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PODCAST

Smarter Building Materials Marketing

The building materials marketing landscape is changing faster than ever. Creating an engaging online presence is crucial to the success of any building materials manufacturer. But can your Instagram profile actually grow sales? Will you earn more market share if you change your website? How can you outperform your competition online? Zach and Beth tackle your most burning questions about digital marketing for building material manufacturers, share proven strategies to grow leads and sales, and bring

business management

All Episodes

24:55

How a Leading Exterior Door Manufacturer Uses...

Smarter Building Materials Marketing ·

2025/06/16

What happens when a family-owned manufacturer known for its values decides to take on modern lead generation? In this episode, Beth sits down with Jake Calhoun, Vice President of Marketing at ProVia, to talk about navigating legacy, managing modern messaging, and bridging the gap between product and service in one of the industry’s most competitive categories.

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21:46

How Ayrsonics Turned Product Innovation into a...

Smarter Building Materials Marketing ·

2025/06/09

What if being the first in your category made you the Kleenex of your market? And how do you turn that into a lasting advantage? In this episode, we talk to Dean McIntyre, president of Ayrsonics and CEO of the McIntyre Group, about building a brand that stands out in the competitive world of acoustic products. Dean shares why they diversified, how they pivoted during economic downturns, and how they’re bringing manufacturing back to North America to build a more resilient business.

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21:21

Why Architects Ignore Your Product—and What to Do...

Smarter Building Materials Marketing ·

2025/06/02

Architects may be the ultimate influencers in the building process, but winning their specification is only the beginning—and one missed detail or a slow sample delivery can lose you the next project. In this episode, Beth PopNikolov and Zach Williams sit down with Benjamin Glunz, CEO of Anguleris (the company behind Swatchbox and other essential tools for architects and designers). Together, they dive into why shifting your strategy from chasing leads to genuinely supporting architects’ workflows

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26:37

What Today’s Top Candidates Want from Building...

Smarter Building Materials Marketing ·

2025/05/26

Navigating today’s unpredictable job market requires more than great products—it demands smart, proactive hiring strategies and transparent leadership. In this episode, Cassie Fosher, President of SnapDragon Associates, shares what building materials manufacturers need to know about recruiting right now. From high-demand sales roles to shifting candidate expectations, you’ll learn what top talent is really looking for—and how your brand can rise to the top, even in uncertain times.

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26:20

Tech Adoption in Building Materials: What’s Actually...

Smarter Building Materials Marketing ·

2025/05/16

Technology is finally sticking in the building materials industry—and not just with the younger crowd. In this episode, TOOLBX founder Erik Bornstein and VP of Product Brad Cumiskey join us to unpack what’s driving tech adoption among LBM dealers, how builder expectations have changed post-COVID, and why AI might be the “new Internet” moment for this space.

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26:03

How Concretti Designs Is Transforming Handmade...

Smarter Building Materials Marketing ·

2025/05/05

On this episode, Beth PopNikolov sits down with the mother-daughter duo behind Concretti Designs to explore how a manufacturing-forward mindset and radical transparency turn handmade concrete into a beloved brand. They dive into the power of showcasing people, process, and imperfections to build trust and loyalty in today’s design-driven market.

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27:14

Brand-Led Growth in Building Materials: Inside...

Smarter Building Materials Marketing ·

2025/04/28

How does a brand-first mindset drive real growth in a traditionally sales-led industry? In this episode, Beth and Zach talk with Dani Zizak, Chief Marketing Officer at National Nail, about why putting brand at the center of everything has been their winning strategy. Dani shares how National Nail's teams work together to shape messaging, build trust with pros and dealers, and navigate the constant evolution of the building materials market.

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15:46

Marketing Strategies for Multi-Location Lumber...

Smarter Building Materials Marketing ·

2025/04/22

What if community connections and authentic digital engagement were the secret weapons for building materials growth in a sea of commodity products? On this episode, we talk to the head of marketing for a multi-location dealer in the South East and hear how they are leveraging the power of personal stories and local relationships to drive sales and create deeper customer loyalty.

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18:13

Marketing to Next Generation Buyers: Strategies for...

Smarter Building Materials Marketing ·

2025/02/03

The building materials industry is evolving, and so are its customers. With younger generations like Gen Z and Millennials becoming key buyers, brands must rethink their marketing strategies to stay relevant. In this episode of Smarter Building Materials Marketing, Zach Williams sits down with Michael Gabbert, Director of Marketing at Tricam and Gorilla, to discuss how brands can evolve their strategies to meet the expectations of modern buyers. Drawing from his experience at Amazon and Target, Mike

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13:15

How Thermory USA Built an Industry-Leading Brand...

