Metalworking Group (MWG) is a specialized, global manufacturing company with a rich tradition of heavy plate fabrication, sheet metal fabrication, robotic welding, laser cutting, metal stamping and CNC machined components for OEMs. With a strong background in tools and capital equipment, MWG plays a vital role in the production of complex components that are part of larger systems.
After working at MWG in various roles and for multiple years, Brian Dubay and his business partner, Doug Watts, bought the company in 2018. Dubay shares, “As we transitioned from employees to owners, we felt the weight of everything a little differently. We have almost 130 employees and many customers relying on and committed to us. Our main goal as new leaders was to build on an already successful venture with strategic acquisitions and the modernization of our sales & marketing approach so that we could honor that commitment.”
For help with their marketing, Dubay reached out to Amy Connor, Founder and CEO of CMO-OnLoan.
Aligning Marketing Strategy with Business Goals
Connor says, “In getting to know MWG, it was clear their manufacturing expertise was truly exceptional. It was also clear that their most pressing marketing challenge was the lack of an established marketing department. To reach their growth goals, they needed to diversify into new, sustainable verticals, and they needed resources to do that.”
Dubay adds, “We had previously hired a company to do lead generation for us – but it was just tactical call list generation and not strategic lead generation. Our challenge was in identifying the sustainably growing markets where we might be a good fit, then finding the companies within those markets.”
Building the Foundation for Sustainable Growth
Led by CMO-OnLoan, the teams quickly went to work identifying those sustainable markets, the ideal customers within those markets, the decision maker and influencer roles within those customers, and the messaging and contact plans to engage those decision makers and influencers. Says Connor, “Pretty quickly we were able to help the team pivot from an opportunistic approach to a strategic approach, ensuring they focused on high-growth markets and high potential prospects.”
Connor adds, “After that initial strategic work, we expanded our role with MWG to also include execution. We have been their full-service, ‘on loan’ marketing team for several years now. Over the years we have completed 2 website refreshes; we have developed high-quality content including case studies, videos, and blog posts; we have developed and executed a focused LinkedIn strategy with content calendars, regular posts, and lead generation efforts; and we worked with them to establish their employer branding and employee engagement program.
“They foster a culture of collaboration and integrity. Through and through they are an extraordinary organization with a strong culture. To be able to work alongside such a purpose driven company is a real honor.”
A Trusted Partnership Driving Long-Term Results
Says Dubay, “Working with Amy and her team has been a transformative experience for us. They are not just marketers – they are problem solvers. The flexibility and adaptability they bring to the table have been crucial for us. It’s not just about following a plan; it’s about meeting us where we are and helping us grow strategically. They’re smart, no nonsense, and, most importantly, authentic. They don’t posture – it is just smart people coming together to solve problems.”
Says Connor, “MWG is one of our longest-term clients, but true to the fractional nature of our expertise, every year we evaluate if this is still the right fit. So far, Brian has decided that he isn’t yet ready to hire and manage a full-time marketer, so we are thrilled to keep working as their ‘on-loan’ marketing team.”
Learn more about MetalWorking group at https://metalworkinggroup.com/.