From Fragmented Outreach to a Full-Funnel Growth Engine
How a 120-location building exteriors distributor unified its customer data, orchestrated omnichannel journeys across six campaign tracks, and ended 10 months at 124% above its sales goal.
This engagement was led by METIS founder Stephanie Miller and members of the METIS specialist team prior to the founding of METIS. It represents the work and thinking that shaped everything METIS was built to do. Client name withheld at request.
in 10 Months
at Program End
Unified & Enriched
vs. Branch Orders
Pro Customers
A Distributor Ready to Evolve
A leading building exteriors distributor operating across 120 locations recognized a widening gap between how its professional customers wanted to be engaged and how the company was actually reaching them.
The next generation of building trade professionals — younger, more digital, more diverse — expected personalization, speed, and relevance. The company's existing approach treated all pros the same, relied heavily on branch relationships, and had no unified view of customer behavior across its network.
Six Goals. One System.
Acquire net new professional customers and reactivate lapsed accounts
Grow the emerging pro segment — next-gen and Hispanic contractors
Grow overall sales volume and increase average order size
Keep the core customer base engaged and deepening their relationship with the brand
Increase cross-sell penetration of adjacent product categories
Drive e-commerce enrollment and shift transaction behavior online
Architecture Before Activation
The team began not with a campaign, but with a system. Before any message was sent, we built the strategic and data infrastructure required to make activation meaningful — unified identity, persona clarity, and a measurement framework connected to real revenue outcomes.
Data Unification & Management
Ingested records from multiple sources, deduplicating and validating every contact. Augmented with new attributes and non-customer records from national databases. Result: a clean, activation-ready foundation across 78,000+ building trade professionals.
Customer Segmentation
Conducted formal segmentation research using client customer and market non-customer data, surfacing four distinct professional persona groups — each with different motivations, purchase cycles, and channel behaviors.
Brand Value Proposition
Refreshed the brand's value proposition, creative concept, and messaging hierarchy to support differentiated customer journeys — ensuring consistent, relevant storytelling from first impression through loyalty.
Purchase Process Mapping
Mapped the current-state customer purchase process end to end, identifying gaps in people, process, and systems — creating the blueprint for where omnichannel activation would have the highest impact.
Customer Journey Design
Developed a master journey framework with multiple goal-specific omnichannel campaigns, guiding professionals through acquisition, onboarding, engagement, and loyalty — with each stage building on the last.
Measurement & Optimization
Built custom data mapping between martech platforms and client systems, developed real-time dashboards, and established a continuous optimization cadence — reallocating budget, creative, and channels based on live results.
Six Journeys. Every Stage of the Lifecycle.
With architecture defined and data ready, the team launched a coordinated digital-first omnichannel engine — six distinct campaign tracks, each targeting a different audience segment and lifecycle stage, all connected through shared identity and measurement infrastructure.
Acquire New Prospects
Targeted 49K prospects via email and digital, plus 8K high-value prospects with added voice follow-up. Goal: new account setup among building trade professionals not yet in the customer base.
Reactivate Lapsed Customers
Reached 35K dormant accounts with trigger-based campaigns designed to reinstate lapsed relationships — personalized to purchase history and attrition signals.
Onboard First Purchasers
Welcomed 18K new customers with journeys designed to drive second orders fast — introducing brand value-adds, credit and financing options, and e-commerce enrollment.
Grow Core Engagement
Activated 747K ongoing customer touchpoints across loyalty, cross-sell, promotions, and purchase frequency — keeping active pros buying more and buying deeper.
E-Commerce Conversion
Moved cash customers to credit and e-commerce accounts, driving digital adoption among pros accustomed to branch-only transactions.
At-Risk Intervention
Predictive models flagged customers showing early attrition signals. Proactive intervention campaigns re-engaged at-risk pros before churn could occur.
10 Months. Every Metric Moved.
After 10 months of omnichannel activation, every business objective showed measurable lift. Most notably, orders attributed to the program demonstrated a fundamentally different customer relationship than branch-only buyers — more valuable, more frequent, and broader in product scope.
Multi-channel digital (programmatic, social, search) drove broad awareness and direct response across the professional audience.
Persona-aligned email journeys consistently outperformed industry benchmarks in engagement and conversion.
Taking handoffs from digital channels, inside sales closed 102 credit applications and generated 811 product quotes.
Unified, deduplicated, and enriched building trade professional records — maintained and updated on an ongoing basis throughout the program.
359 net new and recovered professional customer relationships — all with unified identities and measurable across the system.
Higher customer lifetime value — program orders generated twice the customer value compared to equivalent branch-only purchases.
Higher order frequency — program-attributed customers bought more often, demonstrating deeper engagement and stronger brand loyalty.
Product categories purchased per customer — proving that omnichannel engagement drives breadth of relationship, not just transaction volume.
"Omnichannel isn't just about being everywhere — it's about creating seamless, personalized, on-brand experiences that build real customer relationships and drive growth."
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