Grey Matter

BACKGROUND

Introduce your business and what you do there.

I’m the director of organizational development and marketing for MacLean-Fogg. We’re a family-owned American manufacturer that designs and produces engineered metal and plastic components and systems for automotive, industrial, energy, construction, and infrastructure markets.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Grey Matter?

While we’re a 100+ year old company, we’re just getting started on our journey when it comes to modern marketing work, including brand strategy, campaigns, and using a CRM. We were looking for a partner that would help us get started and then support these efforts with a small in-house team of only two people.

SOLUTION

What was the scope of their involvement?

Grey Matter has started working with us by starting with the basics, including brand strategy and direction. They continue to work on that with us across multiple brands and businesses while also helping us with digital marketing and ABM for various campaigns. Our current major piece of work with them includes a complete rehaul of all MacLean-Fogg websites, which includes about four different websites for different brands. They’ve also supported us with our D2C brand, Threadstrong, which includes Shopify management and campaign development.Grey Matter is responsible for everything, beginning with the project management side of things and then everything else imaginable, including design, development, and content.

What is the team composition?

We work with 2–5 teammates from Grey Matter.

How did you come to work with Grey Matter?

We found them through an online and AI search. We chose them over other options because they had high ratings, a great culture fit, good value for the cost, and company values aligned with ours.

What is the status of this engagement?

We started working with them in April 2025, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Across the various projects with Grey Matter, we’re focused on brand recognition, lead generation, improved clarity around our various brands, and developing a strong foundation for our comprehensive marketing strategy across all channels. Previously, we didn’t have anything, including a CRM or tracking mechanisms, so we’re building from scratch.So far, we’ve seen significant improvements with Shopify sales. We’re 70%+ up YoY with our B2C business. Grey Matter has taken over managing our ad spend on Google, Meta, and LinkedIn. They’ve also optimized our Shopify storefront, including product pages, landing pages, and abandoned cart emails.

How did Grey Matter perform from a project management standpoint?

Grey Matter is incredible. Their project management, follow-up, patience, and approach to ensuring projects continue to move forward despite meeting challenges with the client who’s often times slow to get information back is impressive. They meet us where we’re at and make completing tasks and projects easy. They’re willing to adjust to meet our needs.

What did you find most impressive about them?

The Grey Matter team is incredibly professional and clearly knows what they’re doing. I’m impressed by their ability to make it easy for my team to understand their approach, explaining why they’re doing what they’re doing, and finding creative solutions to challenging problems. They truly take the time to get to know our business, processes, and what we are attempting to accomplish from a business strategy and objectives standpoint.

Are there any areas they could improve?

Occasionally, we have leaders or teammates who are passionate about something and think they know how to approach a particular situation or strategy. However, that’s not necessarily the right way forward. While Grey Matter has appropriately pushed back when warranted, I think there’s an opportunity to do more of that since they’re truly the experts, and we’re a company with a new marketing function.

BACKGROUND

Please describe your company and position.

I am a marketing manager of MUM Industries

Describe what your company does in a single sentence.

Industrial manufacturer of protective enclosures

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Grey Matter to accomplish?

• Improve/maintain website SEO and visibility across digital landscape
• Manage Paid Digital Advertising

SOLUTION

How did you find Grey Matter?

Online Search

Why did you select Grey Matter over others?

• High ratings
• Company values aligned
• Other

How many teammates from Grey Matter were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Ongoing digital efforts include monthly blog posts, SEO, website management, PPC, Lead Tracking and CRM optimization

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Increase in website traffic and conversions. Improved online sales and ROI

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team is very responsive and are quick to handle any project i throw at them. Lisa is extremely organized and keeps the team aligned with my marketing goals. 

What was your primary form of communication with Grey Matter?

Virtual Meeting

What did you find most impressive or unique about this company?

