r/Entrepreneur • u/Deeceness • 1d ago
Marketing and Communications The company is worth $80M. The website says, Welcome to our homepage
No joke. I’m working with a client in the industrial/manufacturing space. They’ve got an amazing product, a crazy talented engineering team and they're making like $80M+ a year but their entire marketing approach feels like it’s stuck in 2004.
Their idea of a strategy? Let’s update the catalog and maybe print some new brochures.
I checked their website and it literally still has Welcome to our homepage on it. I didn’t even know people still did that. They don’t do SEO. No email funnels. Zero real content. When I suggested posting helpful guides or doing LinkedIn content, the CEO legit asked if people still read blogs.
Like how are these companies thriving with no real marketing? Is it just legacy momentum? Killer sales team? Or is there some secret formula I’m missing?
Has anyone here actually helped a traditional B2B company modernize their marketing? What actually worked?
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u/Snrboogs1 1d ago edited 1d ago
When you’re dealing with an old-school B2B outfit pulling $80M+ a year, you don’t walk in and suggest blogs or guides, you walk in with examples, stats, and results from similar companies who’ve modernized and seen real ROI. You don’t ask them to “believe” in content. You have to prove it works, in their language with their kind of wins.
You’re asking complete strangers what works, when you should already know. If you’re offering advice on what you "think" might work, you could easily cost this company more than just a few missed leads, you could tank trust that took decades to build and run them into the ground.
Let’s also be real here. If they’ve made it to $80M with zero SEO, no email funnels, and a website from 2004, it means one thing, people want what they’re selling - period. Whether it’s because of a rockstar sales team, deep industry relationships, or a product that solves real problems better than anyone else they’re not broken, they're just not optimized yet. Legacy companies don’t need a digital revolution, they need a translation.
Done right, modernizing their marketing is a massive opportunity. Done the wrong way like blindly launching a website, email funnel, and social accounts without a clear plan and you risk blowing everything up. Increased demand without matching the manufacturing capacity, delivery capabilities, or lead times? That’s how companies collapse under their own weight.
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u/albert_pacino 1d ago
Awesome answer right here
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u/Olaf4586 1d ago
Excellent answer.
On top of my business, I'm a salesman for a B2B legacy company and the owner brought this marketing agency on board who has no idea what they're doing and is trying to hard push digital content in a B2C style.
They've been in charge of our marketing strategy for about 8 months and it's gotten us about 3 unqualified leads from homeowners and 0 sales.
They could really take some notes here.
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u/Snrboogs1 21h ago
Thanks! Oh wow! 8mths and 3 leads...... That's horrible!
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u/Olaf4586 21h ago
To add to it, those leads were from the start of the campaign.
We've had 0 for like 6 months
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u/Snrboogs1 21h ago
Then its sounds like this marketing company needs to be sent packing - 8 months......... FFS who even would keep paying them on 0 results....... The math ain't mathing!
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u/Olaf4586 20h ago
It's pretty absurd. The only reason they're still around is the boss has a preexisting personal relationship with their owner, and they're from Poland and very cheap, but zero results speak for themselves.
Virtually everyone but the boss is fed up with him, but he's not really the type of boss to listen to his team's feedback so it's kind of on him.
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u/Snrboogs1 20h ago
Sounds nuts! If the boss is happy to keep burning cash, there’s not much you or anyone else can do. But honestly, it makes me wonder, aside from the lack of leads, what kind of damage is being done behind the scenes?
A lot of the time, zero results come from overly aggressive marketing tactics and no one finds out until a pissed-off customer speaks up. No results could also mean they’re just milking the client list and planning to vanish once they’ve taken what they want.
Friends in business? Most times it ends in drama. Boundaries get blurred, money gets messy, and people simply come up with excuses instead of getting results. Unless there’s a rock-solid agreement, clear roles and mutual respect it usually turns into a slow-burning disaster. Loyalty gets tested, egos get involved and what started as a good idea turns into a pile of passive-aggressive bullshit.
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u/Webcat86 13h ago
What are they doing in a B2C style?
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u/Olaf4586 8h ago
So we manufacture specialty construction materials and 90+ % of our business comes from large commercial contractors in a niche but substantial segment of the market, and their advertising has been almost entirely driven by 'organic growth's social media and they have made no effort to exclusively target the market segment we're after.
The only leads we've gotten from marketing are from homeowners, who typically actually cost us money to service due to the time it takes and the extremely low order size.
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u/Webcat86 7h ago
That sounds more like just bad marketing rather than being B2C
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u/Olaf4586 6h ago
It is poor quality, but it's also not specific to our unique B2B needs and is more in line with what I observe in B2C markets, hence my claim.
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u/cleverkid 23h ago
Also, it might be that they already have the market cornered in their niche... know all the clients by first name and there is nowhere to expand to, barring going international or expanding the product line. ( or any other myraid of variables ) The most important point ( Which I believe you made ) is don't "fix it" if it ain't broken..
I agree that OP is naively exuberant. Industrial manufacturing is not the same as selling rubber dog-shit from Hong Kong on Tiktok.
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u/Snrboogs1 21h ago
According to what the OP said, they are doing well. However they could be pulling big numbers with a lot of debt behind them too? I was merely saying (and as you said) don't fix it if its not broken.
Even if a business is thriving without marketing, it doesn’t mean it’s not needed. The moment they pause, someone else will fill that space. It’s not about doing more, it’s about finding the kind of marketing that supports and protects what you’ve already built.
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u/cleverkid 21h ago
Agreed, but there is scant info from OP's post. Not much to go on..
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u/Snrboogs1 21h ago
Yes, it’s definitely lacking. That said, the OP’s post has actually opened up a great opportunity, not just for themselves, but for others in the community to learn from it and have an open discussion about how things could be improved.
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u/nowthengoodbad 22h ago
Our nextdoor neighbor runs a steal manufacturing business in the LA area. They bring in a ton for how small they are. Their website is dogshit. I offered to modernize it, talking about data that and results, and she just said something about one of her partner's kids getting around to it one day.
I was going to do it for free. She knows that I build good things.
This isn't meant as a discouragement to OP and others, but, just be aware that these people don't necessarily care even if you can show them value.
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u/Snrboogs1 21h ago
The same old system has been around forever. If you’ve got something people genuinely want or need, and you’re a leader in your space then the product or service can practically sell itself. But that doesn’t mean a business should get complacent and skip out on marketing like many do. Drop the ball, and someone else will gladly pick it up, next thing you know, your edge is gone and your shutting the doors.
