Success Highlights
Powerhouse Boiler Equipment came to Brolik for a website redesign and basic marketing services. Brolik delivered on the initial scope of work, and over time became a trusted partner for second-generation owner, Matt Stohner, leading to an explosive growth phase and eventual acquisition.
- They soon expanded to utilize Brolik’s full suite of strategic marketing services and saw a 190% increase in organic leads generated from Brolik’s content marketing efforts
- Over a 4-year span with Brolik, Powerhouse grew from $23MM to over $40MM, a 74% increase in revenue due to expansion into continued content expansion and paid promotions
- The company is eventually acquired by the global brand Atlas Copco
Establishing a Long-Term Growth Partnership
When we met Powerhouse Boiler Equipment, the company was a quintessential family business. The company’s second-generation owner Matt Stohner decided it was time to modernize their business to stand out in an archaic industry and tapped Brolik to help.
Brolik As A Growth Consultant
Matt recognized that Powerhouse could benefit from a bigger marketing presence, but his internal marketing resources were limited. Rather than waiting to build a team and learn the ropes, Matt found Brolik to help him grow and navigate the bumps that come with expansion. Instead of complicating the process with technical language, Brolik acts as a translator, processing the business opportunities into tactical marketing methods.
Building an Industry Disruptor
Brolik grew the Powerhouse brand and website into a boiler education hub and an e-commerce platform where audience members could learn about boilers, browse available boilers to rent or buy, and use embedded calculators to determine boiler sizing and costs — none of which were being done in the industry. With this content and functionality, the website was able to address the needs and concerns of all decision makers in various client organizations, resulting in aggressive growth and Powerhouse achieving their goal of being seen as the innovators in the boiler world.
Improving Brand & Marketing Assets
Brolik’s work extended beyond the website. The goal was stand out visually, not just online, but in sales meetings and out in the market. Brolik refreshed all of Powerhouse’s visual assets across sales and marketing and launched a variety of new initiatives to get Powerhouse in front of potential customers.
- Redesigned Sales Brochure
- New Professional Photography
- Designed New Case Study Section and Assets
- Launched a Webinar Series
- Launched a Lunch & Learn Series
Matt Stohner
Powerhouse CEO
“Brolik really helped us adapt our approach and grow into a much more progressive, aggressive, and nimble company. We wouldn’t have achieved the same level of growth without them.”
Skyrocketing Brand Visibility Through Customer Research & SEO
After working through the ins and outs of the boiler industry, we realized that people in the market for a new boiler would go directly to manufacturers to learn about their options. Powerhouse offered something different: boiler rentals and refurbished used boilers to fulfill their heating needs. We needed people to know about these other options.
Brolik developed an SEO-driven content strategy that
leveraged the research people were already doing around specific
manufacturers and introducing Powerhouse’s short-term solution.
190% increase in organic leads in 1 year
Eventually, we directly competed with manufacturers in search results and had 125 keywords ranking in the top three spots, resulting in a 127.78% YOY increase in conversion rate to lead from organic traffic.
Improving Internal Operations with End-to-End Tracking
After we started driving leads, the next step was to help Powerhouse refine its sales process and close deals. End-to-end tracking became the biggest priority, so we implemented a call tracking system to review every lead that phoned in. Pairing that with a comprehensive lead tracking system enabled us to review leads for quality, know how they engaged with our marketing efforts, and optimize campaigns to generate more quality leads. The result was a seamless feedback loop that showed Powerhouse exactly who we reached with our marketing and how valuable they were as customers.
Showing Mission and Company Culture Through Video
As the company began to grow, we saw an opportunity to highlight what makes Powerhouse special: the strong team bond and family feel within the company. We produced a culture video to help Matt and his team stand out in the industry. This would prove to be an asset for client acquisition and recruiting as well.
Promoting Value Propositions Through Paid Channels
Once we validated that our content strategy could deliver quality leads, we supercharged our efforts with paid media. We launched campaigns across social and search, which allowed us to broaden our reach and spread word of Powerhouse’s services even wider. Through paid search efforts, we were able to capitalize on competitors’ lack of comprehensive strategy on the platform while capturing the search traffic we already knew was valuable. Our paid search campaign turned out to be so successful with a 4.33% lead conversion rate and 111 leads delivered that we needed to turn it off because Powerhouse couldn’t meet the demand for boilers the campaign created.
We Ran Some Numbers
$17M
revenue added
74%
revenue growth
100+
new customers
127%
increase in paid channel conversion rate
The Finale: A Growth-Led Acquisition
The company’s refreshed image and rapid growth eventually caught the attention of several M&A firms and strategic investors. They came knocking loudly and often, and many mentioned how impressed they were by the brand that Brolik helped Powerhouse build. Eventually, Powerhouse was acquired by international industrial tool manufacturer Atlas Copco.
Matt Stohner
Powerhouse CEO
“It can’t be understated how important Brolik’s work was. They were not only a good partner, they were the right partner for us to achieve this growth.”
