The challenge
Ferrell-Ross recently went through a company relaunch. It sold two product lines and brought the rest under one name, manufactured by A.T. Ferrell. Tom wanted every part of the business accountable for revenue, and the market still knew the company by its old names.
Flaking mills sell on trust. Steam-flaking buyers depend on a source they know, and oilseed engineering teams specify equipment 15 to 18 months before an order. Tom saw a gap in staying in front of those people. With sales associates in the United States and Mexico, he needed buyers to know Ferrell-Ross before the first sales call.
The solution
Make Ferrell-Ross the name buyers and engineers already know when a project starts. The content strategy leads on its differentiators, starting with an American-made flaking mill in a market sourcing overseas, and proves why they're the top choice for flaking mills.
Stay in front of buyers between sales calls
A weekly schedule on LinkedIn, Facebook and the blog keeps Ferrell-Ross visible to buyers and dealers between conversations.
Turn engineering knowledge into buying proof
Cut sheets, plant photos and the team's know-how become articles that answer what operations leads ask before they choose a mill.
Keep the President on approval, not production
Glowtify runs the calendar and the production. Tom checks technical accuracy and approves.
Glowtify understood what we do here at Ferrell-Ross immediately. They grasped our business, our customers, and our complexity with ease, and this has significantly accelerated the speed at which we're telling our story. And the result is faster time to influencing the hard work of our sales team with digital marketing, or what I call, the silent sales agent.
The results
In the time it would take to find and onboard a marketer, Ferrell-Ross built a public record buyers can find between sales calls. Eight SEO-optimized articles now answer the questions engineers ask when they specify equipment. Fifteen weeks in, the company still publishes four pieces a week.
The content is resonating. Average LinkedIn engagement per post rose from 13.4% to 22.0%, about five and a half times the 4.03% industry benchmark. Across LinkedIn and Facebook, the posts have appeared in feeds over 16,000 times.
The effect is reaching the sales team. Tom has noticed an uptick in inquiries to the company's sales inbox compared with six to eight months ago. And the President approves the work instead of producing it, which puts his time back on the relaunch.
Benchmark: Hootsuite 2025 Industrial and Manufacturing report, 4.03%.
