Magnetrol® Sales Training School Takes a Sharp Customer-Centric Approach

From May 20th to 24th, 2018, Magnetrol® welcomed new sales representatives from all over the world to their biannual sales training school. Located at the Aurora, Illinois headquarters, representatives came to the school from as far away as Japan and as nearby as Iowa.

This one-week intensive training has been a staple of the MAGNETROL sales strategy for many years. New reps have the opportunity to visit MAGNETROL and meet associates and leaders. Training class material is broken down into subsections, such as technologies, tools, and value propositions. Training schools take place all across the world, wherever MAGNETROL has a presence, but every school has the goal of equipping salespeople with all the tools they need.

sales training school

Participants in the Magnetrol® training school.

In the past, these training schools have focused on the specifics of MAGNETROL technology. Sales reps learned how to talk extensively about the details of different products, and sales tactics were geared toward displaying the catalog of MAGNETROL instrumentation. The more chances to speak about product, the better. But recently, MAGNETROL sales training has undergone an important shift in focus.

MAGNETROL leaders realized that successful sales programs are driven by responsiveness to customer needs. Without the ability to speak to customer pain points and understand the complexities of the industry, companies are often ignored by potential customers. To help facilitate this meaningful interaction, MAGNETROL adjusted the focus of the sales training school.

Rather than simply learning the features of the product, sales reps are being trained on how to sell the most up-to-date application-based solutions. They learned the latest issues and developments in the process industries and how MAGNETROL can help customers manage some of their most difficult measurement challenges. As a result, MAGNETROL reps are experts on efficiency, safety, and addressing customer pain points. The big question they’re always asking is: how can these products benefit the customer?

MAGNETROL recognizes that a company is only as great as its service to customers. With the new focus for the sales training school, we hope that our entire company is better equipped to help meet all customer needs, from simple to complex. For more information on our portfolio of level measurement solutions, contact us today.

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The amazing journey: Team Magnetrol® in ROPARUN 2018

Do you remember what you were doing on Monday, May 21?

There’s an intrepid group of Magnetrol® employees who will never forget that day.

It marked the end of a nonstop 3-day adventure that took them over 530 kilometers (330 miles) and over the challenging roads of Europe.

Their inspiring trek was part of ROPARUN, a relay race from Paris to Rotterdam where teams raise money for people with cancer. Team Magnetrol included runners, cyclists, drivers, navigators, and even physical therapists and catering support. The team was divided into two subteams, so one group could rest while the other was racing.

ROPARUN

Team Magnetrol® is energized for the start of ROPARUN 2018.

Just as vital as the team were the generous sponsors who helped to raise money. Together, they supported the critical ROPARUN mission of “Adding life to days, when days often can’t be added to life.”

To understand how unforgettable the journey was, let’s share a few highlights from ROPARUN 2018.

Saturday, May 19: Post time in Paris

5:15 pm marked the official start time for Team Magnetrol. The team was positioned 185 of out of 225 teams in ROPARUN, but they were determined to move up in the standings. Above all, they were going to give it their all for a very good cause.

Sunday, May 20: Pirates in Zele

Zele is the home of MAGNETROL Belgium. It’s also the scene of a big ROPARUN party every year. This year, the theme of the evening was “Pirates in Zele.” On Sunday evening around 11:00 pm, Team Magnetrol passed through town. They were greeted by the hearty cheers of many MAGNETROL colleagues. But this was no time to slow down. There was less than a day left and many kilometers yet to go.

Monday, May 21: The race to Rotterdam

The finish line was finally in sight. Around noon, Team Magnetrol arrived in Rotterdam and completed ROPRUN 2018. How did they fare? Well, the team moved all the way up from 185th position to 9th.

The biggest winners

The top ten finish was a remarkable achievement, but it wasn’t the driving force for Team Magnetrol. We are extremely proud that we will be able to donate €10,000 ($11,635) to help people who suffer from cancer. Thank you to all our sponsors and our team. To see more from Team Magnetrol, you can visit our Facebook page.

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Magnetrol® Visits Oil Refinery to Discuss Level Measurement Challenges

Magnetrol® recently visited the second largest oil refinery in California. The facility produces roughly 270,000 BPD. It primarily produces gasoline, jet fuel and diesel, in addition to propylene gas and CO2.

During this visit, MAGNETROL Engineers had a chance to discuss the applications, measurement challenges and current instrumentation, in addition to touring the refinery to see various applications and instruments in action.

oil refinery

Magnetrol® Engineers and Product Managers at the refinery.

