Case Study
Long-Term Growth Driven by Strategic Marketing
The Beginning
Dan Erschen first began working with Steve Condit at Marketing Metrics Corp. in 2006, when the company was operating as Die Concepts, Inc. At the time, the business focused primarily on metal stamping and tool & die making, generating approximately $4 million in annual revenue.
The company’s website was outdated, and new business was driven largely by word-of-mouth referrals, trade shows, and directory advertising—limiting visibility, scalability, and growth potential.
Rebranding, Expanding Services & Launching a New Business
To support long-term growth, Dan recognized the need to rebrand and expand services. In 2010, the company became Wisconsin Metal Parts, Inc. (WMPI) and broadened its offerings to include metal fabrication, contract manufacturing, and assembly.
This expansion introduced two critical challenges:
1. Generating enough new customers to keep advanced manufacturing equipment operating at capacity
2. Recruiting and hiring skilled employees in an increasingly competitive labor market
Later, WMPI also launched Lean Manufacturing Products, Inc. (LMP)—a complementary business that required a new website, rapid brand awareness, demand generation, and customer diversification.
The Solution
From 2006 through 2023, Dan partnered with Marketing Metrics Corp. (MMC) to develop and execute a long-term, integrated marketing and employment strategy designed to scale alongside the business.
MMC’s work included:
- Website design and development
- Content creation and search engine optimization (SEO)
- Google Ads and paid search campaigns
- Social media and email marketing
- Account-based marketing strategies targeting new industries, including Power Generation, Military, Aerospace, Food Service Equipment, and Automotive
- Employment marketing to attract and retain skilled talent
- Brand and demand generation for the successful launch and growth of Lean Manufacturing Products
The focus was not just visibility—but high-quality, highly qualified inbound leads that converted into long-term customers.
The Results
Over a 17-year partnership, the results were transformational:
- Revenue growth: from $4 million to $24 million annually
- Employee growth: from 40 to 135 employees
- Successful launch and scaling of a new business
- Sustained inbound lead flow, with customers finding WMPI and LMP rather than relying on outbound sales
- Marketing ROI that consistently outperformed trade shows and online directory advertising
- Strong market positioning and revenue growth, culminating in a 2024 sale to a private equity firm
WMPI was also recognized as one of the Milwaukee area’s fastest-growing companies by the Milwaukee Business Journal, won Manufacturer of the Year (2022), and received ongoing recognition from the Milwaukee Journal Sentinel as a Top Workplace (2014–2024) and community involvement awards.
Client Testimonial
“I worked with Steve Condit at Marketing Metrics Corp. from 2006 until I successfully sold Wisconsin Metal Parts and Lean Manufacturing Products in 2024 to a private equity firm. During that time, we grew from $4 million to $24 million in annual revenue and from 40 employees to 135.
We saw a substantial increase in new business sales as a direct result of Steve’s marketing efforts—new websites, content, SEO, Google Ads, social media, account-based and email marketing. Marketing Metrics also helped us diversify our customer base, especially as we expanded into metal fabrication and contract manufacturing.
What Steve did for us with Lean Manufacturing Products was absolutely amazing. The marketing program worked so well that we didn’t even have to go looking for new customers—they were finding us. We were able to grow as fast as we could responsibly handle.
The quality and consistency of the leads were exceptional. I can’t imagine what our growth would have looked like without Steve guiding and implementing the program. I gave him much credit then and still do today.”
— Dan Erschen, President
Why It Matters
This partnership demonstrates how a strategic, long-term marketing program—executed consistently—can:
- Drive predictable inbound demand
- Reduce reliance on word-of-mouth, trade shows and online directory advertising
- Support rapid yet sustainable growth
- Increase company valuation and exit readiness
👉 Schedule a Complimentary Consultation With Marketing Expert
View Success Stories
See how we’ve helped other clients reach their goals.
From $4M to $24M: Strategic Marketing That Fueled Growth and a Successful Exit
“We grew from $4 million to $24 million in annual revenue during our 17-year partnership.”
Dan Erschen, President
Wisconsin Metal Parts, Inc. & Lean Manufacturing Products, Inc.
Robotics Automation Company Lands $60 million New Customer
“The $60 million-dollar new order was the result of an online inquiry generated through sophisticated, proven digital marketing techniques.”
Mike Loomis, President
ACRO Automation
Challenge: Generate more sales leads and revenue for their stock and custom fastener solutions.
Heat Treating Company Upgrades Website To Help Solve Hiring Challenges
Challenge: ThermTech, a commercial heat-treating company, needed help recruiting staff to meet customer demand and promoting their world-class services.
