Modernizing Marketing and Strategically Adjusting to a Changing Market
Shawcor Pipeline PerformanceMarketsMidstream ProductsOnshore and Offshore Line-pipe Coatings, Onshore and Offshore Field Joint Coatings, Custom Coatings, Logistics |
Situation
Shawcor was a global energy and infrastructure technology company with a long-standing history in pipeline protection and integrity. The pipe coating division was a core business unit, facing the complex challenge of integrating several acquired companies—including Shawapipe Canada, Canusa-CPS, Socotherm and BrederoShaw. Although the division held strong market leadership, it was facing strong competitive forces, commoditization and lacked a cohesive global marketing strategy with modern operational systems. Each legacy company brought its own branding, tools and communication style, and there was no centralized effort to position the combined capabilities of the companies. Nrg-Mktg was brought in to develop and lead a unified global marketing operation for the pipe coating business, laying the foundation for broader marketing integration across the other Shawcor divisions
Today, Shawcor Pipeline Performance is a part of Tenaris
Catalyst for Change
At the time, Shawcor’s pipe coating division was experiencing growing pains from both external and internal pressures. Externally, the market was increasingly commoditized, with customers viewing pipe coating services as interchangeable. The company needed to differentiate its offering through value-added messaging, digital engagement and domain leadership. Internally, the sales and marketing operations were fragmented. Each region handled its own materials and campaigns, often duplicating efforts and creating confusion in the market. Additionally, the existing CRM system was not meeting the evolving account management needs of the business—it lacked integration, transparency and scalability to support the growing sales structure. There was also no established digital marketing function, and key campaigns lacked performance tracking or central coordination.
Action
Nrg-Mktg collaborated across functions and regions to build a cohesive and modern marketing foundation.
- Conducted a comprehensive review of existing marketing operations across all major regions and business lines
- Standardized branding, messaging and product positioning globally, reinforcing Shawcor’s market leadership in pipe coating technologies
- Launched a structured digital marketing program that introduced inbound channels and began tracking engagement metrics
- Developed marketing assets tailored to regional needs while maintaining corporate consistency
- Initiated the implementation of Salesforce CRM and began integrating marketing with sales processes to improve coordination and accountability
- Provided analysis for repositioning the entire company as an integrated services company to diversify markets and cross-sell products
Value Delivered
The transformation of Shawcor’s pipe coating marketing operation delivered meaningful improvements in brand stregth, engagement and commercial alignment:
- Improved brand consistency and message clarity across all geographies
- Introduced foundational marketing systems, including CRM and digital channels, that would later scale across the company
- Built a repeatable model for integrated marketing operations that could be expanded to Shawcor’s other divisions
- Positioned the marketing function as a strategic contributor to growth and customer engagement, elevating its influence inside the organization
How Nrg-Mktg Made the Difference
Transforming a decentralized, outdated marketing structure into a globally coordinated operation, Nrg-Mktg helped reposition Shawcor’s pipe coating division to compete more effectively in a demanding marketplace. This initiative became the foundation for broader corporate marketing integration across Shawcor’s entire portfolio, enabling further digital transformation and sales growth.