Increase touch points with influential partners to multiply new business referrals; 'know the mind' of prospects and customers, and respond with persuasive content to compel both rational and emotional buying decisions Green Building Design Consultants (GBD – www.gbuild.co.uk) are market-leading experts in the environmental services sector, specialising in sustainable, innovative building design solutions and consultancy. They needed a comprehensive marketing strategy that would enable them to build strong relationships in target sectors, grow organically, and hit challenging sales targets.

bcm researched GBD’s customer and partner environment extensively, and on the basis of these findings agreed measurable targets for six areas of critical marketing activity that would communicate GBD’s differentiators and expertise to the targets most receptive to them: project managers / architects, building surveyors, legacy clients, data centres, conservation, and bid frameworks.

To create and execute a solid, results-driven marketing strategy, bcm focused initially on consolidating, segmenting, prioritising, and augmenting GBD’s marketing database. This enabled BCM to then develop in-depth marketing personas and prospect profiling to support smart, accurate cognitive marketing campaigns, provoking positive responses – emotional as well as rational - on the part of the target audiences.

bcm designed and executed an integrated marketing strategy, combining data and cognitive methodologies with persuasive content and conversations. This enabled bcm to identify, attract, nurture, and convert key targets, at scale and at speed, through: 1. Data-driven outreach to intelligently connect the right targets to the right messages. 2. High-value touchpoints to strengthen relationships with prospects and customers, including continuous professional development (CPD) lectures, networking events, and speaking opportunities. 3. Multi-channel engagement, including LinkedIn, outbound email content, website, and marketing collateral, to repeatedly engage prospects across all touchpoints and at all stages of the buying journey. 4. Industry and thought leadership, with the creation of a Construction Insight panel that enables GBD to influence industry conversations with prospects, customers, and partners.

Almost half of the revenue generated was attributable to a target sector that bcm’s marketing strategy had specifically targeted for the first time. LinkedIn engagement soared, with page views up 94%, unique visitors up 83%, and interactions up 30%. bcm continues to work with GBD to closely profile its target groups and connect them to helpful, persuasive, compelling content that strengthens relationships, promotes referrals and recommendations, and shortens the sales cycle.