Case Study: USG doubles lead generation with Gatesman’s audience-first B2B campaign

USG exceeds lead target by 2x with Gatesman

USG, a leading global manufacturer of construction materials, faced a decentralized brand and a shrinking market position. They lacked a data-driven strategy to engage their niche B2B audiences and turned to vendor Gatesman for help with branding, strategy, and media to reverse this trend.

Gatesman developed tailored campaigns based on audience insights, creating chic creative for architects and gritty, direct messaging for contractors. The strategy used targeted media placements and a landing page-first approach. This resulted in over 16,000 leads, more than doubling their target, and a nearly 3:1 return on ad spend, solidifying the success of Gatesman's approach.

USG