Traditional marketing is all about promoting a company and its brand as a whole – and creating demand for it. Product marketing, on the other hand, focuses specifically on the products your brand sells and driving demand and adoption for the product. That&#8217;s why it requires a partner experienced in identifying and communicating a product&#8217;s unique value to customers. This means articulating what your target audiences are struggling with, how your product or service can solve their problems, and what sets it apart in the market. As an industrial marketing team, we aim to provide your customers with enough information about your product&#8217;s functionality and how it can solve their problems to make a purchase. Investing early in product marketing allows you to stay on top of customers’ needs and empowers you to create better, more meaningful solutions.

Bring your product to market

Tolko - Product Marketing

Helping Tolko brand and market their wood products

<a href="https://tolko.com/">Tolko</a>, a well-known industry leader in world-class forest products, is all about sustainability and has a clear vision for growth and product diversification. Their <a href="https://tolkobins.com/" target="_blank" rel="noopener">remanufacturing division</a>, based in Lake Country, BC, pulls some of the best lumber, OSB, and plywood from the mills and transforms it into an array of products, including crates, bins, flooring substrate, fencing, shipping containers, and ISPM-certified packaging products. Tolko has manufactured and sold more than one million crates and bins to markets worldwide, and they came to BlackBean to help them brand, design and launch a fun new product: the Tolko Firebox.

Bringing a new product to market

Tolko&#8217;s team is highly creative and has many ideas for remanufacturing products. The challenge was to identify which product would best fit the needs of the market and how to introduce it to various audiences. In navigating the complexities of the firewood market, Tolko faced challenges such as fierce competition from independent operators and the limitations of selling by the cord. Furthermore, the utilization of milled wood in their firewood presents potential challenges, as the rapid and even burning characteristics may alter the conventional rustic campfire experience, potentially impacting consumer preferences.
Navigating these challenges while emphasizing the convenience, affordability, and innovative packaging of Tolko&#8217;s firewood boxes was going to be crucial for establishing a successful market presence.

Challenge

Market Research: To understand the demand for firewood in the Lower Mainland, we identified target customer segments such as Residential (Corded Wood and Fire Boxes), Recreational (Campers and Outdoor Enthusiasts – Fire Boxes), and Commercial (Campgrounds, Restaurants, and Resorts). The residential and recreational market appeared most promising in terms of the potential market size, with the boxed firewood as an entertainment use case being the most significant.
Positioning. To overcome the challenges, a strategic shift towards a &#8220;DIY&#8221; or &#8220;IKEA-style&#8221; firewood kit, encapsulated in their firewood boxes, emerges as a distinctive and marketable solution. By offering mixed log sizes catering to various use cases and targeting occasional firewood consumers through retail partnerships, BlackBean positioned Tolko as a versatile and accessible choice in a market dominated by traditional offerings. 
Marketing and Promotion. A strong brand identity was developed, focusing on themes like outdoor living convenience (IKEA), sustainability, and craftsmanship. Digital marketing strategies, including social media advertising, SEO, and email marketing, were created to reach potential retail partners and direct customers.

Solutions

<img loading="lazy" decoding="async" class="aligncenter wp-image-3472 size-full" src="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions.webp" alt="Firebox instructions" width="1500" height="350" srcset="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions.webp 1500w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions-300x70.webp 300w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions-1024x239.webp 1024w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/tolko-firebox-instructions-768x179.webp 768w" sizes="auto, (max-width: 1500px) 100vw, 1500px" />
Oh, we had fun with this one!
<ul>
<li>Leaning fully into the idea of ease of use, convenience, and sustainability, a Firebox brand was developed using icon-style designs and humour. The fire assembly instructions were printed on recycled paper to be used as fire starter and included safety recommendations about disassembly and a QR code to <a href="https://firesmartcanada.ca/" target="_blank" rel="noopener">FireSmartCanada.</a></li>
<li>The Firebox features a tree-shaped cutout showing the logs and half-logs inside the box and the burn time indication. These help the buyer make a faster and informed purchasing decision.</li>
<li>A landing page was developed to offer further information, provide a distributor login with specifications, and attract a target audience of novice campers, young people, or anyone inexperienced with lighting fires. </li>
</ul>

Results

&#8220;Thanks to their work and insights, our company is prepped to make an impactful entrance into the right new markets with the right products to address gaps for our end-users. This is going to allow us to make each marketing dollar work a lot smarter for this new endeavour for our company!&#8221; &#8211; J. Norris, Marketing Director

