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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

16:29

How Building Materials Manufacturers Can Innovate...

Smarter Building Materials Marketing ·

2023/04/03

Zach likes to say, “Where there’s pain, there’s margin.” This week’s guest agrees. He talks to Zach about the importance of innovating based on your audience's pain points and why you need to keep a feedback loop open. Tom Ragen is the CEO of Color Communications. He talks with Zach about how to market to architects and how his company leverages color in a very fragmented market.

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29:13

Disrupting the Building Materials Industry and Your...

Smarter Building Materials Marketing ·

2023/03/27

Have you ever considered disrupting your own company? This week’s guest talks all about disruption — what technologies are going to disrupt the building materials industry, how manufacturers can prepare and how to attract new talent. Omar Fagundo is Vice President of RailCo, an aluminum railing company, and Founder of Object.io, an interactive 3D product experience. He talks with Beth and Steve (our Director of Growth) about technology and disruption in the building material space.

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8:01

10-Minute Tactics: Making Building Products Stickier

Smarter Building Materials Marketing ·

2023/03/23

10-Minute Tactics is a new series that provides you with bite-size marketing and sales strategies that you can put into action and get results. This week, Zach and Beth talk about construction service solutions — specifically, how manufacturers can not only provide a product, but product services around that product in order to make them stickier, harder to replicate, harder to remove from your partners’ chain and, most importantly, more valuable.

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24:27

5 Macro Trends Impacting the Future of the Building...

Smarter Building Materials Marketing ·

2023/03/20

Technology is becoming more and more essential in the building materials industry, but that’s not the only thing to look out for. In this episode, our guest talks about five macro trends that manufacturers need to consider over the next three to five years. Steve Yates is the Executive Vice President of Enterprise & Industry Partner Channels at Buildxact. He’s also the chairman of Cliftonvale, a wholesale building material brokerage house, putting him in the epicenter of technology and building

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21:36

Navigating Lumber Prices in 2023: The Role of Futures...

Smarter Building Materials Marketing ·

2023/03/13

Once again, the volatility of lumber prices is a hot topic. But basic pricing isn’t all you need to know about lumber. This week’s guests discuss how futures and risk management play a big role in lumber pricing and those who buy it. Both our guests today are from Sherwood Lumber — Steve Loebner is VP of Commodities and Risk Management and Josh Goodman is SVP of Forest Products, Sales and Supply Chain. They talk with Beth about lumber prices, futures and risk management.

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25:41

Pricing Strategy Tips for Building Materials...

Smarter Building Materials Marketing ·

2023/03/06

Pricing is arguably one of the biggest levers a manufacturer can pull to create or pull back demand. This week’s guest talks to Zach about how to develop a successful pricing strategy. Porter Thomsen is the Director of Innovation and Insight at American Woodmark. He talks with Zach about the importance of pricing and creating a pricing strategy and identity that works with your building materials business goals and objectives.

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22:10

How To Get Your Building Products Spec’d in an...

Smarter Building Materials Marketing ·

2023/02/27

Manufacturers know they need to get an architect’s attention in order to get in a spec, but what’s the best way to do it? This week’s guest talks about how to build relationships with architects, and he knows what he’s talking about as an architect himself. Vardhan Mehta is co-founder and CEO at Acelab. He talks with Beth about how building materials manufacturers can build better relationships with architects.

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21:46

How Building Product Manufacturers Get Selected By...

Smarter Building Materials Marketing ·

2023/02/20

Are you guilty of lumping architects and interior designers together in your marketing plans? Today's guest explains why you should be separating those two groups and how you can get designers' attention. Joy Lynskey is the founder of Jewel Toned Interiors (JTI), an interior design company located in South Florida. She talks with Beth and Zach about the background of JTI, the current role of interior designers in construction and ways manufacturers can gain their attention using non-traditional

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21:43

How Manufacturers & Dealers Can Make the Move Into...

Smarter Building Materials Marketing ·

2023/02/13

Prefab construction is becoming more and more popular in the industry. But many dealers and manufacturers are scared of the risk prefab seems to bring. In this episode, we talk to a dealer who made the move into prefab and is seeing great success. Scott Myer is Chief Operating Officer at Integrity Building Products, a prefab building products company. He talks with Beth all about prefab construction.

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21:50

The Winners and Losers of IBS/KBIS 2023

Smarter Building Materials Marketing ·

2023/02/06

Fresh off the plane home from the 2023 International Builders' Show, Zach, Beth and Steve talk about their initial thoughts and feedback of the event overall. They also name their biggest winners — and losers.

