Fluxtrol

Objective: Turn deep technical expertise into a steady stream of qualified leads

Fluxtrol is the world’s leading manufacturer of soft magnetic composites and the world leader in magnetic flux control for induction heating. Founded in 1981 by Robert S. Ruffini and headquartered in Auburn Hills, Michigan, the company pairs its proprietary Fluxtrol, Ferrotron, and Alphaform materials with induction coil design and fabrication, computer simulation, prototyping, and R&D services. Its work shows up in automotive, aerospace, alternative energy, oil and gas, biomedical, and special metallurgy applications, and its distributor network reaches customers in more than fifty countries.

Fluxtrol’s engineers are among the most published people in their field. They present at conferences, teach courses, and write the papers the industry reads. The challenge was turning that authority into business: a website that ranks for the problems engineers search for, marketing that keeps Fluxtrol in front of them, and a sales process that doesn’t let a good lead go cold. Fluxtrol asked Web Ascender to be that team.

What Web Ascender Did

Web Ascender is Fluxtrol’s outsourced marketing and technology department, on an ongoing engagement that covers the website, marketing, content, video, and the software behind the sales process.

The website

• Designed and built the Fluxtrol website - a product-and-services site organized around SMC materials, induction coils, and R&D services, with a technical resources library of papers, courses, case histories, and videos that gives engineers a reason to keep coming back
• Built for search - structured to rank for the technical queries Fluxtrol’s customers actually type, which has driven a 38% increase in organic page views since launch
• Quote and sample requests on every product - material-specific request forms that feed directly into the sales workflow

Digital marketing and content

• Google Ads management - continuous campaign tuning that has steadily decreased Fluxtrol’s cost per lead
• Social media strategy - a consistent LinkedIn and YouTube presence built on Fluxtrol’s technical content
• Newsletters and new content, every month - we write, design, and publish the newsletter, social posts, and new site pages so Fluxtrol’s marketing never stalls between conferences

Video production

• From conference slides to published video - Fluxtrol’s engineers present constantly; we shoot, edit, and produce those presentations into polished videos for YouTube and the site’s resource library, with the presentation PDF alongside, turning each talk into a lasting lead-generation asset

Custom CRM and quoting

• A custom-coded CRM built around how Fluxtrol actually sells, replacing generic tools that never fit
• A streamlined quoting process that gets material and coil quotes out faster
• Better lead management - website inquiries flow into one pipeline with clear ownership and follow-up, and lead data is tied to quotes and invoices from Fluxtrol’s accounting system, so the company can see which leads became revenue

The Outcome

Fluxtrol has more of the right people finding it, at a lower cost per lead, and a sales process that turns inquiries into quotes faster than before. Organic traffic is up 38% since the site launched, paid campaigns get more efficient every quarter, and the company’s expertise now reaches its market every month through newsletters, social media, video, and fresh content, without pulling engineers away from the work.

It’s a full-stack partnership, from design and marketing to custom software, and it’s still growing.