Smarter Building Materials Marketing ·

2025/01/27

Thermory USA has redefined what’s possible in the wood industry. In this episode of the Smarter Building Materials Marketing podcast, Zach Williams and Beth PopNikolov are joined by Kevin DeMars, CEO of Thermory USA, to explore how the company’s innovative approach to marketing, transparency, and quality is reshaping the thermally modified wood industry. Kevin shares his perspective on associations, the importance of differentiation, and how down markets can offer unique growth opportunities for

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19:40

How Gensler is Redefining Sustainability in the...

Smarter Building Materials Marketing ·

2025/01/20

As the building industry faces growing pressure to adopt sustainable practices, Gensler is leading the charge with innovative approaches that address material sourcing, collaboration, and transparency. In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Erik Barth, Senior Associate Architect and Regional Design Resilience Leader at Gensler, to explore how sustainability has evolved over the past decade. From tackling greenwashing to creating

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22:59

2025 Market Predictions: What Building Product...

Smarter Building Materials Marketing ·

2024/12/16

As 2025 approaches, building product companies face a year of uncertainty and opportunity, from shifts in the commercial market to heightened competition. In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to offer their insights into what the future holds for the industry. The conversation delves into market trends, the impact of tariffs and interest rates, and what companies must do to thrive in the

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16:21

The Future of Building Materials Marketing:...

Smarter Building Materials Marketing ·

2024/12/09

In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to discuss the challenges, opportunities, and critical shifts shaping the building materials industry. Discover why focusing on execution over market fluctuations matters, the untapped potential of platforms like Reddit, how generational shifts are reshaping consumer trust, the underutilized power of influencer marketing in our industry, and how companies

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27:26

How to Add Value & Win Customers in Today’s Economy

Smarter Building Materials Marketing ·

2024/11/11

In this episode of Smarter Building Materials Marketing, Beth and Zach explore some key insights into giving customers and clients the kind of experience that will not only bring them to the table, but will build loyalty that will keep them there. Director of B2B Marketing for Techo-Bloc, Alex Cadieux, talks about how they moved from just building great products, to the next level of supporting their customers through education on the way to build things properly. Entering a new phase, they have now

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12:57

Digital Transformation Strategies for Building Materials

Smarter Building Materials Marketing ·

2024/10/28

In this episode Zach talks with Matt Nichols, the founder and owner of Digiwise, about digital transformation. Matt breaks the process down into how to achieve and sell the strategies to digitally transform as a manufacturer as well as how to implement those strategies and hold to the milestones. Zach asks Matt to give the listeners some ideas about how organizations go wrong in this area. They end the episode with talking about what can happen after you achieve the basic steps.

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44:27

2025 Sales And Marketing Outlook

Smarter Building Materials Marketing ·

2024/10/21

In this episode Beth and Zach are joined by Grant Farnsworth to talk about the main questions they get asked about the sales and marketing outlook for 2025. They share stats as well as some of their own thoughts to help the listener understand the trends from the past few years following the pandemic, to what they see that will drive decisions in 2025. The three are joined by Dave King and Sophia Wedeen, experts in the area of marketing research in the industry. From earning contractor loyalty, to

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21:49

Product Launch Strategies & Finding Product Market Fit

Smarter Building Materials Marketing ·

2024/10/14

In this episode hosts Zach Williams and Beth PopNikolov dive into the world of innovation and market disruption with Michael Rigney, the CEO and co-founder of Cala Systems. Cala Systems is introducing the first intelligent heat pump water heater for residential use. They are revolutionizing water heating with advanced sensors, software, and hardware to optimize energy efficiency, integrate with solar systems, and much more. Michael shares his 20+ years of experience in energy and climate startups to

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30:19

Building Materials Talent Recruitment: How to Hire...

Smarter Building Materials Marketing ·

2024/08/05

The CEO of SnapDragon, Mark Barnard, and host Beth PopNikolov sit down and talk about the labor market from multiple perspectives. As a recruiting firm, SnapDragon sees the side of both the people being recruited and the company looking for the right candidate. Mark gives some insights into the importance of candidates being introspective about what kind of position they are looking for, as well as doing good research about the company they are interviewing with. He and Beth also discuss the key

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24:21

How One Manufacturer is Integrating AI to Gain...

Smarter Building Materials Marketing ·

2024/05/27

AI integration in your operations could be the game-changer for your building materials business. From enhancing customer engagement to revolutionizing installation procedures, the future of AI offers untapped potential to streamline processes and outperform competition. In this episode of the Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov discuss some exciting applications of AI with Fran Walker, the Director of Marketing at Trim-Tex.

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9:34

AI Applications in Building Materials Industry:...

Smarter Building Materials Marketing ·

2024/05/27

You don’t have to “go all in” with AI in order for it to help you create a more efficient workflow that will free you up to spend more time on what really matters. In this episode of Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov follow up their conversation with Fran Walker, the Director of Marketing at Trim-Tex. They talk about how implementing AI in your business can streamline processes, enhance productivity, and level the playing field against competitors

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293 results

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