CMA News

As our webinar on June 8, 2021, discussed, content marketing is not always a well understood tool. But it’s so much more than posting a few blogs. And, as the BarbourABI team explained, you can use a few simple techniques to get a lot more from your efforts.

Kate Perrin told us about Gary Vee – entrepreneur Gary Vaynerchuk who created the “pillar content” model content strategy. She explained how she saw how it could work for B2B, took the parts applicable to the BarbourABI business model, and managed to get got better reach without scaling resources.

Simply put, you use a piece of “pillar content”, usually a long-form article of video, then create small pieces of “micro” content by using extracts. This gives you many more points of impact for the same content creatiion effort.

Read More

Our webinar hosted jointly with Insynth focussed on using data to guide your marketing strategy explored how construction companies can approach the collection, analysis and use of data in marketing.

We talked about how many construction companies struggle with outdated legacy systems storing incomplete or poor quality information. The separation between sales and marketing – both in data terms, and more spiritually – came in for some discussion. One speaker, Dan Tyre of Hubspot, said the winning approach was to do away with the difference – not sales, not marketing, but Schmarketing.

Read More

Jules Quested-Williams of Built for Marketing talks us through their project which won the Strategic Planning and Management category at CMA20.

In all that Built for Marketing (BFM) are and do, strategy is at the heart. Incredibly proud, BFM celebrates their second win in the CMA category ‘Strategic Planning and Management’, this time in recognition of our work for long-standing BFM client Komfort Partitioning.

BFM has developed, driven and delivered Komfort’s marketing strategy for the fourth year running, demonstrating measurable and impressive growth. Aligning to Komfort’s core business model and sales function, the 2020 marketing strategy was targeted specifically at engaging and penetrating the specification market’s younger generation.

Read More

A CMA webinar hosted jointly with The Think Tank

Held 11am, March 3, 2020. Panel member details at end.

The panel began by considering what are the things that are driving marketing in the construction sector. Key issues were the COVID pandemic, Brexit, and the impact of the Grenfell inquiry.

Unsurprisingly Will Johnson-Marshall picked out product marketing – in particular traceability, tracking which product eventually gets installed – as a key issue. Knowing what is in a building, who specified it, and why, is likely to be important for some time. This was likely to be important in decommissioning or demolition too, so it would be important that this information could be kept.

Read More

We started producing a Client League in 2019. It’s intended to give you an indication of those companies in the sector who take marketing very seriously. The league seeks to rank construction companies for the consistency of their marketing performance.

It allocates points for performance across a four year rolling window, meaning those at the top will have been producing work deemed excellent by the CMA judges for a period of years.

Read More

In 2020, there is a new look, with Ridgemount PR’s stellar performance propelling them to the top. The Think Tank and Fabrick both move in to the top 5, while Good Eggs, Sagittarius, OneAgency.co (this year’s biggest climber), and Clear B2B all entered the top 20 for the first time.

See their work in the online gallery of entries.

The top 20 up to and including the 2020 Awards

Read More