Customer Impact
Industry · Facility services

Marketing for facility services: scale without losing lead quality.

Facility services revolve around long contracts, tenders and multi-headed buying. Throwing more budget at leads usually means worse leads. We build an acquisition strategy that scales and holds quality, with ABM and sharp alignment between marketing and sales.

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TDK Tanguy De Keyzer Tanguy De Keyzer Oprichter & digitale strateeg

Facility players growing with us

  • Facilicom Solutions
  • Gom
  • Trigion
  • Food&i
Why it is different

Why facility marketing works differently.

01

Won on the shortlist

A facility contract runs for years and is worth a lot, and buyers build their shortlist before the tender even goes out. In 90% of deals the winner was already on it, so you have to be top of mind before the tender starts.

02

Multi-headed buying and tenders

Facility, HR, finance and management form one buying group, often through a tender. Each role has a different concern, and your message has to reach them all, with a dedicated tender-desk flow next to inbound and outbound.

03

Scaling often dilutes quality

More budget usually means broader targeting and therefore weaker leads. The art is scaling volume while lowering the cost per qualified lead.

04

Regional and sector nuance

Healthcare, industry, offices and retail each have different needs. Generic messages vanish into the noise, relevance per segment wins.

Our approach

A qualified pipeline that scales.

01

ABM per segment

We build value propositions per account segment and target the accounts that truly matter, instead of as much traffic as possible.

02

Benchmark and test

We set a reliable cost-per-lead benchmark and test at campaign, audience and creative level against a threshold for acceptable conversion cost.

03

Marketing and sales aligned

Documented processes and automated reporting let sales judge fast. We scale the winners and cut the rest.

04

Brand and activation in balance

Cases, references and thought leadership feed the long decision cycle. We split budget between brand building (around 45%) and activation (around 55%), so your brand is already on the shortlist before a tender opens.

In practice

Results in Facility services

Facilicom €2.5 million deal won View case → Facilicom +189% more MQLs in 6 months View case → Facilicom 25% media savings View case → Gom Nederland +400% visitors in 66 days View case →
Related service

Ready to grow your facility services business?

Book a call with Tanguy and see what a tailored approach looks like for your brand.

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