Why operators pick us
One or two civils firms. Founder-level attention. A build shaped around your frameworks and pipeline.
We are taking on a small number of civils and infrastructure contractors to build this properly: framework-stage CRM, awarded value training bidding, named-account outbound timed to PQQ windows, and board packs that match what your commercial team already forecasts. You get a senior team on your stack, not a construction template resold fifth.
Commercials and the first 90 days
How we charge, and what the first quarter looks like
Retainer or project-based, scoped against your named list and stack in week one so you see the number before campaigns start. No long lock-in while we are both proving it works.
Days 1 to 14: list, access and CRM structure
NDA and contract signed. Named authority, consultant and main contractor list built with your commercial team. CRM access, tender stage structure and required fields in place before outbound starts.
Weeks 2 to 4: outbound live, tracking wired
Sequences running against named accounts timed to framework windows. Offline conversion wired to awarded programme value. LinkedIn targeting live on procurement, programme and commercial titles. Landing pages rebuilt with scheme proof and framework credentials.
End of month one: meetings, not leads
Reporting shifts to booked meetings by account tier and channel. Pipeline shows which authorities and contractors are progressing. Cost per framework-stage meeting replaces cost per lead.
Quarter one: pipeline to awards
Named accounts progress through CRM stages. Early awards start to show first-touch attribution. We scale what is earning meetings and cut what is not, with the board pack showing marketing contribution in awarded programme value.
Pipeline
Why your marketing numbers and your commercial tracker never agree
We close the places your civils pipeline leaks before we scale
Early positioning never enters your CRM because there is no tender reference yet, so we add relationship and framework stages that capture warmth before a package number exists. Framework seats live in shared drives instead of your CRM, so we bring them into one system. Marketing reports website MQLs while your commercial director tracks bid submission rates and awarded programme value, so we align both on the same stages and the same numbers.
We build attribution around your twelve to twenty-four month cycle, not a thirty-day window
A 30-day ad platform window will never teach Google Ads which channel opened a multi-million pound award eighteen months later. We configure twelve to twenty-four month lookbacks, fire offline conversion on awarded programme value, and keep click identifiers alive from first touch so the board sees which channels actually contributed to awards, not which looked efficient in a short window.
We run named-account media alongside thin search, not instead of it
High-intent civils search is thin. A generalist paid search programme will look busy and stay commercially empty. We still capture active tender queries on search, but the heavier lift is account-based outbound and LinkedIn against named authorities, consultants and main contractors, measured on stage movement and awarded value, not click volume.
Built with your commercial team
How we work with your commercial team, not around them
You already know your frameworks, your authorities and your go/no-go list. We bring outbound infrastructure, CRM discipline and paid media into that conversation so spend follows named accounts and awarded programme value, not anonymous traffic.
- Your real market
- Named authorities, consultants and main contractors
- What we optimise toward
- Awarded programme value
- Why framework timing matters
- Miss the window, miss 3 to 5 years of work
- What the board wants
- First-touch attribution on awards
The published firm count is noise. Your real market is the authorities, consultants and main contractors who let the packages you can win. We build that named list with your commercial team and run campaigns against it, not a national census.
Leads and meetings are diagnostic. Awarded programme value is the number that matches what your bid team tracks. We wire it as the offline conversion so bidding learns from commercial outcomes across twelve to twenty-four month cycles.
Framework entry windows open on fixed cycles. If you are not positioned with the right authorities and consultants before the PQQ closes, you are locked out for the duration. We track framework calendars and shape outbound and LinkedIn timing around them.
When a programme awards, your board wants to know which channel or sequence first opened that relationship. We build first-touch and multi-touch attribution against awarded value so marketing speaks the same language as your commercial team.
Week one is NDA, contract and access with the people who own demand and the systems that hold frameworks and tenders. Without that, we are guessing and you are paying for it.
People
Commercial / bid director
Owns framework seats, bid resource and which schemes enter the live list. Weekly decision owner with us.
Contracts / project director
Judges delivery risk and whether early relationships become real packages. Feeds scheme status into the pipeline.
Estimating / QS lead
Sets programme value, competitor set and go/no-go commercial filters. We need their awarded values in CRM.
Founder / MD
Wants board packs that show marketing contribution in awarded programme value, not lead volume or click metrics.
Systems access
CRM (HubSpot or Salesforce)
Company records for authorities, consultants and main contractors as parent accounts; deals staged through relationship, framework or PQQ, ITT, bid, negotiation and awarded.
Outbound stack
Sending domains, warm-up and sequence tooling so outbound scales without burning your primary domain, timed to framework windows.
Project and framework intel
Glenigan, Barbour ABI or Tussell access for live schemes, planning stages and framework renewal calendars.
Paid media accounts
Admin access across Google and LinkedIn so they train on the same awarded-programme events.
What that unlocks
One loop from named-account touch to framework-stage meeting to awarded programme value, so you can scale spend against awards instead of form fills.
01
Build the named universe with your commercial team
Civil engineering SIC codes describe your discipline, not your buyers. We build the target list from authorities, consultants and main contractors using your commercial team's knowledge, Glenigan or Barbour ABI project intel and framework history. That list is what sequences, LinkedIn and spend run against.
