Client Case Study
Building demand online in the built environment
Barbour ABI, a market-leading provider of construction project intelligence and market analysis, provides visibility of the entire UK project landscape. They help the construction supply-chain build sustainable pipelines and achieve growth.
The challenge:
Barbour ABI needed to revitalise their online presence to boost website traffic and achieve their ambitious lead targets. The primary challenge was to reach the 42% of businesses in the built environment sector that were struggling, and to demonstrate the value of high-quality leads and market data. This required a comprehensive digital marketing strategy to improve SEO, enhance website usability, and generate demand through targeted paid media campaigns.
The approach:
Long-term digital partners with Barbour ABI, the Sharp Ahead team had already highlighted opportunities to boost SEO and eclipse competitors with a targeted demand generation strategy. After receiving approval to help them achieve their 2023 targets for sales qualified leads (SQLs), Sharp Ahead kicked off the activity
with a wide-ranging online audit. Using the audit results, they developed a measurable strategy combining SEO, paid media, content, and conversion optimisation.
The results:
- Exceeded lead targets by 178% based on YTD KPIs by January 2023.
- Continued to exceed SQL targets throughout the year.
- Successfully reduced cost per acquisition (CPA).
- More than a 20% increase in lead generation in the past year.
- Improved website ranking and usability through SEO and content optimisation.
Next steps:
Continue working with Barbour ABI on a range of digital activities. Provide ongoing support for analysis and lead generation. Hone strategies for further success in digital marketing and lead acquisition.
