Introduction: Where the Click Meets the Counter

Picture this:
A homeowner sees your gorgeous ad on Instagram. They click through to your beautifully designed website, fill out a quote form, and walk into their local dealer the next day asking for your brand.

The dealer looks confused. The promotion isn’t in their system. The sales rep hasn’t heard about it. The product isn’t in stock.

Lead dead.

That right there is the digital-to-dealer disconnect — one of the biggest missed opportunities in building products marketing.

At Draper DNA, we’ve seen it too many times. Manufacturers invest heavily in digital campaigns that generate awareness but fail to convert, simply because the message never reaches the people who actually sell the product.

Our solution: connect your digital engine with your dealer network so that every click has somewhere to go.

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The Modern Reality: Digital Creates Demand, Dealers Fulfill It

The buying journey for building products is no longer linear. A single sale might start in a Facebook ad, pass through a contractor, and end at a dealer counter. The mistake most brands make is treating digital and dealer networks as separate worlds.

Here’s what that costs you:

• Homeowners who can’t find the product they researched.

• Dealers who don’t know how to handle inbound demand.

• Distributors who aren’t stocking what’s being promoted.

When these systems aren’t integrated, your marketing spend doesn’t just underperform — it breaks.

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Why Integration Matters

1. Dealers Are the Final Gatekeepers

Digital campaigns create interest. Dealers create sales. According to insights from Distribution Strategy Group, manufacturers that integrate marketing and sales channels see significantly stronger dealer engagement and faster adoption of new products. If your digital promotion isn’t synchronized with dealer pricing, inventory, and staff training, you’re setting both up to fail.

2. Contractors Follow the Path of Least Resistance

If the dealer doesn’t stock your product or can’t answer questions, the contractor substitutes. Fast. Recent coverage in HBS Dealer shows how digital campaigns tied to dealer incentives outperform isolated online promotions by up to 40%.

3. Inventory Without Demand Is Just Storage

On the flip side, dealers won’t stock what they don’t see moving. Without shared digital data, they don’t know what’s hot — and you don’t know what’s missing.

Integration fixes all of it.

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What Integration Looks Like

A truly integrated system connects your digital marketing to your sales channels in real time.

At Draper DNA, our approach bridges four fronts:

1. Shared Campaign Calendar

Your digital team and your dealer network operate off the same promotional calendar — so every campaign is mirrored in-store, online, and in training.

Example: If a spring roofing rebate launches on Facebook, dealers receive email kits, POS signage, and a one-sheet before the campaign goes live.

2. Unified Lead Routing

Digital leads from homeowners and contractors are automatically routed to participating dealers or ProNetwork members in their area. Dealers receive alerts, scripts, and follow-up tools to close the loop.

3. Dealer Digital Toolkits

We equip your dealers with customizable content — social media posts, email templates, and landing pages — that extend your campaign’s reach locally while maintaining brand consistency.

4. Data Feedback Loop

We track how online activity drives in-store traffic, and how dealer sales reinforce digital demand. This gives you a true channel ROI dashboard: which regions are converting, which aren’t, and where to focus your spend next quarter.

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The Draper DNA Framework

We call this Digital-to-Dealer Integration, a proven framework built from years of manufacturer-side experience.

It connects marketing, sales, and distribution into a single ecosystem:

Digital Demand → Dealer Activation → Distributor Fulfillment → Contractor Adoption → Homeowner Advocacy

Every arrow is tracked, every handoff monitored.

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Case Study: The Click That Died vs. The Click That Sold

Scenario 1: The Disconnect
A national decking manufacturer launched a big-budget homeowner campaign. Traffic surged. But dealers weren’t informed. Homeowners walked in asking for products dealers didn’t stock. Within weeks, frustration spread — homeowners gave up, dealers pushed competitors, and the brand blamed “low conversion.”

Scenario 2: The Integration
We ran a similar campaign for a siding manufacturer — but this time, every dealer received co-op signage, digital toolkits, and live training two weeks before launch. Leads from Facebook and Google were routed to local dealers who already had stock. Sales increased 34% in three months.

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Why Most Agencies Miss This

Because they don’t understand how building products actually move. They think “lead” means a digital form submission. We know a real lead is a product on a truck headed to a jobsite.

That’s the difference between marketing at the industry and marketing through it.

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The Draper DNA Advantage

We’ve been inside the manufacturer’s office, the distributor’s warehouse, and the dealer’s showroom. We know the pain points because we’ve lived them.

Our DNA Channel Map™ shows exactly where your messaging and sales data break down between digital and physical channels.
Then we rebuild the flow — aligning campaigns, content, and communication so your leads don’t die at the counter.

With Draper DNA, digital marketing doesn’t stop at the click. It finishes at the sale.

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Conclusion: The Future Belongs to the Connected

The building products brands winning today aren’t the ones spending more online — they’re the ones closing the gap between online and offline.

When digital demand and dealer execution work as one system, marketing becomes measurable, repeatable, and profitable.

That’s the Draper DNA promise:
We make sure every click has a counter — and every counter has a customer.