Bil Gaines is a collaborative, creative, people-first marketing leader with over 13 years of experience in digital & traditional integrated channels with proven results in sales growth, developing thought leadership, enhancing brand voice, and generating B2B & B2C deliverables.
Seeking a challenging position to flex creative and analytical skills.
Content Marketing | Brand Marketing | Product Marketing
Web Content
A Practical Guide to Dental Lab Suction Design in 2025
(Customer Education / Sales Enablement, Vaniman Manufacturing Co.)
This is an annually refreshed blog post introducing the fundamentals of suction power & plumbing for dental labs. Includes product photos & renderings for clarity, as well as small infographics that visualize pressure over distance, which is often hard to explain with just words. This post is a perennial favorite for our sales staff, who have sent it as a link to warm prospects to turn into legitimate leads with a 90% close rate. Keeping it fresh and up to date with current SEO best practices (including updating the year in the title) helps this post rank well in search results.
How We Connect Multiple Stations to a Dust Collector
(Customer Education / Sales Enablement, Vaniman Manufacturing Co.)
This blog post provides explanations and visual “flow” style breakdowns of which specific products connect to other specific products in a suction system. It has been a go-to for our customer service department to help customers inquiring if they’re purchasing the right things to go in their space — often, there’s something wrong with their order, because these products are not intuitive to most. This has reduced order cancellations and product replacements & improved brand sentiment overall, as well as helped increase leads for our free design service.
The Beauty of American Made
(Branding / Reputation, Vaniman Manufacturing Co.)
This blog post about the value in buying American-made products has been promoted multiple times to a list of over 10,000 existing customers, and each time we clock a slight increase in sales for the following week. More importantly, we also receive reply emails from customers thanking us for the kind words and the appreciation of the sentiment. It’s a highly successful branding play that adds to the lifetime value of our customers.
Google Banner Ads: A Guide to Better Performance
(SEO Effort, Custom Creatives)
This blog post helping advertisers was a major hit for this agency at the time, building trust for the company in multiple different ways. The article ranked #1 in Google SERPs for “Google Banner Ad Sizes” and in top three for related phrases in a matter of weeks. This post was directly responsible for acquiring two new clients within a month who had found the article as the entry point to the agency. It also helped retain a client whose faith in digital marketing was beginning to wane, and was used regularly to help close deals that originated elsewhere.
Scientific Product Case Studies
The Vaniman Pure Breeze HEPA Air Purifier
A case study for the Vaniman Pure Breeze HEPA Air Purifier was conducted in a real-world dental clinic in Michigan by scientific research company Dental Advisor. This white paper contains the results of that study, as well as information about HEPA filtration and the product itself. It is regularly referenced during the sales process.
The Vaniman Vanguard Mobile 2.0
A case study for the Vaniman Vanguard Mobile 2.0 was also conducted by Dental Advisor in a real-world dental setting. This white paper contains the results of that study, as well as information about infection control and the unit itself, and has been distributed by prominent KOLs in the dental industry.