About AnchoRock
What They Needed
Since partnering with growth marketing agencies like Estes Media, AnchoRock has experienced significant improvements and results for their business:
- Bespoke Solutions: AnchoRock valued the tailored strategy and deep industry knowledge that Estes Media brought to the table, giving them the confidence of having a dedicated group of experts bolstering their business growth initiatives.
- Authoritative Content: Leaning on a creative digital marketing agency allowed AnchoRock to deploy thorough and helpful content that landed higher on search engine results pages without having to do it in-house.
- Lead Generation: AnchoRock’s inbound leads went from virtually non-existent to thriving, leading to increased revenue for the first time without relying on an outbound sales model.
- Strategic Vision: The partnership with Estes Media inspired AnchoRock to expand their thought process around marketing, developing an understanding of the various channels that help build brand awareness and loyal customers.
- Measurable Results: Estes Media delivered precise analytics and understanding regarding the effectiveness of AnchoRock’s online marketing strategies, fostering an environment of clarity that enhanced the quality of their strategic decisions.
- Industry Breakthrough: Overcoming a crowded technology landscape proved a feasible task, as Estes Media leveraged AnchoRock’s industry niche throughout marketing strategies, crafting an engaging and consistent message across all platforms.
“Everyone at Estes Media comes from a background in either marketing, technology, construction, sales, or creative storytelling, which enabled us to effectively tell AnchoRock’s story and successfully build their lead generation channels. Our team of obsessive marketers deployed battle-tested strategies that delivered measurable results for Taylor Thorn and company, allowing AnchoRock to achieve their goals of market penetration and eventual acquisition.“
Josh Estes, Partner & Founder at Estes Media
The Challenges
In early 2022, AnchoRock, a young technology start-up based in San Diego, California, headed by co-founder and CEO, Taylor Thorn, had its sights set on growing the business and becoming a premier construction safety software company in a market lacking options.
Being a small team of about 5 employees, they faced a series of pressing challenges that threatened to impede AnchoRock’s growth and scalability. The startup grappled with a significant shortage of human capital, sales and marketing experience, and time, constraining their ability to expand and innovate.
On top of that, the absence of a compelling online presence meant that AnchoRock struggled to get in front of potential customers and investors, marking an even steeper uphill battle for market penetration.
These obstacles underscored an urgent need for strategic intervention from a marketing partner with a deep understanding of b2b startups. They needed to not only elevate AnchoRock’s digital footprint, but also chart a path towards achieving an initial market share and attracting the attention of venture capital firms for a potential acquisition.
In this case study, we’ll discuss the challenges faced by AnchoRock and why they chose a SaaS content marketing agency like Estes Media to be their complete digital marketing agency on the journey to their acquisition by KPA.
Why Was Estes Media Chosen?
- Construction and Technology Expertise: Estes Media has unique expertise in both technology and construction, something rarely found in the digital marketing space. Taylor Thorn believed the crossroads of talents would be crucial in developing successful marketing strategies.
- Full-Service Approach: Estes Media offered AnchoRock a comprehensive suite of services, including content creation, advertising, social media management, email campaigns, and website development, all with measurable KPIs.
- Flexibility: Estes Media’s experience in technology start-ups meant they knew when and how to pivot and make adjustments to better serve their clients, making the reallocation of resources on the fly a breeze.
- Communication and Understanding: For AnchoRock, the ability to meet daily or weekly with their marketing team was not an option. They needed a team they could trust to execute a shared vision with minimal supervision, acting as an extension of the company.
Estes Media began their engagement with AnchoRock by immersing themselves in the mindset of the construction safety professional, conducting subject matter interviews, participating in product demonstrations, and performing as much market research about the industry, niche, and competitors as possible.
From there, they worked closely with Taylor Thorn and his team to refine SEO content strategies and created a detailed roadmap of the next 12 months of services and their expected results.
With an aggressive yet realistic plan in place, the Estes Media team began developing website content, social media and email marketing campaigns, as well as building a fast new website that was optimized for lead generation.
AnchoRock relied on Estes Media to develop and introduce winning content strategies to the team that would bolster the company image and grow their audience. Estes Media’s services included:
- Website development and optimization
- Monthly content creation including service pages, blogs, case studies, and landing pages.
- Creation and distribution of bi-monthly product marketing emails
- Development and implementation of weekly social media posts
More than just an agency, Estes Media acted as an extension of the company when they needed it most. Agency founder, Joshua Estes, leveraged his deep experience helping small businesses with go-to-market and scalability strategies that helped AnchoRock attract interest from software mainstays Arcoro and KPA, who ultimately acquired AnchoRock.