Client Testimonial

Axiom Equipment Group - b2b market research

Conquering The Equipment US Market Backed By B2B Research

<a href="https://axiomequipmentgroup.com/" target="_blank" rel="noopener">Axiom Equipment Group</a>, a Canadian equipment supplier and manufacturer, had a vision: to expand into the lucrative yet challenging US market. With decades of success in Canada, Axiom knew that the stakes were high and that entering a new market—especially one as competitive as the US —required more than ambition: it required preparation They needed a data-driven strategy, deep market insights, and a clear understanding of opportunities and risks. With so much on the line, they sought a B2B market research partner who could provide the intelligence needed to make informed decisions and avoid pitfalls derailing even the biggest brands.

Measure twice, cut one.

Expanding into the U.S. market presented Axiom with several critical challenges. The off-grid equipment sector is vast and complex, with significant regional variations in demand, competition, and regulatory environments. Axiom needed to pinpoint the regions with the highest growth potential while also understanding each region&#8217;s unique challenges. Furthermore, traditional markets such as oil and gas are showing signs of slowing down, making it imperative to explore emerging sectors like renewables, where the company could leverage its expertise and resources.
Additionally, Axiom had to navigate the uncertainties of entering a new market without the benefit of on-the-ground experience. They needed to ensure that their resources were allocated strategically, avoiding the costly mistakes that have tripped up other companies during international expansions. The challenge was clear: find the right opportunities, mitigate risks, and craft a go-to-market strategy to position themselves for long-term success.

BlackBean developed a comprehensive market research strategy that left no stone unturned. The approach was threefold:
<ol>
<li>In-Depth Market Research: We conducted extensive desk research to analyze the social, economic, and competitive landscapes of Axiom’s target industries in the US. This research was supported by surveys and interviews conducted by specialized research partners, providing a holistic view of the market dynamics. The goal was to find any opportunity and identify the most lucrative markets for expansion.</li>
<li>Strategic Opportunity Identification: The research revealed that the Midwest (North Central sales region) and the Western United States offered the greatest potential for Axiom’s entry, particularly in the mining and renewable energy sectors. These regions were identified based on their strategic importance, ongoing investments, and alignment with the company’s strengths. While traditional sectors like oil and gas showed a decline, the renewable sector emerged as a promising avenue, bolstered by billions of dollars in public and private investments.</li>
<li>Risk Mitigation and Go-To-Market Strategy: Understanding the risks inherent in the U.S. market was as crucial as identifying opportunities. We equipped Axiom with the knowledge they needed to navigate these risks, from regulatory challenges to regional competition. By providing a data-driven roadmap, Axiom can make informed decisions, allocate resources effectively, and avoid the pitfalls that have ensnared other companies attempting similar expansions.</li>
</ol>

Solution

When it comes to marketing the industrial or blue-collar sector like an HVAC business, for example, one-size-fits-all just ain&#8217;t gonna cut it. The market is different, the offerings are very specific, and the competition is fierce. To stand out from your competitors, you are going to want to have a strategy and tactics designed specifically for your unique situation and model.
Sure, <a href="https://blackbeanmarketing.com/insights/industrial-manufacturing-seo-what-you-need-to-know-about-seo-for-b2b">SEO for B2B</a> can take time. However, there are things we can do to boost or accelerate results and help you see a return on investment in a shorter time, as long as you are willing to be bold and seize opportunities as they come! With the right partners with the right experience for your sector, you can take your growth to the next level.

Use targeted marketing made just for your industrial business

M&T Air Conditioning Ltd. - hvac marketing

Commercial HVAC Sees 24% YoY Website Traffic Increase

<a href="https://mandtac.com/" target="_blank" rel="noopener">M&amp;T Air Conditioning Ltd.</a> is a well-established commercial HVAC service provider based in British Columbia, known for delivering reliable air conditioning solutions in record service time. Despite its strong reputation and consistent customer base, the company struggled as the market became more competitive, and customers increasingly turned to online search engines to find service providers.

The combined power of optimizing your Google listing, expert SEO and... patience!

