Member Article

Inbound marketing campaign for BASF gets set to grab hard-to-reach audience

The Construction Chemicals division of BASF, the world’s largest chemical company, has been working with digital marketing agency Prodo to implement inbound marketing with the launch of a microsite designed to reach busy architects and specifiers.

The microsite, built in HubSpot, aims to draw in architects, architectural technicians and design engineers to educate them on the building regulations for waterproofing structures below ground. A 3-D motion graphics explainer video, also produced by Prodo, provides an easily digestible overview of recommended system components for basement structures, supported by further content.

The agency’s Inbound team is working with BASF on a retained basis to capture architects’ data and continue nurturing them with useful content on waterproofing best practice that demystifies the technical complexities of the topic.

Ian Berrie, BASF’s Head of Marketing for Construction Chemicals in the UK and Ireland, said: “How we do business has changed significantly over the past decade, and our architectural audience has a strong preference for researching construction solutions online, creating a challenge for our sales team that we needed to overcome.

“Prodo has been instrumental in the development and implementation of our new inbound marketing campaign, as well as being proactive in providing us with advice and assistance in marketing automation. We’ve learnt a lot along the way, and we’re excited to have a testing ground for an approach that we hope to replicate across other areas of our business.”

Pippa Adams, Prodo’s CEO, added: “This project has been a great example of pulling different elements of our service – strategy, web development, inbound marketing and video – together for a genuinely integrated campaign.

“There’s a lengthy process from product specification to purchase and a number of stakeholders involved, so it’s a great fit for the inbound methodology. The whole team has enjoyed getting us to this point, and we’re looking forward to generating results for BASF in the coming months.”

Prodo is the fastest growing agency among leading marketing automation platform HubSpot’s 3,400 agency partners globally. The 60-strong Chester, Liverpool and London based business supplies inbound marketing services to clients across the UK, including The Aspinall Foundation and Lancashire County Cricket Club.

This was posted in Bdaily's Members' News section by Sophie Everett .