Power Your Marketing: Stop the Fragmentation, Start the Growth

October 28, 2025

Integrated marketing agencies work when everyone actually talks to each other

Your web designer says one thing, your PR person suggests another, and your digital marketing agency seems to be working on a completely different job. Sound familiar? You know you need better marketing to grow your business, but when everyone’s rowing in different directions, you go nowhere fast. This article shows you why fragmented marketing costs you customers and how Purplex’s integrated approach gets all your marketing pulling in the same direction. You’ll learn what proper joined-up marketing looks like, the services that actually matter for glazing and construction businesses, and how to spot whether your current setup is helping or hindering your growth.

Why your marketing feels like herding cats

Most building product companies end up with a patchwork of marketing suppliers. You hired a web designer three years ago. Then you brought in someone to handle your social media. Maybe you’ve got a PR consultant who sends out the occasional press release. Each one does their bit, but nobody’s connecting the dots.

The problem isn’t that these people are bad at their jobs. It’s that they’re working in isolation, like having three electricians wiring different parts of the same house without a plan. Your website says one thing, your social media has a different message, and your PR is talking about something else entirely. Customers notice this confusion, even if they can’t quite put their finger on what’s wrong.

Integrated marketing campaigns are 31% more effective at building brands, yet as many as 70% of marketing teams still don’t have an integrated strategy. When your marketing tells one clear story across every touchpoint, people remember you and trust you more. When it’s all over the place, they move on to a competitor who seems more together.

Here’s what happens with disconnected marketing:

• Wasted budget: You’re paying multiple suppliers who might be duplicating work or worse, contradicting each other
• Mixed messages: Customers see different versions of your brand and don’t know what you actually stand for
• Slow decisions: Every campaign needs multiple meetings with multiple people who don’t talk to each other
• No clear picture: Nobody can tell you what’s working because there’s no single view of your results
• Industry blindness: General marketing agencies don’t understand glazing specifications, building regs, or your supply chain

Various factors, including product quality, reliability, sustainability, and the overall reputation of the supplier, influence these professionals. Given this complexity, a generic marketing approach won’t work. The glazing and construction sectors have specific challenges that generic marketing agencies simply don’t grasp. They don’t know the difference between a casement and a tilt-and-turn. They’ve never dealt with Approved Document L or understood thermal performance requirements. When your marketing team doesn’t speak your language, they can’t tell your story properly.

What proper integrated marketing looks like

Integrated marketing means having one team with one strategy where everything connects. Think of it like a well-run building site. You’ve got different trades, but there’s a main contractor coordinating everything, making sure the groundworks are done before the brickies arrive, and the sparks aren’t trying to wire walls that haven’t been plastered yet.

In marketing terms, that coordination looks like this: Your website content matches what your social media talks about. Your PR stories support the keywords your SEO is targeting. Your paid advertising sends people to landing pages that continue the same conversation. Everything reinforces everything else, and there’s someone senior enough to see the whole picture making sure it all fits together.

Companies with integrated multi-channel marketing are 3x more effective than those with no integrated campaigns. The difference shows up in real results. Using consistent messaging in integrated marketing campaigns can boost revenue growth by 20%, whilst there can be a 48% variance in loyalty levels among customers who have experienced integrated marketing compared to those who haven’t.

A proper integrated approach needs these elements to work as one:

Strategy first, tactics second: Before anyone designs anything or posts anything, there’s a clear plan based on where your business needs to go. Are you launching a new product range? Expanding into commercial projects? Trying to attract more trade customers? The strategy answers these questions, and every piece of marketing flows from that answer.

One voice across all channels: Your brand personality should be recognisable whether someone’s reading your website, watching your YouTube video, or seeing your exhibition stand. That doesn’t mean everything looks identical, but it means there’s a consistent tone and message that people come to recognise as you.

Joined-up measurement: You can actually see what’s working because everything’s tracked properly. You know which social posts led to website visits, which website pages led to phone calls, and which marketing channels are bringing in the customers that actually buy. No more guessing or relying on gut feel.

Industry knowledge baked in: The people planning your marketing understand U-values, know what MCS certification means, and can explain the difference between retrofit and new build markets. They can talk to your technical team without needing everything translated into marketing speak first.

