Marketing Analyst
Rema Tip Top North America: B2B Digital Strategy
Spring 2025
Rema Tip Top North America brought a live market entry brief to NC State Jenkins Graduate School. A company manager presented the engagement directly to the cohort. Delivered as a team project. I contributed the SEO keyword research, competitor landscape analysis, and SWOT workstreams.
What Was Built
Competitor Landscape Analysis
Assessed six North American competitors across website quality, social media presence, content marketing depth, and B2B positioning. Rated on a 1 to 10 scale across digital dimensions. Identified RTTNA's positioning white space: a premium integrated product-plus-service model that no competitor occupied cleanly.
SWOT Analysis
Mapped strengths (100+ year brand, global distribution, product range), weaknesses (no CRM, limited digital visibility, B2B-only channel dependency), opportunities (multilingual SEO, sustainability narrative, B2C expansion), and threats (established North American competitors, raw material volatility, recession sensitivity).
SEO Keyword Research
Used SE Ranking to extract and analyze 41 keywords. Data collected March 2025. Average keyword difficulty: 39. Total search volume: 10.01M monthly.
Independent Extension: TOFU/MOFU/BOFU Dashboard
After project completion, built a funnel intelligence dashboard layering difficulty banding, CPC efficiency scoring, and a composite value index across the keyword dataset.
Funnel breakdown:
- BOFU (Conversion): 11 keywords, 6.1M monthly volume, avg CPC $0.55. Highest ROI priority.
- TOFU (Awareness): 16 keywords, 3.5M monthly volume
- MOFU (Consideration): 13 keywords, 349K monthly volume, content gap opportunity
Website Assessment
Identified RTTNA website gaps: navigation, mobile responsiveness, product discoverability, multilingual support, and SEO infrastructure. Recommended redesign priorities aligned to a B2B procurement audience.
Key Findings
| Finding | Business Logic | Actionable Implication |
|---|---|---|
| The category benchmark competitor led on website UX and social presence | Established competitors with higher digital investment have stronger audience reach and LinkedIn video content depth | RTTNA must build LinkedIn video content and add interactive product demos to close the visibility gap |
| BOFU keywords carry 61% of total search volume | Transactional intent keywords have the lowest avg difficulty (33.4) and CPC ($0.55) | Prioritize BOFU landing pages first: highest volume, lowest acquisition cost |
| High-volume BOFU terms are predominantly B2C and branded | "Discount Tire" (4.09M) is a US retail chain; "tire shop" (1.22M) and "discount tire near me" target consumer buyers, not commercial procurement managers | RTTNA's real BOFU opportunity is in B2B-specific queries; lower volume but buyer intent matches the actual sales cycle |
| No CRM infrastructure | B2B lead capture has no systematic pipeline tracking | CRM implementation is a prerequisite for measuring digital marketing ROI |
| Sustainability narrative gap | A category competitor leads on eco-friendly retreading messaging; RTTNA has no equivalent positioning | Incorporate tire repair as a green alternative into content strategy |
Market Context
Global tire repair market valued at approximately $2.5B in 2022 (HTF Market Intelligence). B2B segment represents 70% of the market. North America contributes 30%+ of global market share.
Tools and Approach
- SE Ranking: keyword extraction across 41 keywords, difficulty, volume, CPC, and competition scores
- Excel: TOFU/MOFU/BOFU funnel mapping and composite value scoring (independent post-submission build)
- Competitive analysis framework: website, social, and content ratings across 6 competitors
Results and Impact
- Competitor landscape mapped across 6 players and 4 digital dimensions
- SWOT delivered with sourced market data
- 41-keyword SEO matrix with verified SE Ranking data
- Buyer intent gap identified: high-volume BOFU terms skew B2C and branded; B2B procurement intent concentrates in MOFU layer (349K combined volume)
- Website UX gaps documented with redesign priorities
- Independent TOFU/MOFU/BOFU dashboard built post-submission
What I Would Do Differently
Run primary interviews with 3 to 5 procurement engineers in the target industries before finalizing the competitor positioning matrix. The website ratings were assessed qualitatively; a formal technical SEO audit using a tool like Screaming Frog would have produced more defensible scores. A measurement plan specifying which metrics to track at each funnel stage would also have made the strategy more durable in execution. The keyword dataset also needed a buyer intent overlay before surfacing quick wins: the highest-volume BOFU terms target consumers and a branded US retail chain, not commercial procurement buyers. Filtering by B2B job-function intent and industrial directory language would have produced more defensible targeting recommendations.
NC State Jenkins Graduate School engagement with a live brief from Rema Tip Top North America. Keyword data sourced from SE Ranking, March 2025. Market sizing sourced from HTF Market Intelligence.