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Shell Polymers factory

SHELL POLYMERS MARKETING OVER SIX YEARS

Navigating complexity to build Shell Polymers’ marketing program from the ground up.

$10.2M

year one opportunity value
the market learns they exist

$33M

year two closed-won revenue
programs begin to mature

$296M

year three closed-won revenue
the marketing engine is systematized

How we created a plan to generate revenue,
not just more marketing content.

Ironpaper’s VP of Growth Nora Leary, Senior Marketing Director Jessica Phillips, and Marketing Director Devin Aiken discuss how they turned Shell Polymers’ marketing into a revenue engine.

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HOW IT STARTED

Marketing to an audience that doesn’t know you exist.

How do you market to an audience that isn’t familiar with you and already has suppliers they trust? That’s what we had to answer for Shell Polymers. They didn’t have a product in market and had no sales history data to pull from to find trends.

Before running any campaigns, we wanted to answer these questions that would shape everything that came after:

What does a qualified lead look like?

What will sales need when the plant actually goes live?

How can we build a demand system without pre-existing infrastructure?

The Strategy

Balancing execution with strategic direction.

Energy Case Study alignment

Energy Case Study messaging

Energy Case Study testing

Cross-Team Alignment

Our team aligned strategy, content, client priorities, and coordination across Shell’s agency to ensure that every workstream moved in the same direction.

Buyer-Specific Messaging

Among other assets, we developed an annual trends report for procurement leads, supply chain directors, and other buying group stakeholders with competing priorities.

Data-Backed Iterations

Over time, we used our learnings from the trends report and other assets to better understand buyer motivations, challenges, and what moves them further down the funnel.

Energy Trend Report

The Outcomes

Turning a trends report into $296M in closed-won revenue.

The annual trends report turned into the single largest source of qualified leads across the marketing program. That’s because the content wasn’t just a brochure or lead magnet. It was valuable and trustworthy, genuinely worth reading, and helped buyers solve their challenges.

Ironpaper is always one step ahead, and in a business like ours, that’s crucial for success.

Gabriella Turck

Digital Marketing Specialist, Shell Polymers

Don’t just execute campaigns. Build a revenue engine.

Six years doesn’t happen because campaigns performed well. It happens because we became a trusted partner rooted in data, goal alignment, and helping Shell make better business decisions, not just better marketing.
That’s what you can expect when working with Ironpaper.

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