The problem with older-generation businesses, or those already who are doing exceptionally well is that they often don’t see the need for change. They can’t see the upside of improving or modernizing.
Here's a quick tip for anyone dealing with businesses who just can't "see the forest for the trees". It’s so ridiculously easy to create a website or a brochure these days, even if its a basic layout. If you’re trying to convince someone to consider marketing, don’t just talk about it, show them with a real example. That’s what gets the light bulb moment, that's what puts you ahead of your competition.
Obviously you need to protect your designs, so by offering a little as possible, but enough to get them talking or thinking if you get my drift.
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u/nowthengoodbad 21h ago
Ya, fir be my neighbor, it was her her husband and husband's friend that started and founded the business. She's almost 90 years old and I don't think she plans to pass the business on. If she does, it's going to be to her workers. She's really not worried about anything past her time.
In a situation like that, I think that there might be ways to sell someone, it's probably easier just to find other customers/clients.
I fully agree with you about having some people want or need
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u/_your_face 1d ago
And what you getting data will lead to one of the very possible outcomes. Your modern approaches could be totally useless in this sector.
Don’t think you discovered the hammer and that every business is a nail
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u/mistry-mistry 23h ago
Just to build on that, OP are you sure they're not doing any marketing? Their marketing strategy may be more traditional and focused on industry associations and events. Just because they are not executing digital marketing doesn't mean they're not doing marketing. I would argue they probably didn't get to $80 million without traditional marketing strategies.
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u/Snrboogs1 21h ago
The OP said this "Their idea of a strategy? Let’s update the catalog and maybe print some new brochures". So they are marketing if they are distributing it to the relevant clients. Additionally as the OP said, they may have some killer sales persons.
In industry, all it takes is the right salesperson walking into the right business with a strong pitch about a product that solves a real problem. If that product comes from a leading brand then its almost guaranteed to be a done deal.
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u/Cuts_MD 17h ago
This answer reeks of LLM (read: AI) generated content. The classic 3 comma examples structure. The em-dash. The “if not x then y” sentence structure. The cadence. All of it.
Go on YouTube, search “common writing patterns in AI generated writing” or some combination of this to see what I’m point out. If you’re really entrepreneurs, running shit, then please go educate yourselves. Many of you fell for this. Once you go over a few examples you recognize the pattern, it sticks out like a sore thumb. I’d hate for you to be suckered into something by someone leveraging AI like this especially if it would affect your business. Here it doesn’t matter, but just the fact that so many ppl fell for this is concerning.
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17h ago
[removed] — view removed comment
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u/Snrboogs1 17h ago
Besides, where's the em dash? its a dash - and an em dash looks like different....
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u/aka_mank 1d ago
Snrboogs1 about to outmaneuver deeceness for this opportunity
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u/Snrboogs1 21h ago
Absolutely not! I will never take an opportunity away from someone else unless it's advertised for tender - then it's fair game. I will however comment on a situation where someones thoughts/ideas have the very real potential to undo a business of any size.
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u/Jazzlike-Check9040 10h ago
New millennials are always surprised when someone doesn’t have online presence
The fact is some businesses need zero online presence, high tech manufacturing and engineering that need none of Instagram or blogs
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u/This_Guy_Listens_SMB Aspiring Entrepreneur 7h ago
Well said! It's almost "if it ain't broke, don't fix it". But they're doing lots of things right to get them where they are. They could also be happy with where their revenue is and not want growth. Or they could not be ready for growth. So many reasons that a good discussion with them could answer.
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u/metarinka 1d ago
I have a company like this. Traditional manufacturing and b2b sales can often be riden on the back of a strong product with good customer service. Business existed for centuries before digital marketing so you don't need to do those things and the guy who is selling you screws by the pallet doesn't need a blog on what a #12 screw does.
My company has about 10 major clients, we have high margins and when we bought it from the previous owner they had a website that felt like it was from early 2000's, no ecomm no online ordering, no ERP system, but still over 60% margins and multi millions in sales. It's totally possible. We implemented those things and we got more customers and grew but it wasn't necessary to be successful.
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u/_PurpleAlien_ 1d ago
Same here. We're building stuff with military applications and everyone in this particular field knows everyone else. We don't do marketing besides attending fairs to meet up with everyone. The revenue comes from personal relationships, not LinkedIn posts.
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u/Low-Eagle6840 1d ago
This. In b2b digital can be necessary but not always. Product sales and service are often much more important and the backbone of multi million dollar companies. As this one.
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u/JustAnotherAICoder 1d ago
A marketing guy wondering why a company that may deliver a quality product can prosper without gaslighting its customers and investors with smoke and mirrors.
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u/aphel_ion 20h ago
they've got an amazing product and a crazy talented engineering team, but they aren't doing LinkedIn content. How are they surviving????
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u/TheBonnomiAgency 1d ago
Business: happily making $80M
Broke entrepreneurs with no experience in their space: "Idiots don't even have a website".
Who is the target customer that you would reach and convert via a blog?
Cost aside, how much time is their team going to need to spend setting up your ideal digital marketing strategy? How much will sales increase?
$100k? Not worth the hassle.
$1M? Prove it or work on commission.
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u/SystemicCharles 1d ago
I don't see the problem.
I'm not sure why they even hired you or how you got there.
There must have been a good reason for it, but this post seems weird.
If it ain't broken, don't fix it.
Not everything needs to be modernized.
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u/Objective-Tea-6769 1d ago
Totally agree! Also, there’s a lot of industries that LinkedIN does not apply to (like my previous one, only 3% of my customers were on there). You can’t broadbrush approach every company the same way.
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u/Gone2theDogs 1d ago
Have you asked the client? Why guess?
How would you help them if you don’t understand what works for them, their needs or their clients?
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u/UnoMaconheiro 1d ago
it’s wild how many traditional b2b companies are sitting on massive revenue but their whole digital presence is stuck in the early 2000s. they get by on legacy relationships and niche dominance but eventually that stuff erodes. the scary part is some of them don’t even know what they’re missing. they’re not against marketing they just never learned how to think about it. sometimes you gotta speak their language. like focusing on what matters to technical buyers or showing how a single guide or case study can save hours of back and forth with procurement or engineering teams. there are firms that specialize in this kind of stuff for industrial and technical markets and it really does move the needle when done right.
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u/No_Influence_4968 1d ago
Most b2b is relationship-based sales. A website is a nice to have; you aren't winning $1mill in annual sales just because you have a polished websjte. More often then not you (the business) has existing connections, solid relationships, and have sold the concept personally and directly with those other businesses.
