Marketing Success: Keystone's Transformative Partnership with Vested

Because efficient operations and a strong online presence are crucial in the oil and gas industry, Keystone turned to Vested for transformative solutions. Facing challenges with CRM utilization and digital marketing, Keystone needed a way to streamline their sales processes and enhance their online footprint.

With Vested's expertise in HubSpot, SEO, and website optimization, they successfully increased Keystone's brand visibility and lead generation, solidifying their industry leadership.

Overview

With over 50 years of combined manufacturing experience of bridging the gap between quality and service, customers and distributors, and performance and economy, Keystone understands the critical requirements of the oil and gas industry, from on-time delivery to competitive pricing and product availability.

Keystone provides the drilling industry with support and stability through designing, manufacturing, and delivering high-quality oilfield tools, including drill pipe float valves, stabbing guides, baffle plates/valves, valve pullers, rotating mouseholes, and tong blocks.

Before collaborating with Vested, the Keystone sales team was not fully leveraging their CRM or deal flow to their full potential, causing the company to be less efficient and less cost-effective. Keystone's use of an inefficient (SEO-wise) website created a barrier between the team and potential customers. Additionally, the few marketing efforts and sales materials made it difficult to maintain the company’s reputation digitally.

Vested's Approach

The Solutions

Vested's creative approach has significantly transformed Keystone's sales and marketing strategies. By integrating advanced CRM tools, enhancing SEO practices, and optimizing their website for a better user experience, Keystone has seen remarkable improvements in efficiency, lead generation, and overall business growth. This collaboration has not only elevated Keystone's digital presence, it has also reinforced their status as a trusted leader in the oil and gas industry.

1. Implementing Sales CRM & Tools

Vested's team integrated HubSpot with Keystone's platforms to seamlessly integrate contact management (CRM), deal flows, and task management.

These tools enable Keystone's sales team to have relevant conversations with marketing qualified leads (MQLs) and efficiently optimize their sales flywheel.

Today, Keystone's leads are effortlessly developed through the buying process.

2. Increased SEO and Google Ranking

Strategic blog content was created to establish Keystone as the subject matter expert in their industry, both in Google's eyes and their prospects. In addition, developing pillar content and downloadable e-books and brochures provided resources for prospects to actively engage in their sales flywheel.

Optimizing all content with SEO best practices enabled Keystone to rank against their competitors. The use of pillar content, lead magnets, and associated blogs allowed Keystone to lead Google ranking under keywords of interest.

This grew their organic search, ultimately lowering expenses and increasing conversion rates.

3. Optimize Website for Better User Experience

Vested implemented lead forms and chatbots for prospects to easily engage with the Keystone team.

These tools equipped Keystone to nurture prospects and aid lead generation to overall acquire more ideal customers.

By expanding their website development, Keystone now had a growth-driven tool working overtime so they don't have to.

The Results

1. Website Sessions and Inbound Leads

Through inbound marketing, Keystone's website increased views by 67.32%, ultimately engaging 43.59% more prospects down the funnel

2. Google Ranking

Vested used blog posts and online content to generate an increase in organic search traction, being their highest acquisition channel

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About Vested Marketing

As a certified HubSpot Partner Agency, we not only understand the benefits of using the inbound marketing platform to increase traffic and engagement, improve SEO, generate leads, design effective websites and boost sales, we know how to make it happen.

We are inbound marketing experts, SEO gurus and top-notch website developers.

Our team of Engineers Turned Marketers can help get you noticed - for a more innovative and effective way to reach customers, or provide a more seamless way for companies to find your services. Inbound Marketing has no limit to industry, serving from Crypto & NFT, mining, oil and gas, technology & automation, engineering, technology, construction, healthcare, specialty pharmacy, to industrial & manufacturing.