Buyer Personas in the Building Products Industry

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Buyer personas give your marketing direction and ensure your message is accurate Whether or not you know it, you’re likely using buyer personas everyday – it’s just a matter of how accurate they are. Buyer personas are representations of customers that are used to better understand why they purchase what they do. As building product […]

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Lead Generation Important for Building Product CMOs

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More than ever, marketers must track and cultivate leads to increase sales. Recently BtoB Magazine wrote an article entitled, “Lead Generation Demands Grow,” that discussed the recent increase in tracking leads, measuring responses and utilizing analytics. This is my take on how this new demand has changed marketing’s role. While marketing’s role has always been […]

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Automation is Crucial for B2B Building Product Marketers

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Building product CMOs should consider the need for automation, which can allow information to be provided to the customer in the way the customer prefers. As a building product CMO, there are many pressures associated with the job; however, driving sales always remains a constant. Another constant you may not think about is marketing automation. […]

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Building Product Manufacturers Evaluate Tradeshow Benefits

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Tradeshow strategy is an important and costly element of the marketing mix. Are massive industry tradeshows running out of steam across all industries?  Does the cost for manufacturers to exhibit in national tradeshows outweigh the benefits?  Is it unrealistic for customers or prospects to travel across the United States for national shows due to cost?  […]

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