Poly Processing, a leader in polyethylene chemical storage tanks, relied on trade shows for sales and lacked a strong online presence. We developed their inbound marketing strategy, redesigned their website, and integrated interactive tools — resulting in a 10x ROI and transforming their site into a key driver of new business.
Poly Processing is an industry-leading manufacturer of rotationally molded polyethylene tanks designed for the safe storage of corrosive and hazardous chemicals. Their clients span industrial plants, municipalities, and facilities across North America and beyond, where precision, reliability, and safety standards are critical. Before working with us, Poly Processing had an impressive offline reputation, regularly connecting with potential customers at trade shows and industry events. However, their digital presence wasn’t aligned with their innovative product line or customers’ decision-making processes. They lacked searchable, in-depth content, relied heavily on offline sales, and missed valuable opportunities to reach new audiences through online channels. Redefine Web worked closely with Poly Processing to reposition their website as an accurate sales tool, develop a targeted inbound marketing strategy, create engaging content, and design interactive tools that simplified the complex process of product selection. This digital overhaul enabled their successful transition into an industry-recognized online leader, with automated lead generation that continues to fuel business growth.
Poly Processing partnered with Redefine Web to overcome barriers that limited scalability. Their sales and marketing relied heavily on offline channels, especially trade shows. While somewhat effective, this approach restricted their ability to reach broader audiences and nurture long-term opportunities.
Their website was outdated, offering little beyond basic product info. Considering their products address critical safety needs, the absence of technical documentation or detailed resources made it difficult for engineers and plant managers to evaluate solutions online. With no inbound or SEO strategy, they missed out on high-quality digital leads, losing visibility to faster-moving competitors.
At the same time, many decision-makers preferred to research digitally before contacting suppliers. Without blogs, guides, or educational content, Poly Processing was invisible during the early buying stages. A lack of automation and lead tracking further hurt performance, leaving the sales team with expensive, low-volume leads. In short, their strong products were not reflected in their digital presence, creating an urgent need for a comprehensive digital strategy overhaul.
Redefine Web developed a comprehensive inbound marketing system, starting with buyer persona research and mapping the buyer journey tailored to the chemical storage tank industry. We implemented a modern, mobile-friendly site optimized for UX, integrated a fully interactive tank configurator tool, and built a systematic content strategy that positioned Poly Processing as a thought leader. HubSpot was layered into the process for marketing automation, lead tracking, and sales intelligence, while strategic blog posts, guides, and video content educated buyers and built trust.
Key steps included:
By combining inbound strategy, targeted content, lead generation tools, and HubSpot automation, Poly Processing transformed its digital presence into a revenue-generating powerhouse. The result was a reduction in cost-per-lead by 90%, hundreds of qualified monthly leads, and a remarkable 10x ROI, solidifying their place as the industry’s go-to manufacturer.
Myles Scolnick
Peter Dolenc
Francis Strutt
