iDry Kilns

🟢 Objective

iDry Kilns is a manufacturer of high-end vacuum kilns that help woodworkers dry lumber quickly and efficiently. Before engaging with BuilderGrowth, they lacked a marketing strategy, CRM infrastructure, and clear brand positioning. The challenge was to build a comprehensive growth system—from visibility to conversion—for a product priced between $6K–$9K in a fragmented market.

🛠 What We Did

1. Stepped in as Fractional Chief Marketing Officer
   
   
2. Acted as the company’s full outsourced marketing department
   
   
3. Rebuilt the brand’s website and messaging
   
   
4. Grew social following from ~1,700 to over 30,000 followers
   
   
5. Developed and owned the #iDryKilns community + hashtag
   
   
6. Introduced lead capture, email marketing, and CRM automation
   
   
7. Created and promoted a seasonal sales calendar
   
   
8. Hosted webinars + customer interviews to collect insights
   
   
9. Positioned the product as a tool for entrepreneurial opportunity
   
   
10. Launched user-generated video campaigns with influencers, resulting in millions of YouTube views
    
    

🧠 Strategic Process

Through market insight, we discovered that iDry wasn’t just selling equipment—they were selling a pathway to entrepreneurship. By repositioning the product as a business-in-a-box for woodworkers, we aligned messaging with aspiration.

We also introduced automations, follow-up sequences, and sales systems that allowed iDry to run marketing at scale. Content was used to elevate customers as community leaders—turning buyers into advocates and reducing sales friction.

🎯 Results

• Tripled revenue over the course of three years
  
  
• Grew brand to become the #1 vacuum kiln manufacturer in the U.S.
  
  
• Built a highly engaged online following and content ecosystem
  
  
• Influencer partnerships drove millions of views on customer spotlight videos
  
  
• Implemented a CRM and email system that nurtured leads and closed sales
  
  

📍 Current Status

Exited — No longer a client, but a major success story in BuilderGrowth’s portfolio. Brand continues to leverage systems built during the engagement.

🔁 Closing Reflection

This project exemplified BuilderGrowth’s ability to not only grow a niche industrial brand—but to shift perception, design systems, and create a market-leading category presence.
And beyond business growth, it had ecological impact: enabling makers to dry wood efficiently, reclaim felled trees, and give timber new life—faster and more sustainably.

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