MAGNETROL listened to the latest industry concerns from plant instrument engineers and operators. These concerns include the time and money required for instrument maintenance, the need for instrumentation reliability, challenges with various level measurements, and troublesome applications that are resisting accurate measurement. In turn, MAGNETROL shared some possible level solutions and engaged in dialogue about the advantages and disadvantages of the various measurement technologies.

The level measurement needs of an oil refinery are complex and wide-ranging. In order to ensure process optimization, environmental protection, and worker health and safety, a variety of best-in-class instrumentation is required. The diverse processes and operating conditions within a refinery present unique challenges to plant operators looking for reliable, accurate level measurement.

For instance, refineries typically contain large numbers of seal pots, which store barrier fluid that protects expensive rotating equipment. Measuring and ensuring proper liquid levels in these seal pots is fundamental to the safety and longevity of the refinery.

The toughest level measurement challenge in oil refineries is hydrocarbon/water interface measurement. These immiscible liquids undergo emulsification in storage and process vessels. Knowing the position and thickness of interface emulsion is necessary for maintaining product quality and operations efficiency, while monitoring the top liquid level is critical for safety and overfill prevention.

As MAGNETROL looks to the future of level measurement, the chance to hear from industry partners is invaluable. We’re grateful for the opportunity to visit this refinery and for the time they spent with us.

For more information on MAGNETROL level instruments for refinery applications, download the petroleum refining brochure or the interface level measurement brochure.

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Level Measurement Solutions for Catalytic Steam Strippers

The catalytic cracking process can be altered or adjusted in order to produce different end products. Variations in catalytic cracking include Selective Component Cracking (SCC) for polypropylene production, a two-vessel and external-reactor design for processing heavy residue feeds, and a universal oil products (UOP) process for converting gas oils and resid feedstocks.

All crackers employ steam strippers to remove hydrocarbons entrained in the spent catalyst. In steam strippers, the flow of vapors from the steam separates these hydrocarbons from the liquid petroleum, leaving behind the fractions that can be used to produce polypropylene, UOP, and other end products.  catalytic steam stripper

Magnetrol® has produced an applications brochure for the petroleum refining industry detailing level measurement challenges and solutions for each step of the refining process. This blog post is part of an occasional series exploring each application in detail.

Level Measurement Challenges and Considerations

Stripper level control allows sufficient residence time for stripping steam to displace hydrocarbons for recovery. It also maintains sufficient pressure to keep air in the regenerator from reverse flow into the reaction system, thereby causing a hazard. A waste heat recovery steam drum would also require monitoring. Level instruments used to monitor the stripper and associated steam drum should be able to withstand steam environments, maintain reliable measurement, and protect against accidents.

Level Measurement Solutions

MAGNETROL has produced level solutions for catalytic steam strippers:

  • For point level
    Series 3 float-actuated external cage level switch or B40 float-actuated level switch
  • For continuous level
    Eclipse® Model 706 guided wave radar transmitter or E3 Modulevel® displacer transmitter
  • For visual indication
    Atlas or Aurora® magnetic level indicators can be supplied with switches or transmitters

More Information

For more information on level measurement solutions for steam strippers and other petroleum refining applications, download the petroleum refining brochure.

preflash drums

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Level Measurement Solutions for Catalytic Cracking

Fluid catalytic cracking, or FCC, is a key conversion process for many petroleum refining plants. The fluid catalytic cracking unit (FCCU) turns heavy, low-value feedstocks into high-value, lighter molecular weight hydrocarbons using a chemical catalyst. The resulting hydrocarbons are blended to finished products, such as butane, propane or gasoline. A cracker can produce a wide variety of yield patterns by operating in gasoline, distillate or LPG modes. While not all petroleum refining plants have this kind of secondary conversion capability, the ones that do can generate a broader range of products.

Catalytic crackers utilize a reactor and a catalyst regenerator with connecting risers where the reactions take place. Level controllers are often positioned on the first stage regenerator and at the top of the reactor.

catalytic cracking

Catalytic cracking equipment

Magnetrol® has produced an applications brochure for the petroleum refining industry detailing level measurement challenges and solutions for each step of the refining process. This blog post is part of an occasional series exploring each application in detail.

