Why Uniting With Your Competitors Can Be the Smartest Way to Grow a Market

Milford built its business on relationships in oil and gas. But breaking HDPE pipe into the municipal water market meant playing an entirely different game — one of competitive bids, regulatory hurdles, and contractors set in their ways. Tyler Fowler, Director of Marketing at Milford, explains why relationships rarely cross verticals even when the product does, and why he and his competitors put their differences aside to grow the category together. Along the way he shares how he treats organic social as a test bed for paid, why he resists vanity metrics, and why winning a new industrial market is a five-to-ten-year grind with no easy button.