Porter Lake

Porter Lake are a premium wholesaler of top-tier window treatments and partnered with AC Generates to grow their dealer program through paid social.

Scaling B2B Distribution for Porter Lake

Industry: Wholesale Window Coverings

ICP: Window treatment retailers, interior designers, and general contractors.

Core Objective: To transition a traditional B2B wholesale model into a scalable digital lead generation system for onboarding new dealers.

The Client

Porter Lake are a wholesale supplier of all things window coverings, servicing interior designers, window treatment retailers, and general contractors. With decades of expertise in various subcategories of the window coverings industry, they are established as a leading supplier of wholesale window coverings in South Florida.

The Overview

Porter Lake entered into this engagement as an established leader in the window treatment space, with a business model built on deep-rooted local relationships and manual B2B outreach. While their reputation was formidable in the South Florida area, utilizing paid social and digital advertising as an acquisition channel remained untapped.

Having previously navigated misaligned strategies with agencies that failed to grasp the nuances of their industry and the wholesale market, Porter Lake required a partner who understood B2B targeting strategies and could translate high-level brand authority into a predictable stream of qualified dealer inquiries.

The Fundamentals

The first step we take with every client is a deep dive into the systems that are in place behind the scenes to maximize the opportunity at being succesful with our lead generation efforts.

We analyze every aspect of the customer journey, including the sales process and flow that prospects go through before converting into a customer. This gives us a thorough understanding of the conversion cycle, and any gaps that could be improved.

The Strategy

Porter Lake needed a specific strategy to achieve their goal of growing their dealer network across the United States; this is where their previous agency engagements fell short.

With that, we moved away from "broad-market" advertising, and focussed engineering a custom B2B lead generation system designed specifically to target high-intent professionals including interior designers, general contractors, and specialty retailers.

An overview of the steps taken to build out a robust lead generation system for Porter Lake:

Meta Ad Account Build Out: We built out a fresh Meta ad account for Porter Lake, so every step taken was owned by us, with no room for error. This is an incredibly important step for long-term success.
- Pixel and tracking set-up for advanced customer journey tracking.
- Conversions API setup.
- Audience build-outs including series of custom audiences with third-party data to a/b test against broad platform based audiences.
- Thorough campaign structure build-out.
Custom Creative Infrastructure: We developed a suite of high-fidelity visual assets that mirrored the premium nature of Porter Lake’s product line, positioning them as the go-to partner for trade professionals.
- This included a combination of both video creatives and image creatives, consistently updated for a/b testing and creative testing purposes.
Integrations and Automations: During our onboarding and exploratory phases we identified a number of bottlenecks that could impact the ability to onboard dealers efficiently. We set up a number of third-party integrations and automations to pair with our Meta ads strategy to make this an effective method of acquiring new dealers, including:
- A multi-step funnel and "dealer application" process.
- Automated a lead notification system, notifying the sales team of new qualified leads in real time for prompt follow ups.
- Automated email funnel built in partnership with Klaviyo that new leads are entered into to ensure multiple touch points.
- Automated "onboarding" process for approved leads to move into.
  - Once leads are successfully onboarded, they enter the CRM ready to begin placing orders with the Porter Lake dealer success team.
Conversion-Optimized Landing Page Refresh: In collaboration with the design team, we deployed a high-converting landing page designed to streamline the dealer application process and reduce friction.

The Impact

The results represent a fundamental shift in how Porter Lake acquires new business.

By focusing on lead quality and professional intent over raw volume, we achieved a significant ROI on the transition to using Paid Social as a lead generating system.