“Estes Media was essential to AnchoRock’s go-to-market success and eventual acquisition by a major investor. Our team was just a handful of people with minimal sales and marketing experience, so we needed an agency with expertise that was mature enough to run on their own. Joshua Estes’s team did exactly that, and delivered results beyond our expectations. They ultimately helped us increase our market share by developing and deploying a winning marketing strategy for AnchoRock. Without a doubt I recommend them to any business.”
Conclusion
The most significant impact of AnchoRock’s partnership with Estes Media was the dramatic increase in inbound leads, attributable to a revamped website and targeted SEO efforts. This validated the company’s value to its customers as well as played a crucial role in the business’s success and its eventual acquisition by KPA in late 2023. By developing and growing AnchRock’s other digital channels, namely social media, email campaigns, and public relations, Estes Media was able to increase brand recognition and nurture additional streams for lead generation.
Estes Media refined AnchoRock’s go-to-market-strategy, making sure to accentuate the benefits that came with the construction industry’s custom safety compliance across all of their channels. Founder and CEO, Taylor Thorn credits Estes Media with delivering a top-to-bottom digital marketing experience that felt like they had hired a full-time marketing guru to help grow their business. Throughout the engagement, the AnchoRock team learned just how valuable a digital content marketing agency was for them.
Join Us on Your Journey to Success
Whether you’re a venture-backed startup or a titan in construction, Estes Media is your partner in growth. With a track record of turning strategies into success stories, we invite you to embark on a journey of transformation with us.
Let’s build, scale, and celebrate your brand’s legacy together.
Case Study
Meet The Companies
We’ve Transformed
Total Wrecking & Environmental
Total Wrecking needed SEO expertise, content strategy, branding, and a successful CRM system. Their website looked good but lacked optimization and a strong content strategy. Estes Media provided a comprehensive project management approach, conducting content interviews, creating a blog template, and performing competitive research. They trained the team on HubSpot CRM and developed original content. Weekly updates ensured accountability and collaboration.
As a result, Total Wrecking saw a 25% increase in organic search traffic, a 200% increase in website traffic, a 90% rise in social engagement, and 10 times more inbound phone calls in the first year.
Estes Media knows their stuff and they are an amazing marketing ally. I could not recommend them more to anyone who is looking for a new marketing partner or SEO company to bring on board.
Sandy Bodami
Director
Chaffee Roofing
Chaffee Roofing, a 115-year-old company in Providence, RI, recognized the need for digital marketing to stay competitive. President Peter Chaffee faced the decision of hiring a full-time marketer or an agency, opting for Estes Media for their expertise in commercial roofing and transparent approach. Estes Media conducted interviews with Chaffee Roofing's experts, held weekly meetings, and developed tailored strategies. Their services included content creation, advertising campaigns, social media management, and email marketing. This collaboration resulted in high-quality content, increased leads, and over $1 million in additional revenue. Peter Chaffee praised Estes Media for their industry knowledge and customized approach, significantly contributing to Chaffee Roofing's growth and success.
Estes Media's unique approach to content creation offers strategic insights and meticulous content review and sets them apart by truly understanding our industry, commercial roofing. In a world filled with generic content, their expertise shines through, ensuring the delivery of high-quality, authentic content that resonates with our audience. They are far from the cookie-cutter approach – they are the real deal.
Peter Chaffee
President
Simpson Unlimited
We provided comprehensive project management and transparency by building a detailed timeline, task list, and collaborative process to keep the project on-budget and on-time.
We conducted detailed content interviews with key stakeholders to understand their pain points in the sales process. We created a blog template from scratch and produced a monthly piece of pillar content.
We provided editable WordPress setup and design collaboration and conducted competitive research, keyword research, design/development testing, system integration, and training to ensure the website was equipped with every modern and forward-thinking functionality.
We implemented, customized and trained the team on how to best use HubSpot CRM for Commercial Construction and developed automated workflows and custom reports to help improve processes.
We provided weekly updates during standing call times for project/process accountability and ongoing collaboration.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Dan Saportas
Executive Vice President Simpson Unlimited, Inc.
AnchoRock
AnchoRock is a construction safety and compliance software company that provides mobile-first solutions designed specifically for contractors.
Their platform enables construction professionals to digitize safety programs and automate daily tasks, ensuring compliance and enhancing worker safety.
