e-fab
the client
the challenge
The company was facing
- Outdated brand identity that did not reflect the company’s long history of precision and its innovative approach
- Ineffective marketing efforts that were generating poor-quality leads
- Dated website presence that didn’t engage or inform visitors
- Missed opportunities to showcase E-Fab’s expertise in engineering, manufacturing, and quality assurance that benefit industry leaders
In today’s B2B environment, 67% of buyers complete most of their research online before contacting suppliers. E-Fab’s outdated approach was invisibly costing them qualified opportunities.
the solution
We took a strategic approach to building a new E-Fab.
The Farinella team interviewed clients, management, and company personnel to understand what set them apart. We developed E-Fab’s core narrative, one story at a time, and then used those truths to craft a new brand and logo that reflected precision and innovation, with a nod to the company’s history.
We developed a series of logo concepts to begin the process and worked with the client to select a mark inspired by a part manufactured at E-Fab. Our design team developed a color and typography palette that evoked precision. The copywriting and creative direction team built a tone and voice document tailored to engineering decision-makers. We brought them together in a Brand Style Guide to ensure consistency across all touch points.
We utilized our learnings and the new look to develop an informative and engaging website, where we prioritized the information we knew engineers needed to pick E-Fab:
- Capabilities showcase detailing the company’s expertise and experience working in several industries with demanding technical specifications
- Material expertise and information are readily available for engineers
- Industry-specific solutions to speak directly to information seekers
Our team also visited E-Fab’s facility to photograph and video the process and people for added authenticity and realism.
The entire website was optimized for mobile devices, speed, and security.
Once launched, our digital marketing team strategized and optimized content, pay-per-click, and traditional SEO campaigns.
Specifically, we:
- Researched keywords for manufacturing-specific terms
- ICP and audience development for cost-effective spends
- Built campaigns across Google and Bing for pay-per-click advertising
- Executed technical SEO to ensure speed
- RFQ form optimization
- Directory, back-links, and guest posts for national and local SEO
- Continuously monitored and optimized campaigns for cost-per-conversion
The results from our work show consistent improvement —
In addition to ongoing digital marketing work, we create and execute content marketing and authority-building campaigns that feature technical blog posts on E-Fab’s manufacturing expertise, education content for engineers, and content written for search everywhere optimization (both search and LLM traffic). Our social media team produced informative and engaging LinkedIn posts, built relationships through community management, and grew E-Fab’s followers.
Throughout our engagement, we’ve partnered with E-Fab management to uncover new opportunities through outbound marketing campaigns such as Account-Based Marketing, Trade Show Creative, Collateral, and Follow-up Email Campaigns, as well as LinkedIn advertising efforts.
Our ABM strategy includes:
- Ideal customer profile definition
- Target account identification and research
- Multi-channel engagement strategy
- Lead magnet content and design for lead nurturing
- Programmatic advertising to target accounts
- LinkedIn advertising with custom audiences
- Email marketing sequences
- Sales enablement materials
To deliver the best possible results, we optimized E-Fab’s marketing tech-stack using HubSpot and Apollo IO.
the client says
“We felt the whole time that they were invested in the successful outcome of this project and treated us as if we were their most important client. They kept the project moving forward at all times, and all deliverables were completed on or before schedule. This effort has resulted in a definable increase in web traffic, conversions, and overall front-end success.”
— Rocky Gernhardt, Sales Manager
the results
The E-Fab and Farinella relationship kicked off in 2022 and continues to this day.
Key Performance Indicators over this period:
60%
boost in organic website traffic
30%
increase in qualified RFQ submissions
140%
improvement in leads from google ads
59%
reduction in cost per lead
Specifically, comparing October 2025 versus October 2022:
Monthly Qualified Leads
Before: 25
Current: 63
Improvement: 152%
Website Traffic
Before: 1306
Current: 4845
Improvement: 270%
Cost Per Lead
Before: $279
Current: $113
Improvement: 59%
Conversion Rate
Before: 1.8%
Current: 3.1%
Improvement: 72%
The benefits of a long-term partnership include:
- Consistent growth year-over-year since 2022
- Expanded market reach into new industry verticals
- Improved sales efficiency through better-qualified leads
- Enhanced brand positioning in a competitive manufacturing landscape
- Optimized tech-stack for efficient marketing programs and reporting
why it matters to manufacturing companies
Our work with E-Fab shows the importance of deep industry and company research to develop educational and informative technical content to convert engineers and purchasing managers. Consistent marketing, advertising, and communications continue to put E-Fab at the forefront of the marketplace. Multi-channel efforts ensure we meet buyers where they are, rather than relying on them to find us. A regular cadence of optimization, reporting, and meetings improves outcomes and mutual satisfaction.
Let’s meet to discuss how we can help your company.