CAMM Metals, Inc. Reclaims Its Story (and Its Future) with Paperless Parts Marketing Solutions

Background

For over 25 years, CAMM Metals, Inc. has built a reputation for quality, reliability, and flexibility in custom metal fabrication. Yet despite their expertise, many prospective customers still viewed them as just “a waterjet house,” completely unaware of their welding, laser cutting, and full fabrication capabilities.

For CAMM Metals president, Matt Soucie, this misconception was frustrating and, more critically, it was holding the company back.

That’s where Paperless Parts Marketing Solutions comes in.

CAMM Metals has successfully used Paperless Parts’ quoting software for years as part of their tech stack. In 2024, Matt reached out to learn more about the Marketing Solutions offerings, ultimately deciding to partner with the team to build a new website and, eventually, engage in a long-term marketing partnership. Together, they set out to fight the misconception that was preventing CAMM Metals from reaching qualified customers and develop a consistent and effective marketing plan.

Challenge

When Matt noticed that CAMM’s website still featured a banner announcing a “new” machine that was delivered years ago, he realized time had slipped by. “It was outdated in the blink of an eye,” he admits. The site didn’t reflect the company’s growth, culture, or capabilities, and it wasn’t helping correct the persistent misconception that CAMM Metals offered only a limited amount of services.

Like many small manufacturers, CAMM Metals does not employ a robust, boots-on-the-ground salesforce. “We don’t have a salesperson on the road five days a week,” Matt explains. “So it’s hard to fight people’s perceptions if nobody’s out there telling them who we are.”

Matt knew that CAMM Metals needed an authentic, updated online presence to showcase who they really were, as well as consistent marketing outreach to keep their brand front and center.

Why Paperless Parts Marketing Solutions?

CAMM Metals’ partnership with the Marketing Solutions team wasn’t the company’s first attempt at marketing. Years earlier, they’d worked with a generalist marketing agency. “They didn’t truly understand manufacturing,” Matt recalls. “Their copy missed the mark too often, and I spent more time editing than I wanted to. They just didn’t speak our language.”

That experience left him cautious, but partnering with Paperless Parts felt different. “The team at Paperless Parts just gets it,” he says. “We have intelligent conversations about my business and marketing. They speak my language, and the content they deliver is smart, relevant, and virtually ready to go.”

The Solution

Matt and the Marketing Solutions team agreed on four key goals:

1. Change the narrative.
2. Refresh their brand presence.
3. Reclaim control over how the company is perceived and positioned.
4. Create and maintain consistent communication channels to stay top of mind.

The first strategy for achieving those goals was to modernize the CAMM Metals website. Paperless Parts guided the full redesign process, capturing the company’s story, capabilities, vision, and culture through authentic copy and an updated SEO strategy, complemented by fresh, professional photography.

The Paperless team was thrilled to see the imagery captured by Matt’s photographer and knew it would accurately support their aligned goals. “We wanted to humanize the industry,” Matt explains. “We’re not just machines and robots. We’re people who work hard and care about what we do. The photography captured that beautifully, and our employees take pride in seeing themselves on the site.”

The updated website quickly became a source of pride not just for leadership but for the whole team. “Our employees show it to their spouses, kids, grandkids… It makes them proud of what they do,” Matt says. “That aligns with my philosophy that every one of our employees is a hero to somebody.”

With the new site as a foundation, the Paperless Parts Marketing Solutions team helped CAMM Metals establish an ongoing marketing strategy — including setting up a CRM to deliver consistent marketing messages to both customers and prospects alike. The partnership also features monthly blog content, newsletters, and social media posts to reinforce the company’s story, showcase its capabilities, and expand its reach.

“Our rankings on Google have jumped. We’re being found faster, and by the right people,” Matt reports.

One particularly gratifying moment came when a company Matt had been trying to get in front of for 25 years finally called him. “They reached out to me after receiving our marketing emails,” he says. “That’s the power of having the right message in the right places.”

Matt acknowledges that while handshakes and word-of-mouth referrals still matter, customer behavior has changed, and manufacturers must adapt accordingly.

“The younger generation is searching online, relying on websites and social media,” he says. “The reality of doing business today is that you have to meet customers where they are and you need to control your first impression.” A polished website, proper online positioning and a consistent communication cadence can do just that.

Marketing has even boosted morale inside CAMM, as team members appreciate being recognized publicly. LinkedIn posts about employee anniversaries and other company milestones get shared widely. So, in addition to successfully reaching CAMM Metals’ customers, their marketing content is building pride among teams and strengthening the company culture as a whole.

Results

Partnering with Paperless Parts has transformed how CAMM Metals is seen by customers, prospects, and even employees.

1. Expanded Reach: In just one year, CAMM Metals grew their presence in key SERP features from only 36 to an impressive 423. These include AI Overviews, featured images and snippets, knowledge panels, and People Also Ask sections. This growth positions them as a trusted, credible resource, significantly boosting visibility and helping them stand out from the competition.
2. New Customers: New businesses from beyond their traditional markets have entered partnerships with CAMM Metals, including a new military parts customer who found them through a Google search.
3. Stronger Brand Perception: Prospects and current customers now understand and inquire about CAMM Metals’ full range of capabilities, not just waterjet cutting.
4. New Traffic Channels: A consistent email marketing cadence opened a valuable new traffic stream, driving both customers and prospects to the updated website to learn more. In addition, a steady, intentional social media presence shares helpful tips, success stories, and project highlights, further engaging their audience and extending CAMM Metals’ reach.
5. Employee Engagement: Marketing efforts have boosted morale and pride among employees.
6. Sustainable Growth: Marketing is now a permanent part of CAMM Metals’ business plan to maintain momentum and avoid plateauing.

For other manufacturers hesitant to invest in marketing, especially being let down by marketing agencies in the past, Matt offers this advice:

“You can’t shy away from it anymore. Customers expect more. A strong website and consistent marketing convey authority and capability, and that controls how people perceive you. Own your story. Don’t let others define you.”

For CAMM Metals, the partnership with Paperless Parts Marketing Solutions is about having the right team in their corner.

“They truly understand manufacturing and really understand what we’re trying to say,” Matt says. “And that makes all the difference.”