The Commercial Acceleration Agency
Hempel
Specified To Last — establishing market presence through ABM
The Challenge
Hempel faced low visibility in the Middle East market, where coatings were rarely prioritised in early specifications. Marketing and sales operated in silos, and the region’s rapid construction growth presented an opportunity that required a fundamentally different approach to reach specifying engineers and advisors.
Our Approach
Shifted from product-focused marketing to a targeted ABM programme built on customer research and AI-generated profiles, identifying 33 key accounts across the region.
Created the “Specified to Last” brand platform emphasising durability and sustainability, with an educational digital ecosystem featuring a Knowledge Hub, targeted white papers, and advisory services.
Implemented bi-weekly sales-marketing alignment meetings to coordinate outreach and close the gap between marketing activity and sales conversations.
Deployed integrated social selling and email campaigns to nurture relationships and drive engagement across the full buyer journey.
The Outcome
All 33 target accounts became actively engaged. The project win rate jumped from 38% to 59%, deal value of won projects rose 19%, preferred vendor listings doubled, and pipeline value increased 43% — all achieved with just 3 FTE equivalents and €17,593 in media spend over 10 months. The programme won Silver at the Danish Digital Awards 2025 in Best Digital Demand Generation (B2B).
Key Results
- All 33 target accounts actively engaged
- Project win rate increased from 38% to 59%
- Pipeline value increased 43%
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