CapillaryFlow
From three vertical sites to one brand, a partner network and a new product
Website traffic, 2022 to 2023
Google Ads impressions, same budget
Google Ads clicks, same budget
Direct sales leads, equestrian, year on year
Capillary Concrete became CapillaryFlow. Patented systems for bunkers, greens, drainage and irrigation, sold through partners into golf, equestrian, sports fields and urban leisure.
Separate websites for each market, a name that undersold the technology and a partner network without shared tools.
Strategy workshops
Markets, buyers and the partner model agreed with leadership.
Rebrand
Capillary Concrete to CapillaryFlow, with one identity across every vertical.
Website
One Webflow site replacing the vertical sites, built for search.
Partner program
Portal, training, sales materials, installation guides, ROI calculators and video.
Marketing
Social, Google Ads, LinkedIn Ads and blog content.
FlowTrack
A new product: smart monitoring and control for golf courses.
Four years in, traffic, leads and ad performance are all up on the same budget, and a major deal closed in a new product area within nine months of launch.
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