Endurance Carbide
“Huge shoutout to Emily Joann Wilkins for helping us get this project done, it would not have been possible without the amazing work her team at Marketing Metal did.”
Endurance Carbide has been manufacturing precision carbide tooling for over 60 years. They’re trusted by serious production teams and known for solving complex wear problems in high-volume environments.
But the way customers were engaging with them didn’t match the value they actually bring to the table.
Endurance Carbide Old Website
The Challenge(s)
Oftentimes, customers were reaching out to Endurance already knowing they needed carbide tooling. And of course, they were (are) always happy to turn around a quick quote, and if accepted, to deliver parts as specified.
But there’s a whole subset of prospects who either:
Don’t know about the benefits of using carbide
Believe common misconceptions about carbide tooling being too expensive or too brittle for their application
Endurance wanted to catch these people before they went and purchase standard steel tooling and educate them on why carbide is often the better solution.
With decades of tooling expertise under their roof, Endurance wanted to share more of that value. To help customers think through their application. To look at wear patterns, understand changeover frequencies, and guide decisions to impact long-term performance.
Because they’ve seen the fall-out from engineers spec’ing the wrong materials and grades. The frequent changeovers, machine downtime, and headaches. And being good Midwesterners, they wanted to help.
The other problem was that their website was kind of a labyrinth with several pages containing only a few sentences that looped back on each other and left the user lost and confused. And it didn’t showcase the most interesting and compelling thing about them: that all of their expertise is being bolstered by and shared with an energetic younger generation.
The Solution
The goal was to move Endurance earlier in the conversation by addressing the customer’s challenges upfront, and creating a more fluid, energetic, and memorable user experience.
We built a brand and website that positions them as the experts they are, shows how they’re combining the knowledge of their experts with the energy of youth, and gives customers a clearer way to understand when and why carbide matters.
That included:
Messaging built around real production problems like downtime, tool life, consistency, and cost per part over time
A website structured to walk through their process and how they approach different applications
Dedicated pages for capabilities, products, and process that reinforce how decisions are made, not just what’s available
Customer examples and testimonials that show where they’ve delivered results
A downloadable resource, “5 Tooling Myths,” designed to educate customers and start the conversations earlier in the process
A foundation for ongoing email content to continue that education over time
Everything was designed to do one thing well: help engineers and production teams understand the role carbide plays before they start sourcing it.
The Result
Endurance is now positioned to be part of the decision, not just the transaction.
Customers have more context before they reach out. Conversations can start with a clearer understanding of the problem, and the discussion shifts from “what do we need?” to “what’s the right approach?”
Instead of reacting to requests, Endurance is now able to guide decisions, which creates better outcomes on both sides.
If your customers only come to you after they’ve decided what they need, you’re not positioning yourself as the expert. Let’s change that.
Ready to start magnetizing your people?
Schedule a quick 15-minute call with Emily HERE to figure it out. No sales pitch, no gimmicks, just a quick introduction to see how we jive.
Learn more about our Radical process HERE.
