Forget Guesswork: This Is the Best Marketing Approach for Construction Growth - KAYBE Case Study

CASE STUDY:
Jennewein
Sector: B2B, B2C, Construction
Services used: ABM, Lead Generation

About the company

Jennewein is a crane services company with international experience. They support construction projects with specialised lifting and on-site logistics where standard solutions are not sufficient.

Typical use cases include:

  • Precision crane work, such as positioning oversized and heavy windows directly into façades so construction teams can install them safely and efficiently
  • Supporting mobile construction sites by moving materials, equipment and infrastructure as projects progress
  • Providing and relocating container solutions for site offices, welfare facilities and storage to ensure construction sites are fully operational

Their services are highly specialised, often required at short notice, and typically sourced by senior decision makers within construction and project management firms.

processes

The challenge

The construction industry relies heavily on traditional marketing methods. Broad advertising, passive inbound enquiries, word of mouth, and reactive tender processes remain the norm, leaving little room for proactive client engagement. As a result, specialist service providers often struggle to reach relevant decision makers at the right moment and to clearly communicate their value before a concrete need has already arisen.

For a highly specialised provider like Jennewein, this made it difficult to consistently generate new opportunities and to position their expertise early in the decision-making process. In many cases, potential solutions were dismissed as impractical simply because Jennewein and their capabilities were not yet known at the point where options were being considered.

The Solution

KAYBE designed a hyper-personalised outbound approach tailored specifically to the realities of the construction industry. The objective was to introduce Jennewein’s expertise early in the decision-making process, before project constraints were defined and options dismissed due to lack of awareness.

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Connecting with the right people at the right time

Rather than relying on broad messaging or generic lead generation tactics, the campaign focused on precision and relevance:

  • Identification of highly specific decision makers
  • Direct LinkedIn outreach built around the operational realities these decision makers face on site
  • Personalised messaging that framed Jennewein’s services as enablers of solutions previously considered impractical
  • Conversation-led engagement, with qualified leads handed directly to Jennewein’s managing director for follow-up
“What impressed me most was how natural the conversations felt. This wasn’t salesy outreach - it was relevant, well-timed, and spoke directly to the real challenges our customers face on site.”
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Construction projects are often defined long before suppliers enter the conversation. Our goal with this campaign was to make Jennewein visible at the point where options are still being explored, not after decisions are already locked in, by focusing on relevance and timing rather than volume.

Christiane Baier

Operations Director at KAYBE

Let's talk results

Within 8 weeks of the campaign going live, we identified:

Marketing Qualified Leads (MQLs)
0
Sales Qualified Leads (SQLs)
0
Opportunities
0
New Customers (with more to follow)
0

Jennewein was confident that there were some great contacts as a result of the engagement, and their managing director told KAYBE:

“We are not a company that usually invests in marketing campaigns, but this approach delivered tangible business very quickly. The quality of conversations and the conversion into real projects exceeded our expectations.”

Why KAYBE

In an industry where opportunities are often defined before suppliers are even considered, early visibility is critical. Hyper-personalised, conversation-led outreach enables specialist construction service providers to influence projects sooner, unlock demand that would otherwise never surface, and achieve significantly higher conversion rates than traditional marketing methods.

KAYBE is a multi-award-winning marketing agency, with a team of highly-skilled experts, each with their own specialism. Our clients are what drive us, and every decision we make is centred around them. Not only that, but we’re obsessed with getting them great results. 

We work with and for each of our clients, acting as an extended part of their team, meaning we’re completely committed to their campaigns as though they are our own. Our approach is a sophisticated take on a traditional ABM solution, and as a result of using it, our clients have seen: 

4x
The industry average on ads
14x
Marketing ROI
£M
Millions in pipeline