How Purplex makes integrated marketing work for glazing businesses

Purplex is the marketing agency for the glazing, construction, building products and home improvement industries. Launched in 2004 by Andrew Scott, an entrepreneur who has acquired, built and sold several companies in the glazing and home improvement sector, Purplex is a digital, creative and public relations agency with offices in London and Bristol, and clients across the UK and Europe.

The agency has grown consistently by focusing on what building product companies actually need. Today, the company is an ever-evolving marketing powerhouse that has grown on average 57% every year since 2004, and today has over 80 staff and an enviable 98% customer retention rate. That retention figure tells you something important: companies stay because the approach works.

Purplex is an ever-evolving marketing powerhouse that has seen exponential year-on-year growth since its launch in 2004 and today has over 100 staff and an enviable 94% customer retention rate. The team includes specialists across every marketing discipline, from SEO and paid advertising to PR, video production, and event management. More importantly, they all work under one roof, coordinating campaigns rather than working in silos.

Real results from integrated campaigns speak louder than promises. Newton Waterproofing case study detailing how Purplex designed and delivered a 550-page website, combined with SEO, PR, and email marketing, to generate a 54% increase in vetted website leads and significantly boost organic traffic and brand recognition within a year. Another client saw even stronger numbers: Plasloc case study detailing how Purplex delivered a full marketing overhaul, including a conversion-focused website, targeted SEO, PPC campaigns, PR, and social media, resulting in a 74% increase in leads, reduced cost per lead by 27%, and stronger brand visibility.

These aren’t vanity metrics or social media likes. They’re actual business results from companies in your sector, dealing with the same challenges you face daily.

The Purplex services that drive growth for building products

Not all marketing activities deliver the same results. Some services build your reputation over time. Others bring in leads this month. You need both types working together, like having both a pension and a current account. Here’s how our integrated services work for glazing and construction companies:

Strategy and consultancy that sets direction

Before you spend a penny on marketing execution, you need to know what you’re trying to achieve and how you’ll get there. Purplex’s strategic consultancy services look at your market position, your competition, and your growth targets, then build a roadmap that takes you from here to there.

In the UK’s B2B construction and building materials sector, strategic planning is not merely a business function but a critical determinant of success. By comprehensively understanding the market landscape, identifying target audiences and integrating both digital and traditional marketing strategies, companies can enhance their competitiveness and drive growth.

This isn’t some fancy document that sits in a drawer. It’s a working plan that tells you what to focus on this quarter, what success looks like, and what to measure. For glazing manufacturers, that might mean targeting specific installer segments. For installers, it could mean dominating local search in your area whilst building a reputation for specific project types.

PR that builds credibility in your sector

Public relations isn’t just about getting your name in the local paper, though that can help. Strategic PR positions your business as a leader in your field. When architects read about your innovative approach to thermal performance, when installers see you quoted as an expert on building regulations, when homeowners spot your case study in a home improvement magazine, you’re a building authority that money can’t buy directly.

We’re incredibly excited to announce that we have helped our longstanding client Shelforce receive royal recognition! The window and door manufacturer, which specialises in providing high-quality PVCu and aluminium products to local authority building projects, has been recognised with the highest official UK award for British business, The King’s Award for Enterprise in Promoting Opportunity (through social mobility). Our PR and marketing team completed the 7000+ word entry form, attending a King’s Award training day in the Midlands last May, and organised a press day on the morning of the announcement, securing film crews from BBC Midlands Today and ITV Central who covered the story for both primetime news slots later that evening.

That level of recognition doesn’t happen by accident. It comes from understanding the awards landscape, crafting compelling entries, and managing media relations professionally. We have been supporting Shelforce as an agency for more than five years and in this time have helped the team win eight awards, including Greater Birmingham Chambers of Commerce (GBCC) Business of the Year in 2021.

Awards matter in your sector. No less than six of Purplex’s partnered firms have been nominated in various categories at the 2024 G-Awards, one of the glass and glazing industry’s prestigious awards events. Regular nominations become part of your reputation, signalling to potential customers that you’re a business worth noticing.

SEO and digital marketing that gets you found

When someone searches “aluminium bifold doors Manchester” or “triple-glazed windows installer near me,” you want to show up. Search engine optimisation makes that happen by making sure your website speaks Google’s language and answers the questions your potential customers are asking.

