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Cimation Case Study

Background & Goals

Cimation, based in Houston, Texas, designs, develops, installs and supports industrial automation systems for the Energy Industry. Cimation’s engineers are experts at providing innovative solutions for a wide variety of applications, including onshore and offshore oil and gas drilling, pipeline management, refineries, enterprise data management and cyber security.

Cimation hired Kuno Creative to refresh its brand and messaging, develop a new website and perform enterprise inbound marketing to increase qualified leads and sales. In an early application of content marketing, Kuno developed a top-funnel, educational download, “The 2012 North American Shale Playbook,” to increase brand awareness and attract new leads from the Energy Industry.

Cimation case study


The “Playbook” was a creative blend of football imagery and expressions with an overview of the most current information about the Shale “plays” in North America. The idea was to attract engineers in the energy industry both with the upcoming 2012 football season and with an overview of the exciting trends and fields in onshore shale exploration. The analogy between football and oil and gas exploration turned out to be a productive trend in its own right.


Since its launch in August, 2012, the Shale Playbook download has produced the third highest number of leads among all of the pages of the website. More than 325 new leads have converted on the landing page, at a 43 percent conversion rate. Of these leads, an additional 30 percent have since gone on to visit other pages and have submitted the Contact Us form for additional information on Cimation services. Cimation’s sales team has contacted most of the Shale Playbook leads, and several of them have become sales opportunities.


This case study shows the tremendous power that a single, creative piece of content can have on lead generation and brand awareness. A popular enough piece can even have a direct impact on sales. Cimation is working with Kuno to develop more top-funnel download offers to expand its business development and lead generation efforts. 

Vice President of Business Development, Joe Schipani, said this about the “Shale Playbook” project, “Not only has it been a productive content marketing piece, but it’s also generated substantial brand recognition for Cimation. Many of our partners pass it out to their sales teams targeting upstream onshore development.”

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