How We Put Deepwater Corrosion Services, Inc. Way Ahead in B2B Advertising
Deepwater Corrosion Services is an industry leader in pipeline corrosion control, cathodic engineering, and corrosion engineering consulting. Despite the need for corrosion protection in multiple verticals Deepwater Corrosion Services was faced with industry turnover and declining brand recognition. They needed help reintroducing their brand to younger engineers, breaking into new industries, and refining their presence in international markets. As the creators of I-Rod, Deepwater already had a reputation for expertise, trust, and reliability within the oil and gas industry. But when your MVP product lasts over 25 years, how do you keep your brand top of mind?
In 2015, the price of oil fell drastically, causing the oil and energy markets to shrink. Throughout the industry projects slowed, followed by a drop in website traffic and leads. Despite these setbacks, Deepwater Corrosion Services’ MVP, I-Rod, had become eponymous for corrosion resistant pipe supports. This positioned them as industry leaders in pipeline corrosion control. Their competitors answered with numerous look-alike products made from different materials and appealed to the oil and gas market via pricing alone. I-Rod itself was tested and proven to last over 25 years in the field, but this meant the product was so reliable customers started trusting any product that resembled I-Rod. Due to the unique design of the product, it was not possible to redesign its look to differentiate it from competing products. If something wasn’t done quickly, the competition would beat Deepwater Corrosion Services to sales. This meant Deepwater Corrosion Services needed a strategy that was both swift and efficient.
After thorough industry research and analysis of previous Google Analytics, Salesforce, and Google Ads data, Chow-Bryant’s team realized that Deepwater Corrosion Service’s best available strategy would be to reduce the number of unqualified sales leads in the sales pipeline by optimizing ad targeting. In this way, the company’s sales team could operate more effectively. Using digital display ads, pay-per-click ads, remarketing ads, custom audience modeling, analytics and CRM integration, end-to-end conversion tracking and optimization, and our customized business intelligence reporting, we quickly saw a drastic turnaround in the company’s online presence. This translated handsomely into offline sales.
Unique Sales Opportunities
Revenue from Ads
Return on Ad Spend
Profit Per Sale
Right Audience. Right Place. Right Context.
When you know more about your audience, where they are in the sales funnel, and what they’re interested in, you’ve jumped a lot of high hurdles. Business to business campaigns are never easy, but they can run more smoothly when reporting tools are integrated and channels inform one another’s targeting and tactics. More importantly, we proved to Deepwater Corrosion Services that all of this can be done while maintaining compliance with GDPR and CCPA.