M&amp;T Air Conditioning faced several challenges in their digital marketing efforts. First and foremost, their online traffic was inconsistent, with significant fluctuations depending on the season. While they experienced a natural uptick in inquiries during the summer, this was not always reflected in their digital metrics. Additionally, the competition in the HVAC market was fierce, with many competitors vying for the same local search terms. M&amp;T’s existing website and digital assets were not optimized to capture the growing number of potential customers searching for services online, leading to missed opportunities.
Furthermore, the company lacked a comprehensive system to track the effectiveness of their digital marketing efforts. Without clear attribution, it was difficult for M&amp;T to understand which strategies were driving results and where improvements were needed. They needed a solution that would enhance their online presence and provide actionable insights into customer behaviour and lead generation.

To tackle these challenges, BlackBean developed and executed a multi-faceted SEO strategy tailored to M&amp;T’s specific needs. The solution was built on three main pillars:
<ol>
<li>Local SEO Optimization: We focused on improving M&amp;T’s visibility in local search results. This involved optimizing their Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across all online directories, dramatically boosting their 5-star reviews, and targeting local keywords that potential customers would likely use when searching for HVAC services.</li>
<li>On-Site SEO Enhancements: The website was audited and updated to improve its search engine performance. This included optimizing existing content, improving site speed, and ensuring the website was mobile-friendly. Meta tags, headers, and alt texts were tweaked to align with targeted keywords, and new content was developed to address common customer queries and pain points.</li>
<li>Performance Tracking and Analysis: To measure the impact of these efforts, BlackBean implemented advanced tracking systems, including CallRail for phone call attribution and Google Analytics for web traffic analysis. This allowed M&amp;T to see exactly where their leads were coming from and provided valuable insights into customer behaviour, helping to refine ongoing strategies.</li>
</ol>
During the campaign, a particularly intense heatwave hit British Columbia, leading to a surge in demand for air conditioning services. The SEO strategies allowed M&amp;T to capitalize on this demand, significantly increasing the number of customer inquiries and maximizing their market share during this critical period.

The SEO campaign and other digital marketing tactics executed by BlackBean yielded substantial results, significantly enhancing M&amp;T Air Conditioning&#8217;s online presence and lead generation capabilities. The results were particularly notable during the heatwave in British Columbia, where the demand for air conditioning services spiked. Here’s a detailed look at the outcomes:
<ul>
<li>Phone Calls: During the heatwave, M&amp;T experienced an 85% increase in phone calls, with 74 calls recorded over a 2.5-week period compared to 40 calls in the previous 19 days. Notably, 41 of these calls were business-related inquiries that resulted in new jobs.</li>
<li>SEO Performance:  The website saw a 36% increase in clicks during the last 28 days compared to the previous period and a 45% year-over-year increase in the same timeframe.</li>
<li>Enhanced Organic Search Traffic: One of the most significant achievements was the 24% increase in organic search traffic, driven without the need for paid advertising. This organic growth was crucial for M&amp;T, as it demonstrated a sustainable increase in visibility that could continue to deliver results long after the initial campaign ended.</li>
<li>ROI and Benchmarking Insights: The implementation of CallRail provided M&amp;T with critical insights into the ROI of their SEO efforts. Over the course of the 6-month engagement, 92 calls were directly attributed to Google Search, giving M&amp;T a clear benchmark for future marketing endeavours. With an 8% conversion rate from organic users to phone calls, M&amp;T now has a reliable metric to gauge the potential return on investment from growing their search traffic further.</li>
<li>Visibility and Brand Awareness: The overall visibility of M&amp;T’s brand on Google was at its highest in 16 months, with 186,000 organic impressions recorded during the engagement.</li>
</ul>

The team at BlackBean was so easy to work with! They are very responsive, and the time difference from Europe to Western Canada was never an issue because of it. They were quick and excellent at designing and streamlining content, which expedited the whole process. We loved working with them.&#8221; &#8211; P. Sigetty, co-founder

Valcon Medical - investor deck design

Securing Capital Raise with Investor Pitch Deck

<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="316" data-styled-node="true" data-variable-line-height="false">Aureum A/S (now <a href="https://www.valcon-medical.com/" target="_blank" rel="noopener noreferrer" data-key="318" data-styled-node="true" data-variable-line-height="false" data-sentry-component="LinkComponent" data-sentry-source-file="index.tsx">Valcon Medical</a>), a startup in the medical cannabis field, was brand new and had very little visibility. The primary challenge for Aureum was raising capital in a highly regulated industry. Aureum was the first contract manufacturer of medicinal cannabis extracts in the EU, a rapidly growing market projected to be worth EUR 2.23 billion by 2024.</div>

