Industry Update: 16.01.2021

Vertical: Construction
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Construction, what are we seeing?

The pandemic is having far reaching impacts on the construction industry’s supply chains, cash flows and workforces. In addition to specific pockets of the private sector, we are seeing continued enthusiasm for central and local government-sponsored projects as they put their money where their mouth is, to “restart”, “reset” and “reinvent” to drive the recovery of the construction and built-environment sectors and assist the UK’s economic growth.

Demand for small residential projects, such as extension/upgrade builds has been heavily disrupted while larger residential and commercial project site operations have been hampered due to social distancing restrictions.

In short, the last few months in lockdown have pushed many active projects back and delayed many more from starting. As a result the project backlog is significant and the industry is expecting a busy 12 months as stakeholders scramble to claw back against compromised project timelines.

What do these businesses need to do now?

1. Adjust your business targeting

We’re seeing some change to targeting as our Construction customers reach out to sectors less affected by the pandemic.

2. Review your marketing channels
B2B Direct Mail


Paid Search


Tradeshows and Exhibitions


Awards Circuit


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Set out how you have adjusted to a post COVID-19 World. Be clear about how you can help in those high demand sectors currently attempting to accelerate or kick off heavily delayed projects. We are seeing Construction businesses accentuate their experience, flexibility, speed, quality, and sector insight, though you should add to this list if at all possible, to stand out from the crowd.

4. Revise your messaging

As the world unlocks the construction sector is reverting to form very quickly, it is important that your messaging reflects how your business is reacting and capable to supply. Focus on how you can help your customers and prospects with solutions to the challenges that COVID-19 is throwing up, currently those involve accelerating delayed current projects and picking up belated new projects. Touch on capturing and servicing unmet demand. With high demand for products and services, talk about service levels and accentuate on current output capacity and lead times. Set out attractive commercial terms if able. Budgets are a challenge right now.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

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