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’ 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 that was 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. BES was about to hit “go” on their new website launch, but we recommended a brief pause and a strategic reset. Together with the BES leadership team, we:

• Mapped core services to ideal client personas allowing BES to speak 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 through digital efforts.
  • Build thought leadership positioning into 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 fully aligned with BES’ service offerings that 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’ services and convert them into known contacts. The restructured website now serves as a lead generation engine and in the first 2 months has delivered 6 high-quality, sales-ready leads and 334 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 the strategy behind the story – and backing it with the tools to make it real – Branch helped BES turn a brand refresh into a business growth engine.

Ready to turn your company into a growth engine like BES did?

Written by Chris Dennen, Co-Founder & CMO