Transform Your Chemical Business with Digital Marketing

In the fast-evolving chemical industry, small and medium-sized manufacturers and distributors face unique challenges. Trade shows and personal networks can only take you so far, especially as the industry is rapidly embracing a digital-first mindset. Younger decision-makers expect proactive, tech-savvy engagement, yet many companies lack the internal marketing expertise to deliver it.

Common Chemical Marketing Struggles

• No Dedicated Marketing Team: Executive leaders juggle multiple roles, leaving little time to build and execute a comprehensive go-to-market strategy.
• Stuck in the Past: Relying on traditional, “analog” methods like handshakes and events, while missing out on leveraging digital marketing channels to reach new and existing buyers.
• Proactive Plan Gaps: Difficulty integrating blogs, video, social media, account-based marketing (ABM), PR, and thought-leadership content to drive consistent engagement and lead generation.
• Appealing to the Next Generation: Failing to connect with tech-savvy professionals who prioritize a digital-first approach to sourcing, education, sustainability, and partnerships.
• Budget and Resource Constraints: Limited funds and expertise to refresh branding, create compelling content, or leverage AI and data-driven campaigns.
• Leadership Void in Marketing: Without a CMO or executive-level guidance, internal teams and external vendors operate in silos, leading to inconsistent strategy execution and missed opportunities.

At Springboard, we specialize in bridging these gaps for chemical companies like yours. As your extended marketing partner and virtual Chief Marketing Officer (CMO), we not only craft tailored digital strategies but also step in to lead and direct your internal resources, external vendors, and overall marketing ecosystem. From high-level strategy development to hands-on tactical execution, we elevate your brand, generate inbound leads, and position you for sustainable growth in a competitive market.

Virtual CMO Services: Executive Leadership Without the Overhead

• Strategic Direction: Act as your on-demand CMO to define a proactive go-to-market plan, aligning the appropriate marketing tools and campaigns with your business goals and budget.
• Resource Coordination: Seamlessly direct internal teams and external partners, ensuring cohesive execution across all channels and eliminating fragmented efforts.
• Tactical Execution: Handle everything from content creation and digital campaigns to performance tracking, freeing your executives to focus on business development and operations.
• Cost-Effective Expertise: Gain C-suite marketing leadership tailored to small and medium-sized businesses, without the full-time expense and employment commitment.
• Embrace Digital Marketing: Utilize the latest digital marketing tactics to appeal to younger, tech-savvy decision-makers.

Comprehensive Marketing Solutions for the Chemical Industry

• Website Development: Create a user-friendly website that showcases your capabilities, culture, and value proposition to drive engagement and conversions.
• Content Development: Produce compelling blogs, whitepapers, and thought leadership content to position your brand as an industry authority.
• Social Media: Build and manage targeted social media campaigns, including LinkedIn, to connect with decision-makers and amplify your brand’s reach.
• Video: Develop high-quality videos that highlight your operations, expertise, and unique offerings.
• Website and SEO Optimization: Implement AI-driven SEO strategies to enhance your website’s visibility and attract high-intent leads.
• Public Relations: Craft strategic PR campaigns to boost your brand’s credibility and secure coverage in industry publications.
• Trade Shows and Events: Design impactful trade show booths and integrate event strategies with digital campaigns for maximum ROI.
• Other Digital Tools: Leverage ABM, email marketing, and analytics to create a holistic, data-driven marketing ecosystem tailored to your goals.

Proven Success:

FutureFuel Chemical Company: Elevating Custom Manufacturing Through Digital Innovation

FutureFuel, a leader in custom manufacturing and performance chemicals, sought to diversify beyond biofuels and amplify their world-class expertise. Partnering with Hexnet, we developed a robust go-to-market plan including:

• A comprehensive website redesign showcasing business units, capabilities, culture, and sustainability.
• Tailored videos highlighting custom manufacturing, performance chemicals, and executive insights.
• A digital marketing calendar integrating trade shows, blogs, LinkedIn announcements, and thought leadership.
• An ABM campaign on LinkedIn targeting chemical executives.

Results: Enhanced online visibility, stronger event presence, and a surge in inbound leads—proving the power of proactive digital tactics.

UPI: Rebranding a Legacy Chemical Distributor for the Digital Age

As a third-generation boutique distributor founded in 1960, UPI (formerly Universal Preservachem) needed a full rebrand to modernize their image and expand reach. We collaborated with Hexnet to act as their marketing extension, delivering:

• A complete website overhaul with AI-driven SEO and an engaging user experience for sourcing over 5,000 products.
• Videos capturing company culture, warehouse operations, white-room services, and in-house labs.
• Industry-specific brochures supporting sales across eight sectors.
• Updated collateral, messaging, and a redesigned trade show booth.

Results: A revitalized brand that fosters client loyalty, boosts internal pride, and better represents their heritage—driving new business in today’s market.

Jumpstart Your Digital Marketing

Schedule a call to explore how Springboard can support all your marketing needs to generate new business opportunities.

Let’s elevate your chemical business together.