BMI / Bramac
Strategic realignment of the marketing strategy and development of new sales channels for one of Europe's leading roofing technology groups.
How a market-leading roofing specialist developed a digital marketing strategy, built an inbound lead generation workflow and enabled its internal team to operate it independently – through a series of hands-on in-person workshops.
Starting Situation
The company is one of the leading providers in the roofing technology and building materials sector in Austria and is part of a European corporate group. With a broad product portfolio and strong market presence, the internal marketing team faced the challenge of building structured digital marketing processes – particularly in the area of inbound lead generation.
The challenge: the strategic foundation and process know-how for scalable inbound marketing were not yet in place internally. What was needed was not an external all-inclusive package, but genuine enablement – the team needed to be independently capable at the end of the engagement.
Approach
Digital Marketing Strategy in Workshop Format
Joint development of a digital marketing strategy in structured in-person workshops: target audience definition, channel strategy, content positioning and messaging – developed directly with the responsible team, not for them.
Inbound Lead Generation Workflow
Design and build of a practical inbound workflow: from first digital touchpoint through nurturing to qualified sales engagement – developed collaboratively in the workshop, documented and embedded directly within the team.
Inbound Marketing Consulting & Team Enablement
Transfer of methodology, tools and inbound marketing best practices in an interactive workshop setting. The goal: the team understands not only 'what', but also 'why' and 'how' – and can independently continue and scale the workflow going forward.
Standard Workflow Handover & Documentation
Structured handover of all developed processes, playbooks and documentation at the conclusion of the workshop series – as a fully internally usable foundation with no external dependency.
Results
The internal marketing team left the workshop series not just with strategic knowledge, but with a fully built inbound workflow – ready to deploy, documented and embedded within the team. No external all-inclusive package, but genuine, sustainable capability.
„Genuine enablement means the team leaves the workshop not just with knowledge, but with a finished tool they can deploy immediately – and the confidence to develop it further on their own."