24.6% Sales Growth in a Flat Market: Manufacturer Case Study

Intro

Bingham & Taylor has manufactured American-made utility access products since 1849. Its curb boxes, valve boxes and meter pits sit under streets across nearly every water and gas system in the country. In the first half of 2026, the company grew sales 24.6% year over year in a market that was flat to down. It did it with fewer salespeople in the field than the year before.

That combination is not supposed to happen in a relationship-driven industrial business. Here is the system behind it.

Bingham & Taylor sells through distributors and independent sales rep groups to water utilities, gas utilities and contractors. The buyers are procurement managers and engineers who research certified, BABA-compliant components online long before they call anyone. The sales model worked, but growth depended almost entirely on boots on the ground, and the field team was getting smaller, not bigger.

Marketing was one person wearing every hat: trade shows, literature, distributor support, social, the website. She had built the program from almost nothing, and she knew exactly where the ceiling was. People were searching for curb boxes, meter pits and lead service line replacement products every day, and the company had no reliable way to capture that demand. Every Request a Quote button on the site led to one generic form with no product context and no source tracking. A quote request would land with sales, and nobody could say which product, page or campaign produced it.

Meanwhile, the demand wave was building. Lead service line replacement mandates and Build America, Buy America requirements were pushing utilities toward exactly the domestically manufactured products Bingham & Taylor makes. The question was whether the company would be findable when those buyers went looking.

"New Perspective came in at exactly the right stage in the evolution of our marketing program. They helped us build on the foundation already in place and turn it into a more connected, measurable program. Together, we've expanded our digital reach, strengthened search performance, improved how we use HubSpot, and gained a much clearer picture of how customers are engaging with us. Sales are growing in a challenging market, and the data is helping us understand what's working and where to go next."

⭐⭐⭐⭐⭐
Rose Gallichio

Associate Director of Marketing @ Bingham & Taylor

Monthly SEO and AEO optimization

Since April 2026, New Perspective has executed a high-impact SEO and AEO strategy across water and gas product lines, driving a 33% increase in monthly search impressions (from ~51,000 to ~69,000 in Q2) and a 23% boost in organic clicks. By June 2026, visibility hit a record 81,957 impressions (+98% YoY), while a strategic pivot to Answer Engine Optimization successfully secured direct citations within AI Overviews, ensuring the brand remains visible as search behavior shifts from clicks to AI-driven answers.

Content driving demand generation

Blogs and resources on lead service line replacement, AIS and BABA compliance target the questions procurement teams are asking right now. The engagement tells the story: readers spend an average of 5.5 minutes on these pieces. Engineers do not spend 5.5 minutes on filler.

Paid search where the field team is thinnest

Geo-targeted Google Ads campaigns went live in December 2025, focused on curb and valve boxes in Texas and Florida. When Texas outperformed, we used that evidence to expand into North Carolina, South Carolina, Georgia, Tennessee and Arizona, each state backed by its own forecast, with a dedicated landing page built for the campaign.

HubSpot lead engine

HubSpot Conversion tracking, lifecycle stages and routing workflows that send every catalog and quote request straight to the right sales rep group by territory. No lead sits in an inbox waiting to be noticed, and no overloaded rep gets a lead that belongs to someone else.

Measurement that reaches into the ERP

Monthly reporting connects search visibility, paid performance and lead flow. We then took it further: analyzing the client's order data against campaign timelines to see where marketing activity and revenue move together.

+24.6%

Sales growth
YoY in a flat-to-down market

+26% / +52%

Order value / units
YoY, order count flat

6-8

catalog and quote requests per day

2 states to 7

expansion driven by performance data

What this means for manufacturers

Most manufacturers with distributor-led sales assume digital demand generation is for someone else's industry. The buyers disagree. They are already searching for compliant, American-made components; the only question is whose site captures that search and whose rep gets the lead. When field coverage shrinks, as it has across industrial sales teams everywhere, the companies that keep growing are the ones with a system doing the finding, capturing and routing that reps used to do alone.

Seeing the same gap in your own pipeline?

Book a Growth Marketing Session and we will show you where your demand is leaking.