Case Study · Building materials manufacturing

Thirty years of production. One distributor. Then the distributor broke the commercial model.

A national-scale specialty manufacturer with a 15,000-contact list, no CRM, a 52/100 SEO score, and an H1 set to 'Home.' We rebuilt everything and wired five agents to do the selling.

The situation

A distribution monopoly, broken. Everything downstream of it, too.

The manufacturer had scaled to meaningful revenue through a single national distributor, a concentrated, efficient model that worked until it didn't. The distributor began forcing markups that made the product uncompetitive at the end-customer level. The manufacturer broke the distribution contract, bought back a significant inventory position, and emerged on the other side needing to build direct-to-market capability from scratch.

The digital layer had never needed to work before. The distributor handled demand. Now it had to. What we found: a 52/100 SEO score; an H1 literally set to "Home"; zero schema markup; two live domains splitting SEO authority; no CRM; no conversion tracking; minimal online reviews; a 15,000-contact email list sitting dormant with no platform and no authentication. The company had a patent, a documented price advantage versus its main competitor, and no mechanism to communicate either.

The single highest-ROI asset in the business was the dormant list. But before a single email could send, the foundation had to be sound: domain authority consolidated, schema correct, calculators live, tracking in place. You don't deploy agents on a broken foundation.

What we architected

Foundation first. Intelligence layer second. Agents third.

The engagement runs Foundation→Crawl→Walk. Each phase is independently scoped and independently deliverable. Phase 1 is the machine. The agents are the sales force.

Foundation (Phase 1)

Full rebuild. Every system replaced or wired from scratch.

Platform migration

Legacy CMS and page-builder stack → modern web stack with a headless CMS. A 301 redirect map executed before DNS cutover so no authority was lost in the transition. Subdomain folded into the primary domain. Core Web Vitals rebuilt from scratch.

SEO foundation

Full schema suite (Organization, Product, BreadcrumbList, FAQPage). Five state-level landing pages. A structured competitor-comparison page documenting the 100% price advantage and the patent. H1 corrected; meta hierarchy rebuilt; canonical signals consolidated onto one domain.

Conversion infrastructure

A board-foot calculator for project estimation and an instant-quote calculator feeding a lead form. A Command Center CRM-lite for inbound lead management. GA4, GTM, Search Console, and a reporting dashboard wired for full conversion visibility. Baseline zero tracking became complete attribution.

List re-platforming

All 15,000 contacts migrated to a transactional email platform with full domain authentication (SPF, DKIM, DMARC), segmentation by source and recency, and suppression lists built before a single send. The list is live and deployable.

Knowledge infrastructure

A single-tenant Knowledge Wiki, voice-matched to the owner, containing product specs, competitor comparisons, FAQ responses, and sales objection answers. Built as the knowledge base every downstream agent will query.

Intelligence Layer + Agents (Crawl → Walk)

Five-agent roadmap deploying onto the foundation Phase 1 built.

Outreach & marketing agent

Reactivates the 15,000-contact list with a sequenced campaign , with past customers, prospects, and cold contacts in separate tracks. Personalized at segment level, not blast level. Feeds qualified intent signals back to the CRM.

Social & content agent

Generates and schedules product content, comparison posts, and educational material pulling from the Knowledge Wiki. Maintains publishing cadence without human authorship per post.

Lead qualification agent

24/7 inbound qualifier. Handles inquiry volume, asks structured questions, routes hot leads to the owner, and captures cold leads into nurture sequences, without a human in the loop at 11pm.

Back-office & ops agent

Reconciles order data against the inventory buy-back position, flags margin anomalies, and generates weekly operating summaries. The owner sees the business clearly without assembling a spreadsheet.

Dedicated secondary-product-line agent

Focused entirely on a secondary revenue stream that had been generating six figures with zero marketing effort. Handles inquiry, qualification, and proposal sequencing for the highest-margin product line in the catalog.

Outcomes

Real figures from the engagement. Projections labeled.

Phase 1 is in active build. Baseline metrics are real. Traffic and pipeline projections carry the Illustrative label.

15,000

Dormant contacts re-platformed, authenticated, and segmented. Ready to deploy.

Real, from the engagement

52 → 90+

SEO score baseline before rebuild; target post-launch with full schema and Core Web Vitals

Baseline real; target projection

100% price advantage

Documented price advantage over the primary competitor, in writing, on the site

Real, publicly defensible

Six figures

Secondary product revenue closed with zero marketing investment. Now getting a dedicated agent.

Real, from the engagement

20 to 40%

Projected organic traffic lift from Core Web Vitals rebuild and full schema suite

Industry benchmark range

Illustrative

Significant pipeline

Modeled revenue from reactivating the 15K list at documented industry conversion rates

Based on list size and average order

Illustrative

"We found their entire digital infrastructure was as hollow as the supply chain that failed them. Phase 1 builds the machine. The agents do the selling."
Krastor engagement lead

Continue

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