Aggregate Industries, a leading UK manufacturer and supplier of sustainable construction materials including aggregates, asphalt, cement, and ready-mixed concrete has a long-standing reputation for quality and innovation within the concrete sector.
Recognising an industry-wide shift towards earlier engagement in the construction supply chain, Aggregate Industries made a strategic decision to form a new team dedicated to influencing the specification phase of building projects.
The primary objective was to connect with developers, structural engineers, and other key decision-makers early in the project pipeline to ensure Aggregate Industries’ products were specified from the outset. This proactive approach aimed to secure greater influence on material selection and strengthen the company’s position within the industry.
The Challenge
Before partnering with Causeway Enhance, a specialist telemarketing service provider, Aggregate Industries faced several significant challenges:
- Reaching key decision-makers early: The traditional approach involved engaging with contractors at the pricing and tender stages, missing the opportunity to influence specifications upstream. The goal was to engage earlier with developers and structural engineers, but making these connections proved challenging and time-consuming.
- Time-intensive outreach: The new specification team spent considerable time trying to identify and connect with the right contacts. This reduced their ability to focus on their core expertise of building relationships and influencing project specifications.
- Timing and efficiency: Even when the right contacts were identified, reaching them at the appropriate stage of the project pipeline was difficult. The inefficiency of the process meant valuable time was lost on administrative tasks instead of strategic engagement.
The Solution
To overcome these challenges, Aggregate Industries partnered with Causeway Enhance, a specialist in supply chain engagement and telemarketing services within the construction sector. Causeway Enhance provided tailored support to the specification team, including:
- Targeted outreach: Using industry insights and data-driven strategies, Causeway Enhance identified and engaged with key contacts such as structural engineers, developers, and other influencers at the specification stage. This ensured outreach efforts were precisely targeted and timely.
- Appointment scheduling: Causeway Enhance managed the time-consuming process of scheduling meetings, allowing Aggregate Industries' internal specification team to focus on their strengths—building relationships and influencing specifications.
- Strategic coordination: By aligning outreach efforts with project timelines, Causeway Enhance ensured that Aggregate Industries’ products were considered at the earliest stages of project planning, increasing the likelihood of specification.
The Outcome
The partnership with Causeway Enhance delivered measurable results and significantly boosted Aggregate Industries' reach and influence:
- Increased appointments: In 2024 Causeway Enhance successfully booked high-quality appointments with the top 10 structural engineers and developers positioning Aggregate Industries’ products for specification early in the construction process.
- Material specifications: As a result of these engagements, Aggregate Industries secured over 250,000m³ of specified sustainable construction materials. This achievement reflects the effectiveness of early engagement and the value of strategic outreach.
- Enhanced efficiency: By delegating appointment coordination to Causeway Enhance, the internal team was able to focus on core responsibilities, leading to better use of resources and improved overall efficiency.
Partnering with Causeway Enhance enabled Aggregate Industries to extend their internal capabilities and achieve their strategic goals of influencing project specifications early. By leveraging Causeway Enhance’s expertise in targeted outreach and appointment scheduling, Aggregate Industries significantly improved its industry visibility and specification rates.
This collaboration underscores the value of integrating external specialists to complement internal teams. Causeway Enhance’s support has not only streamlined processes but also strengthened Aggregate Industries’ market position and commitment to delivering sustainable construction solutions.
"Using a service like Causeway Enhance when you have a small internal team feels like an integral extension to our business. Their expertise allows us to focus on what we do best, confident that our outreach and engagement are in capable hands."
Sarah James, Senior Marketing Business Partner, RMX Division, Aggregate Industries
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