Competencies utilized:
Salesforce integration | Content audit and gap analysis | BrandDemand strategy and planning | Martech strategy and planning | Creative concepting and execution | Content development | Program measurement and optimization
Builders FirstSource is a Fortune 500 company and is the nation’s largest supplier of building products, prefabricated components and value-added services.
The challenge
Based on learnings from custom home builders (CHBs) in the Dallas-Ft. Worth market, Builders First Source (BFS) gained valuable insights into CHBs’ unmet needs and created a specialized credit and service team to satisfy pain points.
BFS needed a measurable and cost-affordable way to:
Our solution
Using our BrandDemand GAMEPLANSM approach, we developed a strategic buyer journey plan with unified brand messages across sales, marketing and service to:
Restoring trust and rebuilding credibility while framing BFS as the go-to resource for CHBs.
Once we completed our strategic buyer journey plan and content audit, we developed an awareness and nurture email campaign to re-engage lapsed and prospective CHBs.
The win-back campaign consisted of mid-and bottom-funnel content highlighting the new BFS service model and how their suite of digital tools can help CHBs accelerate the sales process, better engage homebuyers and streamline construction.
For the CHBs not familiar with BFS, we kicked off the lead-gen campaign with a series of sponsored social posts and emails consisting of top-of-funnel thought leadership content centered on helping address key challenges facing today’s CHBs.
Constructing a seamless sales follow-up strategy
To help maintain the BFS brand voice and ensure messaging continuity with our lead nurture efforts, we created a series of templated Salesforce emails tailored to prospects’ engagement with specific content.
A training video for the BFS sales team provided guidance on how to effectively follow up based on the prospects’ most recent content interaction.
“I was extremely skeptical that a display and email program would generate any kind of response with the CHB audience and expected a lot of strike outs and maybe a few singles.
Instead, BrandAction knocked it out of the park.”
Richard Bridges, VP Sales, Builders FirstSource, DFW
The results
The campaign reignited several of the lost relationships with CHBs in the DFW market. Despite the long sales cycle, the campaign continues to garner opportunities.
22%
(12% above benchmark)
49%
Customer re-engagement rate
33X
Raw ROI
(75% above goal)
Ready to take action?
From blending in to breaking through:
Creating brand clarity to accelerate buyer decisions
Meeting buyers where they are:
The strategy that helped propel Ingredion’s growth
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Julia Parisot
VP Growth
julia.parisot@brandactionagency.com
312-985-7247
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Partner with us
Julia Parisot
VP Growth
Get a free market analysis
Follow our thoughts