Supporting startup capital with a powerful investor deck

<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="326" data-styled-node="true" data-variable-line-height="false">Aureum needed to effectively communicate their business model and growth potential to attract investors. Like many startups, they were passionate about what they did and had a lot to say about it! </div>
<div class="ThemeRichTextConsumer__Component-sc-1qivc44-0 bfpYPF ThemeParagraphConsumer__Component-sc-1frih4f-0 lospIA" data-key="326" data-styled-node="true" data-variable-line-height="false">The challenge was to streamline and present this massive amount of content in an attractive and digestible format for potential investors.</div>

BlackBean worked collaboratively with the young Aureum team to rework and streamline their content. The goal was to preserve the most important facts while avoiding information overload. We focused on their potential for growth and produced a visually appealing branded investor deck in both PowerPoint and Google Slides.
This deck highlighted their unique value proposition and market position, ensuring it was engaging and informative!

They got acquired, which tends to be the best result for startups, isn&#8217;t it? More specifically:
<ul>
<li>Received a $3.5M exclusive supply and distribution rights LOI</li>
<li>34 months from investor deck finalization by BlackBean to acquisition.</li>
</ul>

Laura Norup-Boyer

We’re excited to share that BlackBean has been acquired by <a href="https://sitepartners.ca">SitePartners</a>, a well-known industrial agency based in Vancouver, Calgary and Toronto. This acquisition marks a significant step forward in expanding our resources, enhancing our service offerings, and strengthening our commitment to serving our clients with world-class marketing solutions.
<h2>Deepening Our Industrial Marketing Expertise</h2>
It&#8217;s rare to find agency talent who truly understands and is passionate about the industrial sector, but that’s exactly what we found in SitePartners. Both BlackBean and SitePartners have built their reputations on deep expertise in the industrial and B2B space, making this acquisition a natural fit.
Clients trust BlackBean because we specialize in industrial marketing—we speak the language, understand the challenges, and know what drives results. That trust remains stronger than ever, as SitePartners shares this same specialized knowledge and commitment to delivering value. Together, we are even better positioned to provide innovative, results-driven marketing solutions tailored to the evolving needs of industrial businesses.
<h2>Strengthening Capabilities and Expertise</h2>
The addition of BlackBean Marketing’s talented team brings specialized expertise in content strategy, lead generation, SEO, web design, and tactical marketing services. This not only enhances SitePartners’ capacity but also expands our ability to provide comprehensive digital marketing solutions that drive results.
We are thrilled to be welcomed to SitePartners, including <a href="https://sitepartners.ca/team/laura-norup-boyer?referrer=TeamLink">Laura Norup-Boyer</a>, former CEO of BlackBean, who will take on the role of VP of Client Success. In this position, she will lead our account team and ensure we continue delivering outstanding service to our clients.
<img loading="lazy" decoding="async" class="size-large wp-image-3486 aligncenter" src="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-19-1024x576.webp" alt="Laura Norup-Boyer at SitePartners" width="640" height="360" srcset="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-19-1024x576.webp 1024w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-19-300x169.webp 300w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-19-768x432.webp 768w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-19-1536x864.webp 1536w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-19.webp 2000w" sizes="auto, (max-width: 640px) 100vw, 640px" />
<h2>A Look Toward the Future</h2>
This acquisition marks an exciting milestone for SitePartners with the establishment of a formal office in Kelowna. With a dedicated presence in the BC Interior, we are now better positioned to serve industrial businesses in Kelowna, Kamloops, Vernon, and beyond. As we continue to grow, our commitment remains the same—delivering impactful marketing solutions that drive success for industrial businesses across North America.
<h2>What This Means for Our Clients</h2>
This acquisition is about more than just growth—it’s about delivering greater value to our clients. With increased resources, enhanced expertise, and expanded market reach, we are even better equipped to support industrial businesses in achieving their marketing and business development goals. Whether it’s branding, content marketing, digital strategy, or multimedia production, our combined expertise will ensure that our clients receive best-in-class marketing support tailored to their unique needs.
<a href="https://sitepartners.ca/team/andrew-hansen?referrer=TeamLink" target="_blank" rel="noopener">Andrew Hansen</a>, CEO of Site, shared his excitement about the acquisition:
<blockquote>&#8220;We are excited to welcome new talent to our team, expand our service offerings, and strengthen our market reach with a new office in Kelowna. The expertise and industry knowledge that the BlackBean team brings will allow us to create even more value for our clients in the industrial sector.”</blockquote>
<img loading="lazy" decoding="async" class="size-large wp-image-3487 aligncenter" src="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean_2-1024x576.webp" alt="Andrew Hansen, CEO of SitePartners" width="640" height="360" srcset="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean_2-1024x576.webp 1024w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean_2-300x169.webp 300w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean_2-768x432.webp 768w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean_2-1536x864.webp 1536w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean_2.webp 2000w" sizes="auto, (max-width: 640px) 100vw, 640px" />
<a href="https://www.linkedin.com/in/laura-c-boyer/" target="_blank" rel="noopener">Laura Norup-Boyer</a>, former CEO of BlackBean and now VP of Client Success at SitePartners, emphasized the natural alignment between the two companies:
<blockquote>&#8220;I have long admired the quality of creative work produced by SitePartners and was excited to find that we share a deep passion for the industrial sector and a commitment to delivering value to our clients. This acquisition brings together BlackBean’s proven expertise in tactical and strategic marketing with SitePartners’ strengths, creating even greater opportunities for our industrial clients.&#8221;</blockquote>
To celebrate this exciting milestone, SitePartners will be hosting an event at their new Kelowna office this spring—stay tuned for details!
With an expanded team and a formal presence in the BC Interior, SitePartners is more equipped than ever to deliver industry-leading marketing solutions that drive real results. This marks the beginning of an exciting new chapter, reinforcing our joint commitment to elevating the industrial sector with specialized expertise and innovative strategies.
To learn more about how we can support your business, visit <a href="https://sitepartners.ca/" target="_blank" rel="noopener">SitePartners</a>.
<img loading="lazy" decoding="async" class="size-large wp-image-3488 aligncenter" src="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-5-1024x576.webp" alt="Dana Hare, BlackBean" width="640" height="360" srcset="https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-5-1024x576.webp 1024w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-5-300x169.webp 300w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-5-768x432.webp 768w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-5-1536x864.webp 1536w, https://partners.blackbean.marketing/blackbean2023/wp-content/uploads/sites/9/SitePartners_BlackBean-5.webp 2000w" sizes="auto, (max-width: 640px) 100vw, 640px" />

