower Resources
Start Date
October 2024
Cooling Tower Resources Problem
Cooling Tower Resources (CTR), a leader in cooling tower materials and fabrication, had a strong reputation but was stuck in flat growth because the market did not fully understand their capabilities. By building a cohesive growth marketing ecosystem—brand, messaging, sales enablement, and a revenue-focused website—CTR shifted from “best kept secret” to a go-to partner for critical repair and replacement projects.
Brand Clarity
Developed a comprehensive brand framework to define key personas and clearly communicated CTR’s unique value to plant managers, engineers, and procurement teams.
Sales Enablement
Created brochures and email assets that helped the sales team quickly educate clients on CTR’s full range of capabilities, reducing confusion and missed opportunities.
Conference Readiness
Cleaned up social media and built a coordinated asset suite ahead of CTR’s main industry conference, positioning them as an innovative, full-service resource rather than a commodity supplier.
Revenue-Focused Website
Overhauled the website with updated branding and integrated back-office tools so customers could more easily request quotes and move from interest to revenue.
Cooling Tower Resources Approach
CTR had relied on word-of-mouth for decades and believed “everyone who matters already knows us,” even as competitors won deals simply because prospects did not understand CTR’s full capabilities. The work began with a brand framework that clarified who CTR serves, what problems they solve, and why they are uniquely positioned to support urgent and complex cooling tower projects. With this foundation, CTR’s social presence was refreshed to match their industry leadership, and a suite of brochures and email campaigns was created to support conference outreach and ongoing sales conversations. The final step was a website overhaul that modernized their look, sharpened messaging, and connected directly into their back-office systems so quote requests and material specifications could flow seamlessly to the sales team.
Cooling Tower Resources Result
CTR moved from being perceived as a “status quo” supplier to a strategic partner with a clear, compelling story backed by professional marketing assets. Sales conversations became more efficient as customers better understood CTR’s breadth of services, reducing the need for repetitive education and helping the team uncover new opportunities within existing accounts. With a more intuitive, integrated website and aligned marketing ecosystem, CTR is now better positioned to capture inbound interest, accelerate the quotation process, and translate their design capabilities and inventory strength into sustained revenue growth.
Cooling Tower Resources Endorsement
“Kari was a great fractional CMO partner for Cooling Tower Resources. She helped bring clarity and direction to our marketing by working with us to develop a focused strategy and go-to-market plan aligned with our growth goals. She took the time to understand our business, customers, and industry, and turned that insight into practical messaging and positioning we could use right away.
During her engagement, Kari and her team supported several important initiatives, including email nurture campaigns, social content, conference outreach planning, and the launch of an updated website. They also helped refresh key sales collateral, giving our team stronger tools to communicate our capabilities consistently.
Kari was collaborative, dependable, and easy to work with, and she kept projects moving forward. The work completed during her time with us provided a solid marketing foundation we can continue to build on.”
Scott Eunson, Design Marketing Specialist, Cooling Tower Resources
