Key Objective: To create an online presence which rationalised several product ranges into a single website, increase enquiries through greater visibility on products, ability to filter on specifications as well as retain discrete SEO for legacy brands.
“Having rationalised, the new positioning and brands absorbed by BSP TEX needed to be clearly communicated to our respective client bases. The complexity of our diverse product portfolio was the greatest challenge, as a lot of the product knowledge and diagnostic intelligence was in the heads of those in the relevant sales teams.
Quiet Storm was able to get to grips with this and design a data structure which enabled our subject matter experts to categorise the products. This meant the prospective buyers could see the whole range of products, different applications, accessories, and support services – relevant to their needs.
Plus, the sales teams could respond to a higher quality level of enquiry – and integration with the CRM and sales pipe means we have visibility on all enquiries, and intelligence on wins, losses, etc. This means we can be more strategic with our approach to sales, as we know have objective measures and a clearly structured sales process.
The new branding and website have definitely had a positive impact on the way BSP TEX is regarded within the industry.”
Richard Melton – Commercial Director at BSP TEX LTD
BSP-TEX is one of the world’s premier manufacturers of hydraulic pile drivers and Rapid Impact Compaction (RIC) equipment and control and monitoring systems. The BSP-TEX Road Machinery division offers a range of line marking and road maintenance machinery. Brands include Barters, Belspray, Bitmen, Bristowes, Springwood, Trojan, and Wallis. The BSP-TEX Subcontracted Manufacture division focuses on medium-volume heavy engineering and specializes in heavy-duty road-legal trailers and enclosures for the public utilities sector.
Issues: As a part of the TEX Group rationalisation, several companies were amalgamated into BSP TEX. Previously sales had been managed brand-by-brand, via individuals and one-to-one consultative selling. To get the correct product for a specification was largely a manual, individual centric process – as the relevant product knowledge was based upon the experience of key sales individuals.
- The products, customers, and sectors were very different for the brands being amalgamated.
- One brand supplied products globally via a network of distributors and resellers, others were UK centric and direct.
- The new website needed to increase the visibility of the product portfolio and present a harmonised rebrand.
- The old brands were industry leaders in their respective niche areas, so their online presence needed to remain visible.
- The new site needed to integrate with a sales management CRM and MailChimp.
Timescales were tight as BSP TEX were committed to launching a high-profile joint venture with JCB at Bauma, Munich. This is the world’s leading trade fair for construction machinery, vehicles and equipment, and only held every three years. As this became the deadline for the launch of the newly re-branded business.
Resolution: A pragmatic approach to deliver the project was needed, as the consolidation of several brands, with very different product ranges, into a single website required the knowledge of multiple individuals to create the bespoke product databases.
- Products were split into three core categories; Piling & RIC; Road Machinery and Engineering, and within these categories bespoke databases were designed. The most sophisticated of which was the Piling & RIC product ranges. This was a highly technical product, with significant variations depending upon the application.
- Piling & RIC product selector was created, holding key intelligence in the system and allowing a user to work through their needs to arrive at a product, or selection of products.
- Global Dealership was graphically represented and the management of the data was driven by the sales CRM, so as a dealer was added or removed, the website version was updated. With an interactive map, the selection of dealers in the specific regions was quick and easy.
- Legacy brand landing pages were included within the site construction, and were visible to Google but couldn’t be accessed by the menu. This meant people searching on the brand would arrive at a page listing the relevant products, and where the brand history and consolidation was explained.
- Web enquiries are imported to a quarantined area of the CRM sales pipe, and are validated prior to being submitted. This process manages GDPR compliance as well as passing over the page from which the enquiry originated.
- The sales CRM integrates with Mailchimp.