How Reuter-Stokes and RH Blake Leveraged Deep Market Insights to Outmaneuver Advanced Competitors

TL/DR

Faced with the challenge of shifting from government-heavy business to commercial markets while battling competitors with more advanced technology, Reuter-Stokes partnered with RH Blake to reinvent its market presence. Through deep-market interviews with customers and editors, they identified a good fit messaging strategy that highlighted their unique technical benefits. They launched a comprehensive campaign featuring SEO, PPC, and educational thought leadership pieces that resonated with engineering audiences. This strategic realignment transformed Reuter-Stokes’ marketing into a professional, proactive engine, earning the company a long-term trusted partner capable of managing complex growth objectives with polished execution.

Company

Reuter-Stokes, a Baker Hughes business, operates at the forefront of industrial technology, designing and manufacturing mission-critical measuring devices. Their specialized product portfolio is essential for high-stakes environments, featuring equipment for precise radiation measurement and the monitoring of both pressurized and boiling water reactors. Additionally, the company produces UV flame detection technology and downhole sensors specifically engineered for directional drilling applications.

Challenge

The company encountered a significant strategic hurdle when it decided to expand beyond its traditional focus on government contracts to enter new commercial spaces. This transition was complicated by a competitive landscape where rivals offered technologies and alternatives that were often more advanced than those of Reuter-Stokes. To penetrate these new markets effectively, the company needed to refine its messaging to identify and attract customers who were a good fit for their specific solutions, which carried different features and benefits than the competition. The primary objective was to develop marketing programs and technical assets that could successfully drive awareness and engagement among a highly technical engineering audience.

“I have relied on RH Blake as a trusted partner in marketing strategy for many years. They are detail oriented, thought provoking and open minded. No matter the marketing program or growth objective, they find unique ways to solve problems and bring ideas to the table. They are also diligent at project management which is valuable to me as it helps me stay organized and be effective in many aspects of my job. Above all, their staff is always professional and polished and they always strive for perfection.”

Angela Brown, Marketing Manager
Reuter-Stokes, a Baker Hughes business

Solution

RH Blake began the engagement by conducting exhaustive market research, which included interviewing end customers and industry editors within the new target markets to gain a deep understanding of customer priorities. This research informed a strategic workshop with the Reuter-Stokes senior leadership team, where they collaboratively developed a comprehensive messaging framework.

With the strategy established, the team executed a multi-channel marketing program. Digital efforts included SEO, Google Pay Per Click, and social media marketing, supported by the development of dedicated landing pages and videos. A core component of the solution was thought leadership, which focused on educational content regarding specific applications delivered through white papers and case studies. To ensure the sales team was equipped for the commercial pivot, RH Blake provided sales literature, event support, and both internal and external sales presentations.

Results

The collaboration established a long-term, proactive marketing strategy that successfully addressed Reuter-Stokes’ complex growth objectives. The partnership has proven highly effective on a strategic level. Angela Brown, the Marketing Manager at Reuter-Stokes, describes RH Blake as a trusted partner who brings unique ways to solve problems to the table. She emphasizes that the agency’s diligent project management is a vital asset, helping her stay organized and effective in her own role. Brown further highlights the professional and polished nature of the staff, noting their open-minded and thought-provoking approach to every marketing program they undertake.