Opening Up a New Market by Selling Direct to Underserved End-Users

Client Profile

SEK Surebond is a manufacturer of premium hardscape cleaners and sealers with a strong reputation for developing industry-first innovations. SEK Surebond serves hardscape installation contractors through a network of resellers and dealers across North America.

The Challenge

SEK Surebond’s market share was nearing a point of saturation within its served markets. The leadership team enlisted Dorn to help identify the most viable growth markets and develop a strategy for building demand around its highest-margin product categories.

Evolution To Growth

Market-back research and analysis revealed that the pressure washing market was being underserved by incumbent suppliers and distributors. A big opportunity existed for a manufacturer that could better serve end-user contractors by providing application expertise and support. SEK Surebond launched a new direct-selling brand targeting contractors with premium products backed by industry-leading service and support programs. Go-to-market program components included:

Product Strategy

  • Voice of customer
  • Product line structure
  • Pricing
  • Value propositions
  • Product Packaging
  • New product launch commercialization

Marketing Strategy

  • Market research and strategy
  • Brand architecture and strategy
  • Visual brand language
  • Demand generation
  • eCommerce website
  • Marketing automation
  • Social media
  • Content marketing
  • Event marketing
  • PR
  • Analytics and dashboarding

Sales Strategy

  • Sales enablement (direct and channel)
  • Direct-to-User strategy
  • Account-based marketing
  • Lead management
  • End-user training
  • Sales promotion


Combining premium products with marketing leading pre- and post-sales support was the tipping point the market was seeking. The new brand and go-to-market strategy have yielded record revenue and EBITDA growth for two consecutive years. SEK Surebond continues to benefit from a loyal customers that enthusiastically advocates for their brand of choice.

“Dorn guided our team through the entire journey — from pinpointing our best growth opportunities to developing capabilities for launching a new direct-selling brand.”

— Brad LeGare, President, SEK Surebond