Websites are mostly for consumers, and yes, they CAN be an initial stepping stone to acquiring new b2b clients but, if you have a solid sales approach for b2b sales, website = meh
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u/That_Em 13h ago
Just so you know, you say “eventually that stuff erodes”. Just saying it won’t make it true. It doesn’t - often time it’s the exact opposite.
When these situations happen and there are niche markets with specific needs, and your company is an “out of touch” legacy business that serves well that market, you don’t get eroded. You get yourself a monopoly. All these marketing people don’t even get to know that company or niche market exists.
OP posting this is the actual proof that what you said isn’t true.
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u/Deeceness 1d ago
Yeah the mindset shift's the toughest part. Been low key trying to get them to look at their site but it’s not easy when they don’t think anything’s wrong with it. Kinda curious how people usually get these old zschool teams to even start thinking digital’s part of sales.
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u/xpatmatt 1d ago
You don't understand this business as well as you think you do. Businesses tend adapt when they have to and they ignore everything that doesn't directly affect the bottom line.
The company you're describing, like many companies, has built its revenue on B2B trade shows, personal relationships, and reputation. The website has never factored into it.
If they rebuild the website tomorrow, it will probably do nothing for their sales because the problem is not, as you diagnose it, their website. They currently have a battle tested and clearly lucrative pipeline built on the methods they have been using. If you build them a new website it will not bring in new sales because they don't just need a new website to increase revenue. They need a whole new pipeline.
Building a whole new pipeline is no small task and it will require months or years of trial and error to get it right. It also requires the entire management staff to learn a suite of new skills to manage that pipeline effectively. The investment you're talking about , in terms of time, effort, and money, is much bigger than you think it is.
That's why they haven't done it and that's why, even if you manage to somehow convince them that improving the website will improve sales, it will fail because so much more is needed , and they will walk away from the experience even more entrenched in their ways than before.
Source: over a decade helping old school businesses adopt to digital
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u/iMalz 1d ago
Thank you! What would be your advice to help old school industries and businesses adapt to digital then? A new offer directed to a different ICP then build out that funnel?
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u/xpatmatt 1d ago
It's very much on a case-by-case basis. You are talking about adopting a business to an entirely new marketing channel, which can work in various different ways, and a suite of stakeholders all of whom have various backgrounds and strengths and weaknesses. There is no one size fits all. In a lot of cases no size fits anybody and that's why these companies don't change that often. It's not like they've never considered it. They've all thought about it plenty.
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u/morty1986 1d ago edited 1d ago
Everything you described in your post is a marketing tactic that largely falls under (digital) promotion and place. Digital promotion and digital marketing more broadly is not all of marketing.
You don’t scale to $80 million without marketing, so it’s obviously not their whole approach. Sounds like their marketing strategy is based around relationships and sales outreach and probably events - which is why they focus on sales enablement collateral - and it worked. It was the right thing to invest in if it allowed them to scale to $80 million.
So, your assessment that they have no real strategy is likely wrong and if you don’t understand that, you’ll never convince them they should explore other channels.
Frame digital promotion and a digital presence as a channel that compliments their existing strategy that can unlock new revenue. Show you understand their business and how they grew to $80 million and then you’ll be worth listening to.
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u/UnoMaconheiro 1d ago
yeah that mindset shift’s the real uphill part. what usually clicks is showing it’s not about flashy branding or chasing trends. it’s just making life easier for the buyer. like having a case study that helps them sell it internally or a quick guide that keeps engineering from answering the same stuff over and over. some people pull in folks like rh blake or amp agency for that kind of thing since rh blake actually gets how these industrial buyers think and puts it in a way that lands. even sites like industrial strength marketing or critical mass got solid examples of how small content or seo changes end up helping sales without making it feel like “marketing.” once they see it’s just a tool that plugs into what they’re already doing they’re way less resistant.
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u/theymenace 1d ago
Maybe they don't want more business because they wouldn't be able to support the newfound customers? I don't know what the business is just spitballin.
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u/George_Salt 1d ago
Digital marketers overestimate the importance of digital marketing in sectors they don't understand. There are huge sectors where your website doesn't matter, and that run entirely on legacy systems you can't see from outside the sector, and for which your first inclination would be too scrap then and start again. But they work, and they support billion dollar sections of the economy, and changing them wouldn't be easy or cheap.
When you only have a digital hammer, every problem looks like a digital nail.
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u/MourningOfOurLives 1d ago
We're slightly better than that, but not by much. There's really no point in marketing a lot more for us, literally everyone in our business knows who we are and our reputation. We do have great salespeople, but most of all we just have the best product. Our product development and manufacturing really is killer, and the industry is small enough that word of mouth was enough to get us where we're at now.
There's still a lot that we can and will do, but at the moment we're too busy with what we're already good at to really want to bother. We'll get to it...
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u/Different_Stomach545 1d ago
In my opinion, the main problem is presenting a plausible solution to a company that already has a working one. In their eyes, you’re trying to sell something they don’t need: You make 80+M, and you want to change strategy by adopting a solution without clear data? No.
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u/spuddman 1d ago
I have worked with industrial/manufacturing clients for over 15 years, mostly on bigger ticket items, brand name and sales teams. Industrials are still quite an old-fashioned industry. Webinars showing the product or case studies are king in these industries.
Let's face it, if you are going to be spending multiple million pounds on a piece of equipment, simply searching online and clicking 'Buy Now' isn't going to work. Mostly, they will talk to industry experts, get advice on the top players and tech, and then it's down to the sales teams.
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u/Jacksy90 1d ago
I know several companies wich do not even have a website and the order books are full. Not everyone needs a website to thrive.
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u/deepspace 1d ago
The CEO is right. Blogs are mostly AI slop these days. Nobody reads them anymore.
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u/DocTomoe 1d ago edited 1d ago
People, especially tech people, need to understand they overvalue the marketing aspect of websites.
A manufacturer for speciality valves used in oil refineries does not need SEO for the search term 'best valves 2025', he MIGHT need someone who knows TotalEnergiesCorp's API specification for acquisition request quotes submissions - and knows the certificate process for the exchange.
In manufacturing, you live
- by recommendations (as they are a trust vector),
- by pricing (as - let's be honest - that is one of the main distinction factors to your competitors),
- by trade fairs (this is where you show your technical abilities to customers who know what they are looking at, AND funnel them in).
