How do you generate qualified leads with a high-performance digital strategy?
Creating content that informs, reassures and converts in a technical world
A need for visibility and lead generation in a technical world
SOPREMA Entreprises, a specialist in the building envelope (roofing, façades, framework, photovoltaics, metalwork), called on our communications agency specialising in the construction industry and housing to design a high-value content strategy, showcase its technical expertise and support its commercial strategy.
The objective: to strengthen the brand's visibility on social media while generating qualified leads through a B2B digital marketing strategy targeting specifiers (project owners, contractors, engineering firms).
BrandSoprema Entreprises
SectorRoofing, façade, structural framing, photovoltaics, metalwork
BusinessBuilding envelope specialist
Website soprema-entreprises.fr
In an environment where communication from construction industry players is often still focused on technical achievements, the challenge was clear:
- Establish SOPREMA Entreprises as an expert, useful brand
- Produce quality content that meets specifiers' real needs
- Develop a digital content strategy for the construction industry capable of generating engagement and leads
The content is organised in quarterly cycles around 3 major areas of SOPREMA Entreprises expertise: Façades - Photovoltaics - Maintenance
For each theme, we produce:
- Expert articles: analysis, interviews, project feedback, technical dossiers
- SEO / GEO content optimised for specifiers' search queries
- A series of downloadable “snack content” assets (infographics, cheat sheets, checklists)
- A toolkit of LinkedIn posts (engagement and organic reach)
- Prospecting templates to support the sales force
A professional, friendly, embodied tone
The content is co-created with SOPREMA Entreprises' experts and their partners (engineering firms, trade bodies, project owners), in clear, educational and non-self-promotional language.
This tone builds rapport with specifiers, while asserting the brand's technical legitimacy and expertise.
A graphic design that puts readability first
We designed a recognisable visual identity: strong headlines, expert portraits, concise illustrations, brand colours.
The objective: to make the content stand out on LinkedIn and position SOPREMA Entreprises as a benchmark for digital communication in the construction sector.
RESULTS
A construction communication strategy that combines visibility and performance
SOPREMA Entreprises speaks up about its expertise without slipping into corporate-speak. The brand makes itself useful and credible, and builds a direct relationship with specifiers. Early results are very positive: engagement on LinkedIn, qualified leads via downloads, and easy adoption of the programme by the sales teams.
Are you a brand in the construction industry or the housing sector? How about building together a marketing and communication strategy that is useful, clear and high-performing?
Our finest collaborations, told by the people who know them best
Thank you for your support — a successful campaign on every level, with KPIs that put a big smile on our faces 🤩
Anaïs G. Digital Specialist
A great day-to-day collaboration: the team immediately understood the PUM universe, while bringing innovative ideas to the table. Special thanks to Véronique for the quality of our exchanges and her responsiveness, which make projects smooth and efficient.
Lea C. Commercial Communications Officer
When the time came to unveil our new brand platform, Convergence found just the right words to create a clear, impactful identity for us. Clients and employees alike embraced it immediately.
Priscille T. Operational Marketing Manager
Attentiveness, responsiveness, expertise and creativity are the words that best sum up our collaboration with Convergence. The agency has supported JELD-WEN in developing the brand for several years and has created a genuine campaign tone that quickly became the brand's signature.
Anne R. Marketing and Communications Manager
In CONVERGENCE we found much more than a marketing agency: a true strategic partner, able to understand our challenges, take ownership of our objectives and turn them into impactful campaigns, always delivered with professionalism, creativity and positive energy.
Nadine C. & Marion C. Marketing and Communications Officers
Convergence provides us with high-quality support, delivered by a responsive and fully committed team. Their excellent understanding of our challenges and specific needs, combined with their creativity and ability to deliver, is a real asset.
Eugénie C. Communications Manager
Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
Thanks to Convergence's expertise in the construction sector, we were able to move forward much faster, developing tools perfectly suited to the specific needs of our B2B audience.
Rami J. Marketing and Communications Director
The Convergence teams supported us in defining and structuring our new range. They helped us design a universe, messages and tools perfectly suited to our target audience, to convey the key information clearly and powerfully.
Alexandre P. Product, Communications and Digital Manager
Working with Convergence makes a real difference on the various topics that concern us as a construction manufacturer. We don't need to train them — they already know the market.
Stefen W. Communications Officer
Since I arrived in the construction sector, working with Convergence has been a real asset. Their understanding of the market and its customers, their creativity and the quality of their support bring genuine added value to our campaigns. A trusted partner who is a pleasure to work with.
Valentine G. Marketing Manager
Working with Convergence means being able to put yourself in the hands of an enthusiastic, efficient team that understands our business challenges perfectly. Thank you for bringing our projects to life.
Alizée E. B2B2C Marketing Project Manager
A responsive, available and highly rigorous team, with solid expertise in the construction sector and consistently sound advice. Their creative approach gave our catalogue a real boost. A big thank you to the whole Convergence team for their commitment and the quality of this great collaboration.
Lauren C. Publishing Manager
Convergence has supported us for 5 years, on one-off projects as much as on more strategic challenges. Their knowledge of the sector, of our clients and of our challenges is genuine added value, and our collaboration grows richer project after project.
Aurélie B. Client Marketing and Communications Manager
Convergence imagined and delivered the tools best suited to the launch of our Elixair range, thanks to their knowledge of our sector, the quality of their work and their ability to push our thinking ever further. A true partnership of equals where we challenge each other to keep improving!
Katerina V. Global Communication Manager Pam Building
Convergence's specialisation makes all the difference! I particularly appreciate their responsiveness, their ability to listen and the thinking they bring to our projects. Their strategic and operational support makes for a valuable, effective collaboration.
Virginie Q. Operational Marketing & Communications Manager
Beyond the support we receive throughout a project, what is particularly valuable when working with Convergence is the upstream phase: they take the time to analyse the environment and the target audiences, and to take a step back. That is very important for our strategic projects!
Nicolas B. Client Marketing and Training Manager
Convergence stands out for its agile, professional support, offering excellent expertise across all of our launch projects. Strategies are tailor-made to our objectives and communication is always transparent!
Juliette T. Communications Manager
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