STOBER Drives (U.S.) in Maysville, Kentucky serves industries, such as packaging, food processing, and more, that demand peak performance. As a premier gearbox and motor supplier, they’re known for best-in-class products and an unwavering commitment to service.
Rethinking Marketing for a Precision-Driven Brand
When Marketing Manager Amy McCord identified the need for sharper, more strategic messaging, she wanted to do it the “STOBER way”. “We wanted to make some shifts – expand our product offerings and revamp our messaging,” Amy explained. “We wanted guidance, but we didn’t want someone to just do it for us. We wanted someone who would work with us.” That’s when she met Amy Connor from CMO-OnLoan, whose collaborative approach quickly stood out. “She helped guide our process so we could contribute and really hone things in,” said Amy McCord.
The first phase of the partnership focused on STOBER’s Motion Control Business Unit, building a clear Promise and Secret Sauce that could rally the team and clarify value for customers. A second phase followed for their Power Transmission Business Unit.
From Internal Clarity to External Confidence
For STOBER, the challenge wasn’t capability, it was alignment. With a strong team in place, they needed a unified message that resonated internally and externally. “They had all these great things happening,” said Amy Connor. “They just needed someone to help them see the opportunities and build a structure that linked their marketing strategy and plans directly to business and sales goals.”
That’s exactly what STOBER & CMO-OnLoan did. Together, they created a funnel-based KPI model to track performance beyond just leads and developed messaging that simplified complex technical expertise. “Now we have messages that give new life to our products,” said Amy McCord. “We don’t release new SKUs every year, so our messaging helps keep attention and engagement high.”
The collaboration also strengthened Amy McCord’s data usage: “I now have a stronger understanding of the data we need to look at and how to use it. It helped me think about how to utilize my team’s capacity and identify new opportunities. It gave me tools I didn’t know I needed.”
A Messaging Framework That’s Built to Last
The most transformative outcome was the clarity STOBER gained around their brand identity. “We built out a Promise and Secret Sauce that our highly technical teams could rally around,” Amy McCord shared. “We knew what made us special, but now we can articulate it in a way that’s easy for everyone to understand. And that’s powerful.”
CMO-OnLoan’s role didn’t end with deliverables. “Amy didn’t pedal what we didn’t need. She focused on what she could bring that would help us, and she checks in just to see how I’m doing. It’s very refreshing.”
A Company That Puts People First
For STOBER, success starts with its people. “It’s a humble group doing amazing work,” said Amy Connor. “They’re dedicated to solving complex problems for their customers, and it was rewarding to help a company like that take the next step.”
With a strong team, refined messaging, and a marketing foundation built to evolve with the business, STOBER is ready for whatever comes next. “We’re excited about the future,” said Amy McCord. “Marketing is playing a bigger role than ever, and our new messaging gives us a rallying cry to move forward together.”
Learn more about STOBER at https://www.stober.com/.