Case Study: Zekelman Industries turns a usability barrier into revenue growth with The MX Group's HSS Connection Hub

Zekelman Industries drives 2,500+ new projects with The Mx Group

Zekelman Industries, North America's largest independent steel pipe and tube manufacturer, faced a challenge with the adoption of its new Jumbo Hollow Structural Sections product line. Despite product awareness, architects and engineers were not specifying it in their designs. Partnering with The Mx Group, the company discovered the core issue was a usability barrier within the designers' workflows, not a lack of marketing awareness.

The Mx Group developed the HSS Connection Hub, a free digital platform that allowed users to model complex steel connections and export them directly to their CAD software. This solution removed the key friction point and enabled customer success. The tool was a significant success, resulting in over 2,000 registrants and the creation of more than 2,500 new projects, proving marketing's direct role in driving pipeline and revenue.

Zekelman Industries