Kingspan Group unlocks the power of B2B marketing analytics

Mary Connors

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Kingspan Group, the global building-materials company with a pouncing lion in its logo, ranks as a super brand in Europe.

At Dublin Airport, the familiar name is emblazoned on every luggage bin at security lines, a friendly sendoff to the frequent fliers from Kingspan’s headquarters in nearby Kingscourt as they head out to manage a €3.7 billion ($4.3 billion) global empire.

In the US commercial-insulation market, though, the Atlanta-based Kingspan Insulation is just a cub.

Suzanne Diaz, marketing manager/North America for Kingspan Insulation, was thus charged with increasing its footprint with the launch of Kooltherm, a high-performance insulation product, in...

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