In June 2023, AnchoRock was acquired by KPA, a leading provider of Environment, Health, and Safety (EHS) software and solutions.
This acquisition aims to enhance KPA's offerings in the construction industry by integrating AnchoRock's specialized software, thereby helping contractors digitize safety programs, reduce incident rates, and maintain regulatory compliance.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Taylor Thorn
Cofounder & CEO
Derive Technologies
Derive Technologies is a privately held IT consultancy firm headquartered in New York, NY.
Established over 20 years ago, the company specializes in providing comprehensive IT support and services to a diverse range of industries, including advertising, education, financial services, government, healthcare, legal, retail, and transportation.
As a certified Minority-Owned Business Enterprise (MBE), Derive Technologies offers a wide array of services, such as infrastructure design and development, maintenance, security implementation, and network integration. Their consulting expertise encompasses areas like data storage, network virtualization, wireless technologies, cloud computing, data center solutions, mobility, collaboration, networking, security, and managed services.
Committed to delivering exceptional customer experiences, Derive Technologies maintains strong partnerships with leading manufacturers, ensuring access to the best volume discounts and buying programs.
Their mission focuses on leveraging collective customer experiences and a comprehensive portfolio of IT products and services to improve business processes, manage and consolidate enterprise information, and implement proven best practices.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Luis Zea
Director of Marketing
Malone Roofing
Malone Roofing is a reputable roofing company with a rich history spanning over 50 years. Founded by Horace J. Malone in the late 1940s in Hattiesburg, Mississippi, the company has grown from a local roofing outfit into an award-winning regional enterprise. Today, Malone Roofing operates across Mississippi, Alabama, Louisiana, and the Florida Panhandle, offering a comprehensive range of services, including commercial and residential roofing, service and maintenance, and metal wall panel installations.
The company remains family-owned and operated, with Roman and Ryan Malone leading as President and Vice President, respectively. Malone Roofing is committed to delivering high-quality roofing solutions that focus on quality, service, and value. They offer clients a full range of roofing options, from traditional crafts to new and innovative products and skills, in both new build and refurbishment roofing construction projects.
With a workforce of over 200 employees and a fleet of more than 100 vehicles, Malone Roofing serves a wide geographic area, providing services such as roof replacement, repair, inspection, and maintenance. The company also offers roof financing options and assistance with roof insurance claims, positioning itself as a trusted partner for quality roof replacements and services in the South.
Malone Roofing's dedication to excellence is evident in its long-standing history and the trust it has built with homeowners and businesses across the Southeastern United States. The company's focus on continuously improving and putting customers at the heart of everything they do has solidified their reputation as a leader in the roofing industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Roman Malone
President of Malone Roofing
PeopleJoy
PeopleJoy is a financial wellness company founded in 2016 by Emeka Oguh, headquartered in Philadelphia, Pennsylvania.
The company specializes in providing equity-based education assistance programs within the employee benefits sector, aiming to help employees manage and repay student loans effectively. PeopleJoy's platform offers a suite of services designed to attract and retain talent. By integrating these services into a unified digital platform, PeopleJoy aims to alleviate the burden of student debt, foster financial wellness, and support the professional growth of the modern workforce.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Emeka Oguh
CEO at PeopleJoy
SLC Southern Land Company
Southern Land Company (SLC), founded in 1986 by Tim Downey, is a privately held, full-service real estate development firm headquartered in Nashville, Tennessee. The company specializes in creating single-family homes, multifamily residences, and mixed-use communities across the United States.
SLC operates under a vertically integrated business model, encompassing development, infrastructure, design, construction, property management, garden services, and lifestyle amenities. This comprehensive approach enables seamless collaboration among various departments, ensuring cohesive and high-quality project delivery.
The company's core values include a warm welcome, commitment to excellence, dedication to teamwork, drive for innovation, and engagement with the community. These principles guide SLC in creating thoughtfully designed spaces that foster a sense of community and enhance the quality of life for residents.
Tim Downey, as the Founder and Chief Executive Officer, has been the visionary force behind SLC's mission to "create the extraordinary and cultivate joy." Under his leadership, SLC has expanded its footprint nationwide, establishing a reputation for creativity, quality, and integrity in the real estate development industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it's CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Jenna Lefever
Head of Public Relations
AnchoRock
AnchoRock is a construction safety and compliance software company that provides mobile-first solutions designed specifically for contractors.
Their platform enables construction professionals to digitize safety programs and automate daily tasks, ensuring compliance and enhancing worker safety.