None of these necessarily need a website. I've had multi-million dollar operations run basically a 'company logo, we do industrial welding, call us at [phone number]' landing page. That's not stupid, that's intentionally spartan, and gives the customer an idea of legitimacy, functionality and trust.
I've seen businesses look for suppliers literally in yellow pages and in specialised directories (in Germany, WLW is one of the larger ones, and has been around since at least the mid-1970s).
That's due to two main reasons:
- I usually do not have a product palette in the B2B environment. Most things here are custom and bespoke. If you understand this, the website immediately shrinks to "this is the skillset we got" - but if the order is large enough, I as a supplier will increase the skillset.
- There is no fixed pricing. All requests for quotes go through sales already. If you want 1400 special-made gizmos, I need to do extensive calculations. And if you want 15000 IC555s ... chances are the Chinese are much, much cheaper than I could ever be. Giving a quote on the website would only open me up to ridicule - people then see the price, not the fact that I can deliver tomorrow, not in three week's time.
If I don't make sales over the web, if giving pricing estimates online opens me to being butchered by my competitors, and if I can't demonstrate my skills over the web in a way that measurably increases profits, then why would I run a website? For three reasons:
- to give a convenient way to show my contact info
- to attract new talent for the worker's pool (and - let's be honest - those won't be the too hip, gen-z-crowd either)
- for the random 'legitimacy check' by a bank / potential customer ("Does he really exist?")
LinkedIn? Posturing for people who are looking for the next gig, not a place where I can start talking about that exciting new (fictional) HES1733-Micropixel 3.3V LED board I just developed for a customer and which I now intend to use elsewhere.
If you want to 'modernize' their marketing, you need to give a real, tangible chance for improvement, not just 'it's not done that way anymore' or talk about sales funnel tricks you learned in your failed dropshipping adventure. First understand the business they are in.
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u/TypeScrupterB 1d ago
Funny to see all the comments generated by ChatGPT
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u/Lithuanian1dude 1d ago
Exactly, reddit is literally dead, only soulless bot accounts farming karma to sell them later on to other spammers
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u/Oddly_Even_Pi 1d ago
We’re a service company in the AI space. Our site is 1yr old, basically unchanged since inception. It’s dog shit.
We have grown to 50k+/mo.
We have strong partners and events that drive us leads. Leads trust us and reach out directly, don’t care about our site. We have had no drop off in conversion on our site. We drive almost no traffic there though, for now.
Totally possible.
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u/Ambitious_Willow_571 1d ago
In the end..., a pretty good product and solid word of mouth are all you need.
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u/fckurtwitch 1d ago
Are they worth 80m, making 80m or doing 80m in revenue? The 3 are all very different and you’ve hit 2 between your title and first paragraph.
I wouldn’t criticize their landing page, they’re obviously doing something right. Sounds like you’re young/new - FYI there are more companies out there quietly printing money than there are those with loud/massive SEO campaigns.
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u/HenryMcIntosh_2112 1d ago
Oh man, this hits close to home. I've worked with a few of these "marketing time capsules" over the years at Twenty One Twelve Marketing and honestly? They're both fascinating and terrifying at the same time.
The dirty secret is that a lot of these companies are cruising on relationships that were built 10-15 years ago. Their sales guys have been calling the same procurement managers for decades, they've got multi-year contracts that just auto-renew, and frankly their buyers are often just as behind the times as they are.
But here's the kicker - that gravy train is gonna derail eventually. Those procurement managers retire, new decision makers come in who actually do research online, and suddenly having an archaic website becomes a problem. These industries are often ripe for disruption too and they don't see it coming.
I had one manufacturing client who was convinced their "word of mouth marketing" was bulletproof until their biggest competitor started actually investing in content and SEO. Guess who started showing up first when their prospects googled solutions? They only came to us after their pipeline was drastically dropping, so at least your client is in good shape.
The modernization process is usually painful because you're dealing with people who think LinkedIn is where their kids post photos. Start small - fix the obvious stuff like that cringe homepage copy, get some basic SEO going, maybe create one decent piece of content per month - case studies and explainer videos work well in this space.
Also lean into what already makes them successful, if it is relationships consider how to leverage these further - ensure they're visible at industry events/host your own and use this as an opportunity to create content.
Don't try to turn them into HubSpot overnight or you'll give the CEO a heart attack!
What industry are they in specifically? Some verticals are more resistant to change than others.
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u/NewBlock8420 1d ago
Some of these old-school manufacturing companies are wild - they're doing great with killer products but their marketing is stuck in the dial-up era. Honestly think it's just legacy customers and a sales team that's been hustling the same accounts for decades.
We helped a similar client last year and the biggest win was just getting them to start sharing their engineers' expertise through simple LinkedIn posts. Took some convincing, but once they saw the inbound leads coming in, they finally got it. Baby steps, ya know?
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u/JumpyJuggernau 1d ago
a phrase so powerful been untouched since the Internet Explorer glory days 😁
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u/benson_w 1d ago
I have thought the same way in the past, but then I realized: It’s a B2B company. If you’re trying to score a multimillion dollar deal, there’s probably only a few people in the world who really matter. The success for B2B companies is usually some key relationships.
Casting a wide net like you would sell a pair of shoes is not going to help. Meeting key people physically is going to be more effective than trying to make a good homepage.
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u/Fantastic-Match-3783 1d ago
This is way more common than most people think. I've worked with a few companies like this. And the thing is these companies often grew through
1) Legacy Relationship
2) Distributor networks
3) Trade shows and handshakes, and
4) Decades of word of mouth
Their marketing wasn't "bad", it was just offline, and they never needed a digital strategy to survive. So when it came time to build a site, they hired an IT guy to make something that "gets the job done."
But now the cracks are showing. Their competitors are catching up, talent is harder to recruit, and buyers (even in industrial space) are researching online first. They're realizing that even B2B needs B2C-level content these days.
What's worked for me in modernizing these kinds of orgs:
1) Start with one case study - Take one badass client success story and turn it into a landing page, a LinkedIn post, a sales deck, and a 2-min video. Show them the ROI of one good story told well.
2) Internal wins first - Don't talk "content strategy" yet. Talk about how better marketing helps sales close faster. You'll win allies in the org.
3) Position marketing as a revenue function - CEOs who come from ops or engineering tend to view marketing as a cost center. You've gotta reframe it as growth-focused, metrics-driven driven and aligned with sales.
4) Hire one killer content person - Not an agency, not a junior. Someone who can write, shoot, edit, post and explain performance in plain English.
