Case study
Precision Demand Generation for Construction ERP
- ~2,000companies in addressable market
- 15existing customers excluded
- 72qualified leads in 2 months
Industry
Construction technology | Enterprise software | ERP
Market context
Estimated addressable market: approximately 2,000 relevant construction-sector companies. Fifteen existing customers excluded.
The business challenge
A construction-sector ERP provider needed qualified opportunities from a concentrated market. Earlier marketing activity had not produced sufficient qualified leads, and existing customers had to be excluded from the prospect universe.
Strategic response
- Approached the assignment as a market-mapping and precision-targeting exercise.
- Prioritised relevant construction-sector companies and excluded 15 existing customers.
- Mapped business and technical stakeholders, including CEOs, engineers and HR leaders.
- Prioritised qualification over raw lead volume.
- Used initial results to shape the follow-on prospecting phase.
Business impact
The first phase generated 40 qualified leads within three weeks. A follow-on campaign generated another 32, taking the total to 72 qualified leads over two months.
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