Background

Bulwark FR provides flame-resistant clothing to energy workers across multiple industries. Those industries include: electric utility, oil & gas, industrial electrical and maintenance. In addition, the company also offers extensive PPE training and educational materials through its Bulwark Institute.

 

Challenge

Bulwark is a sales-driven organization, and in order for marketing campaigns to grow and evolve, we needed to not only deliver leads, but prove the leads we were driving were valuable revenue-generating opportunities for the sales team.  When we began looking into their target audience, we quickly realized their audience was difficult to identify online. Their goal was to reach safety managers, but safety as a function within an organization can live within Project Management, Engineering, or HR.

 

Solution

To reach this hard-to-identify group we needed to focus on promoting the type of content that would pull people toward the brand. Our starting point was to look at the information and resources that existed within the brand that would aid in building a database of hard to reach safety managers. As we began working with Bulwark, we discovered they were much more than an organization that manufactures Flame Resistant Clothing, they are the authority in that space. We were able to build in content that showcased their products, services, and robust industry knowledge.

Determining which tactics to deploy meant the need to create a measurement framework that aligned marketing objectives and KPIs across each media channel. We worked with the marketing operations team to ensure a consistent flow of data and leads through their marketing automation system and ultimately into Salesforce. This enabled us to clearly identify the value delivered by each element of the marketing plan. 

Over time, the Bulwark business grew and evolved expanding our focus from supporting B2B lead gen initiatives to include Ecommerce. This allowed the expansion of the paid-search campaigns, and to extend them into other channels like Smart Shopping and Google Performance Max. Our data-driven approach continues to deliver revenue gains each year and our mix of tactics continues to evolve.

 

Results

• Lifted brand awareness from 15% to 45%.
• Leads rose 540% in a two year timeframe.
• Cost per lead decreased by 83%.
• $4 Million of marketing driven net-new sales opportunities

 

Services Included

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