Project managers use marketing automation to build a global footprint

Project managers use marketing automation to build a global footprint

This international project management company has expertise across a wide range of market sectors, including building, infrastructure and engineering projects in the public and private sectors. The company provides services relating to project management, contract management, competitive advancement, global development and building information modelling from their offices in the United Kingdom, North Africa and the Middle East. The recently launched an Academy providing training in the use of construction-related technology.

The Situation

The firm wanted to raise awareness of their presence throughout their marketplace, and in particular, throughout the regions in the Middle East where their large construction projects are being planned.

Search for a Solution

Inspired Marketing was approached to consult on growth marketing strategies to promote their presence and to build stronger relationships with key players and decision-makers. Because they had no CRM platform in place at this stage, Inspired Marketing recommended the use of an all-in-one marketing automation and CRM platform, which could be used to channel any incoming leads from social media posts. Inspired Marketing was subsequently tasked with recreating the entire digital presence so that it could be optimised for automation purposes.

Objective:

Raise brand awareness as a leading international project management company and effectively track the origins of incoming leads, so that future marketing budgets can be spent accordingly.

Desired outcome:

Develop a reliable system that:

Automatically

  • captures client information,
  • processes event sign-ups,
  • processes training registrations,
  • sends out notifications and tracking interactions.

Distributes communication about upcoming events and follow-up information.

Creates a dashboard to track performance and ROI.

What we did

Inspired Marketing delivered the following:

  1. Set up marketing automation with a built-in sales CRM software platform.
  2. Segmented contacts into relevant persona groups.
  3. Mapped out the event and training registration process – from first contact to repeated invitations.
  4. Created e-mail content and sequences, campaign web pages with sign-up forms, information web pages, notifications, smart emails and dynamic content.
  5. Created and automated content for social media across four different platforms.
  6. Set up the marketing workflow automations, tested the processes and activated the campaigns.
  7. Enabled performance analytics for real-time feedback.
  8. Developed a new, market-leading website.

The Result

The immediate presence at a leading London expo was a great success – they were awarded Best Stand. In addition, their database has grown by 300%, enabling the company to reach many new potential clients. The reporting functionalities of marketing automation have allowed the firm to better understand the purchasing behaviour of their prospective clients and send them relevant information in response. Reporting statistics have also proved valuable in terms of providing feedback and referrals to their partner organisations in the construction technology sector.

Project managers use marketing automation to build a global footprint
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