Brand awareness remains the primary goal
As with previous Horizon reports, brand awareness is the top priority for marketers in the construction sector. 43 percent of respondents say it is their main objective for 2025, followed by driving qualified leads and improving brand perceptions.
This focus aligns with best practice thinking, particularly the 60:40 rule from Binet and Field, which recommends spending 60 percent on brand building and 40 percent on performance. Encouragingly, construction marketers seem to be embracing this balance.
“43 percent of construction marketers list brand awareness as their number one goal.”
What is your main aim for 2025 activity?
The measurement gap remains
What are the key marketing metrics you use to define success?
Despite this focus on brand, many marketers still track success using performance-led metrics. Marketing qualified leads (MQLs) and website traffic remain the most common indicators, while brand health measures are underused.
This disconnect risks underrepresenting the value of brand-building work. According to SLG’s own TruthScore tool, 73 percent of businesses still have no brand health tracking in place.
“73 percent of businesses have no formal brand health tracking in place.”
Marketers feel the pressure to prove return
The pressure to deliver leads remains high. A recent Marketing Week study found that 70 percent of marketers are under increased pressure to focus on lead generation, even when it is not strategically aligned.
This tension is felt in construction too. While many marketers understand the value of brand, they are often held to short-term targets. Closing this gap requires stronger internal alignment and investment in better measurement tools.
“Only 16 percent of marketers say they are able to consistently invest in brand building.”
Source: Marketing Week / Mini MBA, 2025
Looking to build long-term brand value?
Download the full Horizon 2025 report for insight into strategy, measurement and the importance of aligning objectives with outcomes.
Chapter 4
What’s next for construction marketing?
From AI to supply chain disruption, this chapter explores the biggest opportunities and threats shaping 2025.
Chapter 1
Meet the marketers shaping 2025
Discover who took part in Horizon, how they feel about the year ahead, and what that optimism means for the sector.
Chapter 2
Where the money is going in 2025
Find out how marketing budgets are changing, what teams are focusing on, and how many campaigns are being planned.