BFM® Global

Accelerating Global Sales: How BFM Global Streamlined Messaging for Growth

Client:

BFM® Global knew they had a world-class product, and had a built-up global network of distributors to help sell their unique, flexible pipe connectors to manufacturers around the world. BFM® found many in-market reps were struggling to communicate the benefits of the product. Inconsistent messaging across distributors diluted its unique value and confused potential customers.

With Unfold Digital's strategic guidance, BFM Global transformed its communications, empowering distributors and attracting a wider customer base with clear, compelling messaging.

Job to Be Done:

• Customers: Quickly understand BFM's unique benefits and determine if the product meets their specific needs.

• Distributors: Confidently present the product, address technical questions, and accelerate the sales cycle.

Pain Points:

• Poor Messaging = Lost Sales Opportunities

• Distributor Knowledge Gap = Missed Leads

• Time is Money: With a limited window on their worldwide patent, BFM Global needed to rapidly gain market penetration.

Unfold Digital Solution

We employed a full-funnel growth marketing approach, collaborating with BFM Global to refine and strengthen their existing ecosystem. Our focus was on understanding the customer and optimising every touchpoint:

• Customer/UX Research: We dove deep into customer pain points, decision-making processes, and common objections. This informed our messaging and website structure, messaging and optimisation.

• Website as the "Lead Salesperson": Developed a website strategy and intuitive website with clear benefits, applications within the manufacturing process, and across industries.

• Before/After Photos: Showcasing the transformational nature of the product for potential customers. No language translation required.

• Messaging Revamp: Clear, benefits-driven language that resonated across their multi-audiences - Engineers, Factory Managers, Health & Safety, Centralised Purchasing - highlighting BFM Global's competitive edge.

• Channel Activation: Opened digital channels including social media, and developed strategies for each audience to unlock their lead generation potential.

• Lead Nurturing: Implemented short and long-term lead nurturing sequences to build trust and educate potential customers.

• Distributor Empowerment: We set the website up to be the primary sales person, and then actively passed leads on to distributors so they could be tracked, and added a centralised resource hub so they could answer more detailed specific questions from the sales qualified leads.

• Growing Resources: Over time we built out the resources with product, brand and instructional videos and one-page guides.

Results

• Lead Generation Boost: Sales leads doubled year-over-year, with notable inquiries from global giants like Nestle, Dupont, and PepsiCo.

• Distributor Engagement: Distributor site usage increased by +100%, with average time-on-site indicating deeper engagement with resources.

• Exceeding Growth Targets: The combined impact of these efforts propelled BFM Global to exceed their initial 25% target by a significant margin.

Why This Approach Worked

This case study demonstrates the power of a customer-centric, data-driven approach to global market penetration. Here's why our strategy delivered results for BFM Global:

• Deep Customer Understanding: By researching pain points, decision-making factors, and objections, we crafted messaging that directly addressed the needs of both customers and distributors.

• Website as Sales Engine: The transformed website became a powerful lead generation tool, visually demonstrating BFM's unique benefits, qualifying prospects, and empowering distributors with detailed product knowledge.

• Distributor as Trusted Advisor: With centralised resources, tools like the interactive calculator, and consistent messaging, distributors became equipped to confidently guide customers and accelerate sales.

• Urgency with Action: Understanding BFM Global's patent timeline, we focused on solutions yielding rapid results. Optimised channels, visual demonstration of BFM's unique benefits and targeted lead nurturing drove immediate growth.