Since partnering with Purplex, Droylsden Glass has seen a 211% increase in verified contact form leads in July 2019 compared with 2018, alongside a significant cost per conversion of 24%. The Purplex team implemented an SEO strategy consisting of strong, relevant content and link building to make their website easier for potential customers to find. As a result, website users have increased by 91%, sessions have increased by 135% and page views have increased by 159%. A strong remarketing campaign has gained more than 3,000,000 impressions, and Droylsden’s Google My Business page, managed by Purplex, sees 996% more views on its images than other similar businesses.

Those numbers show what happens when SEO, content, and paid advertising work together as part of an integrated strategy. Each element reinforces the others, creating compound growth rather than isolated wins.

Modern SEO isn’t about tricks or gaming the system. It’s about creating genuinely useful content that helps people, then making sure search engines can find it and understand it. That means technical work on your website structure, content that answers real questions, and building links from other reputable sites in your industry.

Web design that turns visitors into customers

Your website is your digital showroom. If it’s slow, confusing, or looks like it was built in 2010, people leave before they’ve seen what you offer. Modern web design focuses on three things: speed, clarity, and making it ridiculously easy for someone to take the next step.

User experience matters more than fancy animations or clever design tricks. Can someone find your phone number in three seconds? Does your product information answer the questions installers actually ask? Do your images load quickly on a mobile phone? These practical details determine whether your website makes you money or costs you opportunities.

We operate across a number of sectors, but Purplex is a leading expert in the building products, home improvement, construction, property and professional services sectors. With a deep understanding of the supply chains, routes to market and customer demographics, we deliver incredible results. That sector knowledge matters when designing websites because construction professionals look for different information than homeowners, and your website needs to serve both audiences without confusing either.

Paid advertising that brings leads now

When you need customers this month, not next year, paid advertising delivers. Google Ads puts you at the top of search results for the exact terms your customers are searching. Display advertising keeps your brand visible across thousands of websites. Social media ads can target people by job title, location, and interests.

Purplex is one of the few full-service marketing agencies in the UK. We are fully accredited by Google and Microsoft Advertising, boasting both Google and Microsoft Partner status. Those certifications mean the team managing your advertising budget has proven their expertise through Google’s own training and performance standards.

The key to paid advertising in the glazing sector is specificity. Generic ads waste money. Targeted ads that speak to exactly what someone needs, when they need it, deliver results. An installer searching for “approved installer schemes” wants different information than a homeowner searching for “replace old windows cost.”

Video and social media that build relationships

Social media for B2B construction and glazing businesses isn’t about going viral or collecting likes. It’s about staying visible to the people who matter, sharing useful information, and building relationships before someone needs to buy.

Different platforms serve different purposes. LinkedIn works well for reaching architects, specifiers, and commercial decision-makers. Facebook and Instagram can work for retail installers connecting with homeowners. YouTube is perfect for installation guides, product explanations, and project showcases that demonstrate your expertise.

Video content performs particularly well because it’s easy to consume and shows your personality. Short videos of installations, product features, or customer testimonials don’t need Hollywood production values. They just need to be genuine, clear, and helpful. The agency’s in-house capabilities support this: Purplex’s expert team of cinematographers, editors, and animators can provide a full production service, travelling anywhere across the globe equipped with CAA-approved drone pilots and 4K HDR cameras worthy of the big screen.

Our social media services and video production work together to create content that builds trust and keeps you front of mind.

Events that connect you with customers face-to-face

Digital marketing is brilliant, but sometimes nothing beats looking someone in the eye and shaking their hand. Events give you that face-to-face connection, and professional event management makes sure everything runs smoothly.

Exhibition stands at trade shows put you in front of hundreds of potential customers in a few days. Open days let people see your facilities and meet your team. Seminars and webinars position you as an expert whilst generating qualified leads.

We had an amazing time at the GGP magazine (Glass and Glazing Products) Installer Awards! It’s always a pleasure to reconnect with industry peers, and it’s even more gratifying to see some of our clients picking up awards! Congratulations to all the winners today, it was an honour to be a part of such a fabulous event as host sponsors! Being visible at industry events, whether as a sponsor, exhibitor, or attendee, reinforces your position as a serious player in the sector.

How your Purplex relationship manager coordinates everything

The most important part of integrated marketing isn’t the individual services. It’s having one experienced person who knows your business, understands your goals, and coordinates all the moving parts. Think of them as your marketing project manager, but with strategic oversight and decision-making authority.

