Building for Growth: canibuild Scales with Strategic Marketing Support
About canibuild
canibuild is an instant site and plan assessment tool revolutionising the construction industry. By streamlining the sales and pre-construction process, canibuild empowers builders to deliver faster, more efficient services to their clients. Operating across Australia and the United States, canibuild is reshaping how builders approach site assessments globally.
The Challenge
Following a successful Series A capital raise, canibuild needed to transition from a product and operational focus to a strong marketing and sales engine to drive sustainable growth. However, the company wasn't yet at the stage of bringing on a full-time Chief Marketing Officer (CMO) to lead this shift.
canibuild required a partner who could act as an extension of their leadership team: building a marketing foundation, executing campaigns across multiple regions, and preparing the company for its next phase — a Series B raise and further expansion into the U.S. and beyond.
“As a post-Series A company, we needed CMO-level expertise to own our marketing strategy — but without the cost of hiring a full-time executive,” said Mark Deacon, Chief Commercial Officer, canibuild.
Following a successful Series A capital raise, canibuild needed to transition from a product and operational focus to a strong marketing and sales engine to drive sustainable growth. However, the company wasn't yet at the stage of bringing on a full-time Chief Marketing Officer (CMO) to lead this shift. "As a post-Series A company, we needed CMO-level expertise to own our marketing strategy — but without the cost of hiring a full-time executive," said Mark Deacon, Chief Commercial Officer at canibuild. canibuild required a partner who could act as an extension of their leadership team: building a marketing foundation, executing campaigns across multiple regions, and preparing the company for its next phase — a Series B raise and further expansion into the U.S. and beyond.
The Solution
canibuild engaged Stirling Marketing to lead and operationalise its marketing efforts. Stirling Marketing became an integral part of the team, providing strategic leadership and hands-on execution across Australia, and the U.S.
Key initiatives included:
- Marketing Strategy: Full ownership of the marketing plan and go-to-market strategy, aligned with canibuild’s global growth objectives.
- Operational Leadership: Documenting and establishing marketing processes for scalability.
- Event Marketing: Supporting canibuild's event plans to maximise visibility and lead generation across key markets.
- Digital and Social Coordination: overseeing digital marketing efforts and working closely with external social media agencies to ensure consistency, accountability, and impact.
canibuild engaged Stirling Marketing to lead and operationalise its marketing efforts. Stirling Marketing became an integral part of the team, providing strategic leadership and hands-on execution across Australia, and the U.S. Key initiatives included: - Marketing Strategy: Full ownership of the marketing plan and go-to-market strategy, aligned with canibuild’s global growth objectives. - Operational Leadership: Documenting and establishing marketing processes for scalability. - Event Marketing: Supporting canibuild's event plans to maximise visibility and lead generation across key markets. - Digital and Social Coordination: Overseeing digital marketing efforts and working closely with external social media agencies to ensure consistency, accountability, and impact.
“They’ve helped us across everything — from strategy, to digital, to events — helping us move from where we were to the next stage of business before we could build an internal marketing team,” said Deacon, Chief Commercial Officer, canibuild
The Results
Through Stirling Marketing’s partnership, canibuild:
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Transitioned smoothly from an internal operational focus to an external, market-driven strategy.
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Successfully strengthened its presence in australia, expanded marketing into the u.s.
Aligned its marketing, sales, and customer success teams to move strategically toward international expansion goals.
Through Stirling Marketing’s partnership, canibuild: - Transitioned smoothly from an internal operational focus to an external, market-driven strategy. - Successfully strengthened its presence in Australia, expanded marketing into the U.S. - Aligned its marketing, sales, and customer success teams to move strategically toward international expansion goals.
"Working with Stirling Marketing has been great. In some areas, they dove deep into the weeds with us; in others, they provided the high-level strategy we needed. They adapted to exactly what we asked for," said Deacon, Chief Commercial Officer, canibuild.
The Bottom Line
By partnering with Stirling Marketing, canibuild was able to fill a critical marketing leadership gap, rapidly mature its marketing function, and position the company for international scale.
"For companies like us that aren’t quite ready to hire a full-time CMO or Head of Marketing, Stirling Marketing is the perfect solution. They provide the strategic leadership and execution needed to drive growth," Deacon added.
With a solid foundation in place, clear goals ahead, and the right team behind them, canibuild is now poised to continue its expansion journey — faster, smarter, and stronger.
By partnering with Stirling Marketing, canibuild was able to fill a critical marketing leadership gap, rapidly mature its marketing function, and position the company for international scale. "For companies like us that aren’t quite ready to hire a full-time CMO or Head of Marketing, Stirling Marketing is the perfect solution. They provide the strategic leadership and execution needed to drive growth," Deacon added. With a solid foundation in place, clear goals ahead, and the right team behind them, canibuild is now poised to continue its expansion journey — faster, smarter, and stronger.
