Case Study

Broco Rankin

Segmenting a Multi-Division Company and Empowering the Sales Team with Technology

Background: Broco Rankin, founded over 85 years ago in Southern California, originally specialized in heavy machinery protection products. Over the next 50 years, the company expanded into multiple sectors, including underwater welding for construction, breaching tools for law enforcement and the military, exothermic cutting for industrial use, and specialty nickel drilling for the mining industry. This diversification led to an identity crisis, with the market often asking, “What does Broco Rankin do?” The answer was unclear, as the company did a little bit of everything.

Challenge: Broco Rankin approached us with a need to increase brand awareness. However, the core challenge was defining the brand itself. With so many divisions serving different markets, Broco Rankin lacked a clear identity. Our goal was to create distinct identities for each division while ensuring their sales team had the tools to effectively engage with new leads.

The Process

Our Strategy:

Market Segmentation: We began by segmenting each division into its own identifiable brand. Through research, we located online spaces where both consumers and distributors in these sectors were active and tailored messaging to clarify what each division could deliver to its specific market.

Proactive Campaigns: For each division, we developed targeted Google Search and YouTube campaigns. These campaigns served as both proactive and semi-reactive approaches to increase visibility in their respective markets.

Sales Support with Technology: To further streamline sales efforts, we integrated software to track anonymous website visitors and identify potential leads. This data helped us build a lead generation system, empowering the sales team with tools to follow up on prospects more efficiently.

Sales Team Collaboration: We worked closely with Broco Rankin’s in-house sales team to “close the loop” on new contacts, ensuring that every lead generated through our campaigns had a clear path from inquiry to conversion.

Results: The outcome was twofold:
Increased Brand Awareness: Each division of Broco Rankin now had its own distinct identity, which led to better recognition in its respective market.

Sales Efficiency: Armed with new technology and a robust lead generation process, the sales team became more effective and efficient in closing deals, driving Significant improvements in overall performance.