Flywheel B2B

Case Study

Flywheel Drives Customer Adoption for Distributor

Zengers Industrial is a fast-growing distributor of metalworking and other industrial and automation tools, based in the Chicago area. The company is a member of the Affiliated Distributor cooperative and has set eCommerce growth as a primary objective. While the company had launched an eCommerce store in early 2022, leadership knew it would take more than just launching a website to get customer to use it.


Zengers Industrial


Summer 2023

Project type

Flywheel B2B Marketing Automation


While Zengers had real intention to grow eCommerce, they had no experience actually doing it. With already largely allocated internal team resources, no one possessed sole responsibility for creating eCommerce store demand. Additionally, the company lacked:
– Visibility to customer interaction with website
– Internal expertise in marketing automation
– A platform for executing marketing campaigns
– Any processes to leverage data for customer interactions
– Zengers eCommerce platform (NetSuite) carried some additional challenges


With the time and expenditure required just to get eCommerce launched, company leadership knew the only way the eCommerce project would be measured as successful was if customers were actually using it. After researching multiple platforms, the company chose the Flywheel B2B platform to build customer adoption and other revenue opportunities. Multiple campaigns were executed, netting Zengers the following outcomes:
– Immediate 15% customer opt-in for eCommerce
– Massive campaign conversion rates (25-40%)
– Guest conversions to active corporate accounts
– Increased visibility to site engagement

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