.jpeg)
The Situation
As Australia’s #1 supplier of expansion joint technology and related engineering products, JBSE services industries across Australia, New Zealand and the Asia-Pacific region.
With over 20 years of established reputation in expansion joints and specialised engineering solutions, JBSE is a recognised name in the industry.
When Steve took over from Jord, the business evolved from a single-product focus to a multi-faceted products and specialised solutions company. Customers responded positively and growth created a new challenge.
To scale further, JBSE needed clearer positioning, stronger systems, and more deliberate growth decisions.
The Objective
JBSE had three clear goals:
- Launch the evolved JBSE brand to market and build strong awareness within its core target market and the broader industry.
- Re-educate 400 existing clients on the full breadth of products and services to generate new project opportunities.
- Attract new clients by positioning JBSE as a thought leader and building a consistent lead generation funnel to support sales.
This required more than activity. It required structure, consistency, and leadership.
Our Ask Marketing Solution
We built the foundations first. Strategy before execution. Clear positioning before promotion.
Our work included:
- A comprehensive marketing strategy and monthly execution calendar
- Project management and delivery of a professional photoshoot to elevate the website and digital presence
- Development of refreshed sales and marketing collateral including business cards, letterhead, email signatures and brochures
- A structured LinkedIn strategy to position JBSE as a visible industry leader in Australia
- A digital communications plan across website, LinkedIn and Google to publish thought leadership, blogs and case studies
CRM implementation integrated with existing systems to improve visibility and follow-up - Marketing operations tracking and performance reporting
- Training of the internal team to build internal capability
- Ongoing advisory to guide decision-making as the business continues to grow
We focused on building a repeatable marketing engine. Not short-term campaigns.
The Results
The shift was measurable.
- 42% increase in LinkedIn connections
- 8x increase in reach through structured content development and 8x increase in website visits
Operationally, the qualitative impact runs deeper:
- A single marketing plan, budget, and team cadence now replaces ad-hoc activity
- Sales and marketing are fully integrated and working cohesively
- A clear roadmap is in place for CRM and sales-tender improvements, ready for internal consolidation
- Internal teams now have the tools, templates, and confidence to continue building on the foundation
- Momentum has built across the organisation, with staff, leaders, and partners aligned around the new identity and growth direction
Marketing is no longer reactive. It is structured, integrated, and driving the next stage of JBSE’s growth.
Client Testimonial
"Marketing was something JBSE had discussed on a number of occasions without it progressing any further. Through networking, we had the pleasure of meeting Ask Marketing which led to a relaxed, open chat around marketing and what marketing really is. This was really important for us as we didn't understand how marketing would work in our business and to what extent. Following that chat, we committed and have been working with the Ask Marketing team since. The experience has been exceptional. The team are so invested in getting to know not only the business, but the individuals who form part of the team. I would highly recommend anyone who is looking for marketing to contact the lovely, friendly and committed team at Ask Marketing."
Steve Francis, Director, JB Specialised Engineering
Let’s talk about how it could work for you.
With Ask Marketing you can hire a senior marketer, for a fraction of the cost of a full time resource.
Ask was founded by sisters Alexandra & Stephanie King in 2017.
Now with clients in Sydney, Melbourne & Brisbane, B2B and Services Companies come to us for Australia’s Leading Fractional CMOs.
We place an Ask Marketer in your business to lead your marketing in a part-time capacity, ensuring you get the expertise of a marketing leader while keeping costs efficient and flexible.
You’re Not Buying a Service. You’re Hiring a Leader.
Click here to ask us how it could work for you.
Or, follow us on LinkedIn.
Connect with Ask Marketing | Connect with Alexandra King | Connect with Stephanie King
