B2B Distributor Digital Transformation
Challenge
A 75-year-old B2B distributor serving food manufacturers needed to transform from traditional sales methods into a digital-first organization to compete in modern markets. The company had never measured marketing performance, lacked marketing automation, had no mobile presence, and e-commerce was underperforming despite representing a $500M+ revenue opportunity.
Strategy
Conducted extensive customer research and launched a meaningful brand position, complete with a new tagline, a branded fleet, and website redesign. Built a cross-functional marketing team and expanded web development capabilities. Drove comprehensive digital transformation strategy, including marketing automation for lead nurturing, customer-centric UX redesign, and launched the company's first mobile commerce app. Complemented digital strategy with experiential marketing program, including launching education-first event strategy and 25+ annual customer engagement events, including workshops, golf outings, and webinars.
Results
Delivered 100% e-commerce growth and 20% offline sales growth. Achieved 98% traffic increase, 25% engagement improvement, and 143% brand search lift. Built 16-person marketing organization managing multi-million dollar annual budget. Improved marketing ROI 40% year-over-year through data-driven attribution and conversion optimization.
