Building Better B2B Marketing

When Cox Research first introduced the Opti-Float Level Detector device, they faced a significant challenge: how do you effectively market a complex, highly technical innovation in a way that resonates with both industry experts and a broader audience? Having previously worked with our team in a different capacity, Cox Research recognized NURA’s ability to elevate its story and ensure it resonated across modern digital channels.

As they launched their next phase of growth, Cox Research chose to follow NURA into our agency’s new chapter, trusting us to position Opti-Float as more than just a product—it needed to stand as a symbol of innovation, sustainability, and industry leadership. Our challenge was to craft a marketing strategy that not only educated the market but also solidified Cox Research as thought leaders and inventors driving the future of sustainable technology.

At NURA, we saw this challenge as an opportunity to blend strategy, storytelling, and innovation. As a retainer client, Cox Research relies on us to manage their digital presence via an array of services, including social media management, blog creation, and digital advertising. Beyond monthly deliverables, we became their creative partner, working to amplify Opti-Float's story.

To keep the messaging fresh, we continually pushed creative boundaries, a challenge in itself when marketing a single product. With Opti-Float as the focal point, we tapped into storytelling techniques, diversified content formats, and explored new angles to highlight its unique benefits. Whether crafting distributor-focused materials or designing campaigns for in-person events like WEFTEC, we ensure every piece of content feels intentional and aligned with Cox’s values. By leveraging platforms like Facebook, LinkedIn, newsletters, and their website, we reached both buyers and distributors where they were most active, building trust and driving engagement.

Impact

Through our partnership, NURA has helped Cox Research innovate its B2B marketing approach, connecting their innovative product with the niche audience it serves. Beyond traditional marketing metrics, this collaboration has built lasting tools, strategies, and relationships ensuring Cox remains a leader in sustainable wastewater solutions.

‍