About 3BG Supply Co.
3BG Supply Co. is a leading industrial MRO supplier dedicated to streamlining the procurement process for maintenance, repair, and operations (MRO) products. With a vast inventory of industrial components and a commitment to innovation, 3BG helps businesses reduce downtime and improve operational efficiency. By leveraging technology and customer-centric solutions, the company aims to simplify sourcing for manufacturers, maintenance teams, and procurement professionals across various industries.
Situation: Outdated Branding and Ineffective Email Marketing Limited Growth Opportunities
3BG Supply Co. had established itself as a reliable provider of industrial MRO solutions, but its branding and marketing efforts did not reflect the company’s innovation, expertise, or customer-centric approach. The existing brand identity felt outdated and failed to distinguish 3BG from competitors like Grainger and MSC. Additionally, the company’s email marketing strategy lacked the segmentation, automation, and engagement needed to effectively reach and retain customers. Without a cohesive brand message and a structured digital marketing strategy, 3BG struggled to create a strong, lasting connection with its audience. Internally, employees and stakeholders needed a clear, unified vision to ensure consistency across all marketing and communication channels.
Solution: A Strategic Brand Refresh and Email Marketing Overhaul to Strengthen Market Position
To help 3BG establish a stronger brand presence and improve digital engagement, Windmill Strategy conducted an in-depth discovery process to uncover the company’s core values, competitive advantages, and long-term goals. The outcome was a modernized brand identity that reflected 3BG’s expertise, reliability, and forward-thinking approach. This included a new logo, updated color palette, and a tone of voice that communicated confidence and technical proficiency. To ensure consistency across all platforms, Windmill developed clear brand messaging and voice guidelines that emphasized 3BG’s strengths in delivering comprehensive MRO solutions.
These tools proved especially valuable as the team began leveraging AI platforms like ChatGPT to scale content creation and strategic planning. The voice and tone guide provided a shared language across departments, enabling faster, more consistent communication while saving time on content development.
Recognizing the need for a more sophisticated email marketing approach, Windmill Strategy also implemented a targeted strategy using Klaviyo, chosen for its advanced segmentation and automation capabilities. This integration with NetSuite enabled seamless data flow and compliance with industry regulations. The new email workflows included onboarding campaigns, loyalty promotions, and re-engagement efforts designed to nurture customer relationships and improve retention. To maintain brand consistency across marketing channels, Windmill Strategy designed responsive email templates aligned with the new brand identity.
While Windmill Strategy led the brand refresh and email marketing transformation, 3BG’s internal team took the new branding and applied it to their website. This ensured that all digital touchpoints reflected the updated identity while allowing the client to retain control over website updates and implementation.
Results: Stronger Brand Recognition, Improved Customer Engagement, and Clearer Messaging
Following the implementation of the refreshed branding and email marketing strategy, 3BG Supply Co. experienced a noticeable shift in brand perception – internally and externally. Customers responded positively to the new identity, recognizing the company as a modern and professional leader in the MRO sector. Internally, employees and stakeholders embraced the updated brand, leading to greater alignment and consistency across all communications. Leadership and board members also provided strong, ongoing praise, noting that the branding work elevated the company’s professional image in the marketplace.
With the new email marketing strategy in place, 3BG was able to engage customers more effectively through personalized, automated campaigns. The improved segmentation allowed for more targeted outreach, fostering stronger relationships and increasing customer retention. These efforts contributed to a significant year-over-year increase in website traffic—and 3BG’s highest-ever week of email-driven site traffic. The new branded assets also enabled the internal team to produce more cohesive email and social media content, enhancing overall marketing performance.
The voice and tone guidelines continue to serve as a critical resource for maintaining messaging consistency. They support the team’s internal collaboration, saving time and ensuring clarity across content types—from leadership reports to day-to-day marketing.
With a stronger brand identity and a strategic approach to digital marketing, 3BG Supply Co. is well-equipped to maintain its competitive edge and continue fostering lasting customer relationships in the evolving MRO industry.
Windmill Strategy is a web design company & digital marketing agency helping B2B Industrial, Automation & Manufacturing companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.