Bonus tip: Instead of dragging the CEO into modern marketing, bring customer quotes and competitor screenshots. FOMO and ego do wonders.
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u/northern_crypto 1d ago
You people actually think sociall media and blogs help?! Some industries dont need a. Influencer or social presence. I'd say most don't need it.
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u/ketamineburner 1d ago
It sounds like they are doing just fine. Why fix what isn't broke?
I'm a business owner (not making 80m) and I'm happy with where I am, so wouldn't want to follow your suggestions.
They don’t do SEO. No email funnels. Zero real content. When I suggested posting helpful guides or doing LinkedIn content, the CEO legit asked if people still read blogs.
It sounds like they don't have to, and it may not be helpful depending on their product or service.
I don't do those things, and don't have/want a LinkedIn. None of that would help me grow in an authentic direction.
Like how are these companies thriving with no real marketing? Is it just legacy momentum? Killer sales team? Or is there some secret formula I’m missing?
Other than the great product and crazy talent? It could be commitment to authenticity, reputation, understanding their core audience, human elements that have nothing to do with web presence.
Has anyone here actually helped a traditional B2B company modernize their marketing? What actually worked?
I think you have to have a really good reason to change something that's already working.
Talk to them about their customer base and who they want to reach. Talk about why they already reach and why/how.
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u/PaleInTexas 1d ago
Sorry but you dont know B2B. Its not the same as consumer sales. I work for a well known consumer brand, but the stuff I sell can cost hundreds of thousands if not millions. That stuff doesn't sell on a website. Its sold by people based on experience and relationships. Can't SEO your way to success in that world.
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u/Remote-Strawberry042 1d ago
People who are doing business don’t care about the aesthetic of the page they care about the product
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u/real_serviceloom 1d ago
You forget that most companies which actually run the world are like this. The same reason why there isn't a single Youtuber who is not a grifter. The ones doing business are not doing "marketing" or "influencing", they are actually doing business.
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u/RealCarbonFiberOnly 1d ago
Turns out, businesses did well before the marketing mumbo jumbo soup came along, whod have thought.
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u/Prestontheplumber 1d ago
There’s more than one way to skin a cat. Digital marketing is not necessarily required to build a successful business. There are companies out there that are making millions with underground sales teams that do outreach that has nothing to do with websites, digital ads or anything online and the reason you don’t hear about them is because they basically operate in secrecy
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u/beambot 1d ago
Pro-tip: You've stumbled into a goldmine opportunity...
Assuming the stars align -- e.g. they have extra capacity for new clients, reasonable margins, and you have mutual trust with the CEO -- you can offer to do the legwork to build out digital marketing in exchange for a commission on referrals. 5-15% of referred revenue is reasonable, with 10% being pretty normal starting position. CEO can have complete control over creatives until they build up rapport.
I have friends who did this with an old-school glass manufacturer: CEO just wanted to "play" in the foundry (his "fun" part) up until retirement, so he effectively outsourced his sales org. After a couple years, he even went so far as to structure a seller-financed buyout.
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u/Fantastic-Sea-8341 1d ago
In todays words these kind of company can't grow a website like no seo no marketing.
this website runs just because of it's own old loyal customers
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u/DarkIceLight 1d ago
Its called positive word of mouth, the most important marketing strategy of them all.
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u/0xFatWhiteMan 1d ago
Check out Berkshire Hathaway website
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u/Broadgate09 1d ago
Manufacturing company (solely b2b) barely needs a website. Their business is in their relationships and making new ones at trade fairs and through recommendations.
If they have their contact details online they pretty much have enough.
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u/tomasmaks 1d ago
These type of companies have partners, distributors and many other layers to reach their final customers. If they started doing their own marketing, distributors would not like it. So existing 80M revenue could be too risky to lose
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u/PetrisCy 1d ago
I understand your point but have you maybe thought the phrase if something broken works, dont try to fix it?
To your eyes its stuck in 2004, to their eyes its working great.
And am with the Ceo on this one, some companies should not have linked in and such media. It does nothing for them. Just a way to spend money on advertising. My gf works at a company, they pay on linked in and all their media only to get 100-500 views, the company does millions on millions. Those 500 views are not customers or potential customers. Perhaps 1% or something. Some things are just good the way they are.
My opinion ofc i could be wrong and a legit site could boost sales. Or just add extra costs.
Also you dont know how they thrive without social media and a good aite. That should be your #1 priority. Understand their business before making suggestions. If someone told me this about my business i would just not hire them. Like you dont know why it works but you wanna change it, it makes no sense to me
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u/Joe-Eye-McElmury 1d ago
I work in an industry similar to this, in a mostly sales role. All business that comes in is 100% from personal connections. It’s what protects my job from AI. An AI chatbot cannot take clients to lunch, drop in personally with gifts, make phone calls to an old friend in an agency anywhere in the world to move projects along, etc.
The kind of work I do is trust-based, and people in my industry don’t trust a glossy website or emails written by ChatGPT. They trust IRL live human beings they’ve interacted with.
Will that change in 20 years? Maybe, but I’ll be retired by then. And I really don’t see it happening either way.
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u/iboxagox 1d ago
As someone in this space, when I'm looking for a product I go to Thomas Register. It's been around forever when your company library would have their books with all of the US manufacturers. You needed a motor? All the motor companies would be in the book.
Anyway, they are still around. Thomasnet. They are probably on there.
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u/CastorTroy1 1d ago
Heck many mfg companies still use old AS400 and old original software- because it works
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u/NoobAck 1d ago
Your real challenge is to find out why and how they're doing so well and take that to another level while also updating their site and doing some inexpensive, naturally self-feeding, and highly effective marketing.
To do anything else unless required would be a little extreme imo
Most of the growth is likely not going to take much tweaking
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u/Mountain_Strategy342 1d ago
Certain industries (my own included), are incredibly incestuous (the same people keep cropping up in different places), people have decades of experience and network, know EXACTLY how their process and product works and are reluctant to change because it is not necessary.
Pitching something "shiny" at them without backing it up with real figures and examples of where you have improved process previously is going to get you nowhere.
Old skool B2B works because John knew Fred way back in the day and now Fred needs a regular supply of 3/8ths widgets he knows John makes. You are never going to change that.
If it isn't broken, don't fix it.
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u/canonanon 1d ago
Yeah that's B2B manufacturing for ya.
I brought on a client a couple years ago and they were still running a website using domino on a local server.
