The Situation
Hydraulic Technologies brought eSync to market in 2024 as an initial release — a deliberate first step to get the product in front of real customers and see how it performed in the field.
The product was a game changer — the kind of solution that solves a problem crews didn't even realize could be solved. eSync is a portable lifting system designed to make precision lifting faster, simpler, and more flexible on any job site. It's light enough for two people to carry, accurate enough to lift within 1mm, and scalable enough to link up to 16 units for complex multi-point lifts. It runs on proven Power Team technology, comes backed by a lifetime warranty, and has global service support behind it. In short, it gives crews a modern alternative to the bulky, time-consuming equipment they've been working around for years.
That first release generated valuable early feedback — a few units moved, and those customers helped shape real product improvements. But it also made clear that the go-to-market approach needed to match the quality of the product itself. Hydraulic Technologies used those learnings to refine both the design and the strategy, and came to ATAK ready to do it right at scale.
The team was thoughtful about the next step. They wanted to make sure the broader launch was built on a strategy that could drive real, repeatable growth. The core challenge: Hydraulic Technologies sells primarily through channel partners — distributors, equipment rental companies, resellers. But channel partners won't stock a product unless they see end-user demand. And end users won't know about the product unless someone's actively promoting it.
The goal was clear: sell 20 units in three months. Prove market demand. Build a repeatable playbook for future product launches. Turn eSync from a failed experiment into a revenue driver.
The Solution
We built a two-pronged go-to-market strategy working in parallel: generate end-user interest to validate market demand, then arm channel partners with everything they need to close deals.
Track One: End-User Demand Generation
We couldn't tell channel partners "trust us, this product will sell." We had to show them real market interest — from their own customers.
Hydraulic Technologies provided their ICP and a target list. We enriched it through Apollo, pulled contact data, and uploaded it into LinkedIn for precise targeting. Then we ran a full-funnel paid advertising campaign built around eSync's core value: crews spend less time moving equipment and more time lifting.
Top of funnel — Awareness. Brand awareness video ads explained what eSync does and why it matters. The messaging focused on the WHY: outdated lifting processes cost time and money, and eSync is the modern, portable alternative that keeps projects moving. We reached the right people — facilities managers, operations leaders, project superintendents — and got them to care about the problem before we introduced the product.
Middle of funnel — Consideration. We offered three conversion paths based on buyer intent:
- A downloadable Quick Guide for prospects who want to self-educate on their own time
- A live demo signup for prospects ready to see eSync in action
- Webinar registration to watch a live demonstration with Q&A
At this stage, messaging shifted to show how eSync outperforms legacy systems — delivering the precision and flexibility of a full motion control system without the bulk, setup time, and complexity crews are used to dealing with. Equal parts WHY and HOW.
Bottom of funnel — Decision. Retargeting campaigns hit anyone who engaged with middle-funnel content but hadn't converted. We led with proof: testimonials, ROI data, and direct demo offers. The message here was about de-risking the decision — eSync is proven, backed by Power Team technology, and supported globally. Crews and decision-makers needed confidence they were investing in something they could count on.
Every piece of this campaign fed back into proving demand. We tracked registrations, demo requests, webinar attendance, and content downloads. This data became our proof point with channel partners: "Your customers are asking for this product. Here's the list."
Track Two: Channel Partner Enablement
Generating end-user interest means nothing if channel partners can't close deals. Most of them had encountered eSync before — when the first launch made noise. Now we needed to re-educate them, make them care, and give them the tools to act.
We built a complete sales enablement system:
Education. A product overview deck explaining what eSync does, how it works, and what makes it different. Simple enough for a sales rep who's never touched the product to understand it in 15 minutes.
Value proposition. We developed messaging around the things channel partners' customers actually care about: setup time, crew efficiency, job site flexibility, and the ability to scale from a single lift to a 64-point synchronized operation. We showed partners how to position eSync as a competitive advantage, not just another rental SKU.
Objection handling. We documented every common objection from the first launch — "It's too expensive," "We already have a solution," "Prove it works" — and wrote responses sales reps could use in the field.
Sales tools. Pitch decks, one-pagers, ROI calculators, comparison charts, and detailed spec sheets. Everything a channel partner needs to walk into a customer meeting and close without calling Hydraulic Technologies for backup.
The strategy was simple: make it so easy for channel partners to sell eSync that saying no felt harder than saying yes.
Execution and Measurement
We tracked everything — top-funnel video views and click-through rates, middle-funnel conversion rates across all three paths, bottom-funnel pipeline generated and deals closed. On the channel partner side: how many bought demo units, how many sold through to end customers, and how quickly they reordered. A true pilot program with success metrics tied to revenue, not vanity numbers.
The Result
We hit the goal. 20 units sold in three months — generating a 10:1 return on their investment with ATAK.
But the bigger result: Hydraulic Technologies now has a pipeline full of multi-unit deals ready to close in 2026. The product that almost got shelved is now a growth driver.
End-user validation worked. We proved market demand through advertising and content engagement. Channel partners could see real people asking for the product, which gave them confidence to stock it.
Channel partner enablement worked. Partners who bought demo units had everything they needed to close their own customers. The objection handling guide became their go-to resource. The ROI calculator closed deals that would've stalled on price.
The strategy became the blueprint. Hydraulic Technologies isn't treating this as a one-off win. The dual-track framework — demand generation plus partner enablement — is now their standard process for bringing new products to market.
One marketing leader put it plainly: "We're not guessing anymore. We have a process that works."
eSync is now a validated product with a growing pipeline — and the go-to-market framework built around it has become the standard for how Hydraulic Technologies brings every new product to market.
