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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

21:45

How an Acoustic Manufacturer Makes Complex Products...

Smarter Building Materials Marketing ·

2026/02/16

Acoustic products are technical, customizable, and often overlooked in commercial construction. So how does a manufacturer stand out in a category where performance matters more than aesthetics and complexity can overwhelm buyers?On this episode of Smarter Building Materials Marketing, Beth talks with Cody Martell, Marketing Director at Conwed, about simplifying complex product lines, segmenting massive catalogs, and building brand recognition through better documentation and presentation. It’s

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24:09

How Florida Paints Proves Marketing ROI

Smarter Building Materials Marketing ·

2026/02/09

Florida Paints has been around for decades, competing in a category where brand loyalty, regional trust, and contractor relationships matter just as much as price. But proving the impact of marketing in that environment isn’t simple. In this episode of Smarter Building Materials Marketing, Beth sits down with Santiago Quintero, Director of Marketing at Florida Paints, to talk about how the company approaches measurement, alignment, and accountability in a traditionally hard-to-track industry

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16:08

How AI Is Reshaping Product Imagery in Building...

Smarter Building Materials Marketing ·

2026/02/02

AI is quickly changing how product imagery gets created, edited, and personalized in building materials. In this episode of Smarter Building Materials Marketing, Beth and Zach talk with Greg Weyman, Founder and Managing Partner at MarketThrive, about how manufacturers are blending AI and CGI to build scalable visual content libraries. Greg shares how these tools are helping brands visualize complex products, cut down lead times, and produce tailored assets for different marketing channels—all

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20:36

The Most Overlooked Exterior Upgrade with 268% ROI

Smarter Building Materials Marketing ·

2026/01/26

Garage doors are often an afterthought. But the right door can boost curb appeal, improve energy efficiency, and deliver one of the highest ROIs in home improvement. In this episode of Smarter Building Materials Marketing, Zach and Beth talk with Tina Mealer, Director of Marketing at Haas Door, about why this category deserves more attention. Tina shares how her team is helping builders and dealers rethink garage doors as both a performance upgrade and a design decision.

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25:52

How a Commercial Window Manufacturer Grew 30% with...

Smarter Building Materials Marketing ·

2025/12/08

INTUS Windows designs and manufactures high-performance windows and doors for commercial and multifamily projects. On this episode of Smarter Building Materials Marketing, Beth PopNikolov sits down with Kurtis Perdelwitz, INTUS’s Director of Marketing & Communications, to unpack how the brand has embraced alignment between sales, marketing, and customer service—and the surprising tech that’s helped them grow 30% without adding headcount.

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16:42

How Market Intelligence is Helping a Luxury Brand...

Smarter Building Materials Marketing ·

2025/10/29

EuroCave invented the first wine cabinet nearly 50 years ago. Now the company is using market intelligence to launch Goguette, a design-forward brand built for modern wine lovers in the U.S.Camille Frey-Syren, Director of Brands at EuroCave Group, joins Beth to share how they turned French heritage into an accessible lifestyle brand and what every manufacturer can learn about entering and winning a new market.

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26:05

How a PE-Backed Home Services Brand Scales with Speed...

Smarter Building Materials Marketing ·

2025/10/14

Marketing in the home improvement industry is evolving fast—but consumers still want what they’ve always wanted: speed, clarity, and convenience. On this episode of Smarter Building Materials Marketing, Beth PopNikolov sits down with Josh Churnick, Chief Marketing Officer at Express Flooring, to explore how his team is building a high-volume marketing engine that delivers real results in real time.

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21:04

BOXABL’s Big Bet on Affordable Housing

Smarter Building Materials Marketing ·

2025/09/22

What does it take to create a brand-new product in the home building space — and scale it from idea to IPO? On this episode, Beth PopNikolov talks with Galiano Tiramani, co-founder of BOXABL, about the foldable casita that has generated over a billion social views and what it means to turn that attention into sales, distribution, and a long-term strategy for disrupting affordable housing.

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11:44

How a Leading Fireplace Brand Helps Builders Sell...

Smarter Building Materials Marketing ·

2025/08/11

Homebuyers don’t fall in love with square footage. They fall in love with moments. In this episode, we explore how one often-overlooked product category can help builders sell more homes. Kurt Stauffacher, Senior National Account Manager at Hearth & Home Technologies (Heat & Glo, Heatilator), shares how to turn fireplaces into model-home centerpieces, adapt to spec and attached housing trends, train sellers on nuance, and protect margins by delivering high perceived value at the best total cost.

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16:30

Solving for Cost, Labor, and Speed in Modular...

Smarter Building Materials Marketing ·

2025/07/21

How do you bring clarity, consistency, and energy to a category still fighting for mainstream adoption? In this episode, Beth and Zach sit down with Audree Grubesic—Offsite Construction ambassador and founder of Offsite Dirt Network—to talk about what’s really happening inside the modular movement. Audree shares how she went from builder to media creator, how modular has evolved over the past decade, and what building materials companies need to understand if they want to stay relevant as offsite

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33:26

How Oldcastle Blends High-Tech Marketing with...

Smarter Building Materials Marketing ·

2025/07/14

What does it take to lead growth inside one of the most recognizable names in building products? Beth sits down with Jenny Nail, Chief Revenue Officer at Oldcastle APG, to explore how the brand has evolved beyond masonry into a full outdoor living powerhouse. Jenny shares how Oldcastle is balancing B2B partnerships with a growing direct-to-consumer focus, how customer decision-making is shifting, and why internal culture plays a critical role in long-term success.

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38:42

How Modular Leaders Leverage Social Media as a...

Smarter Building Materials Marketing ·

2025/07/07

What do you get when you put four outspoken leaders from the modular world on one mic? A very honest, very unfiltered conversation about what actually works when it comes to social media, sales, and brand presence in construction. In this special episode, guest host Heather Wallace from Momentum Innovation Group leads a follow-up panel discussion with Steve Dubin of Rmax, Merrick Macomber of Modular Maven, and Chad Crosby of Halo Halo. They originally joined Beth on stage at World of Modular to

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32:42

3form’s Digital Strategy to Build Pre-Sale Brand Equity

Smarter Building Materials Marketing ·

2025/06/30

How do you serve a customer who wants to be hands-on and self-serve—but still expects a high-touch experience when it counts? In this episode, Beth talks with Karli Slocum, Vice President of Marketing and Product at 3form, about building the digital tools designers actually want, translating online behavior into offline sales, and making sure the brand shows up consistently from product sample to project handoff.

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35:23

Selling Smarter: How to Master Value-Driven Building...

Smarter Building Materials Marketing ·

2025/06/23

What happens when market conditions shift and your team has to learn how to sell again? In this episode, Beth talks with Bradley Hartmann, CEO of Bradley Hartmann & Co., about how to train sales teams that have grown used to order-taking, how to clearly define sales activity, and why tightening the feedback loop between sales and marketing might be the most underrated growth lever in building materials today.

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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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