Repositioning a 25-Year Technology Leader for Its Next Stage of Growth

How Four Columns helped an industrial IoT leader sharpen its positioning and build the marketing infrastructure to compete as a full solutions provider.

Industrial Technology / IoT & OT Networking

The Work

Four Columns came in as a fractional marketing leadership partner embedded at the strategic level, not just executing deliverables. The first priority was repositioning: clarifying how INS articulates its value to industrial and enterprise customers who need more than hardware procurement. They need a partner who can design, deploy, and manage mission-critical networks, which is exactly who INS is. That distinction became the foundation for a new messaging framework across every channel.

From there, Four Columns built out the execution layer, starting with refreshing the website. The previous site lacked the SEO foundation to reach the people who needed to find it, and didn’t fully communicate the depth of what INS had to offer. Four Columns redesigned it with a focus on content and structure, developing credible pages across INS’s full range of services and industries they serve. The goal was to help INS rank for important keywords and establish subject matter authority in the OT/IT convergence space. This made it immediately clear to any visitor exactly what the company is capable of. 

Getting the positioning right was the first step, but the right audience still needed to see it. INS’s buyers are technical, risk-averse, and evaluating vendors on depth of expertise. With this in mind, Four Columns launched targeted digital advertising and social media programs designed to generate qualified inbound activity. We also executed drip email campaigns aimed at partners and customers that introduce INS, define what they do in tangible outcomes, and spark sales conversations.

INS’s deep partnerships with OEM and hardware manufacturers are another competitive advantage that most of their customers and prospects didn’t know existed. To change that, Four Columns built partner marketing programs that help INS communicate the full value of those relationships. The result was a clearer story for customers, spanning hardware, connectivity, and ongoing support under a single partner.

Today, INS communicates with clarity and authority, resulting in measurable improvement in marketing performance. The website refresh led to content that accurately reflects what INS does and brings direct value to the business. The result was over 300 top-3 keyword rankings, all directly tied to the company’s core offerings. INS also saw a 3x jump in keyword visibility within just four months in 2026 — a signal that the right buyers are finding INS for the right reasons.

Through content and social media efforts built around INS’s core industries, Four Columns grew their total following by over 1,300 unique followers. LinkedIn, the platform where B2B visibility and relationships are built, saw 4x more impressions and 5x more engagements per month since the work began. This kind of growth means more than increased reach; it represents an audience that is paying attention, clicking through, and exploring what INS has to offer. That activity more than doubled the number of website sessions from organic social channels and nearly tripled engaged sessions. 

The numbers are the beginning of a longer story. INS came to Four Columns with 25 years of expertise and a growth trajectory that demanded a marketing program built to match it. That program is now running, and as INS continues to expand its reach across new industries and partner channels, Four Columns remains the partner driving the strategy behind it.