GME Group

Five year target, four month turnaround.

A multi-channel B2B lead generation system built to put GME in front of decision makers who did not already know them.

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The numbers

50%

Growth target hit in four months

£700K

Of new business quoted in five months

£70K

Additional project win

Commercial leads a month

02 / 06

The challenge

A reputation-led pipeline: the best problem a business can have, and the most fragile.

GME Group is a commercial decorating contractor working across schools, university accommodation, hotels, care homes, car parks and facilities management. High quality work, a strong track record, and a sales pipeline that relied almost entirely on reputation and referrals.

That is the best problem a business can have and the most fragile. It works until the year it does not, and by then there is no other route.

GME came to us entering the final year of a five year growth plan with a 50 percent target on the table. The delivery capacity was there and so was the reputation. What was missing was a predictable way of finding new work. To grow, they needed presence in new sectors, they needed to reach decision makers who had never heard of them, and they needed to be in the frame when opportunities opened up.

Sector

Construction & facilities management

Services

DIGITAL MARKETING

PPC

SEO

SOCIAL MEDIA

WEBFLOW

Audience

Decision makers in schools, university accommodation, facilities management, councils, care homes and car parks

A 50% growth target to hit in the final year of the plan
New work coming almost entirely through referral
Little presence in the sectors GME wanted to move into
Decision makers who had never heard of the business

03 / 06

The B2B lead generation system

The parts of the system we used.

In B2B, the work rarely comes to you at the exact moment you start marketing. The job is to build visibility and familiarity across a target sector, so that when the time is right, whether that is a contract renewal, a new site opening or a change of supplier, GME is one of the firms the decision maker already knows. This programme used four parts of the system together.

The system diagram is drawn here by the page script, lighting the parts that have copy below.

Platform

The heart

Website content and optimisation gave the direct mail, outreach, paid search and personal brand activity a credible place to land.

CRM & data

The brain

Reactive

Availability

Google paid search put GME in front of buyers at the moment they were searching, working through the target sectors one or two a month.

Proactive

Broadcast

Targeted direct mail and email outreach went to decision makers in each sector push, so GME was a familiar name before buyers went looking.

Thought leaders

Personal brand

Andy filmed the GME team on camera, the footage became short clips for the company page, and we built Commercial Director Layla Walton's LinkedIn presence. People buy from people, and in a referral-led sector that trust is a real lever.

Citations

Third-party proof

04 / 06

What we did

One sector at a time, the right channel mix for each.

Portrait 3:4

Step 01

Film the team where they work

Andy spent time in GME's office interviewing the team on camera. In B2B the work rarely turns up the week you start marketing, so the aim is familiarity, and real people build it faster than a logo does.

Visible, credible individuals inside the team put personality behind the business and build a kind of trust a company page cannot.

Video
Personal brand

Portrait 3:4

Step 02

Cut it into shorts for the company page

The footage became a run of short vertical clips for GME's own channels, so anyone checking the company out after a mailer or an email finds a business with faces behind it.

Short-form video
Company page

Portrait 3:4

Step 03

Put the commercial director in front of buyers

We built Layla Walton's LinkedIn presence alongside direct mail, email outreach and Google paid search, working through one or two sectors a month.

Schools, university accommodation, facilities management, councils, care homes and car parks have all been targeted, with the right channel mix chosen for each audience rather than one approach applied across all of them.

LinkedIn
Direct mail
Email outreach
Google paid search

05 / 06

In their words

Without the marketing with Ascensor, we wouldn't have hit what we have hit now. We are looking at five plus commercial leads a month, which is a massive improvement.

Layla Walton

Commercial Director

GME Group

06 / 06

The results

What changed for

GME Group

Five months in, the year's growth target had been hit and inbound interest had outpaced expectations. The system is still building traction, and the pipeline already reflects it. What works in B2B is the right combination of channels, aimed at the right contacts, with credible presence built over time.

R01

50%

Growth target hit in four months

The growth target set for the final year of GME's five year plan was hit in four months, not twelve.

R02

£700K

Of new business quoted in five months

Quotes passed £700,000 in five months and are still growing.

R03

£70K

Additional project win

A £70,000 project win came alongside the quotes. A national facilities management company is now onboarding GME, a relationship that could be worth £1m a year over five years.

In short

There is no shortcut to being in the right place at the right time, but there is *a system for it.*

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