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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

23:13

How to Launch a Building Materials Product During COVID

Smarter Building Materials Marketing ·

2020/07/13

In uncertain economic conditions, it’s hard to know how to make a big business move. Many companies are navigating new ways to sell during, since tried and true face-to-face approaches aren’t available. Now imagine the challenge of launching a new product during a pandemic. In this episode, Zach and Beth to Ryan Galick, Marketing Director at Fuzion Flooring, who is doing exactly that. They’re charting new territory, finding new ways to get in front of clients, and launch products in the COVID

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25:06

Creating a COVID-Proof Building Materials Brand

Smarter Building Materials Marketing ·

2020/07/06

In this episode, Zach and Beth talk to Sebastian DeGregorio, Business Strategy Manager at Allura, about what they're doing to market and sell during and post-COVID and how they're supporting the channel. Even during COVID, manufacturers want to know how to get closer to their customers and learn the real problems that they need help solving. The opportunities to meet face-to-face are less frequent, but that doesn’t mean you can’t still be present as a trusted partner.

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20:49

The Value of Your Building Materials Branding

Smarter Building Materials Marketing ·

2020/06/29

In this episode, Zach talks to Rich Pond, Chief Marketing Officer at Prescient, about how they’re driving business by focusing on the value proposition and how they communicate it in a way that actually moves the needle for sales. Your brand is becoming more and more important in today's marketplace. There are so many different ways to find products, so creating a brand that's not only memorable, but speaks to your audience's pain points is critical.

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21:08

Creating Sticky Customers With Building Materials...

Smarter Building Materials Marketing ·

2020/06/22

One of the ways that you can get closer to your customer, is by using technology that helps them do their job more effectively. A lot of manufacturers find that to be a daunting process and don't know where to get started. In this episode, Zach talks to Jay Shilstone, product owner for COMMANDqc at Command Alkon, about how they’re not only educating and helping their audience, but how their technology helps drive demand for their customer’s products.

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17:38

Navigating a Building Materials Marketing Digital...

Smarter Building Materials Marketing ·

2020/06/15

In this episode, Zach talks to Steve Booz, VP of Marketing at Royal Building Products about how to get started with your digital journey, what does it take to get off the ground, and what does success look like. Digital transformation isn’t an overnight process, it’s a journey. Here’s one manufacturer who is ready to share insights on what's worked, what hasn't, things to think about and what to avoid when you're going down this path, as well as some of their success.

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18:09

Drive Local Demand for Building Products Using Social...

Smarter Building Materials Marketing ·

2020/06/08

In this episode, Zach talks to Justin Dewey, Sales Center Manager at American Olean and Marazzi Tile about how to structure your social media accounts on a local standpoint, the content you should be creating and how to get your reps involved to actually close a loop and grow your sales. Everyone talks about how we need to be “doing” social media as part of their marketing, but if your social media strategy isn’t integrated with the rest of your marketing tactics and your sales funnel, you're

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23:36

Pros and Cons of White-Labeled Building Products as a...

Smarter Building Materials Marketing ·

2020/06/01

In this episode, Zach talks to TJ Norris, who is the Director of Sales and Marketing for PCI Construction Products about how they are white labeling their product and selling at mass quantities to dealers and helping them be more effective in the business that they're trying to grow. The Amazon Effect is oftentimes thought about as a need to sell direct to the customer. How do we get as close to them as possible? When we say “end customer”, we think about the contractor, the builder, the owner, but

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20:02

Building Your Building Materials Brand on Social Media

Smarter Building Materials Marketing ·

2020/05/25

In this episode, Zach talks to Ryan Chandley, VP of Sales for Thomas Concrete, about how they’re using social media to not only drive brand awareness but also separate themselves from the competition. Social media can be an incredible tool to build awareness. It drives business. It helps you reach out to new prospects, grow company culture or even can help you in recruiting. Here’s how one manufacturer’s organic social media efforts have done all three.

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22:16

Selling to Contractors in a Post-COVID Building...

Smarter Building Materials Marketing ·

2020/05/18

In this episode, Zach talks to Jim Edgeworth, Director of Sales and Marketing at Bilco about their tactics and strategies, as well as what messaging actually works to cut through the noise to reach the contractor. To avoid racing to the bottom on price, you want to sell your brand, not your product. But what happens when your brand is so well-established that your company name becomes synonymous with similar products, even from the competition? We talk to one manufacturer on how they keep selling

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25:36

How One Manufacturer Is Increasing Sales With Lean &...

