Marketing strategy for profit growth in building materials
We collect chaotic marketing into a manageable system: segments, positioning, channels, KPIs and a 90-day roadmap.
Focus: Manufacturers and distributors with long deal cycles, complex funnels and high error rates.
Project duration
4-6 weeks
From diagnosis to securing your strategy and launch plan.
Plan horizon
90 days
Prioritized roadmap with responsibilities and deadlines.
Key Artifacts
8 blocks
Audit, segmentation, CJM, offer, channels, KPI and tactics.
Decision language
Numbers and unit metrics
CPL, CAC, ROMI and conversions by funnel stages.
Service essence
CoreA marketing strategy is a document and action plan that answers three key questions: who are you selling to, what promise are you making to the market, and through what channels are you bringing in orders.
In the building materials niche, marketing often works in “pieces”: they made a website - abandoned it, launched a context - they don’t track it, they run social networks “for show”. There is either no strategy, or it was written several years ago and has not been updated. Decisions are made reactively: “sales dropped - turned on advertising”, “a competitor appeared - urgent discounts”.
Key focus
Who do we sell to?
We fix segments, priorities and real selection criteria for each type of client.
Key focus
What do we promise to the market?
We formulate a strong offer and positioning that is noticeable against the background of standard quality statements.
Key focus
Through what channels do we grow?
We define the channel stack and budget distribution with a clear launch and scaling logic.
Risk map
Typical problems
Marketing is like a black hole
The budget is spent, but there is no clear model of how investments turn into profits.
Lack of segmentation
Different audiences receive the same offer and the same communication.
Weak differentiation
Communication does not distinguish the brand from competitors; the offer looks typical.
Reactive Control
Decisions are made in rush mode, without a single strategy for the year.
What is included
DeliverablesHow we work
Roadmap01 · Diagnostics
1-2 weeksA single picture of the current state of marketing and sales.
- Interview with the owner, commercial unit and marketing.
- Collection of data from CRM, advertising accounts and analytics.
02 · Analysis
1-2 weeksMap of bottlenecks, losses and priority growth points.
- Building the actual funnel by stages.
- Clustering of clients by profitability and transaction cycle.
03 · Strategy
1-2 weeksSegments, offers, channels, KPIs and launch structure.
- Positioning and channel architecture.
- Formation of KPI model and scaling scenarios.
04 · Presentation and launch
up to 1 weekAgreed roadmap and controlled start of implementation.
- Defending the strategy to the team.
- Transfer of documentation and launch of the first tasks.
Result
OutcomeControllability
Full transparency
Management sees where the budget is going and what is working.
Team synchronization
Single language
Marketing and sales make decisions based on numbers, not opinions.
Speed of implementation
Roadmap 90 days
Specific steps with responsibilities and deadlines.
- Strategy document with segments, positioning, channels and KPIs.
- Funnel map with conversions and loss zones.
- Prioritized implementation plan: rapid reinforcement + system changes.
Why us
PillarsNiche expertise
We work within the context of building materials and do not spend weeks diving into the base.
We understand the specifics of the B2B cycle of 6-12 months, the roles of decision-makers and object sales.
Complex product experience
We build a strategy for segments where sales depend on trust, service and engineering reasoning.
Ceramic Group case: segmentation, CJM, end-to-end analytics, CRM processes.
Marketing + sales combination
We design a system not only for lead generation, but also for conversion to revenue.
The model takes into account application processing, distribution, quality control and SLA.
Practical AI layer
We use AI as an amplifier of analysis and speed of decision-making, and not as a showcase.
Client clustering, text data analysis, scenario modeling.
Cooperation model
ModelFree funnel analysis
45 minutesWe call each other for 45 minutes, fix bottlenecks and outcome criteria.
We put things in order in 2 months
2 monthsWe reassemble channels, analytics and the connection between marketing and sales according to the roadmap.
Then we work for %
after 2 monthsAfter the stabilization phase, we take % only of additional revenue from CRM.
Sign up for a free funnel analysis
In 45 minutes, we will analyze the current funnel, record the loss points and put together a plan for the first stage for 2 months.
Sign up for a free analysisBook a free funnel audit
45-minute call: we review your current channels and lock the first 2-month improvement plan.
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