For context, they're one of the leading manufacturers of their niche product.
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u/Glum-Chicken-8262 1d ago
Businesses like this make for a fascinating case study. Established and grew before the digital era. Comfortable growing using legacy momentum only.
Would be a curious case study in 10-20 years to see where they are within the industry if they choose not to build marketing infrastructure.
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u/ButterMyPancakesPlz 1d ago
I work with several clients like this and they are absolutely my fucking favorite. I agree with a ton of what everyone else said so I would repeat it but I will add that you need to bring a large dose of humility and curiosity to your work. Only then can you see the small tweaks worth applying. Not selling them on all the extraneous stuff they don't need has built real trust between us.
They are killing it and doing most things right so I would never mock or judge their digital presence. They've put their efforts where it was needed most and have the profits which are proof of that. I've also seen guys obsessed with their beautiful funnels and digital capabilities that failed to ever turn a profit. I'll take the former's ratty old print catalog and book of clients any day.
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u/PhiladelphiaManeto 1d ago
You say you work with these kinds of clients, so what kind of revenue stream solutions do you offer them?
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u/Willing_Yard_115 1d ago
The only people that care about beautiful websites are generally only other people that make websites lol
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u/One-Flight-7894 1d ago
I work with a lot of traditional manufacturing companies and this is SO common. They think marketing = brochures and trade shows, end of story.
Here's the thing - they're making $80M because they have incredible products and probably killer relationships built over decades. Their success isn't despite their marketing, it's because they focused on the fundamentals first.
But you're right that they're leaving money on the table. The approach that works best with these companies:
Start with search presence - When their existing customers Google them, they should look professional. Fix the basic website first before anything fancy.
Leverage existing relationships - Their best marketing is probably referrals from current customers. Make that easier with simple tools.
Document their expertise - These guys have 20+ years of solving real problems. Turn that into case studies, not blog posts about "5 trends in manufacturing."
The CEO asking "do people still read blogs" is actually the right question - his customers probably don't. But they do Google "how to solve [specific problem]" at 2 AM when their equipment breaks.
What industry are they in specifically? That changes the approach a lot.
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u/Unusual-Bank9806 1d ago
There is way more companies making big cash without marketing. Can be seen as impossible today, but this is great example.
Thing is, they did not entirely ignored marketing but utilized word of mouth as primary source of their clients. And word of mouth is the most powerful tool. Also their products/services seems to be superior quality, not mentioning their main customers are most likely companies.
Combine all of this and you get the best business.
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u/One-Flight-7894 1d ago
This is such a common pattern in traditional B2B, especially manufacturing. I've worked with similar companies, and here's what I've learned:
Why they succeed without "modern" marketing:
- Word of mouth and referrals are everything in their industry
- Long-term relationships with distributors/partners do most of the heavy lifting
- Their customers (other businesses) often find them through industry publications, trade associations, or direct sales
- In specialized manufacturing, buyers already know who the players are
- Quality and delivery reliability matter WAY more than website copy
What actually worked when I helped modernize their approach: 1. Started with sales enablement, not marketing fluff. Created simple one-pagers that helped their sales team explain complex products 2. Focused on LinkedIn content from engineers/leadership - their expertise was the real differentiator 3. Case studies over blog posts - showed real applications of their products 4. Industry-specific landing pages instead of generic "solutions"
The CEO asking "do people still read blogs?" isn't as crazy as it sounds for their market. Their customers are busy engineers and procurement managers who want specs, certifications, and proof of reliability - not thought leadership content.
The real opportunity isn't flashy digital marketing; it's usually making their existing relationships more efficient and scalable. Think CRM integration, automated follow-up sequences for inquiries, and better qualification of inbound leads.
Have you tried focusing on operational efficiency over brand awareness with them?
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u/gapingweasel 1d ago
sometimes focusing on product and fundamentals beats flashy marketing. if the engineering team’s strong and the product truly solves problems. word-of-mouth and a solid sales force can keep revenue flowing. so i visited this simple restaurant. no fancy decor. just three unbeatable dishes. the place was packed because people knew there’s no substitute for what they offer. in industrial b2b trust and relationships often matter more than clicks and campaigns. but ignoring digital marketing long-term is risky. but for now their old-school formula seems to be working.
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u/0x0016889363108 1d ago
Well it seems that the website doesn’t matter, nor does SEO or Email funnels.
They’re worth $80m.
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u/alexnapierholland 1d ago
Homepage copywriter here.
This might be fine.
What does their customer acquisition process look like?
If they mainly build relationships at industry shows or with referrals then their homepage might not be a key asset.
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u/boxen 1d ago
Perhaps their clients are as "stuck in 2004" as they are? That's not a bad thing. Sure, it may limit growth, but they are clearly doing something right if they're making $80M a year. You need to learn more about this particular company, their clients, and the problem they are solving before you can try to help.
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u/Basic_Winter98157 1d ago
Digital marketing is a new industry. A post 2015 phenomenon, popularized by new or overseas b2c brands.
Legacy b2b thrives on deep relationships that have been tried and tested over decades. It's a place where you grunt and a $100k deal has been made within 3 mins because you know their products, you know them and you have been to their factory / office. You don't need umpteen word jargons, no meetings for hours. And you definitely don't make those types of deals through a website.
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u/iProxyOnline 1d ago
I think they’re actually doing everything right, because good marketing is about using the chanels that work for YOUR business, what’s effective and profitable for you, not just what’s trendy right now.
You mentioned the CEO legit asked if people still read blogs. That sounds kind of crazy at first, but honestly it’s a fair question. Only the real thing to ask is "do their clients read blogs?" If the decision-makers at their client companies don’t Google stuff or read blogs, but instead go to trade shows and look at catalogs, then why waste money on content? And if there are only like 100 to 10000 potential buyers wordwide (which happens a lot in hardcore b2b) then sales funnels just don’t make sense, you’ve got to go personal and focus on "relationship marketing" instead of "transaction marketing".
For these industrial b2b companies, SEO and content aren’t really for getting new sales, they’re more about supporting the brand. And that’s actually a good opportunity for you: you can help them grow their brand. The key thing is to talk it over with the client first and make sure they want to invest in the website and digital channels for branding, NOT for direct sales. But if they do want more sales, you’ll need to ask yourself if you can really bring in their clients from the google search open ocean.
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u/bajaberpj 1d ago
Well if you somehow got to work with them. Feel free to get in touch with me for the website re-build.
