How a Service Firm Cut through the Noise to Create Conversations with Hard-to-Reach Prospects

Like many service businesses, Resicom is in a market where the buyers are made up of a very small community. They had information about their prospects, knew the players, and knew the ones they wanted as clients. However, so does their competition, and the small pool of prospects was receiving anywhere from 40 to 200 solicitations each week from contractors trying to sell their services.

At the beginning of 2009, Resicom, which provides commercial painting, renovation, and maintenance services, decided to take a different approach and devote their time and resources to becoming known as the leader in the sector. The metrics they applied were not how many more names they could put in their database, as they weren’t looking to cast a wide net, but how they could be positioned as thought leaders by publishing white papers and journal articles, speaking at conferences, and other forms of educational—or content—marketing. Their goals included:

• Creating a collection of the firm's case studies to showcase successful projects
• Publishing a series of white papers
• Speaking at conferences
• Publishing work in trade journals
• Writing a book (still in the works)

But could the firm deliver on the aggressive plan and would it make a difference in their ability to break through all of the noise with their key prospects? Read the complete case study to find out.