Building a Highly-Targeted Outbound System to Reach Pre-construction Buyers for Muro AI

About Muro

Muro helps construction teams streamline preconstruction work, including scope reviews, bid leveling and document and drawing checks. It supports existing workflows to help teams review project information more efficiently. Website: https://www.muro.ai/

Client’s challenge

Muro needed to reach specialised construction buyers and explain its value to teams already using established tools. Broad AI messaging risked obscuring the practical problems the product could help solve.

🧩 Overcoming resistance to another AI platform

Preconstruction teams spend time reviewing scopes, comparing bids and checking drawings. Yet leading with “AI assistant” could make Muro sound like another platform to adopt. The messaging needed to show its role in those workflows while making clear that it did not replace estimators or calculate costs.

🎯 Reaching buyers with a relevant use case

Broad Construction Technology targeting was too loosely connected to Muro’s core workflows. Outreach needed to focus on the teams handling preconstruction reviews and the leaders responsible for that work.

Solution

SalesCaptain narrowed the audience, added relevant industry event audiences and made the messaging more specific to preconstruction work across email and LinkedIn.

🎯 Focus on preconstruction teams and leaders

We prioritised construction companies and general contractors, targeting Preconstruction, Estimating, Bid/Proposal, Operations and Project leadership. We deprioritised weaker Construction Technology targeting to concentrate on roles closer to Muro’s use cases.

🤝 Build on relevant industry event audiences

We added warmer audiences through ENR FutureTech and Advancing Preconstruction, complementing role-based targeting with relevant industry context

💬 Make the workflow the reason to respond

We shifted messaging toward scope reviews, bid leveling and document and drawing checks, explaining how Muro could support work within existing tools. Across email and LinkedIn, we shortened the copy, reduced product-heavy language and adapted messages by sender and channel.