Ever since its inception, Finish Thompson, an industrial chemical pumps manufacturer, has been synonymous with fluid handling solutions. Operating in an industry where reliability and trust are paramount, Finish Thompson has held its ground despite the challenging changes.
With the dawn of digitalization, the last decade saw a significant shift in industrial buying behavior. The trend swirled towards initial online research before making procurement decisions. This shift prompted the necessity to renovate traditional business strategies to keep apace with evolving market trends.
Historically, Finish Thompson adopted a traditional go-to-market strategy. The company primarily focused on selling their products through distributors. They positioned themselves as a straightforward manufacturer of industrial chemical pumps, a strategy which had worked well until the rules of the game changed.
Aware of the changing dynamics, Finish Thompson comprehended the need to refurbish its online presence. This meant evolving from being a simple manufacturer to becoming a comprehensive solution provider for fluid handling. The revitalization aimed to meet the newer expectations of digital-savvy customers who were no longer content with simple product offerings.
The transformation was not an overnight change. It required the expertise of a strategic partner. RH Blake was brought on board to assist with this transformation. The focus was to amalgamate customer insights into their strategic decisions, leading to the creation of a revamped go-to-market strategy.
By leveraging ‘Voice of the Customer’ (VoC) methods, Finish Thompson gained crystal-clear insights into their customer needs. They could see what customers were seeking from their online experiences and how they could tailor these experiences to meet such evolving demands.
The insights derived from VoC methods were enlightening. It showed Finish Thompson the importance of being more than just a product manufacturer. They needed to put the customer at the forefront of their business model. As a result, Finish Thompson adopted a new and improved solution-focused strategy towards its offerings.
The journey saw a massive overhaul in the company’s product positioning, online presence, and marketing strategy. It was no longer just about selling products; instead, it became about delivering value-laden solutions aimed at solving real-time customer problems.
The post-implementation period profiled Finish Thompson in a new light. As a result, the brand witnessed increased trust, reliability, and customer receptivity. Today, Finish Thompson is known for its customer-centric approach; a brand that listens, understands, and delivers solutions that matter the most to its customers.
In summary, Finish Thompson’s transition to digital market optimization is a testament to how adapting to changing industrial buying behaviors can enhance value for companies. Revamping online presence and incorporating customer insights did not only position Finish Thompson as a solution provider but reinforced their foundational pillars of reliability and trust as well.
Like Finish Thompson, every B2B business must embrace this change in buying behavior. It’s time to implement a digitally-enabled go-to-market strategy that aligns with the evolving needs of customers. Act now, reposition your brand, and pave the way for a promising digital future.
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This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can’t wait to work in many more projects together!
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