Unlocking new markets,
reigniting revenue
By identifying a unique market opportunity and repositioning its brand, a leading metals and manufacturing company's oil and gas unit was able to penetrate key markets, generating $50.7M in new business.
The client, a leading metals and manufacturing company, faced stagnation in its smaller oil and gas business unit and faced challenges such as outdated brand perception, inefficiencies in operational processes, and a lack of clear differentiation from competitors. To capitalize on growth opportunities in key markets and segments, it needed help developing a strategy to increase market penetration and drive growth.
Our approach began with an in-depth market assessment by our strategy team. This involved business stakeholder interviews, secondary market research, competitive research, customer interviews, and data/financial analysis to understand the market, key challenges, and differentiators.
The research revealed several key growth opportunities, including expanding the client’s presence in key, underserved basins; leveraging technology and new equipment to tackle more client challenges like high pressure and environmental constraints; and optimize operations to provide exceptional service in a market that often overlooked quality field service and responsiveness. Interviews revealed that operators wanted to work with specialists in separation and storage and needed a reliable vendor who could communicate, execute, and deliver.
After uncovering these opportunities, we recommended a growth initiative focused on repositioning the brand around its specialized engineering and manufacturing precision. With our strategy work as the foundation, we built buyer personas, developed messaging architecture toward the specific challenges of a particular buyer segment—something no competitor was doing. Our team created a cohesive visual brand identity to distinguish the business unit from competitors and broaden its market reach.
With the brand strategy in place, our focus shifted to execution. After evaluating the client’s existing marketing technology ecosystem, we collaborated to make enhancements to streamline asset delivery across channels. PlatinumBlack developed an integrated marketing plan and rolled out a brand campaign that enhanced engagement and recognition among existing and potential customers. The account-based marketing (ABM) campaign—leveraging our revenue intelligence platform— was targeted specifically at their principal buyer segment. Using data-driven insights, content and copy were tailored specifically for key accounts and then deployed across the brand’s channels. Marketing technology enabled us to reach our target audiences at the right times across channels and effectively measure engagement.
“As we conduct research, we’re always probing and analyzing different hypotheses to try and uncover growth or differentiation opportunities. For this client, our competitive analysis revealed a significant whitespace opportunity. When you can carve out a truly unique position in the market, your messaging and value proposition generate significantly more engagement and a powerful competitive advantage. Our close collaboration with clients, coupled with ongoing discussions among our strategists, enables us to transform our analyses into actionable insights and practical recommendations.” — Ben Kleckley, Director of Strategy
The rebrand and launch campaign resonated within the industry and among target buyers, raising the business unit’s profile and generating numerous opportunities. The ROI was evident. The company secured a larger segment of the market and generated $50.7M in new business.
