Specification Marketing Case Study:
How Hauraton Grew Its Presence in Ireland

See how Hauraton increased market influence, strengthened its position against established competitors.

€70K → €1M+

High-End Products specified more frequently. Stronger Market Position across Ireland

Specification Marketing Case Study:
How Hauraton Grew Its Presence in Ireland

See how Hauraton increased market influence, strengthened its position against established competitors.

€70K → €1M+

High-End Products specified more frequently. Stronger Market Position across Ireland

About the company

Hauraton is an international manufacturer and supplier of premium drainage systems used across infrastructure, commercial, industrial, and public realm projects.

The company is known for high-performance drainage solutions that combine hydraulic efficiency, durability, and long-term value.

The challenge

The drainage market presents unique challenges.

Unlike many products, specification decisions are often made years before a project reaches construction.

Growing the Irish drainage market
Building awareness for premium drainage solutions.
Price-driven competition
Low-cost products dominated parts of the domestic market.
Long sales cycles
Major projects often required 2–5 years of engagement.
Specification influence
Products needed to be included before contractors entered the process.
Entrenched competitors
Several international suppliers already had strong market recognition.

The question was simple:

How do you grow market share when decisions are made years before a purchase takes place?

Our approach

As with most projects, we started with a B2B Marketing Diagnosis.

This allowed us to identify market opportunities, competitive gaps, and the key stakeholders influencing drainage specifications.

Sales-Led Strategy Development

Sales representatives were actively involved in shaping the strategy.

This improved engagement and provided valuable market intelligence.

Better Audience Understanding

Deeper insight into engineers, contractors, architects, and local authorities improved communication and targeting.

Hybrid Marketing System

A combination of:

digital marketing
technical content
specification support
trade events
relationship-building

Separate Lead Nurturing Paths

Different approaches were created for:

low-budget drainage products
high-value specification projects

Trade Event Optimisation

The role of exhibitions and industry events was redesigned to better support pipeline development.

Results

€70K → €1M+

Project value won annually

Increased specification success rate
More opportunities for sales teams
Stronger positioning against established competitors
Growth of low-budget product sales through distributors
Improved awareness of premium drainage systems
Enhanced market credibility

The company moved from competing primarily on product features to influencing decisions much earlier in the buying process.

Specification marketing case study showing growth of drainage systems projects in Ireland

What this shows

Successful specification marketing starts with understanding not only the client but also the client’s customers.

Sales and marketing alignment accelerates growth.
Long sales cycles require patience, consistency, and a structured approach.
Companies can catch up with established competitors faster than expected when marketing supports every stage of the buying journey.
Growth is rarely the result of one campaign. It comes from systematic execution over time.

Want similar results?

Every company is different.
However, the process of identifying opportunities is always the same.

See how the B2B Marketing Diagnosis works

Start with clarity

Many companies don’t need more marketing. They need a better understanding of what is preventing growth.

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Specification Marketing Case Study:
How Hauraton Grew Its Presence in Ireland