E Squared Case Study

FROM INVISIBLE
TO UNMISSABLE

When E Squared came to Notice U, they were technically excellent and completely invisible. Today they win multi-year Fortune 500 contracts, fill tradeshow calendars before doors open, and convert Google Ads at more than 7× the industry average.

41,390

Outbound contacts built from scratch (Apollo program)

Google Ads Conversion Rate

0 %

Leads Tracked In Hubspot

0 +

AVG COST PER CONVERSION

$ 0

Lifetime Value of One Tracked Lead

$ 0 M

Six years. One manufacturer.
Every service. Real results.

70% of the buying process happens online

Before they ever call anyone

E Squared uses every service Notice U offers — not as disconnected vendors, but as an integrated system where each piece feeds the next.

E Squared makes geomembranes that set the standard for performance and durability. But being found by the right civil engineers, fabricators, and project owners at exactly the right moment? That’s a different kind of engineering.

The NOTICE U Process

Every client engagement runs on the same three-pillar system. It’s not three separate services — it’s one integrated machine where each pillar feeds the next.

MARKETING

Get found. Get chosen. Get called.

We put your brand in front of the right buyer at exactly the right moment — during the 70% of the decision that happens before they ever contact you.

Sales Enablement

Track every lead. Close more deals.

We give your sales team a complete picture of every prospect, who’s hot, who’s warm, and who’s quietly doing research right now. No guessing.

Asset Creation

Build tools that do the selling.

Every asset we create has a job to do — from converting a cold click into a contact form fill, to giving your sales team something that closes the room.

The RESULT

A full-service growth engine built over six years

E Squared uses every service Notice U offers — not as disconnected vendors, but as an integrated system where each piece feeds the next.

PAID MEDIA & CRO

31.2%

Conversion rate. 109 calls and form fills in 2 months. $15.70 per lead, at 96–100% Google optimization scores.

What this actually means

We don’t just run ads, we engineer the entire conversion path. Ad-to-landing-page alignment, friction reduction, daily performance monitoring, and ongoing A/B testing across copy, offers, and form structure. The industry average conversion rate is 4.3–4.6%. Ours is 31.2%. The difference is CRO built into every step — not bolted on after.

HubSpot & Martech

106

Days is the average tracked time from first website visit to closed deal — and every step is visible to the sales team.

A fully integrated data infrastructure

Full HubSpot CRM buildout, automated drip campaigns, lead nurturing workflows, form integrations across every touchpoint, lead scoring, and buyer intent tracking. HubSpot feeds Google for better targeting. Google data improves HubSpot segmentation. Nothing runs in a silo — every channel improves every other channel.

Outbound Lead Gen

41k

Verified engineers and procurement managers reached cold. 330 landing page visits. 144 document downloads. All attributable.

Built for a market where you're unknown

When E Squared entered geomembranes, engineers had long-established suppliers and rarely changed them. We evaluated four outreach platforms over 14-day trials and built an Apollo.io program targeting 41,390 verified civil engineers, water utility directors, and public works procurement managers across North America — connected directly into HubSpot for lead scoring and sales handoff.

Tradeshow Marketing

0→Full

Calendar booked before doors open at every show they attend. Device ID targeting, pre-show outreach, appointment setting, post-show follow-up.

A complete tradeshow system, not a booth

We built and run a tradeshow playbook that operates months before and after every event: digital device ID targeting (ads delivered to phones at the show location and followed home), pre-show email outreach to identified attendees, appointment setting to fill the calendar before doors open, custom landing pages, and post-show HubSpot follow-up sequences. E Squared went from unknown at shows to fully booked ahead of every event.

Brand & Web

Infrastructure

Websites built and managed — including a dedicated geomembranes microsite that grew into a full site with high-converting application pages.

Infrastructure for a company entering new markets

Full SEO-optimized rebuild of e2techtextiles.com, a second product-line website, and — when E Squared entered the geomembranes industry — a complete strategy and buildout of e2geomembranes.com. The geo site wasn’t just designed to look good; it was built to speak equally to four distinct buyer types, differentiate E Squared’s products, and establish category leadership. The 31.2% conversion rate reflects that work.

Content Engine

100's

Of content projects — video, written guides, catalogs, tradeshow materials, rack cards, complete rebrands, custom shoots.

Content built to do a job, not fill space

Every content asset serves the funnel. Technical guides become lead magnets in Apollo sequences. Product videos differentiate at tradeshows. Landing page copy is written to convert — not just inform. After six years, E Squared has a content library that works across every channel simultaneously: Google, HubSpot, tradeshow, social, and outbound.

Fractional CMO

52×

Weekly meetings per year. Strategy delivered and reviewed biannually. VP of Sales as a direct collaborator, not a cc’d contact.

Marketing leadership, not a vendor relationship

Notice U functions as E Squared’s marketing leadership team. That means full strategy delivered biannually and adjusted against real performance data, weekly meetings with multiple team members, direct collaboration with the VP of Sales on sales-specific initiatives, and a fully integrated tracking system reviewed consistently to optimize every channel. This is not a hands-off retainer. The results are what a deeply involved partner produces.

One lead. $9 cost.
$1,575,000 in lifetime value.

This is what a fully integrated marketing and sales system looks like when every piece is working.

A buyer searched “PVC Coated Fabric” on Google. She clicked an E Squared ad. Eleven minutes later she submitted a contact form. The E Squared rep responded in 20 minutes.

What followed was two years of tracked engagement: 37 contacts, 60 sales activities, 36 marketing emails, 6 website sessions. At every step, the system kept E Squared visible and top of mind. On the day she confirmed the specification, she ran one final Google search and clicked one last $2 ad — validating her choice before committing. The system was still working, right to the close.

The client's own words.

Numbers tell part of the story. The relationship tells the rest. Watch Ed discuss the E Squared growth story and what a six-year marketing partnership actually looks like in practice.

The highlights keep coming

Recent Wins

WeatherTech, a multi-year contract

A Google Ads campaign directly generated the lead that converted into a multi-year supply contract with WeatherTech. One of many deals that came directly from the Notice U paid media infrastructure.

Apollo, cold to engaged in weeks

330 verified engineers visited the landing page, 144 downloaded the technical reference, and 214 visited product mini-guides — all from contacts who had never heard of E Squared before the first email.

Tradeshows, zero to fully booked

Before the Notice U tradeshow playbook, E Squared hoped for conversations at shows. Now they arrive with full calendars, weeks before doors open.

Notice U Marketing is a team that drives real growth.

Is your company ready for this?

Notice U builds full-service marketing and sales enablement systems for manufacturers who are serious about growth. If you’re ready to build the infrastructure that turns your best year into your new baseline — let’s talk.

Clients we’ve worked with

Let’s Talk About You.

Real Value, Real Wins.

Whether it be a call or a meeting we will come to that first consultation with REAL VALUE, real data and real solutions. You have nothing to lose.