All the construction industry and other business to business (B2B) marketers out there will know the relentless pressure to achieve results using lead generation techniques. And recent insight could be a clue to why these approaches often underperform
Research shows that brand awareness is now the most important strategy, with differentiation, thought leadership, and personal and emotional connection (in other words, top-of-the-funnel engagement, not lead gen) are the most vital elements in the mix.
It is worth noting that the UK Construction Industry Forecast 2025-2026 points to an 8% project-start boost in 2025, and a further 10% increase in 2026, with the hotel and leisure, education, health, and community and amenity sectors setting the pace.
In an environment like this, you want to make an immediate impression that shortens the timeline to a buying decision – but lead gen is short on recognisability, credibility, and, therefore, trust.
And this is where brand strength can be a game-changer.
Brand to demand dynamics
Studies have repeatedly shown that brand strength drives much greater return on marketing investment, improves cash flow, and delivers a healthier bottom line.
It does this by accelerating sales conversion, and the stronger the brand, the more efficient your sales conversion becomes.
Credibility and trust play a huge role, here – but much of the B2B marketing outreach we all rely on for lead gen lacks these qualities, because of the very nature of the marketing channel itself. It’s an impersonal screen, not a friendly human face with which your prospect can make an emotional connection.
And all too often, this puts a halt to the buying timeline.
Making the digital personal
But a strong brand, with a recognised name, identity, reputation, and set of values, helps to supply the trust and credibility that the digital channel naturally lacks.
It doesn’t just present a prospect with an email, or a social media post, or a targeted ad – it predisposes them to believe that what they are about to engage with will have integrity, pertinence, and proven value for prospective buyers like them.
Likeability precedes saleability, and in many ways, a strong brand becomes the digital equivalent of a talented account manager or salesperson, and their relationship-building powers.
People buy people, the saying goes – but in the digital marketing world, people buy perception, and nothing influences that more strongly than brand.
Brand busts buying inertia
Needless to say, in construction there are plenty of barriers to buying decisions. Here are just a few:
- Big ticket items, with significant associated financial risk
- Complex projects
- Multiple decision-makers (at least seven, on average) and long signoff loops
Against those odds you’re throwing good money after bad if you go out with lead gen that, because of lack of credibility and trustworthiness, falls at the first hurdle.
But building a strong brand helps your lead gen hit home – and this is why brand-building must be your priority in 2025.
Where, though, do you start?
Solid basics, impactful connection
The answer to this is partly about sticking to proven B2B marketing principles – understanding who your customers are, where they are, how you prioritise them and why, and how you represent yourself to them (segment, target, position).
But we spoke above about connection, and this is critical too. To be a strong brand, you must gain a reputation for communication that is timely, relevant, compelling, and memorable.
And that comes with research, insight, and analysis to know your customers’ mind better than your competitors can.
For further updates and insights, follow BCM Agency on LinkedIn or contact us at hello@bcmagency.co.uk.
