Inbound Organization

Chapter 19Bell Performance—Content Attracting, Engaging, and Helping an Audience

How do you rebuild a company that is over 100 years old, has lost its charismatic CEO, experienced significant turn-over in the sales channel, and is led by a young and untested leadership team?

You build an inbound organization.

Thirty-year-old Glenn Williams faced the above scenario with an added twist; his father was the leader who passed away far too soon and left him to guide the family company and reputation.

Williams did have several advantages. He knew the industry and target market very well, having been a part of Bell Performance for many years. He also knew that the world of fuel additives is frequently perceived as an industry dominated by unethical companies who sell snake oil and push dubious claims and sometimes shady products.

There is general uncertainty among consumers about what a fuel additive is, what it does, and when it is appropriate to use one. Williams understood this market dynamic better than anyone because Bell Performance invented the fuel additive market back in 1909.

Glenn decided that to achieve success, he needed to change the general perception of the fuel additives industry. He needed to help both B2C and B2B buyers cut through the fluff and address the confusion once and for all. He decided to make Bell Performance the most helpful brand in its market by providing education, information, and evidence for every claim made about fuel additives. He decided to execute ...