Strategy Workshop
You're selling to architects, builders, and homeowners and your marketing is trying to talk to all of them at once. That's why nothing's cutting through.
Enquire about the workshopConstruction companies have multiple audiences
If you're a company selling into residential construction then you have one of the most complex buying groups in business. You'll be targeting specifiers, architects, builders, and the end user (homeowner). You've probably decided that one's more influential than others but you'd be surprised at where the demand actually comes from. We've developed hundreds of marketing strategies targeting all of these ICPs (Ideal Customer Profiles), but how you reach them will be different to everyone else.
Top three challenges
Multiple buyers
Your marketing needs to target a wide range of buyers, each influential at different stages of the buying journey. While you may directly interact with some more than others, each is valuable in their own way. How do you develop a coherent marketing strategy targeting all of them?
Different needs
Across each of those buyers the value you bring will be different. A homeowner doesn't care if your design files are easy to use, only that your product is easy to live with (and looks good). A builder doesn't care about the price, but cares if it's difficult to install. How do you win them all over?
Alienation risk
Focus too much on one ICP and you risk the others becoming disconnected with your messaging. While a specifier may love your product if the end user doesn't want to spend money on it, they'll ask for something else. You need to be all things to each group, without bland messaging.
The Strategy Workshop was built specifically for this. In a structured process, we score your audiences commercially, identify your priority ICP, and build the content framework to reach them, so you finish with a plan, not just a perspective.
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Workshop process
How it works:
- Pre-session homework — We send you a structured brief to complete before the session, so we're not starting from scratch on the day
- Live ICP workshop (60–90 min) — A senior strategist works through your ICP scoring matrix with you in real time, challenging assumptions and surfacing opportunities
- Post-session work — You complete a short follow-up brief while the session is fresh
- Your report — We deliver your Content Intelligence Report and outline marketing plan, focused on your priority ICP
Built on the back of hundreds of ICP strategies developed for construction businesses across Australia and New Zealand.
The value in the workshop
This workshop isn't just about naming your ICPs, you've probably already done that. It's about harmonising the following so you can focus on each properly and identify the real opportunity for your messaging:
- ICP pain, prize, and problems
- Interviews from real ICP audiences
- Your value to each, realised
- An early content plan, and prioritisation
- Commercially driven decision-making
This bridges the gap between what you want to sell, and what your customers want to buy.
Before we build anything, we need to answer one question: which customer type represents your best opportunity right now. Not just your biggest revenue today. That's the ICP Opportunity Workshop. A scored decision. A clear direction.
Who is this for?
The ICP workshop is specifically for businesses in the construction manufacturing and construction services space. Specifically that's businesses doing the following:
- Joinery and hardware manufacturers
- Home builders
- Architects and landscape designers
- Cladding and roofing companies
- Material suppliers (insulation, panelling, flooring)
- Custom fabrication
Without a clear audience, proposition, and message your marketing is nothing more than a noise machine.
What you get:
After digital pre and post work, and a 60-90 minute facilitated session, you will receive:
- ICP Scoring Matrix — Your audiences ranked by commercial opportunity so you know exactly who to go after first
- Content Intelligence Report — The specific topics, formats, and messages that will resonate with your priority ICP
- Lead Magnet Brief — A ready-to-brief content asset designed to convert your strategic ICP
- Outline Marketing Plan — A sequenced plan you can implement yourself or hand to your team
Frequently asked questions
Most ICP/persona exercises land on a description; age, job title, company size, a few pain points. That's useful, but it doesn't tell you who to go after first, what to say to them, or what content will actually move them. This workshop scores your ICPs commercially, weighting them by deal value, buying influence, volume, and reachability, so you finish with a ranked priority, not just a list. The Content Intelligence Report, plan, and lead magnet brief that follow are then built specifically for that priority audience. Most businesses leave a standard ICP/Persona exercise knowing their customers better. You leave this one knowing what to build next.
A day with a consultant gives you their thinking. This workshop gives you yours. Structured, scored, and ready to act on. The difference is that we've run this process specifically for construction businesses across dozens of ICPs, so we're not workshopping from scratch. We know the patterns, we know the traps construction companies fall into, and we know which audiences actually convert. You get that accumulated knowledge applied to your specific situation, and you leave with deliverables you can brief directly to a marketer or implement yourself, not notes from a whiteboard session.
The scoring system we use highlights commercially-valuable ICPs and grades them on 5 different criteria. The outcome can result in a tie, with two being equally valuable. In this instance we weigh up the merits of focusing on one ahead of the other before moving forward.
Depending on your experience and internal capability many businesses can implement the ensuing plan's activities themselves. We include a recommended sequence of actions to make the workload more achievable even with limited resources.
We conduct these online via Google Meet. Our AI notetaker will provide a summary of the meeting, and a recording for you to keep.
The workshop's pricing is $4,870 + GST. This is paid when the session date is confirmed, with the balance needing to be paid in full before the session is underway.
Our workshop does not fall under the Capability Development Voucher scheme.
The ICP workshop is valuable to any business as it's based on a universally applicable framework. However, the recommendations that come from the session are geared towards businesses in this sector.
Our marketing experience focuses on businesses manufacturing products for the residential construction market. This includes, but is not limited to:
Structural & exterior
- Cladding manufacturers (aluminium, timber, composite, fibre cement)
- Roofing manufacturers (metal, tile, membrane)
- Window and door manufacturers
- Louvre and screening system manufacturers
- Garage door manufacturers
- Insulation manufacturers
- Structural steel fabricators
- Prefabricated wall and floor panel manufacturers
- Modular and prefab home manufacturers
- Framing system manufacturers (steel stud, LVL timber)
Exterior living & landscaping
- Fencing and gate manufacturers
- Decking manufacturers (timber, composite, aluminium)
- Pergola and outdoor structure manufacturers
- Retaining wall system manufacturers
- Paving and hardscape manufacturers
- Outdoor fireplace and fire pit manufacturers
- Pool and spa manufacturers
- Irrigation system manufacturers
Interior finishes & joinery
- Kitchen and bathroom joinery manufacturers
- Solid timber benchtop manufacturers
- Stone and engineered stone suppliers
- Flooring manufacturers (timber, vinyl, tile)
- Internal door manufacturers
- Staircase manufacturers
- Wardrobe and storage system manufacturers
- Skirting, architrave, and moulding manufacturers
Services & fittings
- Tapware and sanitaryware manufacturers
- Lighting manufacturers and distributors
- Tile manufacturers and importers
- Cabinetry hardware manufacturers
- Ventilation and heat pump manufacturers
- Underfloor heating manufacturers
- Home automation and security system manufacturers
- Solar panel and battery system manufacturers