B2B

Cross-Channel B2B Strategy Drives 1M+ Account Reach and 40K+ Engagements for Construction Materials Brand

Objective

Increase brand visibility among a new target market, U.S. commercial buyers, by positioning the brand’s construction materials as premium, high-performance solutions for modern construction and home improvement projects. The campaign was timed to align with Q4 decision-making windows.

Target Audience & Markets

B2B decision-makers in U.S. residential construction —including architects, specifiers, estimators, builders, remodelers, and general contractors.

Strategy

To position the company as a leader in premium construction materials, we launched a three-month B2B campaign across cross-device display, native display, and online video channels. The strategy included:

ABM targeting across top-tier B2B partners to reach high-value commercial buyers.
CRM-based and behavioral targeting to re-engage warm leads and reach new decision-makers.
Cross-device optimization to match the mobile-first behavior of on-the-go professionals like builders, architects, and contractors.
Lower-funnel retargeting tactics to drive conversions from engaged users.

Ongoing channel optimizations and budget delivery were guided by performance trends – adjusting creative, ad formats, and delivery by device, daypart, and audience engagement. These insights also allowed us to identity high-performing accounts for further targeting.

Results

The campaign’s strategic mix of channels and tactics enabled the brand to reach over 1 million accounts and drive nearly 40,000 engagements. This successfully captured the attention of high-value commercial buyers and delivered strong performance.

In addition to campaign results, audience proved invaluable to the company, offering critical guidance for future marketing and business strategies.

Additionally, B2B reporting surfaced a curated list of 500 target accounts, filtered by company size, revenue, industry, and other key criteria to support ongoing future account-based marketing (ABM) efforts and direct outreach opportunities.

1M+ accounts reached

39.8K+ engagements — 18.5K from target accounts

Native Display Led Performance

0.12%

CTR

Lowest

cost per account

70%

site visits

ABM tactics excelled across all channels

84% VCR and improved CTRs

CTR improved by 63% over Q4

growing from 0.08% to 0.13%, with steady increases in site visits and VCR month-over-month.

Video

achieved an 85% VCR, (benchmark is 70%)

Display

delivered highest reach and engagement, driving the most traffic

Tablet

and smartphone dominated, with mobile ad size 320×50 driving the most, 1,732, site visits

Construction Audience Media Habits

Audience Overview

Country: US
Work Sector/Industry: Building / Construction, Real Estate / Property
Work Position/Role: Architect, Construction worker / Site worker, Electrician / Plumber / Mechanic / Builder / Other tradesperson