A senior relationship manager does several things that make the difference between good marketing and great marketing:

They learn your business properly: Not just surface-level stuff, but really understanding your products, your customers, your competition, and your growth plans. They talk to your sales team, visit your facilities, and get to know how your business actually works.

They spot opportunities you might miss: Because they’re looking at your business through a marketing lens and bringing experience from other similar companies, they see possibilities you’re too close to notice. Maybe there’s an underserved market segment, or a competitor weakness you could exploit, or a trend developing that you should get ahead of.

They make decisions quickly: Instead of coordinating between five different suppliers who all need meetings to agree on anything, your relationship manager can make calls based on the overall strategy. This speed means you can react to opportunities or problems fast.

They protect you from marketing nonsense: The marketing industry is full of fads, buzzwords, and shiny objects that distract from what actually works. A good relationship manager filters out the noise and keeps you focused on activities that drive real business results.

They give you one throat to choke: When something isn’t working, you have one person to talk to. No finger-pointing between different agencies. No confusion about who’s responsible for what. Clear accountability makes everything simpler.

Spotting whether fragmented marketing costs you growth

Not only is it time-consuming to manage multiple agencies, but it also leads to a fragmented strategy that lacks a unified approach. Multiple agencies and freelancers may unintentionally duplicate efforts, leading to redundant work, wasted resources and increased costs.

If you’re not sure whether your existing marketing arrangements are holding you back or helping you grow, here are the questions to ask:

Can you explain your overall marketing strategy in three sentences? If not, you probably don’t have one that’s clear enough to guide your decisions and spending.

Do all your marketing people talk to each other regularly? If your web developer doesn’t know what your social media person is doing, you’ve got silos that cost you efficiency and effectiveness.

Can you see clearly what each marketing activity is delivering? If you’re spending money but can’t point to specific results, you’re guessing rather than managing.

When you need something done quickly, how many people do you need to coordinate? If launching a simple campaign takes three meetings with four different suppliers, you’re carrying too much overhead.

Do your marketing suppliers understand your industry? If you’re explaining basic glazing concepts or industry regulations regularly, they’re learning on your time and money.

Fragmentation in marketing occurs when messaging doesn’t fit together to form an integrated whole. When messages don’t work well in unison, consumers gain a muddled image of the brand that doesn’t help them categorise the brand as something that fits their lives.

Making the move to Purplex’s integrated approach

Switching to a properly integrated approach feels like a big change, especially if you’ve been working with some suppliers for years. But staying with a setup that’s not delivering just because it’s familiar costs you more in lost growth than making a change ever could.

The transition from a fragmented marketing approach to an integrated one isn’t just a shift in operations, but a strategic move towards a future-proof marketing infrastructure. By choosing an integrated marketing agency like Purplex, B2B companies can align marketing efforts with their brand’s narrative and goals, paving the way for sustainable growth and long-term success.

The transition usually works like this: You start with a proper marketing audit and strategy session. Someone senior looks at everything you’re currently doing, what it’s costing, and what it’s delivering. They identify gaps, overlaps, and opportunities. Then you build a plan that consolidates everything under one roof with clear goals and measurements.

Most businesses see improvements within the first three months because eliminating duplication and confusion immediately makes marketing more efficient. The real compound benefits come over six to twelve months as integrated campaigns build momentum and all your marketing channels start reinforcing each other.

Getting started with marketing that fits together

If your marketing feels fragmented, with different people pulling in different directions and no clear strategy tying it all together, you’re not alone. As an industry, construction is traditionally heavily reliant on word of mouth and referrals when it comes to business development. But in 2025, that’s not enough anymore.

The good news is that fixing this doesn’t mean starting from scratch. It means getting someone senior enough to see the whole picture, with enough industry knowledge to understand your specific challenges, who can coordinate everything into one coherent strategy.

Purplex brings that expertise. We actually employ our own team of over 100 specialists rather than outsourcing everything. We understand your sector because we’ve worked in it for over 20 years. We assign you a senior relationship manager who’ll be your main point of contact, not a junior account manager reading from a script.

Start with a marketing review that honestly assesses what’s working and what’s not. Build a strategy that connects all your marketing together. Then give it time to work properly. Marketing isn’t like turning on a tap where water flows immediately. It’s more like planting a garden where some things grow quickly and others take seasons, but everything works together to create something better than the sum of its parts.

Your business deserves marketing that works as hard as you do. When all your marketing pulls in the same direction, you’ll wonder why you put up with the fragmented approach for so long.