Manufacturer Sees 50% E-Commerce Growth With Sustainable Marketing Strategy

Plymold, a 133-employee manufacturer based in Kenyon, Minnesota, brought on an Authentic Fractional CMO™ to build a formal marketing strategy after relying on one overstretched marketing manager amid a new organizational structure. The engagement implemented a comprehensive marketing plan around SEO and social, transitioned the company to HubSpot’s Marketing Hub, and brought strategic clarity to product development. Over 18 months, Plymold grew e-commerce sales more than 50%, grew social media followers 57%, and built a foundation strong enough to transition into a permanent marketing director role.

“The matchmaking process between Authentic and Plymold was excellent. Our fractional CMO ensured we had set clear objectives and mutual understanding throughout our relationship, making it a safe and smooth business transition for me and my team.”

Ryan Dahnert, CEO, Plymold

Plymold at a Glance

  • Company size: 133 employees
  • Industry: Manufacturing / Distribution
  • Business model: B2B, Distribution / Network, Channel Partnerships / Alliances, Ecommerce
  • Headquarters: Kenyon, Minnesota
  • Key initiatives: Marketing strategy, SEO, CRM implementation, product development, marketing coaching & mentoring, marketing analytics

The Problem

Plymold, a company navigating a new organizational structure, lacked a formal marketing strategy and leadership. Their marketing efforts were reactive and unfocused, relying heavily on a single marketing manager juggling various responsibilities. The company needed a structured approach to build a strong foundation and a roadmap for sustainable growth while avoiding the risks associated with an immediate full-time hire.

The Solution

Plymold partnered with Authentic, leveraging their fractional CMO services. This allowed them to:

  • Implement a comprehensive marketing plan focusing on intentional SEO, search engine marketing, and social media engagement.
  • Transition to HubSpot’s Marketing Hub, enabling lead nurturing and CRM integration.
  • Develop strategic clarity for product development processes, balancing customer-specific projects and catalog offerings.
  • Utilize Authentic’s collaborative CMO methodologies and tools to address challenges and refine their marketing approach.

“[Our fractional CMO] was really invaluable in helping us define the product development paths that we have for the different parts of our business. He was also understanding of the fact that at times we may need to prioritize projects because we’re just not a big enough company to be doing everything at once.”

Ryan Dahnert, CEO, Plymold

The Results

Over an 18-month engagement, Plymold achieved significant milestones:

  • An increase of over 50% in Ecommerce sales.
  • 57% growth in social media follower count.
  • Established clear KPIs, including tracking Ecommerce transactions and LinkedIn engagement.
  • Improved focus and prioritization in product development, leading to more efficient execution.
  • Implemented a new CRM that will enable automated marketing programs, email marketing, lead nurturing, and demand generation programs.
  • Built a robust marketing foundation, enabling the transition to a permanent marketing director role.

“I would encourage people that don’t have a formal marketing leader to consider [fractional Marketing leadership] to be a good pathway as you grow.”

Ryan Dahnert, CEO, Plymold