American Piping Products is one of the world’s largest distributors of steel pipe and one of St. Louis’ fastest growing companies. In 2012, they asked us to build brand positioning and a consistent look, while supporting their sales team through email lead nurturing.
Brand positioning
We started the American Piping Products work by first taking a close look at brand positioning. In order to do work that was smart and effective, we knew we had to tap into the brains of their sales team. We conducted phone interviews with numerous team members in order to learn the ins and outs of their business. We used our learning to develop brand positioning that would work as the core of all their marketing materials moving forward.
Trade journal advertising
As with many of our clients, American Piping Products has a very nice list of trade journals in which they advertise. The advertising that is done in said publications, however, is often poor in execution. So our goal with American Piping Products’ trade advertising is to create work that provides leads and functions as a welcome relief to industry readers — hell, maybe even spark a laugh or too.
Supporting the sales team through email marketing and print
American Piping Products has a very robust database in place, so our next task would be to put their message in the inboxes of their clients and potential clients. Our focus is on building a monthly email campaign to drive visitors back to the site where lead-capture forms exist. We’re proud to say that site traffic has reached record numbers since we began working with American Piping Products.
As part of our offline efforts, we were tasked with giving their sales team something they could use day in and day out, when cold calls turned into real-live leads looking for more information. We worked hand-in-hand with the sales team, creating a piece that was simple, to the point, but still very, very informational.
What’s next?
Our relationship with the folks at American Piping Products is still young and we’ve lots still to do for them. What exactly? We’re not really at liberty to tell you. Guess you’ll just have to come back and check in on us.
Other stuff that may be of interest
Download our free web marketing guide for B2B industrial companies
Website design and lead generation marketing for an industrial painting company
Our targeted trade journal campaign for a construction company
