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Cleaver-Brooks: The $110M Industrial Titan
Inside the boiler room solutions giant that quietly dominates heavy industry.
While Silicon Valley obsesses over software, Cleaver-Brooks commands a $110M revenue stream from physical steel, steam, and industrial heat. This isn't a startup; it's a century-old infrastructure backbone that proves heavy industry remains a massive, lucrative market.
"They don't sell boilers; they sell 'complete boiler room solutions'—a subtle but massive shift from product to service."
The Physical Digital Hybrid
Cleaver-Brooks isn't just manufacturing; they're a service ecosystem. With 49% organic traffic, they own the search intent for industrial boiler parts and maintenance. Their tech stack—Zendesk for support, Salesforce for community—shows a company digitizing heavy industrial workflows without losing their mechanical roots.
The Traffic Paradox
Despite a global rank of #736,200, they capture 41K monthly visits with 43% direct traffic. This is the hallmark of a brand with deep institutional loyalty. Engineers don't stumble upon Cleaver-Brooks; they search for 'cleaver brooks 056-00021' by part number. It's a high-intent, low-volume goldmine.
- Dominant search term: 'cleaver brooks' (2.7K monthly volume)
- Niche technical queries: 'cleaverbrooks piping diagram' (190 monthly)
- Direct traffic strength: 43% of total visits
The leadership team—led by CEO Bart Aitken—operates in a space where 'simple steam' is the marketing hook. They target facility managers and engineers with webinars and technical diagrams, not viral content. It's a B2B play that prioritizes reliability over growth hacking.
The Untapped Industrial Playbook
Cleaver-Brooks proves that in heavy industry, digital transformation isn't about disrupting—it's about digitizing the service layer of a physical product. For investors, this is a stable cash cow; for founders, it's a masterclass in vertical integration.
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Cleaver-Brooks: Complete Boiler Room Solutions
Cleaver-Brooks is your total solution provider for boilers and boiler room systems, including rentals, maintenance programs, parts, and training.
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About cleaverbrooks.com
Cleaver-Brooks is your total solution provider for boilers and boiler room systems, including rentals, maintenance programs, parts, and training.
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cleaverbrooks.com uses 18 technologies across their website including Google Maps, Google Fonts, ASP.NET, and more.
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cleaverbrooks.com receives approximately 41.1K monthly visitors and ranks #736,200 globally. The website has a bounce rate of 45% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 0:44 on the site.
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