Market Discovery and Messaging
Mapping a complex B2B distribution ecosystem and building a channel-specific messaging framework for a large industrial manufacturer.
Duration
6 months
Role
Research Lead
Tools
Miro
The Challenge
A large B2B manufacturer of electrical infrastructure products had strong relationships with tier-1 distributors — but limited visibility into the wider ecosystem that influenced purchasing decisions.
The question they needed answered: who actually drives a sale, at every stage of the supply chain? And how should the company speak to each of them differently?
8
Market segments mapped
26
Stakeholder interviews
$1.4M
Strategy budget informed
Research Approach
I led 26 structured interviews across the full distribution chain — electricians, project engineers, site managers, general contractors, wholesalers, retailers, quantity surveyors, and end clients.
Each interview followed a consistent protocol: how do you discover new products, who do you trust, what makes you specify or switch a brand, and where do you go when something goes wrong? Sessions were recorded, transcribed, and coded in Miro for synthesis.
Mapping the Ecosystem
The core output was a full ecosystem map — eight distinct node types, each with their own purchase motivations, information sources, and decision authority.
Key finding: the purchasing decision for most projects is made 2–3 nodes upstream from the person who physically installs the product. Electricians rarely choose the brand. Engineers and quantity surveyors specify it. Wholesalers fulfil it. This created a clear prioritisation problem for the existing marketing spend.
Electricians — brand loyalty built through trust and on-site reliability, not advertising.
Project Engineers — spec compliance and technical documentation are the deciding factors.
Quantity Surveyors / Bidders — pricing, availability, and substitutability drive decisions.
Wholesalers — margin, logistics, and account relationship matter more than brand.
Retailers — SKU range and visual merchandising support.
Site Managers / Contractors — ease of install and warranty coverage.
End Clients — often unaware of the brand; cost and project timelines dominate.
Distribution Ecosystem Map
Node colour = decision authority. Purchase decisions are made 2–3 nodes upstream from installation.
Segment Profiles
Project Engineers
Specify brands on drawings
What drives them
How to reach them
Message that lands
"Certified to IEC standards with full test documentation on request."
Price messaging — engineers don't own the budget.
Quantity Surveyors
Price and spec the bill of materials
What drives them
How to reach them
Message that lands
"Equivalent to [competitor] at a lower unit cost. Always in stock."
Technical claims without pricing context.
Wholesalers
Stock and fulfil to the trade
What drives them
How to reach them
Message that lands
"Higher margin per SKU than category average. Dedicated trade rep."
End-consumer positioning — not relevant to their world.
General Contractors
Award sub-contracts and oversee delivery
What drives them
How to reach them
Message that lands
"Used on 400+ commercial sites. Installation support on request."
Spec language — they delegate to engineers.
Electricians
Install and sometimes recommend
What drives them
How to reach them
Message that lands
"Used it before. It just works."
Advertising — trust is built on the job, not in a campaign.
Site Managers
Approve substitutions and manage schedule
What drives them
How to reach them
Message that lands
"5-year warranty. Replacement within 48h if anything fails."
Technical depth — they need reassurance, not specs.
Retailers
Sell to DIY and small trade
What drives them
How to reach them
Message that lands
"32% higher sell-through than category average in pilot stores."
B2B framing — retail is a different conversation entirely.
End Clients
Fund the project, rarely specify brand
What drives them
How to reach them
Message that lands
"Approved for all major commercial and infrastructure certifications."
Segment is largely unreachable through direct marketing.
Channel Reach by Segment
| Segment | Trade press | Rep visits | Distributor catalogues | LinkedIn / digital | Job-site word of mouth | CPD / training sessions |
|---|---|---|---|---|---|---|
Project Engineers Specify brands on drawings | Secondary | Primary | — | Secondary | — | Primary |
Quantity Surveyors Price and spec the bill of materials | Secondary | Secondary | Primary | — | — | — |
Wholesalers Stock and fulfil to the trade | — | Primary | Primary | — | — | — |
General Contractors Award sub-contracts and oversee delivery | — | Secondary | — | Secondary | Secondary | — |
Electricians Install and sometimes recommend | — | — | Secondary | — | Primary | — |
Site Managers Approve substitutions and manage schedule | — | Secondary | — | — | Secondary | — |
Retailers Sell to DIY and small trade | Secondary | — | Primary | — | — | — |
End Clients Fund the project, rarely specify brand | — | — | — | — | — | — |
Messaging Framework
The final deliverable was a channel-by-channel messaging playbook. For each node type, it defined:
- The primary decision criteria - The channels they actually use (trade press, rep visits, distributor catalogues, LinkedIn, job-site word of mouth) - The proof points that land - The messages to avoid
The manufacturer's existing marketing had been largely undifferentiated — one voice across all segments. The new framework gave them eight distinct briefs, each grounded in what we heard directly from that audience.
Outcomes
The report became the foundation for a $1.4M go-to-market refresh, directly informing campaign targeting, trade event strategy, and digital channel investment priorities.
The commercial team used the ecosystem map in internal planning sessions to align sales and marketing around the same model of how decisions actually get made — not how the org chart assumed they did.