Inside access: How The B1M brought America's $16BN rail upgrade to life
The B1M's Chief Revenue Officer, Liam Marsh, shares how the platform used long-form storytelling to elevate a global construction technology firm.
SOME projects don’t just demand attention — they command it. The upgrade of the Northeast Corridor (NEC) is one of America's most significant infrastructure undertakings: a vast effort to modernise the backbone of US rail while keeping millions of daily journeys moving. Every phase of the NEC upgrade is a masterclass in complexity.
The B1M used long-form storytelling to bring that complexity to life. By spending real time on the ground — from early-morning track closures to overnight maintenance shifts — we were able to show not just what was happening, but how and why it mattered. Here's how we made it happen.
Client
Procore Technologies, the world’s leading construction management platform, partners with The B1M on an ongoing basis to amplify innovation, safety, and culture across the built environment.
Objective
Procore engaged The B1M to help drive awareness and brand affinity by aligning their technology with one of the world’s most impressive construction projects. The goal was to:
- Position Procore at the heart of modern construction
- Reach and influence decision-makers in the global AEC sector
- Demonstrate how Procore supports complex, high-pressure builds
- Tell a human-centred story that resonates with people on site and in boardrooms
Approach
The B1M produced a premium long-form documentary showcasing the engineering and delivery of a landmark construction project, highlighting the key role Procore plays in coordination, safety, and productivity.
The film combined:
- High-end cinematography
- On-site access and interviews
- Clear, editorial framing of the project’s challenges
- Integrated product storytelling that felt both authentic and useful
Key deliverables included:
- A flagship documentary on The B1M, published to our 3.8M-subscriber YouTube channel
- A 60-90s on-screen product integration demonstrating Procore in context
- Short-form cutdowns for social distribution
- A pinned CTA driving viewers to Procore’s platform and resources
- Cross-platform amplification to construction and engineering audiences globally
Above: Fred Mills filming on site at New Jersey's Portal Bridge, a key component of the NEC. Image: Fred Mills.
Results
The campaign delivered exceptional awareness, engagement, and industry-level impact.
Performance Highlights:
- 2 million+ views
- 30 million+ impressions across platforms
- 46,000+ likes
- 5,400+ comments — overwhelmingly positive, from construction professionals
- Strong uplift in Procore brand sentiment and recognition within core AEC verticals
Audience Impact
- Reached a deeply engaged, highly qualified global construction audience
- Demonstrated Procore in real-world, high-stakes project conditions
- Sparked conversation, debate, and praise for the project and Procore’s role
- Delivered meaningful brand affinity without feeling like an advertisement
Above: The B1M's long-form documentary gained further national coverage with Amtrak. Image: Amtrak.
Why It Worked
- Editorial Integrity: The story came first — the integration felt natural, not forced.
- On-Site Access: Authentic footage of workflows, coordination, and challenges built trust.
- Distribution Power: The B1M’s global scale and reputation delivered reach traditional B2B marketing can’t match.
- Audience Alignment: Construction professionals trust The B1M, creating instant credibility for Procore.
Outcome
The documentary became one of Procore’s highest-performing branded storytelling assets, strengthening their positioning as the platform enabling some of the world’s most ambitious builds. It also reinforced the long-form documentary format as a powerful channel for engaging the global construction sector with depth, scale, and authenticity.
If you're ready to reach millions of engaged AEC professionals, get in touch with me here and I will send over our partnership options and availability.
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