Marketing Strategies for Sustainable Solutions | Colton Cabaniss from Polysols

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Colton from Polysols, national sales and marketing manager with them. How are you doing today, Colton?

Colton Cabaniss: Good. How are you doing? Thanks for having me on.

Ernesto: I’m doing good. Thank you so much for asking. It’s a pleasure to have Polysols and yourself on here. So, well, let’s kick it off, right? So that way our listeners can learn a little bit more. In your own words, can you tell us a little bit more about Polysols?

Colton: Yeah, so we are a nonwovens manufacturer. What we do is take Q3 product from a global nonwovens manufacturer—one of three in the world. We’re the only ones in the country that have this contract. We take their nonwovens, which are pre-consumer recyclables, and repurpose them into various building products, such as temporary floor protection and acoustical underlayment. We also have a whole division of our company that focuses on equine and equestrian centers.

Ernesto: All right, interesting. And so that way our listeners can get a good understanding of your company, what would you say is the key problem you solve at Polysols?

Colton: There are a couple of different avenues we go to market. For equine, the product we offer is designed to reduce the impact on horses’ joints and prevent injuries like torn ACLs, ligaments, or broken legs. This helps avoid expensive surgeries by focusing on impact resistance.

For temporary floor protection, our product eliminates the need for tape, which can damage surfaces. Instead, we use a light latex spray that provides a tacky backing—waterproof and skid-resistant—while protecting expensive hardwood floors or other surfaces.

Lastly, our acoustical underlayment is something I consider my “baby.” It’s a rigid, cut-to-size board rather than a roll-out form. It supports sound attenuation, crack isolation, and waterproofing, all in one system. It’s the only underlayment I know of on the market that does this without additional supporting products.

Ernesto: Okay, awesome. Great. So then, is there a certain vertical segment or ideal ICP for you guys?

Colton: Not really. We don’t get into key metrics or specific segmentation. Being a smaller company, we keep things a bit more in-house and flexible.

Ernesto: So how would somebody usually find out about Polysols? Is there a top client acquisition channel for you guys?

Colton: That’s my job! We go to market where decision-makers are. We attend large-scale events like the International Surfaces Event, Coverings, Total Solutions Plus, and other builder shows like the Pacific Coast Builder Show and Chicago Build. I target decision-makers beforehand to connect with them at these events, introducing them to our products relevant to their categories.

Ernesto: Absolutely. Thank you for sharing that. So, if our listeners want to visit you, they can always check you out online. What role does the website play for client acquisition?

Colton: Our website is currently in a holding phase. It’s shifting from an end-user focus to showcasing products and providing data sheets or distributor information. It’ll be more about directing people to where they can purchase our products.

Ernesto: Great to hear. On that note, are there any tools or tips you’d recommend to our listeners for website lead generation?

Colton: Staying diligent with your database is crucial. We’ve found direct mailing campaigns effective. We include QR codes on marketing materials that link directly to relevant website pages, which helps drive traffic.

Ernesto: Awesome. Well, let’s switch gears a bit, Colton, and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Colton: Research is a huge focus—about 40% of my job. Especially in the acoustical underlayment sector, staying on top of trends, standards, and requirements is critical. People in the market can tell when you know your stuff, so I make sure I’m the most informed person in the room.

Ernesto: Definitely important. So, how do you usually get your information? Is there a preferred channel for staying updated on marketing trends and strategies?

Colton: I’ve become great at using Google and finding verified sources. AI tools like ChatGPT have been a game-changer, making it easier to locate reliable information quickly.

Ernesto: Great to hear that. Thanks for sharing! Let’s jump into our next section, which is the rapid-fire question round. Are you ready?

Colton: Sure.

Ernesto: First off, what’s the last book you read?

Colton: Walking in the Dust of Rabbi Jesus.

Ernesto: Great read! Next, if there were no boundaries in technology, what’s one thing you’d fix for your role as a marketer?

Colton: Honestly, the challenges of the job make it rewarding. I wouldn’t want to take that away. But staying adaptable and leveraging tools like AI to enhance productivity is key.

Ernesto: Fantastic. If there’s one repetitive task you could automate, what would it be?

Colton: Making phone calls—if AI could recreate my voice authentically, that would be incredible. Until then, I’ll keep picking up the phone myself.

Ernesto: Agreed. Finally, with your experience, what’s one piece of advice you’d give yourself if you were starting as a marketer today?

Colton: Fall in love with learning sooner. Even if it’s something you’re not interested in, learning is crucial for growth.

Ernesto: Great advice! And Colton, before we wrap up, if listeners forget everything else, what’s the one thing they should remember about your company?

Colton: We offer American-made nonwovens at competitive prices, delivering quality products while supporting sustainability and staying green.

Ernesto: Perfect. Thank you, Colton, for being on with us today. And to our listeners, thank you for tuning in. I look forward to our next episode of Pathmonk Presents. Thanks a lot, Colton!

Colton: Absolutely. Thanks!