Challenge

Tremco Roofing is a provider of commercial roofing and weatherproofing solutions for restoration, repair, maintenance, replacement and new construction. It has more than 400 sales representatives across the U.S. and Canada. It engaged Roop & Co. to support its lead development team with an integrated marketing campaign that would generate more qualified leads for its sales force.

Solution

Central to the campaign was a series of content that Tremco’s target audiences, facility owners and managers, would find useful. Among the most successful was a checklist for facility managers to follow when readying their roofs for winter. Another was a blog post that helped them determine whether their roof could be restored or required replacement. This content was promoted via direct mail, email, social media and search engine optimization — all of which drove targets to landing pages on the Tremco Roofing website with calls to action that captured contact information.

Results

The campaign tracked email opens, click-throughs, website page views, document downloads and, most importantly, leads generated. It was initially given a trial run in a single sales region. Based on its success, the campaign was then rolled out to other regions. Because of its evergreen nature, much of the content continues to generate leads for Tremco with little continued promotion.

Case Studies

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