I have always appreciated the tailored experience that Grey Matter offers. Having a true partner that can handle such a wide range of tasks and offer the flexibility to complete those tasks whenever needed is very valuable. I also like that they are so familiar with manufacturing B2B's. They took the time to understand our company, audience, and goals, and delivered custom content and strategy that is tailored for us instead of the general content we typically see from agencies.

Are there any areas for improvement or something Grey Matter could have done differently?

Grey Matter has improved significantly over the last year and has addressed all of my concerns!

BACKGROUND

Please describe your company and position.

I am the President of Protective Packaging Corp.

Describe what your company does in a single sentence.

Packaging manufacturing

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Grey Matter to accomplish?

• Marketing Help
• Sales advice
• SEO and PPC work

SOLUTION

How did you find Grey Matter?

Referral

Why did you select Grey Matter over others?

• Great culture fit
• Company values aligned

How many teammates from Grey Matter were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We required assistance in consolidating our data from sales and marketing efforts to effectively manage our marketing strategies.

GM analyzed our entire company model and helped us to understand our weakness and is responsible for growth in sales and streamlining our operations.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

They boosted website activity and refined our marketing focus.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were always available and met every project deadline. Their response to our needs was uncovering what our needs were.

What was your primary form of communication with Grey Matter?

Virtual Meeting

What did you find most impressive or unique about this company?

They traveled to visit our company to learn about our operations. GM worked hard to understand our business and the industries we served.

Are there any areas for improvement or something Grey Matter could have done differently?

The marketing industry as a whole is often fickle and unpredictable from our angle. We've been through many for those reasons. 

They are good at staying attentive to our needs, but the transition of their teams is sometimes frustrating. 

BACKGROUND

Introduce your business and what you do there.

I’m the VP of global strategic accounts at Inizio, a company that provides tailored commercialization and clinical development solutions for health and life sciences companies, helping maximize patient access and enhance treatment outcomes throughout the asset lifecycle.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Grey Matter?

We needed help refining our problem-centric messaging, developing a customized sales playbook, and integrating it into Inizio Ignite's (Vynamic) sales processes to drive engagement and conversion.

SOLUTION

What was the scope of their involvement?

Grey Matter developed our sales messaging and playbook. They used Vynamic’s existing information and overlaid it with their problem-centric messaging approach. They developed messaging that focused on key pain points and solutions to resonate with our target audience segmentation. They also provided recommendations for refining our audience segmentation to align with our messaging strategies.
Grey Matter built a sales playbook with a sequence of engagements to help our sales team generate awareness, drive engagement, and book meetings. They developed complementary LinkedIn and email outreach programs with structured sequences, including 4–5 email sequences and 2–4 LinkedIn touchpoints. They also included messaging templates and conversation starters for LinkedIn and other platforms.
Grey Matter created sales scripts tailored to the playbook and guided our team in modifying it for other market segments. They delivered up to two pieces of ancillary content to support our messaging. They conducted training sessions on how to use the playbook effectively and integrate it into our team’s workflow. They provided specific guidance on how to engage with prospects via LinkedIn and other communication channels.
Moreover, Grey Matter offered CRM recommendations to align with our sales process and facilitate engagement tracking. They integrated the playbook and optimized workflows by working with Vynamic’s existing technology stack (LinkedIn Sales Navigator, FinancialForce CRM).

What is the team composition?

We worked with 2–5 teammates from Grey Matter.

How did you come to work with Grey Matter?

We found them through an online search. We chose them because of their unique focus on driving sales-qualified leads.

What is the status of this engagement?

We worked together from October–December 2024.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Grey Matter really helped us create clear messaging and focused outreach that led to increased conversion in our sales funnel. We also saw great adoption by our team.

How did Grey Matter perform from a project management standpoint?

We mainly communicated through virtual meetings.

What did you find most impressive about them?

Grey Matter’s ability to help us think about the problem in a new way was impressive.

Are there any areas they could improve?

We could have used more support in operationalizing their recommendations, but we were pretty new and just getting started.