Unifying a Global Energy Services Brand While Building Scalable Revenue Engines

Shawcor

Markets

Upstream, Midstream, Downstream, Utilities

Products

Pipe Coating Solutions, Oilfield Solutions, Advanced Products, Integrity Management Solutions

 

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Situation

Shawcor was a diversified global energy services company, historically recognized for its leadership in pipeline protection. Through strategic acquisitions, Shawcor expanded its reach into markets including oil and gas, utilities and storage, with business units in more than 180 offices spanning pipe coating, composite systems, integrity services and connection systems. Despite a broadening portfolio and global footprint, the company’s marketing operations remained fragmented, outdated and under-leveraged.

Nrg-Mktg was tasked with transforming a decentralized support function into a strategic, data-driven and enterprise-aligned revenue engine. This included establishing global systems, delivering unified promotional materials and accelerating commercial performance across all business units.

Today, components of Shawcor are split between Tenaris, Matrr and Henkel 

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 Catalyst for Change 

Externally, Shawcor’s brand was still widely perceived as a pipe coating company operating in increasingly commoditized markets. Internally, the organization suffered from inconsistent messaging, siloed operations, lack of CRM integration and the absence of shared KPIs. Each division maintained its own campaigns content and customer outreach—with little visibility into results or alignment to business objectives.

There was no centralized infrastructure for digital marketing, thought leadership or strategic selling. Market intelligence efforts were ad hoc, employee communications were inconsistent and the organization lacked the tools needed to enable strategic growth or scalable lead generation and engagement.

Action

Nrg-Mktg led a company-wide initiative to reposition Shawcor and establish an integrated marketing platform that could support growth of the entire enterprise:

  • Unified the corporate brand across nine acquired businesses, delivering a global messaging framework anchored in reliability, logistics leadership and material science
  • Launched a global CRM (Salesforce) and marketing automation (HubSpot) ecosystem, providing visibility into lead attribution, campaign ROI and sales progress
  • Consolidated corporate websites and digital assets, centralizing user experience, content delivery and SEO strategy
  • Created a repeatable content production process built on thought leadership, technical expertise and business outcomes, reshaping perception from commodity provider to strategic partner
  • Built internal systems for market intelligence, strategic selling support and customer-facing engagement tools
  • Rolled out an employee advocacy and internal communications programs to unify messaging, build culture and drive alignment during a period of global transformation
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Value Delivered

This multi-year transformation positioned Shawcor as a modern energy services brand with sales-focused marketing and a clear value proposition. Results included:

  • Achieved full corporate rebrand and alignment across all business units and regions
  • Increased digital lead generation to 300+ MQLs per month, achieving 180% CAGR in engagement over two years
  • Reduced total marketing spend by 50% while expanding scope, improving execution and increasing measurable impact
  • Created enterprise dashboards and KPIs to support executive reporting and cross-functional decision-making
  • Established repeatable marketing processes that served as a growth engine across Shawcor’s evolving portfolio
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How Nrg-Mktg Made the Difference

In times of organizational complexity and market pressure, marketing can play a transformational role. By elevating strategy, integrating systems and delivering relevant, coordinated messaging, Nrg-Mktg advanced Shawcor from decentralized and antiquated marketing into a globally aligned, commercially focused energy services leader. This case demonstrates how modern marketing infrastructure and empathetic leadership can deliver alignment, performance and strategic value at scale.