fmb.org.uk
fmb.org.uk
Marketing and Sales: Building for sustainable growth This year has been one of transformation for our Sales and Marketing function, with a clear focus on building the foundations for sustainable growth. We launched our new Integrated Sales and Marketing Strategy, bringing our member recruitment activity together under a single vision and creating a more targeted, customer-focused approach to generating demand and supporting long-term success.
A key milestone was bringing our Sales and Marketing teams together as one collaborative function. By adopting a 'one team' approach, we have strengthened alignment across the customer journey, improved communication and created shared accountability for delivering our objectives. We also introduced new structures and ways of working that have increased agility, improved collaboration and created a stronger platform for future growth. We have continued to build expertise across the team, ensuring colleagues have the skills and confidence to embrace new technologies, respond to changing customer needs and deliver innovative campaigns. At the same time, we are fostering a culture that encourages openness, creativity and innovation, with a strong focus on achieving measurable outcomes.
Our strategy is underpinned by a targeted and segmented approach, enabling us to tailor campaigns and communications to specific audiences. Customer insight and data are now central to our decision-making, helping us prioritise activity, optimise performance and maximise return on investment. We have also transformed our sales process by introducing new technology and modernising our prospect communications. Using Dotdigital has significantly enhanced our marketing capability, allowing us to create engaging, automated nurture journeys that guide prospects through the customer journey and convert leads into enquiries more effectively.
Our marketing has become increasingly campaign-led, making greater use of new channels, creative messaging and targeted content to build awareness and generate enquiries. Our members remain at the heart of our storytelling, with authentic voices and real experiences shaping how we engage with prospective customers. These initiatives have delivered encouraging results. Our prospect database has doubled in size, significantly increasing our future pipeline and creating more opportunities for targeted engagement. We also launched our Build Up podcast series, which
has achieved more than 100,000 views and downloads, helping to extend our reach, strengthen brand awareness and create valuable new touchpoints with our audiences. Despite a challenging first half of 2026, the integrated strategy is building positive momentum. We continue to test, learn and refine our approach, adapting quickly to changing market conditions while staying focused on the fundamentals that support sustainable growth. With stronger foundations, enhanced capability and an increasingly data-led approach, we are well positioned to build on this progress in the years ahead.
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Federation of Master Builders Annual Report 2026
Federation of Master Builders Annual Report 2026
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