The Background
Building a Sustainable Alternative to Cement
GreenJams develops cement-free building materials for familiar construction applications. Its portfolio includes Agrocrete® bio-concrete blocks, Novastone™ masonry and precast products, and BINDR™ ready-mix mortar.
The products are designed to reduce embodied carbon while fitting into established construction workflows. GreenJams supports its performance claims with EPD-certified carbon data, CBRI test reports, and IS-code compliance across the range.
The Challenge
Reaching Established Builder Decision-Makers
GreenJams needed direct access to established builder groups with the scale, project pipeline, and decision-making structure to evaluate alternative construction materials.
Core Requirements
- Reach established builders and developers
- Connect with procurement, project, construction, and sustainability leaders
- Introduce cement-free alternatives within familiar construction workflows
- Generate relevant conversations instead of generic construction enquiries
- Identify companies with active or upcoming project requirements
Ideal Customer Profile
Targeting Decision-Makers With Buying Potential
The campaign focused on established construction companies and the leaders responsible for materials, delivery, and sustainability decisions.
Industries
Real Estate, Construction, and Infrastructure
Decision-Makers
Procurement heads, purchase heads, project heads, construction heads, sustainability leaders, and directors
Focus Areas
Sustainable construction, material procurement, large-scale projects, and carbon reduction
The Solution
Targeted Cold Email Outreach
Upturnly built a focused outbound campaign to place GreenJams in front of relevant builder groups and the people responsible for evaluating new materials.
✓
Targeted builder and developer accounts with relevant project potential✓
Personalised messaging based on each company and decision-maker role✓
Positioning that combined sustainability with practical construction benefits✓
Clear focus on cement-free and lower-carbon material solutions✓
Consistent follow-ups designed to build interest and generate responses
What Changed
Strategic Conversations With Builder Groups
Once the campaign went live, GreenJams began hearing from organizations that closely matched its target profile. Conversations covered alternative materials, sustainability requirements, procurement considerations, upcoming projects, and potential product applications.
The Transformation
In six months, the campaign generated 145+ qualified leads, booked 30+ meetings with relevant prospects, and identified 12 project-level opportunities.