In June 2023, AnchoRock was acquired by KPA, a leading provider of Environment, Health, and Safety (EHS) software and solutions.
This acquisition aims to enhance KPA’s offerings in the construction industry by integrating AnchoRock’s specialized software, thereby helping contractors digitize safety programs, reduce incident rates, and maintain regulatory compliance.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Taylor Thorn
Cofounder & CEO
SLC Southern Land Company
Southern Land Company (SLC), founded in 1986 by Tim Downey, is a privately held, full-service real estate development firm headquartered in Nashville, Tennessee. The company specializes in creating single-family homes, multifamily residences, and mixed-use communities across the United States.
SLC operates under a vertically integrated business model, encompassing development, infrastructure, design, construction, property management, garden services, and lifestyle amenities. This comprehensive approach enables seamless collaboration among various departments, ensuring cohesive and high-quality project delivery.
The company’s core values include a warm welcome, commitment to excellence, dedication to teamwork, drive for innovation, and engagement with the community. These principles guide SLC in creating thoughtfully designed spaces that foster a sense of community and enhance the quality of life for residents.
Tim Downey, as the Founder and Chief Executive Officer, has been the visionary force behind SLC’s mission to “create the extraordinary and cultivate joy.” Under his leadership, SLC has expanded its footprint nationwide, establishing a reputation for creativity, quality, and integrity in the real estate development industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Jenna Lefever
Head of Public Relations
PeopleJoy
PeopleJoy is a financial wellness company founded in 2016 by Emeka Oguh, headquartered in Philadelphia, Pennsylvania.
The company specializes in providing equity-based education assistance programs within the employee benefits sector, aiming to help employees manage and repay student loans effectively. PeopleJoy’s platform offers a suite of services designed to attract and retain talent. By integrating these services into a unified digital platform, PeopleJoy aims to alleviate the burden of student debt, foster financial wellness, and support the professional growth of the modern workforce.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Emeka Oguh
CEO at PeopleJoy
Malone Roofing
Malone Roofing is a reputable roofing company with a rich history spanning over 50 years. Founded by Horace J. Malone in the late 1940s in Hattiesburg, Mississippi, the company has grown from a local roofing outfit into an award-winning regional enterprise. Today, Malone Roofing operates across Mississippi, Alabama, Louisiana, and the Florida Panhandle, offering a comprehensive range of services, including commercial and residential roofing, service and maintenance, and metal wall panel installations.
The company remains family-owned and operated, with Roman and Ryan Malone leading as President and Vice President, respectively. Malone Roofing is committed to delivering high-quality roofing solutions that focus on quality, service, and value. They offer clients a full range of roofing options, from traditional crafts to new and innovative products and skills, in both new build and refurbishment roofing construction projects.
With a workforce of over 200 employees and a fleet of more than 100 vehicles, Malone Roofing serves a wide geographic area, providing services such as roof replacement, repair, inspection, and maintenance. The company also offers roof financing options and assistance with roof insurance claims, positioning itself as a trusted partner for quality roof replacements and services in the South.
Malone Roofing’s dedication to excellence is evident in its long-standing history and the trust it has built with homeowners and businesses across the Southeastern United States. The company’s focus on continuously improving and putting customers at the heart of everything they do has solidified their reputation as a leader in the roofing industry.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Roman Malone
President of Malone Roofing
Derive Technologies
Derive Technologies is a privately held IT consultancy firm headquartered in New York, NY.
Established over 20 years ago, the company specializes in providing comprehensive IT support and services to a diverse range of industries, including advertising, education, financial services, government, healthcare, legal, retail, and transportation.
As a certified Minority-Owned Business Enterprise (MBE), Derive Technologies offers a wide array of services, such as infrastructure design and development, maintenance, security implementation, and network integration. Their consulting expertise encompasses areas like data storage, network virtualization, wireless technologies, cloud computing, data center solutions, mobility, collaboration, networking, security, and managed services.
Committed to delivering exceptional customer experiences, Derive Technologies maintains strong partnerships with leading manufacturers, ensuring access to the best volume discounts and buying programs.
Their mission focuses on leveraging collective customer experiences and a comprehensive portfolio of IT products and services to improve business processes, manage and consolidate enterprise information, and implement proven best practices.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Luis Zea
Director of Marketing
Simpson Unlimited
We provided comprehensive project management and transparency by building a detailed timeline, task list, and collaborative process to keep the project on-budget and on-time.
We conducted detailed content interviews with key stakeholders to understand their pain points in the sales process. We created a blog template from scratch and produced a monthly piece of pillar content.
