B2B Lead Generation for Construction Companies

Opportunities for commercial construction begin with developer research.

Property managers and facility teams research and compare reliable contractors and specialists.

General contractors research subcontractors with appropriate capacity and coverage.

Construction Lead Source helps construction companies identify and reach organizations that may need their services. We synchronize the selection of accounts, the planning of campaigns, landing pages, lead qualification, and follow-up all with the singular purpose of initiating constructive business dialogues.

Discuss Your Growth MarketRequest a Lead-Generation Review

The Number of Contacts Does Not Equal the Number of Opportunities

A large contact database has no value when the companies, projects or decision makers do not align with your business.

Disqualified leads are a drain on time and resources.

Activities include

  • Unqualified Contact Lists
  • Outreach to People Without Buying Influence
  • Out of Scope Projects
  • Meetings That Should Not Have Been Scheduled
  • Poor Lead Nurturing
  • Marketing Reports that Ignore Pipeline Quality
  • No Shared Definition of a Qualified Lead

We develop a strategy to align with the accounts and opportunities that are important to your business.

Review Your Current Lead Process

Who We Help You Reach

Your target market consists of potential clients and project stakeholders.

Some possible candidates include:

  • Developers
  • Property Managers
  • Facility Managers
  • Building Owners
  • Commercial Real Estate Firms
  • General Contractors
  • Construction Managers
  • Architects
  • Operations Directors
  • Purchasing Departments
  • Home Builders
  • Community Associations

We customize our message for each candidate. A Property Manager may be interested in response coverage and reliability. A Developer may be concerned about capacity, experience and scheduling.

Construction Businesses We Support

Our B2B lead generation services may support:

  • Commercial Contractors
  • General Contractors
  • Roofing Companies
  • Home Builders
  • Landscaping Companies
  • Remodeling Companies
  • HVAC Contractors
  • Plumbing Contractors
  • Electrical Contractors
  • Concrete Contractors
  • Specialty Subcontractors
  • Construction Suppliers

What Our B2B Lead Generation Services Include

01

Target Market and Account Definition

We identify relevant markets, companies, and project types that may provide a viable growth opportunity.

The analysis may include:

  • Target Industries
  • Company Types
  • Locations
  • Project Types
  • Range of Contract Values
  • Buyer Types
  • Capacity
  • Existing Client Ratio

This helps us to set campaign boundaries and improve campaign efficiency by reducing unnecessary outreach.

02

Ideal Customer Profile

We identify organizations that are most likely to need and purchase your service.

The ideal customer profile may include the industry, location, size of company, type of properties, service requirement, how much they buy and how they make their buying decisions.

A good ideal customer profile helps marketing and sales align on the same focus.

03

Decision Maker Analysis

The person who experiences the problem may not be the person who makes the decision to buy the solution.

Relevant roles are identified and the message is tailored based on their challenges and buying ability.

04

Message and Offer Development

Commercial leads require a clear inbound reason to respond.

The message should address:

  • Rationale for the choice
  • The business challenge
  • How we can help
  • Proof and evidence that supports your case
  • What is the next step?

We avoid creating a sense of false urgency or promising outcomes that are beyond our control.

05

Landing Pages and Proof

Before they respond, most of your prospects will visit your website. In order to confirm that your business services them, they will need to see evidence that you serve their part of the market and that you have relevant experience.

An effective landing page can combine:

  • Relevant project experience
  • Case studies
  • Markets you Serve
  • Your services
  • Contact info
06

Inbound and Outbound Campaigns

Commercial prospects will find your business through search marketing, content marketing and paid advertising.

Outbound marketing lets your sales team actively approach organizations through approved marketing channels.

How your buyers find and evaluate your services will define how inbound and outbound marketing complement each other.

07

Lead Qualification

Qualification helps prioritize sales team efforts.

This may include:

  • Type of organization
  • Requested service
  • Contact’s role
  • Scope
  • Budget
  • Lead time
  • Evaluating procurement procedures
  • If it fits, current capacity

Qualified leads do not always translate to closed sales opportunities, but rather warrant a sales conversion.

08

Appointment Setting and Follow-Up

We can help you show interest, collect data, and schedule calls for interested parties if you have the appointment setting service in your contract.

For more complex or extended sales cycles, we can send examples of work (such as emails or projects) and set up CRM reminders and workflow-based follow-up emails.

09

Pipeline Reporting

If we have enough information, the report will include:

  • Accounts engaged
  • Accounts that were positive and responsive
  • Qualified leads
  • Scheduled meetings
  • Opportunities in sales pipeline
  • Proposals
  • Won work
  • Reasons leads were rejected

Sales feedback enhances our account selection, messaging and qualification.

Benefits of Focused B2B Lead Generation

01

Engage More Target Companies

Clear account criteria decrease time spent on companies that are not aligned with your service.

02

Engage the Correct People

Your message will be directed toward the people who influence or approve the work.

03

Enter New Commercial Markets

A campaign can be developed to support an initiative to enter a new commercial market sector.

04

Less Reliant on a Few Key Clients

A broader commercial pipeline can be developed through new account acquisition.

05

Support Longer Sales Cycles

Keep your company front and center while leads work through their timing, budget, and other logistics.

06

Give Sales Better Insight

Empower your sales team to start conversations knowing the organization details, the contact involved, and a potential need.

07

Evaluate Pipeline Quality

Improve the quality of your pipeline through qualification and CRM follow-up.

