Steelhead Technologies develops software that revolutionizes industrial job shop operations, saving time and boosting profit margins. Tasked with expanding across North America, we stepped in to craft a strategy that would build trust and overcome resistance to adopting new technology in a traditionally paper-based plant management industry.
Disrupting a paper-based processes is no small feat, especially when dealing with older operators often wary of technology. Steelhead needed to prove the value of interrupting production to adopt their software while building trust with job shop owners who were skeptical of change. The challenge was clear: demonstrate undeniable value and make the transition feel worth the risk.
We leaned into Steelhead’s existing traction, using their impressive client case studies as social proof in paid social ads. These ads spotlighted job shops that had already transformed their operations, delivering the message: “These shops, just like yours, are saving time and increasing profits with Steelhead.” We also amplified Steelhead’s hard data on time savings and profit increases, turning their on-site efficiency audits into an engaging, industry-specific quiz. This quiz highlighted just how much money job shop owners were leaving on the table by staying analog.
The efficiency quiz was a hit—so much so that a competitor even attempted to copy it. Its success lay in its specificity to the job shop industry, a space often overlooked by marketers. Meanwhile, testimonials once again proved their unrivaled value, serving as a cornerstone of trust-building campaigns and demonstrating their versatility across multiple channels. Steelhead didn’t just capture attention; they redefined expectations in their market.
