the brief & approach
| Client: | HBuild |
| Category: | Contech SaaS (project management software) |
| Project: | GTM & activation strategy |
“Sally brought real discipline to our thinking. We had product ambition for new markets but not a proper strategy. Now we’ve got a market framework, clear segments, and a roadmap we believe in.”
— Co-Founder, Habito 1
A holistic strategy requirement
HBuild is a project management SaaS product born in Latin America. Built for the complexities of real-world construction, the platform had strong foundations: traction in the Argentinian market, deep integration into operational workflows, and a competitive price point.But growth ambition is one thing, market readiness is another. With their sights set on international expansion, particularly the US, the leadership at HBuild needed more than tactics. They needed strategy.That’s where I came in.
Start with strategy. Always
Too often, go-to-market plans begin in the middle with channels, messaging, lead gen mechanics.That’s tactics in search of a reason.I worked with HBuild to build their US GTM plan the right way: using the structured, battle-tested approach — diagnosis → segmentation → targeting → positioning → objectives.Our project centred on a deceptively simple question:Can HBuild win in the US? If so, where, how, and with whom?
a targeted discovery phase
Diagnosis: Get Clarity on the Real Market Context
Diagnosis is the bedrock of strategy. Before any action, we had to understand the market as it is, not as we hoped it to be.
The US construction market is vast (USD 1.5tn), growing (fuelled by Biden’s $1.9tn stimulus), and digitalising fast.
The competitive landscape is crowded, with over 250 players, many deeply entrenched and innovation-heavy (Procore, ASite, Autodesk).
Procurement behaviour is shaped by state-level infrastructure funding and tendering processes particularly for government contracts.
Language and labour dynamics matter: over 90% of firms rely on Spanish-speaking subcontractors.
This wasn’t just an opportunity. It was a battlefield."Sally gave us clarity. The structure, the segmentation logic, the insight into how the US market buys... we’d never have reached that level of thinking on our own.”
defining focus & ICP
Segmentation & Targeting: Precision Over Platitudes
Armed with diagnosis, we segmented the market based on project scale, procurement sophistication, tech adoption, and language needs.
The outcome?
Primary target: SME construction firms (especially Spanish-speaking), underserved by bloated enterprise platforms
Secondary target: Mid-size general contractors in high-growth states (Texas, Florida, California, New York)
Avoid: Mega-project firms with complex RFP workflows and incumbent vendor lock-in
“We’d never looked at the market this way. The segmentation gave us a lens we could align the whole team around.”
product, pricing, comms strategy
A Clear, Credible Path to Market
My recommendations focused on how HBuild could occupy a unique value space between cost-leadership and differentiated positioning:
“The insights Sally brought from customer interviews helped us reframe our platform—not just as a product, but as a solution for specific use cases.”
Positioning: Redefining the platform’s narrative around user empowerment, affordability, and sustainability leadership
Product strategy: Including BIM integration, built-in sustainability reporting, and live Spanish-English translation features
Pricing model: A flexible project-based pricing strategy + freemium entry model to drive adoption and long-term revenue
Marketing & sales: A playbook that mapped the full B2B buying journey and the content, tools, and partnerships required at each stage
"We left with not just a strategy but a framework that our entire team could understand and align around.”
measuring performance
Objectives: Focus on Fewer, Bigger Goals
Following the principle of choosing two or three achievable measurable objectives with KPIs, we helped Habito 1 define:
Establish HBuild as a credible player among SME construction firms in the US within 18 months
Generate 12 qualified opportunities per month via owned digital channels by end of Year 1
Secure 2 US-based case study clients through pilot partnerships before full launch
Not 15 goals. Not vanity metrics. Just focused, commercial intent.
Work Like This Is a Fit When...
You’re entering a new market, repositioning a SaaS product, or trying to make sense of fragmented strategy and unclear buyer priorities. Whether you're a founder, PE portfolio lead, or senior marketer — if you need a practical, evidence-based strategy you can align your team around, this is what Marcoms Consulting does best.“This wasn’t a cookie-cutter GTM plan. It was specific, thoughtful, and totally shaped by the diagnosis we built together.”