Digital Marketing Transformation in the Building Materials Sector: How to Activate Buyers and Enable Sellers


Chantel Broten
President, Jan Kelley


Dörken Systems delivers innovative, high performance air and moisture barriers for commercial and residential construction, under its DELTA® brand. After 125 years in over 60 countries, Dörken undertook a digital marketing transformation to move away from traditional outbound advertising and sales support and took bold steps towards becoming a digital performance marketing organization.

In this session, you’ll learn how Dörken Systems, in partnership with Jan Kelley:

  • Drives web traffic using social media, search & contextual digital ads (mobile, tablet, desktop), site-specific placements, blog, print ads, eblasts, third-party influencers, events, and marketing automation programs
  • Optimizes digital marketing channels to drive, attract, engage, and convert prospects
  • Provides engaging and informative content beyond product information, including best building practices, industry associations and best-in-industry technical manuals
  • Converts unique visitors into customers

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