Branch + BES: Building a Marketing Foundation for Growth The Challenge Building Enclosure Science (BES), a respected firm in the building enclosure consulting space, had just completed a rebrand and was preparing to launch its new website. The design was clean and modern—but it wasn’t built with the end user or BES’s sales goals in mind. Key gaps emerged: the site didn’t guide users through industry-specific pathways, didn’t clearly connect services to target audiences, and wasn’t positioned to support business growth. Like many growing firms, BES didn’t have a built-out marketing department. BES saw marketing as a strategic area of their business that they knew they needed to excel at to hit their growth goals but didn’t have the in-house expertise to develop an executable plan. They needed strategic guidance—not just on what to say, but how to structure their marketing in a way that generated demand and helped fuel the business’ growth. To help guide them, they brought in Branch. BB Building Enclosure Science (BES), a respected firm in the building enclosure consulting space, had just invested significantly in a polished rebrand and modern website. They expected that a fresh look would generate leads and fuel growth. But while the design looked sharp, it wasn’t built with the end user—or BES’s revenue goals—in mind. There was no clear strategy behind the rebrand. The website didn’t map BES’s services to target audiences, lacked industry-specific user paths, and wasn’t set up to convert. It was a marketing asset in appearance, but not in function. Behind the scenes, BES faced a common growth-stage gap: a small marketing team stretched thin and no system for turning awareness into demand. They knew marketing was critical—but didn’t have the internal capacity to build a strategy that worked. That’s when they turned to Branch. The Branch Approach Branch came in at a pivotal moment. Before hitting “go” on the website launch, Branch recommended a brief pause and a strategic reset. Together with the BES leadership team, they: Documented core services and ideal client personas—allowing BES to speak about its services in the language of its buyers in healthcare, education, and commercial markets. Established a tone of voice allowing BES to clearly and consistently communicate with its target audiences through any sales and marketing campaigns. Redesigned the site structure to create clear entry points by industry and service type, improving user flow and added calls to actions that invite potential customers to connect with the BES team. Created a Service-to-Customer Matrix that became the foundation that will guide the BES sales and marketing team when creating segmented messaging and future campaigns. Established clear and measurable marketing objectives, including: Generate 5+ qualified leads per month via digital efforts. Build thought leadership positioning in key verticals. Align marketing KPIs with sales pipeline goals. These efforts rolled into a go-to-market plan with budget-aware priorities and measurable KPIs, including: Website traffic and conversion rates by industry. Engagement metrics across CRM workflows. Lead capture and MQL-to-SQL progression. Establishing engagement metrics across BES’ marketing and sales funnel. Systems That Support Growth Another issue surfaced as they moved deeper into the engagement: BES lacked the critical infrastructure to capture and nurture leads or enable their sales team with data-driven insights. Their buyer journey was unstructured and the system to capture and grow buyer intent was non-existent. Branch helped BES implement essential systems to operationalize their strategy with the following: A CRM to organize their sales team out of email and spreadsheets and into a purpose-built system designed to centralize lead tracking, segmentation, and reporting. Branch was instrumental in the selection and rollout of BES’s new CRM. A website that is fully aligned with BES’s service offer, can be explored by the user based on their industry and role, and has strategically distributed calls to action that invite visitors to contact the BES team. Email nurture streams aligned to vertical personas and buyer stages. A shared campaign calendar aligning and directing sales and marketing campaigns. The Outcome With strong foundations and the right tools in place, BES now has the clarity, structure, and confidence to grow: A clear, actionable marketing strategy aligned with real business goals. BES now has a repeatable marketing framework they can own and measure internally. A website experience designed to educate visitors on BES’s services and convert them into known contacts. The restructured website now serves as a lead generation engine and in the first 3 months has delivered 9 high-quality, sales-ready leads and 504 companies actively engaging with the site. Previously, BES could not capture this data. Operational CRM and marketing automation platforms that support lead nurturing and consistent follow-through. With these new systems, BES is able to track its pipeline effectiveness from website traffic all the way to deals won and repeat business. BES went from having no systems to capture or nurture leads, to implementing CRM and MAP systems with integrated workflows—giving them the infrastructure to support sustainable, long-term growth. “Working with Branch has been a very positive experience, as the partnership resulted in clear direction on how to best market our services, as well as in the execution and rollout of highly structured sales and marketing plans. Branch asked many detailed questions, and listened diligently in the process of understanding our culture, lines of services, ideal client personas, and overall value proposition. We highly recommend their services to others.” — BES Leadership Team By focusing on developing a clear marketing strategy to support the BES’s growth goals—and backing it with the tools to make it real—Branch helped BES turn a brand refresh into a business growth engine.

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Written by Chris Dennen, Co-Founder & CMO

Business Tips, Case Study, Marketing

CATEGORY

12/04/2025

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Branch + BES: A Marketing Foundation for Growth

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