Level Measurement Challenges and Considerations

Level measurements during catalytic cracking involve fluidized solids levels at high temperatures. Conventional measurement techniques can be subject to plugging. Instrumentation selected for this application must be able to withstand these high temperatures and avoid clogging. In addition, many FCCUs run 24 hours a day for as long as 3 to 5 years between scheduled maintenance shutdowns. Level instruments placed in FCCUs should offer the utmost in reliability and be able to continue running accurately on the same schedule as the plant.

Level Measurement Solutions

The level measurement solution that MAGNETROL recommends for catalytic cracking is the E3 Modulevel® displacer-actuated transmitter. This transmitter provides accurate, reliable level measurement, is easily installed and calibrated, and has a high temperature range.

More Information

For more information on level measurement solutions for catalytic cracking and other petroleum refining applications, download the petroleum refining brochure.

preflash drums

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Level Measurement Solutions for Solvent Extraction

As a consequence of the distillation process, raw crude oil is separated into various products, also known as fractions. These fractions are then subjected to solvent extraction, which further removes impurities from finished products by dissolving them in solvent.

The heavy fraction remaining following the distillation of crudes is called petroleum resids. A variety of solvent extraction processes yield deasphalted oil (DAO) from these resids. These oils serve as downstream feedstocks for catalytic crackers and hydrocrackers. Depending upon the system configuration, level monitoring of the separator, preflash, stripper and hot oil phases may include surge and flash drums, separators and strippers.

Magnetrol® has produced an applications brochure for the petroleum refining industry detailing level measurement challenges and solutions for each step of the refining process. This blog post is part of an occasional series describing each application in detail. 

Level Measurement Challenges and Considerations

Level control is critical because interface level control of the separator feeds the flash drum, whose level feeds the stripper, and so on down through the rest of the extraction process. Without proper level measurement, the entire system could experience problems and errors. Application extremes include high temperatures, high pressures, and the presence of steam. Level instruments selected for this application must be able to withstand these challenging process conditions.

Level Measurement Solutions 

MAGNETROL has produced level solutions for solvent extraction that can be relied on throughout the entire process, in every extreme:

  • For point level:
    Series 3 float-actuated external cage level switch
  • For continuous level:
    Eclipse® Model 706 guided wave radar transmitter or E3 Modulevel® displacer-actuated transmitter
  • For visual indication:
    Atlas™ and Aurora® magnetic level indicators can be supplied with switches or transmitters

More Information

For more information on level measurement solutions for solvent extraction and other petroleum refining applications, download the petroleum refining brochure. And for more information on instrumentation for interface level measurement, download the interface brochure.

preflash drums

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Level Measurement Solutions for Column Reboilers

In order to refine crude oil into petroleum, it must first undergo the distillation process. Once the crude passes through the distillation column, it enters the column reboiler. A heat exchanger positioned near the bottom of the distillation column reheats and vaporizes liquid and reintroduces the vapor several trays higher. This improves separation by introducing more heat into the column. Column reboilers are essential for improved distillation and for ensuring that raw crude oil is refined and purified properly.

Magnetrol® has produced an applications brochure for the petroleum refining industry detailing level measurement challenges and solutions for each step of the refining process. This blog post is part of an occasional series exploring each application in detail.

Level Measurement Challenges and Considerations

For effective functioning of the reboiling process, precise level monitoring of the reboiler is required. In some steam reboilers, the level must be controlled so that only a percentage of tubes are covered. This allows a control scheme to regulate the heat transfer in the reboiler by controlling the percentage of the reboiler tubes covered by liquid. This is a critical control loop as heat transfer into the liquid is a strong function of the percentage of tubes covered. Without accurate, reliable level measurement, the heat transfer will not be well controlled and the tubes will not be covered correctly.

column reboiler

A column reboiler.

Level Measurement Solutions

MAGNETROL has produced level measurement solutions for all types of column reboilers:

  • For point level
    Series 3 float-actuated external cage level switch or Tuffy® II float-actuated switch
  • For continuous level
    E3 Modulevel® displacer-actuated transmitter or Eclipse® Model 706 guided wave radar transmitter
  • For visual indication
    Atlas™ or Aurora® magnetic level indicators can be supplied with switches or transmitters. 

More Information

For more information on level measurement solutions for column reboilers and other petroleum refining applications, download the petroleum refining brochure.

preflash drums

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Level Measurement Solutions for Reflux Accumulators

After crude oil has been desalted, dewatered and gone through the distillation process, the next step is reflux. A heat exchanger removes vapor from the upper parts of the fractionator, cools it to a liquid, and pumps it into an accumulator, also known as a reflux drum. Reflux pumps then draw liquid from the bottom of the accumulator and pump part of it back, where it is reintroduced at a lower point in the column.

