A Sales Pipeline for Soil Stabilisation

To raise awareness of Aggregate Industries’ TerraCem soil stabilisation product among ground stabilisation, enabling works and earthworks contractors, as well as civil and geotechnical engineers.

The campaign needed to focus on driving understanding of the product’s efficacy, building an engaged audience to create a leads pipeline for the brand’s sales team.

We recognised that there was awareness raising work to do, before generating interest in TerraCem.

So, we created a three-step, full-funnel LinkedIn paid strategy. Step one involved creating an engaging video to capture the attention of key audiences, sharing information around performance benefits and low-carbon, low-cost messaging.

Step two saw us retarget interested audiences with a traffic campaign, zeroing in on the product benefits and testimonials.

Finally, we created valuable headline property that engaged prospects could download by sharing their contact data on LinkedIn. It offered more in-depth information, as well as case studies to aid a purchase decision.