2018-2021

ABC – Consulting Engineers

At ABC Consulting Engineers, I led the company’s rebranding and marketing transformation, shifting focus from private homeowners to B2B clients. By developing a new visual identity, implementing an Account-Based Marketing (ABM) strategy, and enhancing their LinkedIn presence, we strengthened ABC’s reputation in the construction industry. Through targeted campaigns and value-driven events, we boosted engagement and helped the company grow significantly in both revenue and size.

Challenges

  • Unprofessional visual identity and weak brand presence

  • Lack of recognition in the construction (B2B) industry

  • Over-reliance on private customers, minimal B2B traction

  • Difficulty generating leads in a network-driven industry

Solutions

  • Developed a new visual identity and logo

  • Shifted focus to B2B clients via LinkedIn

  • Implemented Account-Based Marketing (ABM) for key clients

  • Revamped marketing materials to match the new branding

  • Boosted LinkedIn engagement and lead generation

“Working with Morten has been an absolute pleasure. His expertise in marketing and branding helped us transform our company’s identity and increase our visibility in a competitive industry. But beyond his skills, what truly sets Morten apart is how easy he is to collaborate with. He listens, understands the challenges, and delivers practical solutions without overcomplicating things. Morten quickly became an invaluable part of our team, and I’d recommend him to anyone looking for a marketing partner who brings both results and a positive attitude.”

Kristoffer Krarup,
Udviklingsdirektør, ABC Consulting Engineers

Addressing Key Challenges and Delivering Strategic Solutions

Background
ABC Consulting Engineers, formerly AB Clausen, was a small, relatively unknown consulting engineering firm in the Copenhagen area. Their startup mentality was strong, but their brand image, visual identity, and market presence didn’t reflect the professionalism needed to compete in the construction industry. The challenge was to rebrand the company, elevate its profile, and shift focus from private homeowners to B2B clients in the construction sector.

Solution
I spearheaded the development of a new Corporate Visual Identity (CVI) and collaborated with an external designer to create a new logo, rebranding ABC to give them a more professional and trustworthy appearance in the market. This was a crucial step in positioning the company as a serious player in the construction industry.

Initially, we relied heavily on Google Ads and Meta advertising to reach private homeowners, but over time, we shifted towards B2B clients, aligning with the company’s long-term goals. In this transition, I led efforts to build a stronger LinkedIn presence, focusing on both increasing ABC’s follower base and generating leads in a highly network-driven industry.

We also implemented an Account-Based Marketing (ABM) strategy to target high-value B2B clients. ABM involves creating personalized marketing efforts for specific, high-potential accounts, rather than a one-size-fits-all approach. By identifying key companies in the construction industry and tailoring our content and outreach efforts specifically to them, we were able to build deeper relationships with decision-makers. This included personalized email campaigns, customized content, and even exclusive invitations to our events and webinars.

To further position ABC as a thought leader, we developed and promoted value-driven events and webinars, sharing expert knowledge with potential clients. These ranged from small gatherings of 20 participants to large webinars with over 250 attendees. The goal was to strengthen relationships, build trust, and position ABC as a knowledgeable construction counsellor.

In addition to rebranding and lead generation, I revamped all marketing materials—from PowerPoints to project references—and even worked on the design for company vehicles, ensuring the brand’s professional and knowledgeable image was consistent across all touchpoints.

Results
Over the three years I worked with ABC, we saw a significant increase in revenue and grew from around 60 employees to approximately 110 by 2021. This growth was a direct result of our focus on branding, trust-building, and relationship management in the construction industry. While the exact revenue figures are confidential, the impact of the rebranding, strategic marketing efforts, and ABM strategy contributed significantly to this impressive expansion.

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