Our B2B Lead Generation Process

Construction business team preparing B2B lead-generation campaign
  1. 1

    Define the Goal

    We determine the specific commercial service, market, and desired business outcome the campaign will focus on.

  2. 2

    Customer Profile

    We capture the specific organizations, the decision-makers, the locations, and the project requirements that define a good match.

  3. 3

    Select Channels

    Based on the target market we select one channel or combination of inbound search, paid search, outbound telephone, and/or direct mail.

  4. 4

    Campaign: Message, Offer, Landing Page, and Proof

    We build the campaign around a clear message, relevant offer, focused landing page and credible proof.

  5. 5

    Targeted Campaign Launch

    We launch the campaign to a defined market, enabling your team to assess campaign relevance and assess campaign response quality.

  6. 6

    Qualify and Route Leads

    We capture and route qualified leads to the sales team along with context about each lead.

  7. 7

    Pipeline Analysis

    We analyze the campaign and the quality of the discussions and opportunities and provide insight to the sales team.

  8. 8

    Continuous Improvement

    We focus on the target accounts, messaging and campaign follow-up based on campaign and sales opportunities.

What Defines a Qualified Construction Lead?

Qualifications should depend on your sales requirements.

A lead can be considered qualified if:

  • The potential customer matches your target customer profile.
  • The lead has a decision maker role in the potential customer.
  • The potential customer is interested in your offered services.
  • The potential customer is located in your area of coverage.
  • The potential customer is interested in a project that falls within your scope.
  • The potential customer is interested in a project that can be pursued at an appropriate time.
  • Your team is available to pursue the opportunity.
  • There is a valid reason for engaging in a sales conversation.

These criteria should be discussed and agreed upon before the campaign is executed.

Inbound or Outbound Lead Generation?

Inbound lead generation may work for situations where prospects are looking for the service and need to look for information on the internet before they reach out to a service provider.

For situations where prospective accounts have high value and you can build a relationship before the project is active, outbound prospecting is suitable.

Most construction companies can use both. The campaigns should target the same ideal customer profile and qualification standards.

Proof and Reviews

A good B2B lead-generation case study discusses:

  • Marketing targeting
  • Campaign strategy
  • Criteria for qualifying leads
  • Measurement timeframe
  • Qualified conversations
  • Sales opportunities
  • Validated business results
  • Key restrictions

Is This Service Right for Your Company?

Acquiring new B2B prospects is likely to be appropriate for a company that:

  • Sells to businesses
  • Has a well-defined service
  • Understands what defines an important account
  • Has the flexibility to manage new business
  • Has the ability to follow through consistently
  • Possesses the service and/or proof
  • Appreciates that commercial sales take time
  • Is open to providing feedback on lead quality

It is not the best option if:

  • You are only interested in inquiries from homeowners
  • Your target market is not defined
  • There is no ownership for following through on sales
  • There are unstated minimums for the projects
  • The company cannot take on more work
  • Every interaction is expected to result in an immediate sale

Frequently Asked Questions

What is a B2B lead-generation agency?

A B2B lead-generation agency provides research and marketing services to identify and reach other organizations in need of a company’s services. Campaigns may include landing pages, qualification, and follow-up.

How does B2B lead generation for construction companies work?

We define the target account and the decision maker, as well as the service area and project fit. We then use appropriate marketing or prospecting channels to create and qualify relevant conversations.

How is B2B lead generation different from homeowner leads?

B2B campaigns target companies and professional decision-makers. They often involve more stakeholders, bigger contract values and longer sales processes than residential campaigns.

What are qualified B2B leads?

There are characteristics around the type of client, prospect, timing, location, scope and the service which determine how qualified a lead is.

Can leads or appointments be guaranteed?

Results cannot be guaranteed in any market and responsible companies will not make any such commitment. Results are dependent on multiple factors which include demand, targeting, the competition, the offer, and the sales follow-up process.

What is the time commitment for B2B lead generation?

This depends on the market, type of campaign, sales cycle, offer, and competition. It's generally faster to build momentum in outbound campaigns versus inbound. In the construction industry, the prospect itself can take months to move from the initial contact to the awarded project.

What are the costs associated with B2B lead generation?

Market, research, and campaign goals influence lead generation costs. Follow-up scope and required supporting technology, landing pages and campaign channels also need to be considered.

Do you offer outbound prospecting?

When outreach to defined accounts is warranted, outbound prospecting can be utilized. This approach can be successfully utilized when a strong message and relevant targeting are used.

Do you offer an appointment setting?

Appointment scheduling support can be utilized when a prospect requires assistance to transition from interest to a confirmed sales call.

Do you build new company websites?

This may not be required. Your website may only need a specific commercial landing page with better proof and more clear conversion options.

How do you define success?

When the needed data is made available, we can review the number of qualified leads, set appointments, sales opportunities, and closed deals beyond the number of contacts generated.

What do you need from our team?

We need your assistance in describing your services, target accounts, locations, minimum project requirements, capacity, previous work, and your sales process.

Build a More Deliberate Commercial Pipeline

A powerful B2B lead generation program is not necessarily about gathering more leads. It's about finding the right organizations, the right decision makers and developing sales conversations around opportunities your business can pursue.

Share with us what services, markets, account types and project opportunities are most important to your growth. Construction Lead Source can provide market analysis, qualification guidelines, and create a more targeted strategy for finding new business.

Discuss Your Growth MarketRequest a Lead-Generation Review