Retainers
From Fragmentation to a Fully Engineered Growth System
Eaton Chemical is a Kansas City-based provider of specialty solvents, industrial cleaners, coatings, detergents, and custom chemical solutions with a long reputation for quality and service.
But as the business evolved, especially with its private-label division, Diversified Chemical Products, Eaton needed to upgrade its marketing infrastructure to match its operational capabilities.
Before partnering with Built By Love, lead capture was inconsistent, sales visibility was limited, and long-term strategic direction was unclear.
The Problem
Decentralization undermining growth
In chemical markets where trust is built on reliability, performance, and responsiveness, a fragmented marketing stack undermines growth. Eaton’s breadth of product offerings (from industrial cleaners to specialty solvents and private labels) demanded a unified system that clearly communicated value while generating predictable demand.
Without that structure, prospects weren’t being captured efficiently; CRM signals were weak, and opportunities risked slipping through.
The Solution
Long-running success story
We engineered lead capture (including gated assets and conversion pathways) and implemented CRM setup with sales-pipeline tracking. This tied digital efforts directly to revenue insight. Then we expanded that strategy to support DCP with consistent positioning and tracking across domains. Ongoing SEO, paid media, collateral, and strategic oversight keep the system optimized.
Eaton remains a retainer client years later and continues to expand its utilization of BBL services. It’s a testament to sustained value and trust.
The Impact
What changed across the brand
Throughout the partnership with Eaton Chemical, Built by Love has delivered:
Increased Revenue Insight
We deployed a new strategy that provided modern tracking and reporting systems to provide clear, actionable revenue visibility.
Long-term CRM Strategy
Through continuous collaboration, campaigns with Eaton Chemical have evolved to deliver efficient results while scaling output.
“Built by Love has become an extension of our team. They’ve strengthened our brand, improved our lead capture, and built real visibility into our sales pipeline. As we expanded into Diversified Chemical Products, their strategic guidance ensured everything stayed aligned. The partnership continues to deliver measurable value.”
Frank Eaton
Technical Director