This refluxing process improves separation in the column by assuring sufficient downward liquid flow meeting the rising vapor. Reflux accumulators are essential to increase the efficiency of distillation columns.

reflux accumulator

A reflux accumulator in the field.

Magnetrol® has produced an applications brochure for the petroleum refining industry detailing level measurement challenges and solutions for each step of the refining process. This blog is part of an occasional series exploring each application in detail.

Level Measurement Challenges and Considerations

 Accurate and reliable level monitoring and control is necessary for the reflux accumulator to serve as a distribution point for reflux and distillate, and prevent excessive reflux from returning back to the tower. Reflux accumulators must be monitored using instruments that can detect level precisely and consistently. In addition, better level measurement of reflux accumulators can make the distillation process more efficient.

Level Measurement Solutions

MAGNETROL has produced accurate, reliable level measurement solutions for reflux accumulators:

  • For point level
    Series 3 float-actuated external cage level switch
  • For continuous level
    Eclipse® Model 706 guided wave radar or E3 Modulevel® displacer-actuated transmitter
  • For visual indication
    Atlas™ or Aurora® magnetic level indicators can be supplied with switches or transmitters

More Information

 For more information on level measurement solutions for reflux accumulators and other petroleum refining applications, download the petroleum refining brochure.

preflash drums

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Magnetrol® Offers Level Measurement Solutions for Seal Pots

In industries such as petroleum, natural gas, and chemical processing, seal pots serve the fundamental purpose of storing fluid that is intended to provide protection to expensive rotating equipment, as in the case of lubricating fluids going to the seal chamber of centrifugal and positive displacement pumps. Measuring and ensuring proper liquid levels in seal pots protects this associated equipment. Level measurement plays a critical role in the sealing system in terms of safety, reliability, environmental impact and raising the bottom line.

Presenting Seal Pot Level Solutions 

MAGNETROL recently had the opportunity to share the value of level instrumentation in seal pots in compliance with API 682 with a local audience. The Will-DuPage chapter of the International Society for Automation (ISA), an association for automation engineering and technology professionals, hosted its annual tabletop show on March 8. MAGNETROL global product manager Tom Kemme gave a technical seminar at this show, entitled “Seal Pot Level Techniques.”

seal pots

The Magnetrol® tabletop display at the ISA show.

The seminar, as well as the tabletop display of MAGNETROL products, provided a chance to show expertise in a common process industry application and demonstrate excellence in level measurement. MAGNETROL has been an integral part of its local ISA section for decades and is committed to the ISA mission of improving the safety and management of automation control systems.

More Information

For more information on level measurement solutions for seal pots, download the seal pots brochure, visit the ECHOTEL site, or contact Tom Kemme directly at tkemme@magnetrol.com.

ultrasonic level measurement 2

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Level Measurement Solutions for Distillation Columns

Distillation is an energy-intensive separation method that prepares the crude oil to be processed into petroleum and other products. Following dewatering and desalination, crude oil enters distillation columns where fractional distillation separates hydrocarbons into different streams, cuts or fractions.

Magnetrol® has produced an applications brochure for the petroleum refining industry detailing measurement challenges and solutions for each step of the refining process. This blog post is part of an occasional series exploring each application in detail.

Level Measurement Challenges and Considerations 

Sight glasses and displacer systems mounted in external chambers have traditionally provided distillation level measurement. Today, guided wave radar retrofitted in these existing chambers is gaining popularity. This is due to the technology’s less demanding maintenance schedule and ease of retrofit.

Distillation columns in a petroleum refinery.

For optimum operation of the distillation column, level controls must contend with occurrences of foaming, bubbling and moderate-to-high temperatures. High product temperatures necessitate temperature-tolerant level sensors. Level instrumentation used in distillation columns must also be able to measure accurately in turbulent process conditions.

Level Measurement Solutions

MAGNETROL has produced level measurement solutions for distillation columns that are reliable, easy to maintain and unaffected by process conditions:

  • For point level
    Series 3 float-actuated external cage level switch
  • For continuous level
    Eclipse® Model 706 guided wave radar transmitter or E3 Modulevel® displacer-actuated transmitter
  • For visual indication
    Atlas™ or Aurora® magnetic level indicators can be supplied with switches or transmitters

More Information

For more information on level solutions for distillation columns and other petroleum refining applications, download the petroleum refining brochure.

preflash drums

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