How TSL Helped
Fairbanks Morse
Promote Its Mission

“Everyone did an amazing job and made everything look flawless, when I know there was a ton of activities going on behind the scenes. Very professionally done and managed.”

–Kimberly Getgen, VP Sales and Marketing – Fairbanks Morse

[ The Challenge ]

Fairbanks Morse, a historic marine engine and power generation company, wanted to create an emotional connection between the business, its products, and its customers.

Fairbanks Morse is 125 years old and wanted to use the website to maintain a connection to its history while rebranding itself as a modern company with a new, forward-looking mission. The company wanted its website to reflect a shift in emphasis from marine apps to power generation and its mission to “power the world forward.”

The company is dedicating itself to making energy accessible to disaster-struck or impoverished countries, as well as the Navy and the Coast Guard. Fairbanks Morse engines generate enough energy to power a small country in a time of crisis. The company’s engines are also instrumental in transporting our troops, “bringing the boys home.”





[ The Solution ]

Kim Getgen, VP Sales and Marketing at Fairbank Morse, had worked with TSL while at her previous position and liked our work so much she sought us out when she moved to Fairbanks Morse. She knew TSL had strong web development capabilities and was an expert at using the HubSpot marketing platform.

Fairbanks Morse wanted to build a HubSpot website because HubSpot has a contextual and personalized marketing platform. The HubSpot platform is also secure, comprehensive, and integrated.


Growth-Driven Design

TSL worked with Fairbanks Morse to revamp its website using growth-driven design. With TSL’s Agile methodology, Fairbanks Morse was able to quickly convert their website from a communications hub to a fully functioning launchpad website. TSL used data-driven decision-making and continuous improvement to optimize the website.

More than 10 subject matter experts at Fairbanks Morse were involved in strategic planning for the website. Involving so many stakeholders in the process led to numerous lengthy meetings used to define the company messaging and audience. Accustomed to working with IT companies, TSL needed to get to know the unique personas Fairbanks Morse had in its audience, such as ship builders.

The new website was launched on July 16, 2018. TSL created a HubSpot site that uses automation to track performance.

The new site showcases the Fairbanks Morse team and how people are central to the organization. Web pages were written to target a specific audience and designed to display imagery that would appeal to key personas. Now, bold, bright images visually tell the story of the values the company stands for, such as safety and integrity. TSL also uploaded multimedia videos to the site.

New content focuses on power generation and the Trident OP, a new product that serves as a differentiator. After the launch, “trident op” rose to the number 1 ranking on Google search.


After the launch, “trident op” rose to the number 1 ranking on Google search.

[ The Benefits ]

Kim became emotional when she saw the new site. She was proud of the work TSL and her team had done to bring the site to life.

While increasing website traffic was not the main goal for Fairbanks Morse, a HubSpot website makes it easier for the company to keep track of website performance metrics through automation. HubSpot tools are easy to use and can be customized and updated. As a result of providing such a great user experience, HubSpot has been voted a best-in-class marketing platform time and time again.




Website interactions have increased since the launch, generating 172,000 impressions and 11,400 clicks and achieving a lower-than-average bounce rate.

Year over year, Fairbanks Morse has seen a 10.76% increase in users, 11.84% growth in new users, and a 9.67% jump in sessions.



TSL Stat Person 1-min



TSL Stat Person 2-min



TSL Stat Person 3-min

The new site is focused on user experience (UX) and conveys clearer messaging. The new registration for training is much more user-friendly and accessible for users. Users are also able to fill out an online form to make service, parts, and information requests.

Fairbanks Morse was able to use their own imagery to emphasize who they are as a business and how they make a difference. The company comes across as a great place to work. It is clear that Fairbanks Morse runs their company for their employees as much as for their customers.

Website copy includes stories about Fairbanks Morse employees, company, and history to humanize the brand. Now users can see how employees are treated as individuals who are given a chance to grow and shine.

Using the Flywheel Approach

Users have more opportunities to convert on the site. Every page has one or two calls to action (CTAs), including links to great content and the Contact Us page.

The site’s new approach to UX embraces HubSpot’s Flywheel model. Instead of envisioning the buyer’s journey as a funnel, HubSpot emphasizes an ongoing customer relationship that attracts and delights customers, bringing them back for more. The Fairbanks Morse website has great potential for creating even more persona-specific conversion opportunities, such as an ultimate offer of an assessment or consultation.


TSL created a website that is geared toward target personas and portrays Fairbanks Morse as a forward-moving company. We rebranded Fairbanks Morse as a company that will continue to be relevant for the next 150 years.

“I am looking forward to an exciting official launch next week, where we can tell the world about the new Fairbanks Morse!!! Awesome job!”

–Kimberly Getgen, VP Sales and Marketing – Fairbanks Morse

[ About Fairbanks Morse ]


Fairbanks Morse’s mission is to deliver reliable power that helps communities, businesses, and military improve people’s lives and make the world a better, safer place. For over 125 years, Fairbanks Morse has been creating innovative power solutions and will continue to Power the World Forward.

[ About TSL ]


Since our founding 20 years ago as Technology Sales Leads, we have provided sales and marketing services for the information technology industry. From list building and acquisition to inbound and outbound lead generation, the world's top technology companies trust TSL to help plan, develop, and manage their sales and marketing efforts.


Schedule a complimentary SEO Website Assessment with TSL