BlackBean is Acquired by SitePartners

bbheader

&#8220;Powering Your Growth with Purposeful, Precision Marketing&#8221;
BlackBean Marketing is a full-service industrial marketing company with expertise in brand strategy, SEO, web design and fractional CMO services.
We empower manufacturing, chemical and energy companies to reach their growth goals through our B2B digital marketing services &#8211; increasing visibility and engagement, strengthening positioning and branding, driving higher-quality leads, and maximizing marketing return on investment.
Your business has unique sales and marketing challenges: we solve them with you and help your company grow.

What We Do

Axiom Equipment Group

Scuka Construction

Vega

Goodman Steel

Clearsolv

Altec

CaraGreen

Project Electric

Kelowna Sand and Gravel

M22 Tactical

Canaan Group

Americo Chemical

Sunshine Renewable Solutions

M&T Air Conditioning

PW Trenchless

Industrial Plankton

Tolko Industries

Arctic Compressor

Achieve more with a specialized industrial marketing team!

industrial marketing company

Bolt-on marketing performance for B2B manufacturers.

Website

Biotech

J. Green

We were blown away by the designs that they provided for us from the first drafts. They were colourful, engaging, and everything that we thought our audience was going to be looking for. We are incredibly excited about the impact that we’ve been able to make and how well the materials BlackBean delivered have enabled us to tell our story as a company.

D. Briggs

Building a website can feel like a daunting task, but BlackBean made the experience from start to end extremely seamless. Their workflow process is exceptionally user-friendly, communication was excellent with progress updates and regular check-ins. The project was completed on time and within budget, and the end result exceeded our expectations. The BlackBean team is extremely personable, knowledgeable, thorough, and innovative, and I wouldn&#8217;t hesitate to work with them again!

Strategy

Manufacturing

D. Williams

They were professional in their approach to our marketing needs and responded to all our requests with a welcomed out-of-the-box perspective. They are a talented group that we serendipitously found online, and I we glad we did. They were attentive, responsive, and well-organized. The Blackbean team has an open communication style that made our engagement easy and I looked forward to our interactions.

industrial marketing company

Bolt-on marketing performance for B2B manufacturers.

What We Do

BlackBean is excited to announce its acquisition by Site.

Signup Successful!