Two industries most agencies don't understand at all
Energy and healthcare drive Houston. Both have technical buyers, long sales cycles and jargon most agencies get wrong on the first draft.
Benchmarks in this market
- Pipeline closed, industrial B2B
- $10.3MPipeline closed, industrial B2B
- Pipeline value, technical content
- +267%Pipeline value, technical content
- Map pack visibility, TMC-area providers
- +151%Map pack visibility, TMC-area providers
- Sales cycle length, ABM
- -21%Sales cycle length, ABM
Illustrative ranges for engagements of this type, not verified Houston-specific client data. Orientation, not a guarantee. Your starting point changes the range.
How we work here: Remotely from our San Francisco office, with CT coverage for calls and travel for kickoffs. We don't claim a Houston office we don't have.
Clients across every market
What's actually different about greater Houston
Houston is unusual because it runs two huge technical B2B economies at once.
Energy isn't one industry here. It ranges from the supermajors to oil and gas producers, the petrochemical plants along the Houston Ship Channel and a growing low-carbon sector funded by much of the same money and engineering talent.
Then there's the Texas Medical Center, the largest medical complex in the world, with 60-plus member institutions on one campus. That packs more healthcare competition into a small area than almost anywhere in the country.
Both worlds fail the same way. An agency writes generic content because it never learned enough to sound credible, and technical buyers in energy and medicine spot it right away.
Energy buyers look alike but aren't
A supermajor's purchasing team, an independent producer's operations lead and a clean-hydrogen startup's business developer search similar terms and sit in the same LinkedIn groups. But they buy on different timelines and want different proof. Content written for one feels too cautious or too speculative to the other two.
In the Medical Center, a competitor is across the street
With 60-plus institutions on one campus, a patient or referring doctor can literally walk to a competitor. Almost no other healthcare market works like that. Showing up in map results and 'near me' searches inside the Medical Center matters more here than brand advertising ever will.
Industrial buyers check specs on the spot
Buyers around the Ship Channel and the refineries are engineers and safety officers who can check your claim against a spec sheet in the same meeting. Get a unit, a tolerance or a certification wrong and you don't just lose the sale. You fall off the shortlist.
No state income tax keeps people coming
Lower living costs and no state income tax have drawn engineers and medical professionals here for years. So the pool of buyers is growing faster than in most established industrial markets. That's new demand, not just people replacing retirees.
What usually moves first in Houston.
Based on what tends to be the binding constraint for companies in this market. Your audit may point somewhere else. We go where the numbers say.
Industry playbooks relevant in Houston
Specific playbooks for Houston businesses
- SEO for Auto Repair Shops
- SEO for Pest Control
- SEO for Professional Services
- Content for Professional Services
- Web Development for Professional Services
- SEO for Healthcare & Medical
- Content for Healthcare & Medical
- Web Development for Healthcare & Medical
- Digital Marketing for Industrial & Manufacturing
- Content for Industrial & Manufacturing
- Web Development for Industrial & Manufacturing
- SEO for Industrial & Manufacturing
- Digital Marketing for Healthcare & Medical
The part clients actually remember.
Not the reports. The uncomfortable conversation that changed the trajectory.
We were running two different companies out of one website and wondering why neither side converted well. Splitting them was obvious in hindsight and something we'd never have done ourselves.
We'd been quietly tracking diversion data for years because it was good practice, not because we thought anyone would pay for it. Turns out the properties we most wanted as clients had been asking every hauler for exactly that, and nobody was answering.
We'd been telling practices we'd get them paid faster for years. Nobody had told us that wasn't actually what was stopping them from switching. The fear of switching itself was. Once we addressed that directly instead of the speed pitch, everything else got easier.
Houston questions, answered straight.
We treat them as related but separate groups of buyers, not one 'energy' audience. The groundwork is the same: real engineering review and specs that hold up. But the proof, the timelines and even the words that build trust differ enough that we plan content and campaigns for each one separately.
Let's look at your numbers.
A free 30-minute teardown of your funnel, ads, and site, run against what actually works in greater Houston. You keep the findings either way.