Pella Corporation
ABM Account Playbook
Prepared For STAR Trade Shows & Events | Date January 2026 |
Table of Contents
1.0 Introduction
This account playbook is STAR’s single source of truth for engaging Pella across corporate, channel, pro, and commercial audiences. It converts verified signals into meeting targets, programs, and proposals that can move quickly from pilot to scale.
Objectives
- Win enterprise experiential programs across homeowner, pro/builder, and commercial specifier audiences.
- Create USD 500K+ year-1 pipeline tied to launches, channel partners, and specifier events.
- Position STAR as the build and logistics partner for hands-on demos, mobile showcases, and training environments.
Methodology
- A structured research pass across Pella’s official site, pressroom, sustainability pages, and major event listings.
- Validated against reputable industry publications and organizer materials. All non-obvious facts are traceable to sources.
2.0 Account Overview
2.1 Basics & Financial Signals
Pella is a privately held window and door manufacturer headquartered in Pella, Iowa, with 10,000+ team members, roughly 20 manufacturing sites, and ~250 showrooms. Public sources emphasize product innovation, performance, and a showroom-led buying journey for homeowners, alongside pro resources for builders and installers.
- Status: Private Company (Revenue/Margin N/A).
- Implication: Progress relies on business unit and program value cases rather than investor-style financial framing.
- Acquisition: Weather Shield to accelerate premium growth.
- Campaign: 'Make Life Brighter' brand campaign.
- Recognition: Fast Company Innovator & Lowe’s Vendor Partner of the Year.
2.3 Go-to-Market Segments
| Group | Focus | Targets |
|---|---|---|
| Retail/Showrooms | Homeowner replacement. | Consultation-led, showroom-assisted buying. |
| Trade/Pro | Builders, remodelers, replacement contractors. | Install speed, jobsite reliability. |
| Commercial/Architectural | Architects and commercial applications. | Performance, documentation, compliance. |
2.4 Philanthropy
Pella Rolscreen Foundation underwrites grants, matching gifts ($2M+ in 2024), scholarships, and volunteerism programs. Align pilot activations with education and community themes where appropriate.
3.0 Strategic Initiatives
3.1 Key Priorities
- Premium Growth: Portfolio expansion via acquisition (Weather Shield).
- Channel & Geography: Focus on fastest-growing routes and high-margin segments.
- Manufacturing Modernization: Improve efficiency and support product velocity.
- Energy Efficiency: Sustainable products highlighting performance and responsible materials.
3.2 Technology & Implications
| Area | Usage / Implication |
|---|---|
| Systems | ERP/CDP/Analytics not publicly confirmed. |
| Integration Posture | Tool-agnostic; focus on practical capture, routing, and reporting. |
| Implication | Map into Pella's existing workflows without assumptions. |
4.0 Addressable Market
Homeowner Replacement Audience Homeowners. Events Consultation-led purchasing. | Commercial/Architectural Audience Architects, Specifiers. Events GlassBuild, AIA Conferences. | |
Builder/Pro Audience Builders, Remodelers. Events NAHB IBS, Regional Expos. | ||
4.2 Key Personas
| Role | Care Abouts | Needs |
|---|---|---|
| Homeowner | Comfort, energy savings, aesthetics, peace of mind. | Showroom experience, consultation. |
| Builder/Remodeler | Time savings, schedule certainty, fewer callbacks. | Install efficiency demos. |
| Architect/Specifier | Performance data, design options, compliance clarity. | Spec-ready assets, documentation. |
4.3 Competitive Context
Rivals: Major residential/commercial fenestration manufacturers.
- Consumer: Brand awareness, networks, portfolio breadth.
- Commercial: Architectural-grade systems, BIM/spec support.
- Pro: Credible install innovation and education.
5.0 Brand & Marketing
Corporate: 'Make Life Brighter'. Promise centers on innovative windows/doors delivering beauty, performance, and peace of mind. Heritage dates to 1925.
Innovation: Core driver behind product outcomes. Performance: Energy, weather, sound, impact resistance. | Peace of Mind: Reliability and service support. People: Core driver behind customer experience. |
Marketing Motions
- Digital: Inspiration galleries, design tools, pro portal.
- Trade Shows: IBS, GlassBuild America.
- Content: Product education, before/after storytelling.
- Traditional: Campaign messaging, partner recognition.
6.0 Opportunities for STAR
6.2 Five Priority Plays
Format: Mobile/modular demo of install innovations.
Metrics: $250k-$450k val. Qualified pro leads, pilot installs.
Format: Architect-focused zones (energy/sound/impact).
Metrics: $200k-$350k val. Spec meetings, shortlist adds.
Format: Turnkey pods for partner launches.
Metrics: $150k-$300k val. Sell-through lift, consultation bookings.
Format: Post-acquisition showcase for premium lines.
Metrics: $250k-$500k val. High-intent consults, referrals.
Format: Interactive exhibits on efficiency and materials.
Metrics: $120k-$250k val. Engagement rate, content downloads.
7.0 Philanthropy
| Program | Detail |
|---|---|
| Community Grants | $2M+ in grants and matching gifts (2024). |
| Scholarships | Sons and Daughters Scholarship Program. |
| Volunteerism | Programs extending community reach. |
8.0 Execution Plan
8.1 Targeting
| Corporate | CEO, President/COO, VP Corp Comms. |
| Brand & Growth | Heads of Brand, Product Marketing, Channel Marketing. |
| Pro/Builder | Pro Marketing Directors, Builder Partnerships Lead. |
| Commercial | Architectural BD Leaders, Specifier Program Managers. |
8.3 GTM Timeline
| Phase | Key Tasks |
|---|---|
| Jan: Map & Prioritize | Identify corporate, channel, pro, and specifier owners. |
| Feb: Messaging | Create install-efficiency narrative and specifier floorplans. |
| Mar-Apr: Outreach | 3-touch sequence aligned to IBS/GlassBuild. |
| May: Pilot | Run pilots with QR-gated capture and follow-up. |
Seller Narrative Hook
"We turn performance and install claims into measurable experiences that drive consultations, specifications, and partner momentum. The programs are modular, the metrics are clear, and the approach meets homeowners, builders, and architects where they make decisions."