Thompson Pipe Group had introduced Flowtite, a European product, to the U.S., but sales had faltered. A much larger competitor had gained a stranglehold on market and there was no reason for this risk-adverse market to switch. With no dedicated internal marketing team and no clear marketing strategy, every sales person was using a different message.
To unseat the incumbent and expand the market, we launched a rebranding including a new marketing plan, messaging choreography, advertising and content – all focused on sales enablement and lead generation.
They went from 30% spec penetration to 80% in less than one year and tripled revenue in under three years without adding any sales people. They also landed the largest trenchless application of the product ever installed in North America.