Altitude Case Study

Is Consistent Growth Even Possible When a Software is Ultra-Niche and the Audience Hard to Reach? Only if You Know Where to Go

THE CHALLENGE

Forney LP–a manufacturer of cement, concrete, and industrial materials testing machines–builds its products to last 100 years. That quality has made them a global industry leader. It’s also created a business challenge. How do you grow when your satisfied customers never need to buy another machine?

Forney’s answer: Build custom software that easily integrates into any of the industry’s existing machines to automatically capture, organize, and permanently store invaluable testing data in one secure place. For a customer base used to writing results by hand and storing files in cabinets, the sell should be easy. But the industry is tech-adverse, spread around the globe, and finite. To encourage adoption, Forney needed a marketing partner to transform lines of code into a persuasive brand story, then ensure that brand reached the right people with the right message.

THE SOLUTION

ForneyVault launched in 2018, with a website, brand identity, and core messaging built by Altitude. We knew Forney’s often old-school customers would need an emotional hook to convert–this wasn’t just about raw numbers stored in a cloud server. It was about reliability, safety, and ease of use. But even with top-notch digital visibility, adoption started slow. So we took a creative targeting approach to accelerate growth by:

Adding ForneyVault messaging onto the packaging tape of the consumable concrete test tubes Forney customers already receive–ensuring ubiquitous brand penetration.
Bundling the software as a new “connected” premium tier to Forney’s existing product categories, increasing adoption at the point of sale.
Crafting pre-sale and post-sale collateral that emphasizes the ease (and speed) of adoption, reassuring a slow-moving customer base that the benefits come with minimal onboarding effort.

The result is a hockey stick curve, helping (…ahem) cement Forney as an industry innovator.

Of materials testing machines in the world (not just Forney) that use ForneyVault

> 0 %

Sytheon

Discovery Life Sciences

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