B2B Sales Campaign
B2B Manufacturer
Client marketing collateral for the B2B Rock Solid sales campaign supplied to wholesaler National Apartment Flooring — reframing a risk-averse buyer conversation around security, certainty, and long-term building value.
Large commercial building buyers are risk-averse, hesitating to invest further in something that should be paying off its initial investment — making a sizable re-flooring investment highly undesirable without properly framed messaging.
We developed the Rock-Solid sales campaign emphasizing security and certainty of investment over time, subtly introducing growth mindset components while addressing fixed perspective concerns.
“The Rock-Solid campaign reframed flooring investment as a foundation for certainty — not another capital risk.”
Buyer Persona Analysis
These large commercial buildings required sizable investments, and after such immense cost, the focus shifted to recouping the investment rather than accumulating further potential value.
Existing copy and sales materials were insufficient not simply in execution, but in messaging architecture — they did not address buyer concerns in their framing.
We mapped the avoiding-loss perspective that dominated buyer conversations and designed collateral that met that mindset before introducing upside narratives.
Sales Campaign
We emphasized two key pillars responding to the avoiding loss perspective: focusing on the security and certainty of their investment over time.
The advocacy component likened the decision to a rock-solid foundation while encouraging buyers to consider the upside of an increase in overall building value.
Sales teams received a cohesive suite of copy and creative assets that could be deployed consistently across wholesaler touchpoints.
Sales Collateral
B2B sales copy and creative assets for the Rock Solid campaign.
Explore more client work or talk with our team about strategy, content, and digital experiences for National Apartment Flooring's industry.