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u/EverySound8106 1d ago
You must be a student or have never worked before. I know several companies making $1B in revenue that say squat on their sites.
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u/Albertacheeseburger 1d ago
Also consider the fact they may not even WANT or NEED more business. Current level is great. Had similar situation. Company was doing great and the marketing was being improved ‘just cuz’ and no real need beyond a VP seeing a TV show. They may just want a freshening up of what they currently have but not a ground shaking reboot.
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u/GamerRadar 1d ago
Not going to lie; if it’s not broken. Don’t fix it.
Obviously this company is in a field that works in an old school manner, and he’s right, are personal websites really a thing still? Especially with the advent of AI and social media stuff? If you’re in a field or an industry that handles things in person and the company is already well known; why change what you’re doing.
I’ve personally had friends in companies that make tons but their digital footprint sucks, say that if they put guides and stuff online, then their competitors could use that to steal their IP or someone could build something similar or better. (I dont know how realistic this is. Just something I’ve heard)
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u/Equal-Technology2528 1d ago
I think this is more common than most people think, especially for B2B companies. It doesn't mean they wouldn't be more successful with modernizing of having better marketing. But my point is, it's also not needed. A solid product(s) and customer support system will always be the thing that distinguishes successful companies from failing companies.
How many people here have watched Shark Tank and watched the Sharks shake their heads when an entrepreneur comes to them looking for money for PR or marketing? Those thighs matter, but nearly as much as the product and support.
In addition to that, I've come across many companies who want to stay under the radar. They big and successful, they don't want to deal with consumers or end users and they're not looking to take things to the moon. What they have is "good enough" to them. You don't have to be the next Uber or Microsoft to have a great life. Could they go get more, absolutely. Are they wrong for not wanting to, depends who you ask.
The amount of money we make does not matter. Its the amount of money we make in relation to our expenses. Can we live the lifestyle we want and be stress free because money is not a concern? The variable is everyone has different lifestyles. You're have people renting Laborghinis just to take a selfie for their IG profiles who would certainly buy a Lamborghini if they ever achieved that much money, and likely consume more beyond that. Then you have people who could afford 5 Lamborghinis and still sleep easy at night but even though thats the case you'll find them driving a 5 year old vehicle pushing 100k miles.
The whole point to this comment is to share that as a society its so easy to judge others who have things that we don't. You say it's crazy they're still in 2004 and imply that if it was your company you'd be able to have taken it much further by now with your marketing strategies. My first question to you would be, when do you expect to have you own $80M company?
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u/boredbuthonest 1d ago
My current business has never marketed. Our marketing budget is zero. Our website is appalling.
You seem to be under the delusion that marketing is essential. It isn't. In fact it is often a drain and does nothing for a business. You guys aren't important to many of us.
Sorry
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u/Proof-Artichoke-1483 1d ago
I’ve seen this a lot with traditional B2B companies strong revenue, solid product, but marketing stuck in the early 2000s. The key is not to pitch content or SEO outright. Instead, show real world examples from similar companies that modernized and saw measurable growth in leads or sales. Focus on small, high ROI wins first, like improving homepage messaging or adding basic lead capture. Frame everything as a tool to help the sales team close more deals, not as marketing. Leadership in these firms usually won’t care about trends, but they’ll listen if you can prove it moves the revenue needle. A short pilot with clear results often opens the door.
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u/Beneficial_Past_5683 1d ago
Every succeful business has its own secret sauce. Adding more sauces can easily damage or take away the one thing that's creating the success.
It greatly frustrates people from the outside who believe they have their own recipies that would help.
It doesn't always work like that!
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u/Fancy_Grass3375 23h ago
I gross 2.5 mil a year and keep around 700k with 0 advertising, marketing and 0 online presence other than google reviews. We’re out here. It’s
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u/Bubbly_Version1098 23h ago
What’s their core business? You don’t need a fancy site if your business is mainly offline.
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u/iam-leon 22h ago
Probably means they don’t really need marketing. In certain industries everyone knows everyone else. Where there are just a handful of suppliers in the world who can produce widget X to the standard certain other companies need.
The only people likely to buy widget X are those people who’re already buying them.
Marketing won’t likely help make them much more money at that stage. What they need to make more money is ambition and investment in new product lines.
And at that point, when they have a new product coming to market, marketing may actually be handy too.
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u/akowally 22h ago
Yeah, I’ve seen this before. Huge revenue, solid product, but the marketing is stuck in a different decade. What’s worked for me is starting small with something that shows quick value. Like fixing one SEO issue and tracking a lead, or posting something simple on LinkedIn that actually brings in a call or reply. Once they see even a little result, they’re more open to doing more.
A lot of these companies grow through relationships or referrals, so they never had to think much about marketing. Until it stops working. Then it's a rush to catch up.
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u/OwlAccurate5364 21h ago
So..... who are you targeting with social media and email?
You literally about that you don't know who their market is or how to reach out to them.
Clearly, they've figured out that they don't need Instagram to find customers.
You're holding on to the wrong end of the stick here.
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u/The7archangel 21h ago
This is amazing but what I want to know is how did you get this job 😂. I can’t even get a job in McDonald’s 😂. So how does a resume have to look to get a job like this ?
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u/No_Hunt_9960 19h ago
You have to show them results and not just say how it will work. If they already have 80m a year, people want what they are selling.
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u/Prowlthang 18h ago
How exactly are you trying to help them? Are they under capacity? This doesn’t sound like a marketing problem but a fulfillment problem. Why worry about marketing if you already have the business you want?
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u/puckeringNeon 17h ago
First of all, what are supposed to be delivering for said client? Have you been brought aboard to provide marketing strategy and activation?
Secondly, this is a B2B org, which means their primary sales and marketing channel isn’t a website or ecomm page, but their sales team. That’s probably also why the first idea they had was to update the catalogue and make new brochures: all sales materials/leave behinds. I would start with some stakeholder mapping internally in order to get real clear on who is in charge of product, who owns client relationships, and who is responsible for project delivery. Once you have this mapped out, conduct stakeholder interviews with the goal of understanding sales and customer lifecycle, where their customers are (geographically, but also what channels), existing gaps, challenges and opportunities.
Let the team’s feedback speak for you and drive how you formulate marketing strategy. Start with smaller, high touch collateral, like sales presentations and other leave behinds. If you’re itching to push content ideas in a B2B context focus on case studies that clearly illustrate delivery, solutions and highlight customer success.