02
Live project intel and framework calendars shape the brief
Glenigan, Barbour ABI and Tussell name live and upcoming schemes, planning stages, clients and consultants. We use that alongside framework renewal calendars to prioritise the named list so outbound hits accounts with active opportunities or approaching PQQ windows.
03
Procurement, programme and commercial titles on LinkedIn
We target procurement directors, programme managers, engineering leads, QS and commercial roles at authorities, consultants and main contractors. Those are the seats that shape PQQs and decide framework lots. We build audiences by role and seniority, not company size.
04
Landing pages as bid-support collateral, not consumer funnels
When an outbound recipient clicks through, the page needs scheme proof, framework credentials and sector-specific case studies, not a generic enquiry form. We build landing pages that support the named-account play and give the procurement buyer a reason to take the meeting or shortlist you.
What we build for you
Where we start on your account
Start with the bottleneck: framework-stage CRM, named-account outbound timed to PQQ windows, LinkedIn on the right titles, or the offline loop that ties awarded programme value back into bidding. We scope that against your list in week one.
Infrastructure
What we put behind the ads
Media only works when reservation data, CRM stages and offline conversions share one commercial truth.
CRM for frameworks, tenders and account hierarchies
HubSpot or Salesforce holds company records for authorities, consultants and main contractors as parent accounts, with deals staged through relationship, framework or PQQ, ITT received, bid submitted, negotiation and awarded. Required fields: programme_value_gbp, framework_name, tender_ref, expected_award_date and related company roles for client, consultant and main contractor. We build or fix that structure before campaigns start.
Outbound infrastructure timed to framework windows
Sending domains, warm-up, deliverability monitoring and sequence tooling managed so outbound scales without burning your primary domain. Sequences are timed to framework entry calendars so you reach the right accounts before PQQ windows close. Meeting outcomes write back to CRM with the channel that sourced them.
Offline conversion on awarded programme value
When a programme awards, the value and discipline write back to Google Ads and LinkedIn as offline conversions. Bidding learns from real commercial outcomes across twelve to twenty-four month cycles. Board packs show first-touch and multi-touch attribution against awarded value so marketing speaks the same language as your commercial and bid team.
Related
Nearby industries we also work in
Commercial fit-out marketing
Sibling tender-led vertical with shorter package cycles and denser mid-market firm lists; shared CRM stage patterns.
View pageMain contractors marketing
Often the buyer or JV partner on packages where civils firms bid as specialists.
View pageM&E and building services marketing
Another subcontract tier that sells into main-contractor and authority buying sets with ABM-led demand.
View page
Director FAQs
What civils and infrastructure firms usually ask
How is civils marketing different from commercial fit-out?
Civils and infrastructure wins sit on multi-year frameworks, PQQs and public sector programmes with twelve to twenty-four month cycles. Fit-out runs shorter package cycles with denser mid-market firm lists. We structure CRM stages, attribution windows and outbound timing differently for each, though the account-based discipline and awarded-value measurement are the same.
Should we still run Google Ads with low search volume?
Yes, but in support. High-intent civils search is thin, so a generalist programme looks busy and stays commercially empty. Search still captures active tender queries and keeps you visible when an authority or consultant searches your discipline. We wire it into the same CRM loop so search-sourced meetings and awards sit alongside outbound.
How does this connect to procurement buyers?
Procurement, programme and engineering roles at authorities, consultants and main contractors are the seats that shape PQQs and award frameworks. We target those titles on LinkedIn and through outbound, timed to framework entry windows, so you are positioned before the formal process starts.
What should ads optimise for?
Awarded programme value. Leads and meetings are diagnostic. We fire offline conversion on awarded value so bidding learns from real commercial outcomes across twelve to twenty-four month cycles. In the early weeks before awards land, we optimise to booked framework-stage meetings as an interim signal.
Do you replace Procore or Aconex?
No. Your project management and document control tools stay yours. We integrate with whatever holds scheme, tender and award data so CRM stages and offline conversions reflect what is actually happening commercially. We do not rip out or replace operational tools.
How long before attribution is trustworthy?
The CRM structure, outbound and offline conversion loop should be live within the first 30 to 60 days. Trustworthy first-touch attribution on awards takes longer because your cycles run twelve to twenty-four months. What you should see in the first quarter is pipeline stage movement, booked meetings by channel, and the infrastructure to credit awards when they land.
How is our commercial data handled?
Under NDA, with least-access in mind. We take only the fields we need to close the loop, keep programme values and account names out of the ad platforms, and anonymise anything sensitive. Platforms receive conversion events and values, not authority names or tender details.
Who will we speak to each week?
The same person who owns your account, not a rotating pod. Your commercial or bid director is our weekly decision owner, and we sit with the estimating lead, project directors and founder as the work needs it.
Next step
Send us your framework list, or one programme you want to win
We will show you where meetings are leaking before we talk retainer. Share your target list or a live scheme, and we will map the gap between outbound and awarded value.