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 this risk-averse market, so there seemed to be no reason to switch. With no dedicated internal marketing team and no clear marketing strategy, every salesperson was using a different message.
To unseat the incumbent and expand the market, we launched a rebranding effort that included 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 salespeople. They also landed the largest trenchless application of the product ever installed in North America.