California Lighting Sales

What nine years of embedded marketing does for a lighting rep agency

California Lighting Sales has represented commercial lighting and controls manufacturers throughout Southern California since 1967. In 2017, they brought in Bynder Group as a fractional marketing director — embedded, strategic, and handling everything.

What We Built Together

Most lighting agencies rely on manufacturer-supplied materials and word of mouth. CLS wanted more. We built and ran a complete marketing operation from scratch — strategy through execution — every week, for nine years.

Website

Custom WordPress site integrated with the LEX manufacturer database, with daily content updates and managed support maintained continuously since launch.

Content & Thought Leadership

Every article on the CLS blog was researched, written, and designed by our team. Original content that built authority with architects, designers, and engineers — not repurposed manufacturer PDFs.

Email Marketing

Weekly campaigns promoting manufacturer lines, product launches, and company news. Written and designed in-house, on-brand every time.

California Lighting Sales marketing dashboard — *Nine years of marketing data tracked in HubSpot: email performance, website sessions, and contact growth all measured and optimized from a single platform.*

HubSpot CRM

Full onboarding and implementation. 6,500+ contacts organized into segments by vertical, role, and area of practice. Lead capture through forms and lead magnets. A real pipeline, not a spreadsheet.

Manufacturer Partnerships

We met directly with manufacturer marketing teams, extracted the key messages, and translated them into content that worked for CLS’s audience, regardless of how polished (or not) the source material was.

Brand & Sales Collateral

Lookbooks, design guides, sales presentations, event flyers, swag, and more. Everything CLS needed to show up professionally in front of customers and manufacturer partners.

California Lighting Sales event marketing and design by Bynder Group — Bynder Group designed all event branding and collateral for California Lighting Sales, including product showcases, mobile showroom tours, and co-branded manufacturer learning events throughout Southern California.

Events

Branding and collateral for industry events, product showcases, mobile showroom tours, and co-branded manufacturer learning events.

⭐⭐⭐⭐⭐ Digital Marketing Expertise

“After decades in the lighting industry, I’ve worked with a lot of vendors and partners. Bynder Group stands apart. They didn’t just build us a website or run a few campaigns; they became a genuine and valuable extension of our team. Rob understands our business, our manufacturers, and our customers, and translates all of that into marketing that actually moves the needle.”

–Marcus C. – Principal, California Lighting Sales

Results

~46% average email open rate — nearly double the B2B industry benchmark

32,000+ website sessions generated over the engagement

9 years as CLS’s full embedded marketing team

Sound familiar?

If your agency is still piecing together marketing between sales calls, we know this world. We’ve been inside it for nearly a decade. Let’s talk »