Laying the Groundwork: Boosting Sales with a Designer-Focused B2B Strategy
Carlisle Wide Plank Floors
Luxury hardwood flooring is a tough industry. The purchasing cycles are complex with multiple stakeholders, all with different perspectives on what the look should be and the materials required to put it all together. Furthermore, hardwood floors are the last thing to get added to a project and the first thing to get cut from a budget. Carlisle had spent 20+ years marketing directly to the consumers, it was a tough, expensive, sales cycle. GBHD evaluated the sales process and performance, and found there was a more efficient way to reach luxury consumers. There were more influential gatekeepers than consumers, and if Carlisle could earn their vote of confidence - the sales cycle would be more predictable, marketing more effective, and acquisition cost per sale would decline. Mission complete.
Stoddard, New Hampshire
Services: Research & Planning, Brand Development, Print, Campaign Development, Website Design, Strategic Planning, Training
How It's Going
1st
Trade Sales Program
+20%
Annual B2B Sales
8 ft
Length of the 'Wood Plank Sized' Brochure
85
NPS Score
Carlisle Wide Plank Floors faced a pivotal moment—shifting from a consumer-focused model to a more sustainable B2B approach. This change required more than just new marketing materials; it demanded a rethinking of how relationships are built and nurtured in a design-driven industry.GBHD guided this transformation with tactile assets, like a stunning 30-page look book, tailored to resonate with architects and designers.
But the real groundwork happened behind the scenes. We conducted immersive training sessions to align Carlisle’s team with the new strategy, equipping them to connect with industry partners more effectively.
Employees called it the best training they’d ever had—a testament to the power of internal alignment in driving external success.
Carlisle Wide Plank Floors needed a way to inspire decision-makers in a complex sales cycle. GBHD created a 30-page, perfect-bound look book with glossy pages—a piece so stunning it belongs on coffee tables.
​
As seen in the spread here, the look book combines rich imagery with curated content and custom illustrations, showcasing the artistry of Carlisle’s floors and the impact they make on their spaces. For design-driven products, look books are key to engaging architects and designers, bridging inspiration and decisions.
​
Mission beautifully accomplished.
