Customer Story
Sertus
Sertus needed to be seen as a credible expert. With specifiers, contractors and even fire services unsure who to trust, Sertus came to us with one goal: to become the go-to training provider in their niche.
212%
Increase in av. quarterly lead value
Client Overview
Sertus is a specialist in smoke ventilation systems, operating in a heavily regulated and highly technical part of the construction industry. When they launched, they were unknown and untrusted—but had deep technical knowledge and a drive to educate the market.
The Brief
Sertus needed to be seen as a credible expert. With specifiers, contractors and even fire services unsure who to trust, Sertus came to us with one goal: to become the go-to training provider in their niche.
What We Did
We began by overhauling Sertus’s only CPD, which was no longer fit for purpose. Working closely with subject matter experts, we transformed it into a structured programme of six in-depth CPDs:
- No Fire Without Smoke
- Natural Smoke Ventilation Systems
- Mechanical Smoke Ventilation Systems
- Pressure Differential Systems
- Changes to BS 9991
- Design, Installation, Commissioning & Maintenance
Each CPD was designed to educate and build trust, not sell. We introduced technical diagrams, animations and jargon-free explanations to make complex regulations easier to understand.
We also put in place the infrastructure needed to scale:
– An automated booking and certificate system via HubSpot
– Staff training for consistent delivery
– A partnership with a CPD booking agency
– A robust process for ongoing updates and version control
Finally, we built a social media strategy around the CPDs—ensuring the right people discovered them and saw Sertus as a trusted voice in the industry.
The Outcome
Sertus went from delivering four CPDs a month to over 400 per year, all through just two presenters. Their content is now used to train fire and rescue operatives in over half the UK’s brigades and has been delivered to government departments and major consultancies.
CPDs weren’t just a brand tool, they became the engine of Sertus’s business.
Taking our relatively new, little-known brand and transforming it into a well-known, respected thought leader in our industry, has been a great enabler for us, and is truly thanks to Carlsson’s passion and hard work. Their initial promise to “lay the rails for the specification train to run on” is exactly what they went on to do.
Shane White, Managing Director
