[CONSTRUCTABLE]
How Constructable Generated 30+ Demos and Closed New Customers in 23 Weeks
How a construction SaaS replaced DIY outbound chaos with a signal-based cold email engine, and turned meetings into paying customers.
Background
Constructable is an all-in-one project management platform built specifically for commercial general contractors. It covers the entire construction lifecycle - from bidding through closeout - in a single, easy-to-use cloud-based system. Unlike legacy on-premise tools or bloated enterprise platforms, Constructable is designed for simplicity, fast onboarding, and transparent pricing.
The company's core differentiator is its flat monthly pricing model, which stands in sharp contrast to competitors like Procore that charge based on annual construction volume (ACV). This allows Constructable to offer comparable functionality at a fraction of the cost, often saving clients $50,000-$75,000 per year. With features supporting field-to-office communication, RFI and submittal management, and external stakeholder collaboration, the platform appeals to mid-size general contractors who are frustrated with paying more as they grow.
The Situation
When Constructable engaged Cymate in November 2025, the company was generating 5–10 demos per month primarily through cold calls and LinkedIn outreach. Molly Abbott, co-founder, was personally running the outbound operation, scraping lists, setting up domains, writing copy, and managing sequences herself. The operational overhead was consuming time that should have been spent on product, messaging, and customer relationships.
"I tried to set up cold outbound sequences myself. I tried to use all the tools I could myself and write the copy myself. I was trying to scrape lists myself, and it was a lot of work. I was unfortunately mostly focused on that stuff versus like the copy, what's landing with people, our customer relations." - Molly Abbott
A persistent technical problem compounded the challenge: their self-managed campaigns suffered from high bounce rates that were damaging sender reputation and undermining deliverability, a problem the team couldn't diagnose or fix on their own.
On the product side, several market realities added friction. Constructable operates in a space dominated by Procore, a deeply entrenched incumbent with significant brand recognition. Construction buyers are typically risk-averse, and replacing core project management software is a major operational disruption, a "rip and replace" scenario requiring a longer sales cycle and a compelling reason to act. The offer was strong on value, but needed the right framing to cut through a noisy, skeptical market.
The Solution
Infrastructure Setup
The campaign launched November 17, 2025 with a robust sending infrastructure: 35 domains and 105 inboxes. Throughout the engagement, inbox health remained strong, bounce rates stayed consistently below 1-2%, and reply rates on top-performing emails frequently exceeded 1.5-2.5%. The deliverability problems that had plagued Constructable's self-managed outreach were resolved immediately.
What Didn't Work
The first non-Procore campaign led with a time-saving and data centralization angle, emphasizing workflow efficiency and reduced administrative burden. Early results showed very low traction. The messaging was real and relevant, but it didn't create enough urgency to prompt replies from busy construction executives. Abstractly "saving time" failed to land compared to a more concrete, financially grounded hook. A similarly structured campaign targeting GCs with 50–100 employees also underperformed early on.
What Worked
The strongest-performing angle by far was Procore competitive displacement, leading bluntly with the cost savings story: "Stop paying for ACV. Cut your software bill in half." This resonated immediately, generating a meeting in the very first week. Over the life of the campaign, the Procore angle alone produced 6+ meetings before the initial contact list was exhausted.
Signal-based targeting dramatically amplified results. Rather than broad ICP filtering, the team identified audiences with verifiable intent signals:
• LinkedIn followers of Procore, people already in the Procore ecosystem, signaling direct relevance
• LinkedIn followers of adjacent construction tech tools (Outbuild, Togal.ai, Trunk Tools), indicating active interest in modernizing their stack
• Newly hired Presidents, CFOs, COOs, and VPs at mid-to-large contractors, executives under pressure to prove impact quickly, likely evaluating inherited software contracts
The Outbuild LinkedIn follower campaign generated 5 positive replies and a booked meeting within its first week. The Procore LinkedIn follower campaign peaked in Week 11 with 6 positive replies and 4 meetings booked in a single week. Re-engagement campaigns targeting previously unresponsive Procore contacts also proved valuable, keeping the pipeline active between new list builds.
Around Week 10, when the general contractor campaign without a Procore-specific hook showed limited traction, the team pivoted to lead with software cost reduction across all GC campaigns, aligning messaging to what had proven to convert. From that point forward, all major angles were anchored to the financial pain of ACV-based pricing, with efficiency and UX as supporting messages rather than lead hooks.
As Procore contact lists were exhausted, the team sourced new audiences through creative scraping: Procore LinkedIn followers, followers of adjacent construction tech tools, and eventually a full scrape of Autodesk users in the US and Canada. Copy was continuously refined in collaboration with Molly, including a mid-campaign correction to restore the demo video CTA, which had briefly been removed and caused a measurable dip in reply-to-meeting conversion.
"Moeed is always thinking of the next campaign, the next idea. Construction is a tough industry and I was a little worried about the copy, but it's just taken so much off my plate. It's been wonderful." - Molly Abbott
Day-to-day collaboration happened through a shared Slack channel with lightweight status automations (e.g., domain updates sent as FYIs with no action required), plus weekly check-in calls, sometimes five minutes, sometimes longer, ensuring Molly stayed informed without being pulled into operational details.
The Results
30+ qualified meetings: demos booked across 23 weeks of outreach via cold email and LinkedIn, driven by Procore displacement messaging, signal-based targeting, and iterative copy optimization.
2-3 new customers closed: with a third potential close in progress. Molly confirmed during a recent check-in.
Strong deliverability: reply rates of 1.5-2.5%+ on top-performing email variants and bounce rates held below 1–2% throughout – resolving the issues that had hampered Constructable's self-managed efforts entirely.
Pipeline diversification: from a single cost-savings angle to a multi-channel, signal-layered outbound system spanning Procore users, construction tech followers, newly hired executives, and Autodesk users, creating a scalable and repeatable pipeline engine.
"We've gotten great qualified leads coming through cold email, and everyone says cold email is dead. We've gotten bookings through LinkedIn. It's been great. We've been having a lot of fruitful conversations and growing the business. I have recommended you guys. I would highly recommend Cymate to early stage or even later stage startups." - Molly Abbott
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