APPLETON, WI, September 2025 – Weidert Group, the industrial sales and marketing agency behind some of the Midwest’s fastest-growing B2B brands, today announced that Hoffman Planning, Design & Construction, Inc. has contracted the firm to modernize its revenue operations through a full HubSpot CRM implementation, plus strategic marketing and sales optimization.
The Shift That’s Reshaping Industrial Sales
Today's industrial construction landscape demands a sophisticated approach to revenue generation. With B2B buyers completing nearly 70% of their evaluation process before engaging vendors, and 80% of initial contacts originating from buyers themselves, construction companies must fundamentally reimagine how they attract, engage, and convert prospects.
“For complex construction pursuits, the real battle is won (or lost) before an RFP ever lands,” said Nicole Mertes, VP of Sales & Marketing at Weidert. “By giving Hoffman’s teams real-time buyer intelligence and content that answers first-round questions, we’ll help them clear that critical first gate and build trust with buying committees.”
For design and construction firms like Hoffman, changing buyer behaviors represent both a challenge and a hidden opportunity. Projects worth hundreds of thousands or millions of dollars are being researched, evaluated, and shortlisted in boardrooms and online searches where traditional sales approaches can’t reach.
That’s why Hoffman Planning, Design & Construction, Inc. partnered with Weidert Group to reimagine how they identify, track, and convert prospects during this “invisible” phase of the buying process — and to help sales teams focus their efforts on the highest-value opportunities while building relationships with buyers exactly when they’re ready to engage.
Comprehensive Revenue Transformation
The partnership focuses on three critical areas where traditional sales approaches fall short in today’s buyer-controlled environment:
Prospect visibility: Through HubSpot CRM implementation, Hoffman now deploys AI to better understand the people who are seeking planning, design, and construction services, gaining insights into their true needs and where they are in their decision-making journey.
Content that converts: Hoffman and Weidert are collaboratively developing valuable, helpful content that guides prospects through their lengthy evaluation process, addressing their evolving questions and concerns at each stage of their journey.
Process that predicts: By using data to learn and validate customer patterns, Hoffman can now identify and focus on the best-fit opportunities that align with their ideal client profile and service capabilities.
“We chose Weidert because their team challenged our thinking while remaining open-minded and focused on delivering measurable results,” said Steve Wille, Vice President of Business Development at Hoffman Planning, Design & Construction, Inc.
The engagement includes complete data migration to HubSpot, automated deal workflows, documented sales processes, and ongoing strategic guidance to ensure the new approach delivers measurable results.
About Hoffman Planning, Design & Construction, Inc.
Hoffman serves clients across Wisconsin and nationally, acting as their “ally, agent, and advocate” throughout the project, from initial vision through completed construction. Hoffman designs and manages the building of award-winning, sustainable, energy-efficient facilities at highly competitive total project costs across diverse sectors. These include senior living, education, commercial, manufacturing, and religious, among others. Learn more at hoffman.net.
About Weidert Group, Inc.
Weidert Group, founded in 1980, is a full-service HubSpot partner agency that helps industrials and the businesses that serve them grow through integrated marketing and sales. The company has been a certified HubSpot Agency Partner since 2011, and achieved Diamond status as a top partner in 2020. HubSpot is the global leader in marketing automation software and the #1 CRM platform for scaling companies, with over 258,000 customers in more than 135 countries. Weidert Group was recognized among the "Inc. 5000" fastest-growing private companies in America in 2022 and 2023. The company provides all components of effective marketing and sales efforts including lead gen, marketing and sales automation, web design, search engine optimization, content strategy, social media strategy, HubSpot implementation, voice of the customer programs, sales process design, and sales enablement. Clients represent primarily business-to-business organizations in complex industries such as industrial manufacturing, distribution, logistics, and professional services.
