CLIENT WORK / MOBILTEX
Marketing strategy across two eras of infrastructure monitoring
Mobiltex helps utilities and pipeline operators monitor hard-to-see, costly-to-visit assets. Across two engagements, we helped connect that technical capability to clearer positioning, stronger marketing systems and practical routes to market.
INFRASTRUCTURE MONITORING
PIPELINE INTEGRITY / GAS UTILITIES / WATER DISTRIBUTION
CLIENT
Mobiltex
MARKET
Pipeline integrity, gas utilities and water distribution
ENGAGEMENT
Marketing leadership, brand and digital foundations, positioning and demand strategy
THE ENGAGEMENT
Two stages of growth. One need for commercial clarity.
Our first engagement, from 2019 to 2020, focused on building the marketing foundations around Mobiltex's cathodic protection and remote monitoring business. The company needed a clearer brand story, a stronger digital presence and a more repeatable path from market interest to a qualified sales conversation.
In spring 2026, Mobiltex asked us to return for a different stage of the business: sharpening the positioning and demand strategy for Osprey gas pressure monitoring and FloPath water distribution monitoring. The markets were different, but the commercial task was familiar. Make a specialized infrastructure solution easier to understand, evaluate and buy.
01
Building the marketing foundation
We worked as embedded marketing leadership, coordinating with Mobiltex's team and specialist partners to create a more coherent market presence. The work included the brand narrative and visual identity, the relationship between Mobiltex and CorTalk, interim and corporate website programs, and planning for search and paid media.
We also helped organize lead qualification and tracking, developed messaging and sales materials, coordinated brochures, video and trade-show work, and supported the internal marketing resource responsible for carrying the program forward.
Commercial value: Mobiltex gained a clearer story, a more useful digital foundation and a marketing process better connected to sales priorities.
02
Making technical proof useful to buyers
Infrastructure monitoring is credible when buyers can see how it performs in the field. We helped turn Mobiltex projects and technical knowledge into customer stories, brochures and sales material that connected product features to operating realities.
The work drew on examples from FortisBC, Southwest Gas, Williams and TC Energy, along with material for remote monitoring units and cathodic protection applications. The stories addressed practical needs such as monitoring rectifiers and test points, reducing site visits, maintaining reliable field data and managing communications transitions.
Commercial value: Customer proof gave utility and pipeline teams a clearer basis for evaluating where remote monitoring could fit their own operations.
03
Returning for Osprey and FloPath
The 2026 engagement focused on the market story and demand-generation plan for two distinct infrastructure monitoring offers. Strategy and campaign materials were prepared for review, with each product grounded in its own buyer problem, audience and proof.
OSPREY POSITIONING
FLOPATH POSITIONING
BUYER MAPPING
TECHNICAL CONTENT
CUSTOMER PROOF
EVENTS + TRADE SHOWS
SEARCH + LINKEDIN
PIPELINE MEASUREMENT
For Osprey, we mapped a story around distributed gas pressure visibility beyond SCADA. The work considered legacy chart replacement, troubleshooting, temporary projects, engineering and compliance, then connected those applications to target accounts, regions, content, customer proof, trade shows, email, LinkedIn, search and direct outreach.
For FloPath, the positioning centered on water distribution visibility beyond the plant, including transients, pressure-reducing valve monitoring and control, operational efficiency and asset integrity. Pressure-reducing valves and transient monitoring emerged as priority applications for a focused market story.
Commercial value: Mobiltex received a structured route from technical capability to audience, application, campaign concept and opportunity measurement without forcing two different product lines into one generic message.
EXPERIENCE CARRIED FORWARD
A second engagement built on the first.
Our understanding of Mobiltex's products, markets and commercial history made it possible to move quickly in 2026. That continuity did not mean reusing the old story. Gas pressure monitoring and water distribution monitoring each needed a distinct problem definition, audience, proof set and route to market.
The foundation created continuity. The market strategy created focus.
PROJECT SCOPE
Marketing leadership across brand, proof and demand
Embedded marketing strategy and project leadership
Brand narrative and architecture
Website program coordination
Lead qualification and tracking
Case studies and sales collateral
Brochure and video coordination
Search, paid, social and event planning
Osprey positioning and demand plan
FloPath positioning and application messaging
POSITIONING. PROOF. ROUTE TO MARKET.
Need to make a technical infrastructure solution easier to buy?
We help industrial technology companies connect product positioning, customer proof, marketing systems and sales priorities.
WORK WITH USEITZEN INDUSTRIAL GROWTH
Growth strategy and execution for industrial technology companies selling into complex markets.
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