Net New Business Development
Complex Buying Groups & Regaining Market Share
Our campaign identified the correct stakeholders and engaged them across complex buying committees to increase market share by 20% within 12-months.
Client
Aareon
Service
ICP Build & Generate Net-New Business
Year
2024
Location
United Kingdom
Aareon is a global leader in providing software and digital solutions for the real estate and property management sectors. They focus on helping organisations like property developers, construction firms, facility management companies, and industrial real estate operators improve efficiency and deliver essential services across their operations. Their solutions range from property management systems to tenant portals and financial management platforms for the built environment and industrial property sectors.
The Challenge
Despite enjoying market-leading brand recognition, Aareon's internal team faced significant obstacles in accessing and securing meetings with key stakeholders across their priority industrial sectors. Within critical markets such as industrial real estate, construction, and facility management, decision-makers remained difficult to reach through traditional channels, creating a bottleneck that was limiting growth potential.
The challenge was particularly acute given Aareon's strong market position—whilst their brand was well-regarded, this wasn't translating into the face-to-face meetings and stakeholder engagement necessary to convert awareness into new business opportunities within industrial property and construction markets. Their internal resources were stretched, and existing outreach methods weren't penetrating the complex organisational structures typical of large-scale industrial developers, construction companies, and facility management organisations.
With ambitious growth targets and competitive pressures mounting, Aareon recognised they needed an experienced partner who could navigate these challenging industrial markets effectively. They required a solution that could leverage their strong brand reputation whilst overcoming the access barriers that were preventing them from capitalising on their market-leading position in the industrial real estate and construction technology space.
The organisation needed to find a way to widen market share quickly and efficiently, turning their brand strength into tangible business growth across these strategically important industrial sectors.
Our Solution
Bonafide immediately deployed our comprehensive technology stack to map Aareon's industrial stakeholder landscape and identify optimal engagement strategies within construction, facility management, and industrial real estate sectors. This data-driven approach enabled us to focus their outreach efforts across multiple channels whilst redefining their Ideal Customer Profiles (ICPs) to broaden appeal across various functional groups within target industrial accounts.
Our strategic approach included:
Advanced Industrial Stakeholder Mapping: Our technology platform identified key decision-makers and influencers within target industrial organisations—from property directors and construction managers to facility management heads and operations leaders—ensuring no critical buying committee member was overlooked.
Multi-Channel Engagement: We orchestrated coordinated outreach campaigns across telephone, email, LinkedIn, and research to maximise touchpoints and engagement rates with hard-to-reach industrial decision-makers.
Refined Industrial Targeting: By broadening and refining their ICPs, we expanded their addressable market across construction firms, industrial developers, and facility management organisations whilst maintaining focus on high-value prospects across different departmental functions including operations, procurement, and IT.
Compelling Industrial Narrative Development: We crafted targeted messaging that resonated with each industrial stakeholder's specific pain points and priorities—from construction efficiency and operational management to tenant experience and regulatory compliance—ensuring relevance across the entire buying committee.
This enhanced foundation enabled us to approach target industrial accounts with precision and relevance, delivering the right message to the right stakeholders at the right time. Our coordinated approach addressed the complete buying grid within complex industrial organisations rather than individual contacts, significantly improving conversion rates.
The results were substantial. Within 12 months, our strategic outreach programme enabled Aareon to outpace competitors and capture an additional 20% market share within the industrial real estate and construction technology sectors—a testament to the power of combining advanced technology with targeted, multi-stakeholder engagement strategies in industrial markets.
