PermaTrak North America is a designer and supplier of a concrete boardwalk system, which now relies on inbound marketing as the primary lead generation strategy for their growing business.
When PermaTrak formed in 2010, the marketing and sales strategy revolved around cold calls, cold emails, existing networks, lead services that would deliver lists of upcoming construction projects, and expensive trade shows. The website was developed by another agency as a "digital brochure," to impress landscape architects and engineers, the primary audience. The site came out like a beautiful luxury car without an engine. It was built for looks - not performance. Like many small businesses, PermaTrak struggled with getting traffic to the website, as well as converting traffic into leads their sales team could follow up with.