A Consumer Products Giant Transforms the Customer Experience With Marketing Cloud
BIC Graphic sells promotional products through a large distributor network, and its marketing was stuck in the past. Distributors received the same mass campaigns as everyone else, sales and marketing worked from different priorities, and there was no easy way to turn a distributor relationship into a repeat online order. We partnered with BIC Graphic on a full Salesforce Marketing Cloud implementation to fix that. Within weeks of launch, the results were already showing: a 44% drop in the average distributor sales cycle, a 25%+ increase in new pipeline opportunities within eight weeks, and a 10% rise in new online orders in the first four weeks alone.
A Consumer Products Giant With a Channel Problem
BIC Graphic is known for turning branded merchandise into a marketing and promotional tool for its own distributor and reseller network. That business model creates a specific challenge. BIC Graphic sells through a network of distributors, who in turn sell to businesses and consumers, rather than selling to end customers directly. That’s a B2B2C structure, and it means every marketing effort has to work on two levels at once: supporting the distributor relationship and shaping the end customer experience underneath it.
Before we came on board, BIC Graphic didn’t have the engagement data or automation needed to manage that dual relationship well. The company had the ambition to market more intelligently, but not yet the systems to act on it.
The Challenge: A Distributor Network Without a Personalized Strategy
A few problems stood out once we started digging into how BIC Graphic’s marketing and sales teams were actually operating:
• No real marketing automation or centralized customer insights, which made it hard to know what any given distributor or end customer actually needed
• A distributor network still treated with traditional mass-marketing strategies instead of campaigns built around each distributor’s specific relationship with BIC Graphic
• No alignment between sales and marketing on how to approach the B2B2C model, which let leads fall through the cracks between a distributor conversation and a marketing touchpoint
• Customer journeys that were genuinely cumbersome to manage without a system built for it
Our Approach: A Salesforce Marketing Cloud Implementation Built for B2B2C
We started by defining a personalized B2B2C marketing approach built specifically around how BIC Graphic sells, not a generic template pulled off the shelf. From there, we moved into the technical build: a full Salesforce Marketing Cloud implementation covering Email Studio, Contact Builder, Journey Builder, and Automation Studio. Contact Builder gave BIC Graphic a single, structured view of its distributor and customer data instead of scattered records with no shared context. That data foundation mattered, because none of the automation that followed would have worked without clean, connected data behind it.
Email Studio and Journey Builder became the engine for three distinct types of customer journeys, each solving a different piece of the original problem:
• Internal sales enablement journeys gave BIC Graphic’s own sales reps a way to deliver more value to existing distributor relationships instead of relying on generic outreach
• Distributor enablement journeys handled brand awareness, keeping distributors informed about new product promotions and giving them tools to support their own channel sales
• Customer retention journeys focused on the end customer, reinforcing brand loyalty, driving more traffic to BIC Graphic’s eCommerce site, and encouraging repeat orders instead of one-off purchases
Automation Studio tied all of this together behind the scenes, running the workflows that kept each journey moving without adding manual work for BIC Graphic’s team. This kind of Salesforce Marketing Cloud implementation only works when every tool is mapped to a real business problem instead of being deployed for its own sake, and that mapping is where most of our effort went.
Tools and Products Used
This project relied entirely on the Salesforce Marketing Cloud platform, with four core studios doing the heavy lifting:
• Salesforce Marketing Cloud: the overall platform that powered the implementation, giving BIC Graphic one connected environment for data, email, automation, and customer journeys
• Email Studio: used to design, personalize, and send the campaigns behind each customer journey, replacing the one-size-fits-all mass emails BIC Graphic relied on before
• Contact Builder: brought distributor and customer data together into a single structured view, forming the foundation every journey and automation was built on
• Journey Builder: mapped out the sales enablement, distributor enablement, and customer retention journeys, triggering the right message at the right point in each relationship
• Automation Studio: ran the behind-the-scenes workflows that kept data flowing and journeys executing on schedule, without added manual work for BIC Graphic’s team
As a marketing cloud implementation company working across B2B2C businesses, we’ve found that these tools only deliver results when they’re configured around how a company actually sells, not just switched on and left to run.
The Results: Measurable Movement Within Weeks
The impact showed up fast. Within the first four weeks after launch, BIC Graphic saw a 10% increase in new online orders, an early signal that the customer retention journeys were doing their job of driving traffic back to the eCommerce site.
The average distributor sales cycle dropped by 44% following the implementation, a direct reflection of pairing sales enablement journeys with a properly aligned B2B2C strategy. Within eight weeks, new pipeline opportunities grew by more than 25%, showing that distributor enablement journeys were successfully driving brand awareness and engagement across the channel.
| Metric | Result | Timeframe |
| New online orders | +10% | First 4 weeks |
| Average distributor sales cycle | -44% | Since implementation |
| New pipeline opportunities | +25%+ | Within 8 weeks |
Together, these numbers show a distributor network that finally had the data and automation to work as one coordinated sales and marketing engine, rather than two teams pulling in different directions.
Why This Matters for Other B2B2C Brands
BIC Graphic’s results show what’s possible when a Salesforce Marketing Cloud implementation is built around a company’s actual sales structure rather than a one-size-fits-all playbook. A B2B2C model adds complexity that generic marketing automation doesn’t solve on its own, and it takes a marketing cloud implementation service that understands both the distributor relationship and the end customer experience to get it right.
If your business sells through a distributor or reseller network and your marketing hasn’t caught up to that complexity, we can help. At VALiNTRY360, we work as a marketing cloud implementation company that builds journeys around how you actually sell, not just how the software works out of the box.
