Building a proactive pipeline for Sika Waterproofing with Causeway Enhance’s telemarketing support

Sika Waterproofing needed a proactive approach to business development that aligned with the demanding schedules of their ATMs.

Tasked with extensive technical responsibilities, including creating specifications and providing real-time advice to architects, specifiers, design managers and contractors, the ATMs required additional support due the demand in the market when  pursuing new business opportunities on their own. Sika sought an agency capable of consistently delivering high-quality leads to ensure a steady stream of meetings for their Specification Managers.

Additionally, Sika recognised the growing importance of delivering Continuing Professional Development (CPD) sessions as a method to drive new specifications and build relationships with key decision-makers within the construction industry. 

To stay competitive and meet project demands effectively, Sika needed a knowledgeable and results-driven telemarketing partner. This partner would not only drive attendance to CPD sessions but also secure specification meetings to bolster Sika’s project pipeline.

The Solution

Causeway Enhance, with its deep understanding of Sika’s objectives and market position, collaborated closely with Sika to design a tailored business development strategy.

This strategy initially targeted the North West and expanded into Scotland and the Midlands as project requirements evolved. The strategy comprised of;

1. Focused prospect targeting: Using Barbour ABI data, Causeway Enhance identified key targets—main contractors, specifiers, and design managers—as ideal CPD participants. Causeway’s team was also empowered to adjust and expand this prospect list as opportunities arose, ensuring adaptability to optimise engagement and results.

1. Hyper-targeted outreach for CPD engagement: To ensure further project success, a set of priority practices was identified that represent key stakeholders in projects and developments across the North, from which Causeway targeted and subsequently built upon. Causeway Enhance used a dual approach to engagement, arranging CPD sessions with key decision-makers and securing direct specification meetings with specifiers and design managers. By tailoring the Barbour ABI data to spotlight projects with substantial waterproofing needs, Causeway generated a targeted list of prospects, adapting their initial investigative approach to include architects and engineers alongside main contractors, specifiers and design managers, who were likely to require Sika’s waterproofing solutions.

1. Seamless integration and reporting: An integrated communication and reporting system was established, creating a seamless workflow that allowed Sika’s ATMs to access new leads effortlessly and respond promptly. This integration not only streamlined processes but also ensured that Sika had insight into the progress and effectiveness of the campaign.