30% Increase in Qualified Demo’s

Bentley SYNCHRO

Laying the groundwork for global growth in construction tech.

Background

Bentley SYNCHRO is a collaborative project management platform built specifically for the construction industry, used on some of the most iconic and technically demanding projects in the world, including Crossrail, The Shard, and Battersea Power Station.

Designed to bring together diverse stakeholders across multiple organisations, SYNCHRO enables teams to deliver large-scale projects on time, on budget, and with full transparency.

But even with world-class software and a portfolio of landmark projects, Bentley SYNCHRO faced a challenge common to many construction tech innovators:

How do you scale global awareness and drive qualified engagement in an industry known for long sales cycles and high complexity?

Bentley SYNCHRO had an ambitious target: increase global brand visibility and lay the foundations for scalable demand generation.
 
But to succeed in a market dominated by legacy solutions and decision-making hierarchies, they needed more than just reach, they needed a joined-up, insight-led Go To Market strategy.

The Challenge.

Limited brand visibility

Despite an impressive product, SYNCHRO had lower brand visibility compared to legacy players and needed a stronger global signal.

Complex, Multi-Stakeholder Sales

Large construction projects involve multiple decision-makers, from project owners and consultants to planners and field managers,each with different pain points and priorities.

Long Sales Cycles (9–12+ months)

With extended buying journeys, tracking success required more than click-through rates, it needed meaningful attribution and insight.

Zero Historical Paid Data

Entering new international markets with no prior search data meant we had to build performance insights from the ground up.

Efficiency of Budget Over Time

Budgets were front-loaded into the early stages of the campaign, requiring a scalable strategy that could maintain momentum even as media spend reduced.

Our Approach: A Strategic Go To Market Rollout

We began with a deep diagnostic phase, designed to uncover both the external market dynamics and internal commercial levers driving SYNCHRO’s growth potential. This allowed us to design a Go-To-Market plan aligned with business goals, not vanity metrics.

Market Intelligence & Opportunity Mapping
Persona Development & Stakeholder Targeting
AI-Led Performance Insight
Brand Signal Strategy
Budget Phasing & Reinvestment Planning
Multi-Touch Attribution and Conversion Strategy
“We have already seen a 3 fold increase in contact acquisition”
Scott Eustace
Product Marketing Manager

Key Strategic Components

1. Market Intelligence & Opportunity Mapping

We segmented SYNCHRO’s global opportunity into key priority markets, starting with the UK and US, identified through commercial potential, product-market fit, and digital readiness. From there, we phased international rollouts with a localized strategy.

2. Persona Development & Stakeholder Targeting

Construction software sales often require multi-layered buy-in. We built out detailed personas across project owners, contractors, planners, and procurement teams, each with tailored messaging informed by pain points, use cases, and decision roles.

3. AI-Led Performance Insight

With no historical advertising data, we used AI-powered tools to identify audience signals, monitor user engagement, and iterate in real-time. This included performance forecasting, anomaly detection, and campaign learning loops to improve targeting accuracy.

4. Brand Signal Strategy

We focused on growing brand visibility in search and direct engagement. Key KPIs included branded search impressions, direct traffic, and engagement with key product content. This provided a measurable view of brand momentum in core markets.

5. Budget Phasing & Reinvestment Planning

The initial phase saw a 60/40 budget split, with higher upfront investment in acquisition, followed by reallocation into re-engagement and remarketing strategies. This shift helped capture and convert long-tail demand built during the awareness phase.

6. Multi-Touch Attribution and Conversion Strategy

We tracked every stage of the buyer journey, not just last-click. Using a combination of HubSpot and Google Analytics, we mapped conversion pathways to see how different roles interacted over time and where remarketing played a role in final conversion.

Results

In the first six months, SYNCHRO saw significant movement in key indicators of brand and commercial performance.

35% increase in direct sessions (a strong indicator of brand recognition)
85% year-on-year growth in branded search impressions
Impression share climbed from 54% to 70% by month six
30% year-on-year increase in qualified demo requests

The data also revealed that 58% of conversions involved multiple touchpoints, confirming the importance of a joined-up, multi-channel strategy that followed users from first impression to final decision.

What began as a brand visibility challenge quickly evolved into a broader Go To Market transformation. Bentley SYNCHRO now has:

A scalable GTM framework adaptable by region
A detailed persona-based targeting strategy
Improved data intelligence to guide messaging and budget
An empowered internal team with visibility into campaign performance
A sustainable marketing model that aligns to long sales cycles

As SYNCHRO continues to expand its global footprint, the groundwork has been laid, not just for awareness, but for long-term, pipeline-driven growth.

30% increase in qualified demo requests

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