The Client
This Irish-based building subcontractor specialises in the design and manufacture of aluminium windows, doors, and curtain wall systems for large-scale commercial and residential buildings. With a highly respected reputation across Ireland and parts of Europe, the company saw a significant opportunity to expand into the United States, where high-spec,European standard sustainable window systems were becoming increasingly important to architects, developers, and building owners.
Their point of difference was clear. They offered high-quality, European-manufactured solutions that went beyond US compliance standards, while providing long-term energy and sustainability benefits. What they needed was a way to bring that message into a new market with credibility, clarity, and commercial impact.
Client
Building SubcontractorIndustry
Construction & EngineeringSolutions
The Challenge
This was not a simple awareness campaign. The project required a full-scale brand launch in a new market where awareness was minimal, terminology differed, and trust had to be earned through both strategic positioning and precise execution.
Although the company had completed three landmark projects in North America, including one award-winning build, brand awareness in the region was minimal. Buyers were unfamiliar with European standards, product benefits, and sustainability credentials. There was also a significant language and cultural gap. Everything from product terminology to measurement systems had to be reconsidered.
To succeed, we would need to:
- Conduct in-depth market research to understand competitors, gaps, and opportunities
- Define a targeted value proposition for the North American buyer
- Develop and localise marketing materials, technical specifications, and thought leadership content
- Create a digital presence that resonated strongly with architects, developers, and specifiers
- Generate leads through tightly focused digital ABM campaigns
Our Approach
We viewed this as a strategic go-to-market programme built on three key phases: research and positioning, brand development, and campaign execution.
Phase 1: Market Insight and Strategic Positioning
- Engaged in sector-specific research to identify viable positioning and routes to market
- Developed buyer personas to guide messaging and targeting
- Refined USPs for the American market, based on performance, sustainability and compliance
Phase 2: Brand Development and Localisation
- Designed and launched a fully localised website for the US audience, including SEO-optimised content adapted for American terminology and standards
- Produced a full suite of sales and technical collateral, including:
- Data sheets and specification documents
- 3D product videos showcasing design and installation
- Case studies highlighting success stories in the US
- Developed marketing tools and sales support materials tailored to procurement and specification workflows
A key part of this stage was storytelling, with the creation of high-quality content centred around completed projects, including their involvement in the National Veterans Memorial & Museum, an award-winning US landmark. These proof points helped establish credibility early in the funnel.
Phase 3: Account-Based Marketing (ABM)
- Launched a digital ABM strategy targeting architects and specifiers
- Rolled out LinkedIn and Google Ads campaigns focused on firmographic and intent-based targeting
- Directed traffic to personalised landing pages designed to convert specifiers and commercial buyers
- Supported campaigns with remarketing tactics and performance analytics to continuously optimise the funnel
The Outcome
The outcome was measurable, strategic, and commercially significant:
- North American enquiries increased by 300% within 24 months of launch
- Secured a major residential development project on the West Coast, directly attributed to the US website
- Gained traction in both East and West Coast markets, building relationships with several influential firms and project stakeholders
- Entered discussions for five additional large-scale bids across the country
The company’s brand is now recognised in key US construction circles, with a strong foundation to continue building long-term market presence.
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