We provided editable WordPress setup and design collaboration and conducted competitive research, keyword research, design/development testing, system integration, and training to ensure the website was equipped with every modern and forward-thinking functionality.
We implemented, customized and trained the team on how to best use HubSpot CRM for Commercial Construction and developed automated workflows and custom reports to help improve processes.
We provided weekly updates during standing call times for project/process accountability and ongoing collaboration.
Estes Media have been essential partners in developing our sales and marketing plans. Whether it’s CRM, a new website, SEO, advertising, or content strategy, they have leveled us up from a D to an A.
Dan Saportas
Executive Vice President Simpson Unlimited, Inc.
Chaffee Roofing
Chaffee Roofing, a 115-year-old company in Providence, RI, recognized the need for digital marketing to stay competitive. President Peter Chaffee faced the decision of hiring a full-time marketer or an agency, opting for Estes Media for their expertise in commercial roofing and transparent approach. Estes Media conducted interviews with Chaffee Roofing’s experts, held weekly meetings, and developed tailored strategies. Their services included content creation, advertising campaigns, social media management, and email marketing. This collaboration resulted in high-quality content, increased leads, and over $1 million in additional revenue. Peter Chaffee praised Estes Media for their industry knowledge and customized approach, significantly contributing to Chaffee Roofing’s growth and success.
Estes Media’s unique approach to content creation offers strategic insights and meticulous content review and sets them apart by truly understanding our industry, commercial roofing. In a world filled with generic content, their expertise shines through, ensuring the delivery of high-quality, authentic content that resonates with our audience. They are far from the cookie-cutter approach – they are the real deal.
Peter Chaffee
President
Total Wrecking & Environmental
Total Wrecking needed SEO expertise, content strategy, branding, and a successful CRM system. Their website looked good but lacked optimization and a strong content strategy. Estes Media provided a comprehensive project management approach, conducting content interviews, creating a blog template, and performing competitive research. They trained the team on HubSpot CRM and developed original content. Weekly updates ensured accountability and collaboration.
As a result, Total Wrecking saw a 25% increase in organic search traffic, a 200% increase in website traffic, a 90% rise in social engagement, and 10 times more inbound phone calls in the first year.
Estes Media knows their stuff and they are an amazing marketing ally. I could not recommend them more to anyone who is looking for a new marketing partner or SEO company to bring on board.
Sandy Bodami
Director
A New Jersey-Based
Other Case Studies
Proof It Works
(And Not Just From Our Moms)
Our clients are happier with us than with 99% of other agencies. (We’re working on that last 1%.)
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Google Reviews
Jennifer Escamilla
Great team!
Carmen Flores
Estes Media is a great marketing agency and partner. I’ve worked with Joshua and his team across multiple brands and each time, they deliver! They have worked on SEO, branding, and creative engagements.
Jon M
They really help us improve our SEO. Joshua and team are such a pleasure to work with. They helped us with our rebrand, we love our new logo, brand messaging and their advertising campaigns are generating more leads then we had previously been getting. These guys are the best construction marketing agency we have ever worked with!
Dale Moss
Amazingly creative and helped me navigate a very pivotal time in my career & business. With so many major agencies out there it’s hard to find a personal touch and always felt I was in great hands.
Daniel McIntyre
Great team, they took a thoughtful approach to the entire process. I highly recommend.
Daniel Lewkowicz
Great marketing team! Loved working with them!
Kristen Lawson
My company, Colbert Roofing Corp. recently brought Estes Media on to handle our marketing needs. Dan and his team have done an amazing job in all aspects keeping us in the loop with each part of the process. Their knowledge of “What Works” is 2nd to NONE!! Thank you Dan, Andrew, Josh and all of your team member for your efforts and constant support!
pooja khandelwal
Working with Estes Media and Joshua has been a transformative experience! Look no further for your branding, SEO, website, social media, and every other marketing need. Joshua is an insightful strategist who truly understands how to align marketing with business goals. His ability to combine creativity with data, along with his deep knowledge of the construction industry, brought significant value to our company.
The Estes Media team was proactive, communicative, and always willing to go the extra mile to ensure success. Hands down recommend them 100% to any organization looking for impactful marketing initiatives that stick and deliver measurable ROI.
Tais S
Thank you Estes Media for the work & creative process! I am looking forward to future projects together. Professional, highly detail oriented and visionary, it was a real pleasure to work with you!
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Get started now by scheduling a call. We’ll talk about your goals for your company and how we can help you achieve them.