David Pead, CBE Marketing Network
There is a shift happening in built environment marketing. Slowly in some places, more quickly in others, but unmistakable. Marketing is moving closer to the centre of commercial decision-making.
“You can see it in how organisations are structured and how decisions are being made,” said Liam Bateman, MD of The Think Tank. “Marketing is being pulled much closer to bids, pre-construction and commercial teams, because that’s where it can have additional impact.”
That shift sits at the heart of the first session in the CBE Marketing Network programme at UK Construction Week:
From brand to pipeline: how marketing is driving revenue and growth in construction
Wednesday 13 May | 10:30–11:15
Marketing & Procurement Stage
In a market defined by pipeline pressure and uncertainty, the question is simple. What is marketing actually doing to help win work?
This session brings together three practitioners who are working at that interface every day:
- Emma Cox, Head of Marketing, Watts Group
- Stacey Lucas, Commercial & Marketing Director at Sontay and President of the BCIA
- Gareth Osborne, Associate Director – Marketing, Pick Everard
Chaired by Liam Bateman, the discussion will focus on how marketing is being embedded into commercial processes in practice.
“We are trying to open up an honest conversation about what is actually happening inside organisations, where marketing is making a difference, and where it is still struggling to land,” said Liam.
The discussion will also touch on a point raised at our recent roundtable with The Think Tank. Many marketing teams are still working to prove their contribution to revenue in a way that resonates with senior leadership. And that challenge is not going away.
“The pressure on marketing teams to demonstrate value is only increasing,” said Liam. “If we can’t clearly connect what we do to commercial outcomes, we risk being seen as a support function rather than a driver of growth. That’s the challenge this session is really about.”
What makes this session particularly relevant is the mix of perspectives around the table. Different roles, different commercial pressures, but a shared need to connect marketing activity to growth.
For anyone responsible for marketing, business development or growth in the built environment, this is a discussion worth being part of.
To hear directly from those shaping marketing across the built environment, you can register to attend UK Construction Week here.
Part of a wider programme
This session is one of four curated by the CBE Marketing Network at UK Construction Week:
Building marketing capability in construction
Exploring how organisations structure in house teams and work with agencies
Trust under scrutiny: maintaining credibility in a regulated industry
Looking at transparency, compliance and evidence based communication
AI, search and zero click: what is keeping marketers awake at night?
Examining how digital behaviour is changing visibility and engagement