How Wm W. Nugent & Co Protected Their 100-Year Brand and Launched a Modern Lead Generation Platform

Wm W. Nugent & Co, a century-old leader in industrial filtration solutions, faced a critical digital maturity gap that threatened their competitive positioning in an increasingly online B2B marketplace. Despite their strong reputation and technical expertise, their digital presence wasn't generating qualified leads or protecting their valuable brand equity.

The industrial filtration market had evolved significantly, with competitors establishing robust digital presences while Nugent's online footprint remained fragmented and vulnerable. Unauthorized trademark usage across digital marketplaces was diluting their brand, and the lack of a professional e-commerce presence meant lost revenue opportunities.

MOOD partnered with Nugent to execute a comprehensive digital transformation program—a six-week intensive project focused on establishing their digital foundation, implementing brand protection measures, and launching a lead generation platform that would position them for long-term market leadership.

The project included a complimentary two-month Google Ads testing campaign to validate performance and provide data-driven insights for scaling their digital initiatives.

Nugent Filters discovered widespread unauthorized use of their trademark across digital marketplaces. Competitors and resellers were leveraging the Nugent name without permission, creating brand confusion and potentially diverting customers to inferior products.

The company lacked a professional B2B website capable of capturing and converting qualified leads. In an industry where procurement teams increasingly begin their vendor research online, Nugent was invisible during critical early-stage evaluation processes.

While competitors offered online ordering and instant pricing for common filtration products, Nugent required phone calls or emails for even basic inquiries. This friction in the buyer journey meant lost sales to more digitally-enabled competitors.

Without proper analytics infrastructure or digital marketing campaigns, Nugent had no data on lead quality, conversion rates, or customer acquisition costs to inform strategic decisions.