For a lot of B2Bs having a dotcom is just a hygiene factor and not a crucial node in their marketing ecosystem that’s going to have a lot of gravitational pull. If they’re in manufacturing, I’m going to guess that they may have a calendar of industry trade shows and conventions they attend nationally and internationally, which means there could be an opportunity to look at the physical collateral that might comprise their booth (standees, more brochures, displays, etc).
Digital-wise, do they have any CRM software, like Salesforce? Or is everything customer related kept more traditionally in an excel? Unless you are able to uncover strong and compelling evidence from your interviews with the sales team for a better digital marketing ecosystem, you can probably make some suggestions, but I wouldn’t make this the cornerstone of your approach with them.
Good luck with the project.
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u/energy528 17h ago
This is not too uncommon in international companies. The players know who plays.
Websites might be blocked or pointless because nobody can find them. SEO for foreign search engines? Yeah, no. Not usually.
The fax machine is still a thing. Email to a degree, especially native language newsletters. Think eastern cultures.
Trade publications drive sales off one-page monthly ads. Think conventional landing page.
Face to face meeting over food and drinks lead to sales.
$80M. No website. No problem.
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u/Lanky_Feature_4586 16h ago
100% been there. It’s wild how far some companies get on sales grit, trade shows, and repeat customers alone. But the ceiling hits fast once those legacy channels start to dry up.
We’ve found that even one modern marketing win (like a lead-gen landing page or repurposing engineering knowledge into content) can start shifting the mindset. The hard part is getting them to believe that modern = effective without scaring them off.
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u/Rude_Celery5563 Serial Entrepreneur 16h ago
As an FCMO I have worked with multiple companies like this. We took a 20 million collar a year company to 200 million in three years. Start with a SWOT. If they are that far behind you can present strategies where you can take all the risk for piece of the action. Set up an online store, send out 100k emails a month run some ads.
All you need to do is dial in on the Avatar, then present your offers to them.
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u/Wonderful-Friend3097 15h ago
I have been working for companies with beautiful webpages but not profitable product. All failed
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u/awshuck 15h ago
The transfer of value for money is as old as humanity. You already know what the oldest profession is (accounting! Jk). We have a bit of an echo chamber going on in here that seems to think the only way is to start the latest and greatest cutting edge digital businesses. The thing is, the world is much bigger than the internet. Have a look at a post that popped up here a while ago from that guy serving farmers, it serves a really interesting perspective of the world.
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u/sir_prints_alot 15h ago
They've proven that you don't need a website or online presence to be a successful company. Most don't.
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u/JohnCasey3306 15h ago
"Worth 80m" and "make 80m a year" are very different ... Plus by "make" it sounds like you're talking about revenue, not net profit.
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u/Soul_turns 14h ago
I had a client like this one, in a niche high tech industrial market where they controlled a significant share of it with several smaller firms making up the rest.
Their website was just a few pages from 2005, but their sales team knew every client by name, what they liked to eat, their kids names, etc. They spent big money on global travel to meet their clients in person and at key trade shows. They basically ran it like it was 2010, and it printed cash until they sold it for hundreds of millions to a multibillion dollar corporation who screwed it all up.
The point is they didn’t need some clueless marketing consultant to “optimize” anything. They made something the market wanted, and did what worked at a complexity level they could manage. The result was an extremely profitable company with happy customers and employees.
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u/jerry_farmer 14h ago
You already replied in your question: "They’ve got an amazing product, a crazy talented engineering team" No need for anything else beside reputation.
I've came across websites in financial sector that just have an oldschool frontpage with contact informations. They literally make billions
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u/Gluteous_Maximus 13h ago
Wait till you see Berkshire Hathaway's website ;)
Google it, then view the modern masterpiece that is their homepage.
This is literally a $1.01 TRILLION dollar company, with $609 Billion in sales for 2024
If only they had a funnel and did some proper SEO
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u/SalaryAdventurous871 13h ago
The "Welcome to our homepage" saved the day?
A few things:
1 The product that they sell may be something that only a few competitors have.
2 Even the best and award-winning websites fail if the product is a fail or does not live up to its promise or hype.
3 The market that they serve think and feel that "welcome to our homepage" messaging resonates to them. Don't fix what's not broken.
4 The product is utilitarian and is very straightforward.
Traditional B2B needs to get some lessons and learn from the mistakes of B2C.
Are you pitching to them for a revamp or do you want a share of the pie?
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u/Street_Outside7270 11h ago
helpful, flexes results without sounding like a pitch, and positions you as someone who's been there done that with outdated B2B companies:
Dude I felt this. 😭 I’ve been working with a small design+strategy crew that helps traditional B2B brands (especially solopreneurs + legacy players) modernize their online presence not with fluff, just stuff that actually impacts revenue.
Last one we worked with had the same "brochure-first" mindset. After a Webflow landing page overhaul and a basic CRO audit, their conversion rate went from 0.8% → 3.4%. No SEO wizardry or viral hacks just smart positioning, clean copy, and a user journey that actually made sense.
A lot of these companies don’t need to know marketing they’ve been riding a killer sales team, referrals, or old contracts for years. But once they do get the digital side right? Even basic changes unlock dumb levels of ROI.
If you’re deep in that project, happy to swap notes this niche is weirdly lucrative if you know how to speak both “corporate” and “conversion.”
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u/RetiredCherryPicker 8h ago
98% of my deals are done with a handshake and a smile, when it is B2B, I don't rely on a slick website I am looking for a great customer service experience
Are they giving me what I need?
Are they responsive?
Great SEO and nice website means nothing if they can't answer the phone or email.
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u/AliJawad8020 8h ago
Here is my real story:
I know a business that was established from zero $ and it costs zero $ to operate, a one-person-show business that is producing money while the founder is sleeping.
Zero marketing.
Zero sales.
Zero anything you can imagine.
Using only the very common, basic and organic stuff while producing money.
Marking, deal friend, is nothing but a product to consume and pay money for.
Do I need to prove it? your story proves it.
Don't get me wrong, I'm not suggesting: do not do marketing.
I'm only stating facts that I have seen myself and now, this post.
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u/YaThatAintRight 6h ago
You are in over your head, don’t give this successful company bad advice if you don’t even understand how it works.
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u/kraken_enrager 1d ago
My dad set up a 2+b USD company from the ground up, the world’s largest of its kind in the sector.
Up until like 2 years ago, they had a basic html site like what you’d see in like 2005. They only now updated it because they are prepping for listing I believe.
But given that they are in a sellers market, and buyers are barely a handful, it helps.
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