Inbound Marketing for Specialty Chemical Manufacturer

Mallard Creek Polymers, Inc. (MCP) offers an evolving line of synthetic emulsion polymers with a customer-centric approach. The company got its start manufacturing styrene-butadiene latex, but they've grown to offer a diverse line of water-based emulsions that includes acrylic and styrene-acrylic latexes. This growth spurt has positioned MCP to serve domestic and international customers who need water-based polymers.

MCP needed a way to scale their sales efforts in response to increased global competition. New sales people had recently been added, which created the need to generate more sales leads. The company had maxed out its offline marketing efforts and recognized that digital marketing held the highest potential to deliver quality leads to the sales team. Unfortunately, the company's website was outdated and didn't position the company well enough. Products, especially, were lacking valuable information for buyers. The website was simply a brochure, offering no true lead generation capabilities. While the brand of the company was strong, a new vision was needed to develop an accompanying online presence. This meant a redesign of the corporate website, including content development and planning for online lead generation.