Overcoming supply chain challenges with a bold new strategy
Overcoming supply chain challenges with a bold new strategy
In the beginning of 2022, our long-time client Red Wing for Business was experiencing significant supply chain challenges due to the global pandemic along with unfavorable market conditions. In the face of this challenge, we seized the opportunity to position Red Wing for Business as the industry leader in safety PPE — no matter what.
This meant employing a full-funnel, integrated marketing ecosystem, unlike anything before. Our team championed three different campaigns that were aligned to the buyer journey, every step of the funnel.
Launching Red Wing’s first B2B brand campaign
We created “For Work That Moves the World” to shine a bright spotlight on the professionals who keep this world safe and moving forward. Red Wing for Business chose to use their brand equity to tell a different kind of story — one that is easily overlooked. The campaign raised awareness and created a positive impact on the safety industry, regardless of what work boot one wears.
We brought the campaign to life with two separate waves of media, including paid and organic social, newsletters, and programmatic display ads. All creative gave us a chance to thank the workers who show up each day to keep our world running — especially during the immense challenges created by the pandemic.
Recalibrating ongoing demand gen
For four years, our agency successfully ran a demand gen program for Red Wing for Business. However, in 2022 they needed a better option to navigate supply chain issues. To accomplish this goal, we pivoted from our fast-turning demand generation to a slower burn that still connected with buyers by filling that void with industry-relevant content.
In the first half of the year, we nurtured our leads with content-rich brand experiences and targeted enterprise-level buyers who typically have longer sales cycles. This approach allowed the brand to stay present and relevant while delaying new program sign-ups until supply became available.
In the second half of the year, when the supply chain challenges dissipated, we pivoted our full-funnel approach to driving leads for the head-to-toe safety program with relevant content, experiences, and CTAs at critical touchpoints across the complete buyer journey.
Reaching key accounts with a revamped account based marketing program
We revamped the Red Wing for Business ABM program to reach high-value accounts and help their sales team with acquisition, expansion, growth, and brand building.
Through a cadence of email communications and targeted social media, we personalized messaging and content, including thought leadership, practical resources, and industry related materials, ensuring potential buyers had a tailored experience along their decision journey.
Best-ever Results
Our integrated marketing plan met and exceeded Red Wing for Business’ overarching goal of building the brand, driving demand, and enabling sales.
“For Work That Moves the World” exceeded all expectations as Red Wing for Business’ first-ever brand campaign, racking up over four million video views. And despite the unfavorable market conditions and a large degree of uncertainty, Red Wing for Business had a strong year with 34% growth in qualified leads over the previous year for their demand gen program — and the ABM program, together with their sales team, increased revenue across 74% of targeted accounts.
34%
Year-Over-Year Demand Gen Program Growth
385
New Business Leads from Tradeshow
74%
Of Targeted ABM Accounts Increased Revenue
Content Marketing
Demand Generation
