IN THE FIRST 9 MONTHS
  • SALES INQUIRIES
    174
  • GENERATED IN PIPELINE
    $1MILLION
  • PAGES THAT APPEARED IN GOOGLE AI OVERVIEWS 
    90
Manufacturing
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the workBuilding a Brand that Supports Sales: The CRB Water Rebrand Story

services
INDUSTRY
  • Manufacturing
LAUNCH SITE
Image

Top Metrics

First 9 Months After Launch
"Knowmad has been a true collaborative partner. Excellent all the way around."
Faina Durante -- VP of Marketing
Sales inquiries
174
Generated in pipeline
$
1
Million
Pages that appeared in Google AI Overviews
90
ABOUT THE PROJECT

Background

CRB Water (formerly Chemtron Riverbend) is one of the fastest-growing water treatment partners in North America. They provide industrial and commercial water treatment solutions, specializing in water chemistry, system optimization, and regulatory compliance.

For years, the company relied almost exclusively on relationship-driven sales to fuel growth. But as the business expanded quickly - with five corporate acquisitions within two years - their new (and first) VP of Marketing, Faina Durante, recognized they needed a consistent brand identity and strong marketing infrastructure if they were to remain competitive in the marketplace.

Challenges

CRB Water needed to establish a marketing foundation to solidify its brand identity in the marketplace and contribute to the organization's growth. As they scaled, they recognized that they had no marketing processes or systems in place, no lead generation, and no clear or consistent messaging. Furthermore, their website, built in 2018, was outdated, had limited organic traffic, contained inaccurate information, and lacked strategic conversion paths.

Goals

With new growth came the opportunity to build a brand and marketing foundation that would serve the company for the future. Faina had several key objectives:

  1. Develop Unique Brand Identity: Multiple “Chemtron” brands existed in the market, leading to brand confusion.

  2. Communicate Unique Selling Proposition (USP): Sales initiatives needed support to differentiate themselves from competitors and to speak the language of their technical buyers.

  3. Establish Marketing Infrastructure for Continued Growth: The website needed to generate qualified leads and contribute to revenue.

As a team of one, Faina was also looking for a partner who was collaborative, easy to work with, had experience with HubSpot, and was familiar with their niche industry. She needed to reach her KPIs, but she also needed an agency that could adapt as her role and the organization grew.  

Solutions

Develop Unique Brand Identity

To develop a unique brand identity, Knowmad set out to clearly identify and communicate not only what CRB Water did, but also who CRB Water was. Through team and customer interviews, buyer research and leadership workshops, Knowmad gathered the qualitative data necessary to unearth a clear market position that spoke to CRB Water’s key audiences.
Learn More About Messaging Strategy

Communicate Unique Selling Proposition (USP)

A clarified brand meant a new visual identity. Knowmad helped create a new logo, along with brand standards and sales collateral the sales team could use with confidence. Through clean visuals and coherent messaging across all customer touchpoints, CRB Water was immediately distinguishable from other “Chemtron” companies while maintaining its reputation as a trusted partner.
Learn More About Brand Collateral

Establish Marketing Infrastructure for Continued Growth

To build a marketing foundation that could support scalable growth, the new website needed to do more than match CRB Water's new branding: it also needed to work as an effective lead-generation tool. Understanding CRB Water's core audiences, Knowmad built the new website with clear lead generation pathways to improve the customer experience and support CRB Water's sales goals. The site also included SEO-optimized content to drive organic traffic, along with HubSpot integration and performance tracking to support long-term pipeline growth.

Learn More About Website Design

Build Search Visibility

A new website is a starting line, not a finish. After launch, Knowmad ran an ongoing SEO program to make CRB Water's pages findable when buyers search for water treatment problems and solutions. That work included structuring and expanding content around the questions CRB Water's technical buyers actually ask, optimizing pages for the terms those buyers use, and strengthening internal links so search engines could read the site as an authority on industrial water treatment. Each optimization was measured against a baseline before it started, so the team could see what moved and why.

Learn More about Search Marketing

Results

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A Happier Sales Team

After launching the new website and marketing collateral, it was clear to Faina that the sales team had been “starving” for these resources. They shared with her how much better it felt to bring a clear, consistent brand to market.

A Revenue-Making Marketing Program

With little marketing infrastructure and a website that generated minimal traffic or leads, CRB Water had limited ability to measure marketing's impact. The new brand, website, and marketing foundation changed that—creating measurable business results and demonstrating marketing's value to leadership.

In just nine months, this integrated approach generated 174 sales inquiries—including consultation requests, contact form submissions, and direct bookings with representatives. Together, these elements built a consistent engine that contributed more than $1.5M to the sales pipeline.

Inquiries have grown steadily rather than spiking once. The site produced 12 in its first full month and 27 in its strongest, with volume climbing through the period.

Visibility Where Buyers Search

Within nine months of launch, 94% of CRB Water’s website pages were earning search impressions, helping drive more than 5,200 visits from organic search. That visibility has also extended into AI search: 90% of CRB Water's pages have appeared in Google's AI-generated answers.

CRB Water’s website now places the company in front of potential buyers as they research problems and evaluate solutions - creating opportunities for the business to be discovered without relying solely on sales outreach or paid advertising.

Significant New Business: A $500k Account

Within months of launch, CRB Water closed one of the largest accounts in company history to date. The new client told them the website was one of the deciding factors.

"The new website told a compelling story that demonstrated an understanding of their specific challenges, which set us apart from their previous provider," Faina shared. "They could tell we got it. We weren't just another vendor."

A Foundation for Growth

Since launching the new brand and website, CRB Water has transformed marketing from a supporting function into a strategic growth driver.

Leadership has fully embraced the marketing strategy after seeing measurable business results, including new revenue opportunities generated through the website. With executive buy-in and a proven foundation in place, Faina has exceeded her KPIs and is able to expand her marketing team to support the company's continued growth.

CRB-LONG-HOME (1)

Marketing should grow with your company.

From brand strategy and messaging to website development and lead generation, Knowmad helps industrial and B2B companies build marketing systems that support sales, create measurable business value, and prepare organizations for their next stage of growth.

Ready to turn your marketing into a growth engine? Let's talk.

Schedule a call with our team today.