Hamilton Kent website

The industry’s source for underground info

A website upgrade helps Hamilton Kent create a community of next customers

Previously featuring outdated creative and few interactive options, Hamilton Kent’s website was in need of a 21st century upgrade. Working together, motum b2b and Hamilton Kent developed an evolution of the company’s brand identity, bringing forward a fresher look and contemporary design. Incorporating the principals of marketing automation (see below), we helped Hamilton Kent consolidate its significant library of resources, develop new ones, and present them on the site in a way that invited visitors to engage with the brand. The site is now an easy-to-navigate informational hub, giving Hamilton Kent the opportunity to cultivate sales leads and assess their readiness for outreach before a single call has been made.

Hamilton Kent demand generation graph

Sealing connections with customers

“Filling the funnel”: it’s a sales cliché that can often have vague or empty intention in the b2b community. But with motum b2b’s help, Hamilton Kent has been filling its funnel since 2010 with targeted precision. Motum works with Hamilton Kent to maintain, monitor and grow its owned audience by taking cold prospects and moving them closer to “warm lead” status through inbound marketing. Since the program began, Hamilton Kent’s owned audience has increased by over 600% and is now well populated in all stages of the sales funnel.

This has been accomplished through inbound marketing tactics such as numerous and well-placed calls to action on HamiltonKent.com, such as “Stay informed,” “Request a lunch and learn” and webinar access via identification prompts, such as email sign-in forms. The funnel is consistently fed via prospects gathered at tradeshows and other identification mechanisms and is regularly segmented by audience type so that only the most appropriate messaging is directed at each segment.

Screenshot of the Hamilton Kent Twitter page

Reaching out to the underground community

Hamilton Kent establishes a comprehensive content marketing program to engage the engineering, public works and contracting communities.

When the decisions your customers make affect the vital functions of cities, towns and communities, the trustworthiness of your brand is paramount. Over the past two years, Hamilton Kent and motum b2b have worked to build an owned audience of public works professionals, engineers and contractors to whom it reaches out to on a regular basis with industry news, product information and educational media.

In addition to its regular “Underground Info” e-newsletter, Hamilton Kent regularly updates its audience via social media and email on new educational materials on its website, events it is hosting and tradeshows it will be at.  In opening this dialogue with its customers, the company has seen inbound traffic to its website double, 63% of which has been from unique visitors. As for its community of next customers, Hamilton Kent has seen more than 400% growth in two years.

Hamilton Kent events

Special events & promotions

Connecting with next customers

In addition to revamping Hamilton Kent’s digital strategy, motum b2b has also worked with the brand to develop special promotions and live online events. Launched in late 2012, the Manhole Makeover invites infrastructure owners to submit stories about their biggest manhole-related challenges. The best stories receive a free Lifespan manhole frame and cover to trial in their community and experience its high performance attributes first hand. We’ve also helped Hamilton Kent launch a new series of live webinars hosted by company personalities. These webinars complement Hamilton Kent’s existing roster of recorded webinars and invite customers and potential customers to interact with the brand one-on-one.

Hamilton Kent mobile app

A 3D underground tour

Salespeople at Hamilton Kent attend a lot of tradeshows where Wi-Fi is notoriously expensive and/or unreliable.

To help communicate their value proposition with all the convenience of technology and none of the unpredictability, we built them a sales app.

Using animated, 3D videos of an underground world, Hamilton Kent’s app showcases how their products solve problems. It also captures leads, so salespeople can follow-up with people after the event with more information about a specified area of interest.

Leveraging this work further, we turned the app into a microsite, so all visitors can see the underground world in action.