Smarter Building Materials Marketing ·

2020/05/11

In this episode, Zach talks to Kristina Damschen Spina, VP of Marketing at Indow, about how her marketing team has been built around data and efficiency to create autonomy and achieve their KPIs. In marketing, we want strategies that will bring results quickly. We care about the tools and techniques that are winning today, but we miss focusing on the best way to work with a team to drive results in an efficient and productive way.

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23:56

How Building Materials Can Use Social Media to Drive...

Smarter Building Materials Marketing ·

2020/05/04

In this episode, Zach talks to Josh Neuberger, Director of Marketing at Uzin Utz North America, about social media and how you can actually create one-to-one connections to help you drive sales and grow awareness. Whether you’re a small business or an international manufacturer, you hear a lot about social media and how to get customers to follow you, like your content and engage with what you’re sharing. But greater value may come when we go after very specific, unique people that meet your ideal

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14:58

Building Materials Communication Shifts Needed During...

Smarter Building Materials Marketing ·

2020/04/27

In this episode, Zach talks to Mike Antonelli, business partner at Nickel City Hardwood, about how they pivoted their business to communicate with potential customers more effectively using technology, even during COVID-19, and how they're leveraging digital to keep their pipeline full.

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26:54

Building Materials Visualizers & Virtual Reality...

Smarter Building Materials Marketing ·

2020/04/20

In this episode, Zach and talk to Tim Sandlund, Digital Marketing Manager at Derby Building Products and Founder of StartBuildingSomething.com, about his experience launching AR and VR tools in building materials, where he thinks the best channels for success are and how to measure that success to determine what’s working. With the rise of visualizers, configurators and other online tools, should building materials manufacturers be considering augmented reality and virtual reality apps as part of

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23:40

How COVID Is Impacting the Real Estate Market

Smarter Building Materials Marketing ·

2020/04/13

In this episode, Zach talks to John Burns, CEO at John Burns Real Estate Consulting, about how COVID has changed the outlook for homebuilders in America and what building materials manufacturers can do to pivot their sales and marketing strategies and thrive in uncertain times.

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22:09

How One Building Products Manufacturer Is Pivoting...

Smarter Building Materials Marketing ·

2020/04/06

How do your message and sales strategy need to change right now to take advantage of the current market we're in? This is a critical question every company in the building product space is asking as we navigate how to do business during COVID-19.

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15:36

The Winning Marketing Pivot for Building Materials...

Smarter Building Materials Marketing ·

2020/04/02

In this episode, Zach talks about the winning pivot for building materials manufacturers in the midst of COVID. We’ll be sharing with you some things that we're seeing in the marketplace today, and how you can be using the data available now to continue to navigate today's situation and help your organization grow in the future.

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16:02

How Building Materials Companies Can Navigate Change...

Smarter Building Materials Marketing ·

2020/03/26

This week, Zach speaks directly to the listeners about how we can get through the current economic and personal challenges together. It’s not business as usual, so we felt it was important to take a pause from our usual programming. Whether you usually listen to us at work, in the car, or on the jobsite, your working conditions are probably very different this week. We felt it was important to acknowledge how suddenly times have changed, and what building materials companies can do to navigate the

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19:58

How to Create Building Materials Pull-Through With...

Smarter Building Materials Marketing ·

2020/03/16

In this episode, Zach and Beth talk to Nathan McCarley, Director of Pro Dealer Sales at Empire Molding and Millwork, about how to actually grow your brand and create demand without doing things the way that they've always been done. Relationship building with dealers and distributors is critical in the building materials space, but digital marketing — and especially social media — has changed how manufacturers sell their products. Here’s how one manufacturer has used social media to create

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28:08

Generic to Luxury Building Product: How One Company...

Smarter Building Materials Marketing ·

2020/03/09

In this episode, Zach and Beth talk to Armen Alajian, partner at ARTO, about how building products brands can evolve, and why your brand’s biggest superpower may be hiding in plain sight. Companies spend too much time thinking about their product when what they really need to be focusing on is their brand. Here’s how one entrepreneur stumbled onto his brand’s hidden superpower.

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19:29

How to Sell to Architects … According to an Architect

Smarter Building Materials Marketing ·

2020/03/02

In this episode, Zach talks to Gregg Lewis, Executive Vice President of Promotion Strategy and Communications for the National Ready Mix Concrete Association, about the best way to sell to architects, and why it’s both easier and harder than you think. What if you could get an inside look at how architects want to learn about your product? Today’s episode does exactly that. Hear about how one architect is working with building materials manufacturers to develop architect-focused education that

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