A Transformational Marketing Journey

Respected commercial glass and glazing company Giroux Glass, with a rich history of over 75 years, found itself at a pivotal point. Recognizing the need to evolve their marketing, the company embarked on a journey to achieve more growth and unlock enhanced value for its employee-partners as an ESOP business.

Giroux Glass Website



As part of their strategic growth plan, they aimed to integrate cutting-edge business technology and adopt a fresh marketing approach to drive sales growth and operational efficiency. Additionally, they sought to elevate their brand awareness and expand their presence from Los Angeles, Las Vegas, San Bernardino, and Fresno to Phoenix and beyond.

The construction industry and glazing trade encounter unique challenges that necessitate a strategic approach to stimulate their growth. By prioritizing data-driven marketing strategies and embracing state-of-the-art technology, Giroux Glass has overcome industry obstacles and flourished.

Giroux Glass marketing

“I can confidently say our partnership with Bynder Group has been a game-changer. Bynder Group, with their expertise in inbound marketing, website redesign, and CRM optimization, has not only transformed our digital presence, but has also become an integral part of our marketing and sales department. Their strategic direction and execution have resulted in a significant increase in brand recognition, lead generation, and ultimately, business growth.”
—Nataline Lomedico, CEO and President, Giroux Glass


To ignite its transformational journey, Bynder Group worked closely with the internal marketing, sales, and executive teams at Giroux Glass through the implementation of a three-pronged approach:

    • HubSpot CRM for seamless customer relationship management and lead nurturing strategy
    • Inbound marketing techniques to generate high-quality leads and increase website traffic and engagement
    • Comprehensive website redesign grounded in growth-driven design principles to enhance user experience and drive conversions.

giroux glass content strategy

1. HubSpot CRM

To kick off the implementation of HubSpot CRM, the business development and client relations team embarked on customizing and integrating it with their ERP system. Bynder Group was enlisted to provide onboarding and guidance through the implementation of several HubSpot products, including onboarding, customization, and integration services, ensuring the successful completion of this initial phase.

2. Inbound Marketing

Next on the agenda, Bynder Group introduced the concept of inbound marketing techniques, a crucial aspect of the modern digital marketing landscape. Inbound marketing focuses on creating valuable experiences that are tailored to the needs of prospective clients. This approach involved the creation of targeted content that answered the top questions of Giroux Glass’s prospects, thus driving traffic and conversions. The agency was instrumental in advising the team and collaborating closely with them on marketing strategies such as search engine optimization (SEO), content marketing, email marketing, and lead nurturing. Key components included:

    • Lead generation and nurturing strategy
    • Content marketing
    • Marketing automation

3. Website Redesign

The most visible portion of the transformation involved a comprehensive website redesign. Our team introduced a growth-driven design methodology tailored to enhance user experience and drive conversions. The redesign process ensured the website was not just visually appealing but also functional and user-friendly. The goal was to create a website that could effectively communicate the value proposition of Giroux Glass, showcase its expertise, and provide an avenue for potential clients to engage easily.

“I received the bulletin about the company’s new website.  It’s very well done, full of useful information, easily navigated, great professional photographs, and includes everything an outstanding website should contain. On my consulting scale of 1 to 100, I’d give it a rating of 95 (solid grade of “A”) and that’s my highest rating for anything.  I’ve never seen a better website and I’ve seen a lot of them in the glass and glazing industry.”
Richard Voreis, CEO, Consulting Collaborative (Industry Expert)

giroux glass lead generation strategy


The transformational journey of Giroux Glass, driven by strategic marketing and state-of-the-art technology, yielded impressive results. The successful implementation of the three-pronged approach not only bolstered their growth but also demonstrated the power of embracing digital innovation in the construction industry.

    • Website traffic doubled from 2019 to 2023
    • New contacts by organic search increased by 57% from 2019 to 2023
    • Engagement increased by more than 50% from 2023 compared to the previous year

1. Improved Website Traffic and Higher Engagement

Starting with a fresh approach to their website, our team utilized a user-centric design strategy to create a modern, easy-to-navigate site that accurately represents Giroux Glass’ brand and values. We also implemented SEO tactics to improve search engine rankings and attract more qualified leads. The new website surpassed expectations and swiftly emerged as a powerful marketing channel, lead generation tool, and brand touchpoint.

2. More Effective Marketing and Higher ROI

Through our partnership, Giroux Glass was able to harness the power of digital marketing and technology to drive its transformational journey and achieve significant results in terms of business growth and enhanced brand recognition. By leveraging inbound methodology, we were able to attract, engage, identify, and convert potential customers into leads through various channels such as authoritative articles, compelling case studies, persuasive social media, compelling email marketing, and strategic SEO. This approach increased website traffic and also improved lead quality. Key benefits of these data-driven marketing efforts include:

    • Increased brand awareness and credibility
    • Improved efficiency and productivity through customized HubSpot integration
    • Enhanced data synchronization for better sales insights
    • Higher quality leads and improved lead-to-client conversion rates

3. Fully Integrated Marketing Team Provides Added Value

Access to Bynder Group’s expertise has been pivotal in allowing Giroux Glass to continuously optimize its marketing effectiveness and return on investment. Equipped with deep knowledge and insights, the marketing team has been able to tap into advanced strategies and innovative tools to enhance their reach, refine their targeting, and ultimately drive high-quality leads, conversions, and customer satisfaction. The resulting continuous improvements have further entrenched Giroux Glass’s leadership position in the industry, demonstrating the substantial value of expert-driven marketing initiatives.

Crystallizing the Transformational Journey

The results we’ve achieved for Giroux Glass serves as a testament to the effectiveness of digital innovation in driving business growth in the construction industry. The strategic implementation of inbound marketing techniques, a comprehensive website redesign, and the integration of HubSpot CRM led to significant increases in website traffic, lead quality, and client engagement. This case underscores the power of a well-executed digital strategy in enhancing brand recognition, streamlining operations, and delivering remarkable returns on investment.

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