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Inbound Marketing Blueprint

We created a comprehensive inbound marketing strategy to increase lead gen and engagement for our client, Catalytic Products International.


With a complex and highly technical business, CPI was struggling to build an effective marketing strategy to reach potential clients and grow their online lead generation capabilities. Our challenge was to help CPI increase their online visibility and connect to new prospects with the ultimate goal of increasing leads and sales.


  • Keyword  optimization to increase search engine visibility
  • Created an "e-learning campaign" to educate prospects about CPI
  • Automated lead nurturing in HubSpot
  • Sales enablement workflows in HubSpot to better engage customers
  • Website user interface enhancements to optimize the conversion process

Client Background

Catalytic Products International, Inc. (CPI) is a worldwide leader in the supply of high quality air pollution control systems. Founded in 1969 and armed with a firm background in process chemistry and system mechanics, CPI partners with its customers as a trusted resource in resolving the most complex air pollution and energy conservation problems. Their innovative and cost conscious solutions assist customers in meeting stringent air pollution control mandates while remaining vigilant about their energy consumption.

Our Approach

What do you do when you've got a great product and a team of highly skilled professionals, but the technical, complicated nature of your business presents difficulties in formulating an effective marketing strategy? That was the problem faced by CPI, who were looking to adapt their strategy to address how their prospects were performing online research and maximize their results with online lead generation.

When Diagram began approaching this project, we got started by creating an Inbound Marketing Blueprint which took stock of CPI's existing marketing materials, identified content gaps, and provided a plan for an ongoing strategy.


Lead Generation

CPI was looking to increase the number of leads generated on their website. By updating the design of CPI’s Request a Quote form and making some changes to the fields included in the form, we were able to reduce the “friction” in the process of converting site visitors to leads.

Improving Engagement

One of CPI’s primary objectives was to improve customer engagement throughout a lengthy buying process. We worked with CPI to create automated lead nurturing and sales enablement workflows, as well as an “eLearning Series” that educates contacts about air pollution control topics, including technologies and regulations.

Nurturing Leads

The lead-nurturing email campaigns which we created helped CPI’s team provide prospects with information that would let them know what steps they should take next, encouraging them to move through the sales funnel. With the valuable intelligence gained from these campaigns, CPI’s sales team is now better able to understand the best time to contact prospects, and they are able to provide individual people with the best information on how they can meet their specific needs for air pollution control.

Keyword Optimization

Throughout this process, we also applied search engine optimization (SEO) best practices with the goal of improving CPI’s rankings on search engine results pages (SERPs) for a list of important identified keywords. By targeting these keywords in content created as part of the ongoing marketing strategy, we looked to increase the relevance of CPI’s website for people who were searching for those terms. 

The Impact

The marketing strategy Diagram created for CPI has been a resounding success, and through our ongoing partnership we are able to see the fruits of this hands-on care on a regular basis. 

  • 49% increase in site traffic, and a 204% increase in overall conversions.
  • 754% increase in emails sent to prospects with a 694% increase in click-throughs.
  • 13 of CPI’s targeted keywords are now displayed on the first page of Google search results, and there has been a 630% increase in visibility for targeted keywords.