Xtek has been solving complex engineering problems for over 115 years. Known for their proprietary heat-treatment process and deep technical talent, they’ve built a global reputation in the steel and aluminum industries. But when the team saw a promising opportunity to expand into the maritime port market, they faced a new kind of challenge. How could they enter a new industry without the internal marketing capability to guide the way?
“We knew our product could make a real difference,” said Joe Fribourg, Xtek Vice President of Commercial Operations. “What we didn’t have was a strategic, repeatable process to bring it to market. That’s why we reached out to CMO-OnLoan.”
Building a Scalable Framework With Strategic Focus
Until this project, marketing at Xtek had been largely informal. The team relied on strong customer relationships and technical expertise. CMO-OnLoan helped shift that mindset, building a strategic marketing foundation the team could scale across future initiatives.
Using the Strategic Marketing Playbook, they guided the ports initiative from idea to execution. The process included defining the ideal target audience, creating industry-specific messaging, mapping personas, and developing a full-funnel marketing plan. Just as importantly, every step was documented. The team walked away with a blueprint they could reuse again and again.
“CMO-OnLoan didn’t just show us what to do. They taught us why it mattered,” said Stephen Myers, Xtek Senior Product Manager. “Now we have the tools and the confidence to take on future markets.”
From Ad Hoc to Proactive: A Marketing Mindset Shift
What started as a single campaign sparked a deeper transformation. The team began thinking differently about how to bring innovation to the market.
“CMO-OnLoan helped us go from reactive to proactive,” said Joe. “Instead of waiting for the sales team to report opportunities, we now identify them and build targeted plans to go after them.”
The ports campaign has already delivered results. Xtek secured new customers, equipped the sales team with tools to engage a new audience, and laid the foundation for continued growth. “We built something we can replicate,” said Kris Tegeder, Xtek Marketing Director. “That’s the part I’m most proud of.”
Collaboration That Delivered Clarity and Confidence
For CMO-OnLoan, the goal was to deliver both results and capability.
“It was energizing to work with such a sharp, experienced team,” said Amy Connor, Founder & CEO of CMO-OnLoan. “Our role was to translate their technical brilliance into a strategy they could own and scale. Watching them take that and run with it has been incredibly rewarding.”
Ready to Lead With Clarity Into the Next Chapter
That momentum continues. Xtek is now applying the same framework to its next initiative, this time with limited outside support.
“We’re proud of what we’ve built,” said Joe. “This work helped us move from rudimentary marketing to something that truly supports our business strategy. It’s the beginning of a new chapter for Xtek.”
To learn more about Xtek, visit https://www.xtek.com/.