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20:06

What the Building Materials Industry Needs to Know...

Smarter Building Materials Marketing ·

2023/01/30

ChatGPT is the latest buzzword in the marketing world, and many building materials manufacturers are unsure of what it means for them. In this episode, we give an overview of what ChatGPT is and what it means for the building materials industry. Beth, Zach and Steve Coffey, Venveo's Director of Growth, talk about ChatGPT. Zach gives an overview of what ChatGPT is, and then Steve performs a rapid-fire round of questions about how ChatGPT may affect the industry.

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22:11

Why Building Materials Manufacturers Should Measure...

Smarter Building Materials Marketing ·

2023/01/23

Do you know the best way to create a relationship with your audience? In this episode, Zach and Beth talk to their guest about the changes happening in the market, specifically in relation to builders, contractors and other audiences that manufacturers target. Heather Bowman, Director of Marketing at Key-Link Fencing & Railing and Superior Plastic Products, both fencing and railing companies, is back! This time, she talks about how Key-Link is building relationships with contractors, their primary

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19:32

3 Strategies For Building Product Companies That...

Smarter Building Materials Marketing ·

2023/01/16

In the 200th episode of the Smarter Building Materials Marketing podcast, Zach and Beth break down three strategies that are as true today as they were in the first episode.

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21:39

How To Differentiate Your Building Products to Win...

Smarter Building Materials Marketing ·

2023/01/09

Differentiating your product to builders doesn’t mean you have to engage in a price race to the bottom. In this episode, our guest explains how you can build relationships with builders through true differentiation — without sacrificing your margin. Russ Eisenberg is the VP of Business Development for Gold Heat, a custom manufacturer of electric radiant underfloor heating. He talks to Beth about how manufacturers can build incredible relationships with builders, no matter their products’ price

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22:38

Lessons From 2022: The Five Most Popular Episodes of...

Smarter Building Materials Marketing ·

2022/12/19

It’s that time of the year! In this week’s episode, Zach and Beth take a trip down memory lane to recap their key takeaways from five of the most popular episodes of 2022.

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30:56

How Building Materials Manufacturers Can Convert...

Smarter Building Materials Marketing ·

2022/12/05

Converting contractors — or any audience segment — doesn’t have to be as hard as you think — or so says today’s guest. In this jam-packed episode, our guest explains the importance of imagery, how to convert contractors to customers, how to market to multiple audiences and more. Luke Hansen is the Founder & CEO of CompanyCam, an app that helps contractors build trust with their crews and customers through photo documentation. He talks to Beth about how he has converted contractors — a notoriously

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22:19

3 Sales Strategies To Connect With Customers To Win...

Smarter Building Materials Marketing ·

2022/11/28

How can manufacturers sell more successfully to their customers and gain new ones? There are all kinds of ways to find customers, but today’s guest talks with us about the best ways to connect with customers, online and in person, in new markets. Alex Cook is the Director of Operations of Lifetime Windows and Siding. He’s been in building materials marketing and sales for more than nine years now, and we were thrilled to hear about his experience with launching and selling a successful brand.

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15:42

Google Analytics 4: What Building Materials Marketers...

Smarter Building Materials Marketing ·

2022/11/14

Google announced (another) update to how they’ll handle tracking website traffic, and the changes will have a significant effect on how anyone with a website gets information on their site visitors. Today’s episode covers what every manufacturer and building materials brand needs to know about the update and how to prepare for it. For the last few years, Google has offered Universal Analytics as a means of tracking data on your website. All of that is changing in 2023, and Zach and Beth break down

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24:57

How to Sell Building Projects and Products More Quickly

Smarter Building Materials Marketing ·

2022/11/07

The way we are building homes has changed—and the way that today’s homeowner wants to buy is also changing. Today’s guest breaks down the changes that are happening in the marketplace, building technology and what this means for builders and manufacturers in today’s real estate environment. On this episode, we're talking with Craig Foy from ALY VR about builders and building brands, and the expectation that their customers have when it comes to winning their business. Listen to learn how virtual

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31:47

Going Virtual: Visualizers and the Future of Building...

Smarter Building Materials Marketing ·

2022/10/24

Our podcast guest this week has a front-row seat to the future of building product sales. Beth talked with Josh Ruff from Roomvo about how manufacturers can make the online and in-store sales experience more seamless for customers — but check out the full episode for some predictions about the future of building materials and product samples. Josh is the VP of revenue for Roomvo, a product visualization tool that’s delivering data and sales insights to the building materials brands that use it. We

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