Danielle Schermerhorn
Director of Marketing, Atelier Commerce
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
This is not a consumer email. At a true wholesale order value, the program is built for how B2B buyers actually reorder, replacing a broadcast newsletter tool with a behavior-driven revenue system.
This is not a consumer email. At a true wholesale order value, the program is built for how B2B buyers actually reorder, replacing a broadcast newsletter tool with a behavior-driven revenue system.
The Challenge
KeraFactor's B2B channel was running on Campaign Monitor, a broadcast tool with no journey architecture, no behavioral triggers, and no real attribution. Email was a newsletter, not a revenue channel. At the same time, the brand's HubSpot/Shopify integration had been so poorly deployed by a prior specialist agency that the team had all but stopped using it. The sales-enablement layer that was supposed to power B2B follow-up and efficiency was effectively dead weight.
The brief was two-sided and structural. Stand up a real lifecycle program on Attentive (automations, campaign templates, and a go-to-market) built for a high-AOV wholesale buyer, not a consumer impulse purchase. And repair the HubSpot/Shopify integration end to end, restoring the B2B sales-enablement workflows the team had given up on.
The Challenge
KeraFactor's B2B channel was running on Campaign Monitor, a broadcast tool with no journey architecture, no behavioral triggers, and no real attribution. Email was a newsletter, not a revenue channel. At the same time, the brand's HubSpot/Shopify integration had been so poorly deployed by a prior specialist agency that the team had all but stopped using it. The sales-enablement layer that was supposed to power B2B follow-up and efficiency was effectively dead weight.
The brief was two-sided and structural. Stand up a real lifecycle program on Attentive (automations, campaign templates, and a go-to-market) built for a high-AOV wholesale buyer, not a consumer impulse purchase. And repair the HubSpot/Shopify integration end to end, restoring the B2B sales-enablement workflows the team had given up on.
Automations as the engine, not the afterthought
A B2B email program is not a send list. It is a system that recognizes where a wholesale buyer is in their cycle and meets them there: onboarding, reorder prompts, win-back, and post-purchase nurture, each triggered by behavior rather than calendar. We built every Attentive automation and campaign template from the ground up and brought the program to market on a single, properly attributed platform.
The proof is in the split. KeraFactor's automated journeys now generate more revenue than its one-to-many campaigns, a 57/43 split in favor of always-on automation. That is the signature of a program that compounds: revenue that keeps arriving from systems already built, not from the next blast. Alongside the email work, we rebuilt the HubSpot/Shopify integration the prior agency could not, restoring the B2B sales-enablement workflows the team had abandoned and turning a dormant tool back into working infrastructure.
Automations as the engine, not the afterthought
A B2B email program is not a send list. It is a system that recognizes where a wholesale buyer is in their cycle and meets them there: onboarding, reorder prompts, win-back, and post-purchase nurture, each triggered by behavior rather than calendar. We built every Attentive automation and campaign template from the ground up and brought the program to market on a single, properly attributed platform.
The proof is in the split. KeraFactor's automated journeys now generate more revenue than its one-to-many campaigns, a 57/43 split in favor of always-on automation. That is the signature of a program that compounds: revenue that keeps arriving from systems already built, not from the next blast. Alongside the email work, we rebuilt the HubSpot/Shopify integration the prior agency could not, restoring the B2B sales-enablement workflows the team had abandoned and turning a dormant tool back into working infrastructure.
Latest projects
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Alicia Adams Alpaca: A Hundred-plus Colorways For Every Season, Every Channel, and Not A Single Studio Booked
Alicia Adams Alpaca crafts heirloom throws and home pieces earning its place in Architectural Digest, Vogue, and Veranda. Lifestyle photography is the industry's costliest bottleneck. So we built the room instead of renting it. Photorealistic scenes, art-directed like editorial photography. Every color, every season, at a fraction of the cost.
Alicia Adams Alpaca: A Hundred-plus Colorways For Every Season, Every Channel, and Not A Single Studio Booked
Alicia Adams Alpaca crafts heirloom throws and home pieces earning its place in Architectural Digest, Vogue, and Veranda. Lifestyle photography is the industry's costliest bottleneck. So we built the room instead of renting it. Photorealistic scenes, art-directed like editorial photography. Every color, every season, at a fraction of the cost.
Latest projects
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Alicia Adams Alpaca: A Hundred-plus Colorways For Every Season, Every Channel, and Not A Single Studio Booked
Alicia Adams Alpaca crafts heirloom throws and home pieces earning its place in Architectural Digest, Vogue, and Veranda. Lifestyle photography is the industry's costliest bottleneck. So we built the room instead of renting it. Photorealistic scenes, art-directed like editorial photography. Every color, every season, at a fraction of the cost.
