Installers

When Selling Building Products, Opt for Simple

By Elton Mayfield / April 21, 2016 / 0 Comments

Lessons Learned from the 2016 ISC West Show   As building products marketers, are we overcomplicating things? Do we consult with people down the channel—including customers and even our own sales teams—to make sure we are delivering the best information in ways that are easy to consume? Most importantly, who can we look to for…

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IBS 2016: Innovation Starts at the End of the Channel

By Renae Gonner / February 4, 2016 / 0 Comments

Why I’m Demanding a Disruption in Building Products Development   It seems like every meeting I have been in over the last few months has the same common theme. When asking any building materials manufacturer what they want to be famous for, the one word I hear over and over is “innovation,” or being an…

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Buyer Personas in the Building Products Industry

By Renae Gonner / October 19, 2012 / 0 Comments

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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The Baby Boomer Opportunity: What Building Product Marketers Can Do

By Elton Mayfield / August 9, 2012 / 1 Comment

NAHB’s CAPS program can be valuable for building product marketers We all know the marketplace is constantly evolving. Our “Gray Hairs are Everywhere” blog post from earlier this year introduced us to the Millenial generation which is a term used to describe those born between 1980 and 2000. Also known as “Generation Y”, Millennials are…

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As the Tech Revolution Continues in the Building Products Industry, Don't Forget…

By Elton Mayfield / April 26, 2012 / 1 Comment

Every day, we’re all inundated with stories about this device or this website being another “revolution” in our everyday lives, and while most of that is hyperbole, we’ve truly seen some revolutions in the past 20 (and even last 10) years in technology. You might be reading this on an iPad at home, or on…

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11 Crucial Niche Social Network Rules for Building Product Marketers – Part 2

By Renae Gonner / March 29, 2012 / 0 Comments

In a previous post, we covered the first 6 rules for participating in a building products niche social network, and here’s the remaining 5: DON’T participate only in discussions that can lead to you talking about your company’s products. I can’t emphasize this enough – everything shouldn’t lead back to your products. Everything should lead…

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11 Crucial Niche Social Network Rules for Building Product Marketers – Part 1

By Renae Gonner / March 27, 2012 / 0 Comments

It’s not enough just to be there – here are 6 tips to help maximize your opportunity, and we’ll post 5 more later this week! In an earlier post, I talked about the potential value of niche social networks versus Facebook and other consumer-focused ones. Now I’d like to offer some tips for the things…

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7 Ways Building Product CMOs Increase Financial Fluency

By Renae Gonner / November 9, 2011 / 1 Comment

Learn how increasing your marketing department’s financial capacity can make a big difference in your business. Especially in the building products industry, it’s more important than ever to closely monitor the dollars going into your marketing efforts. It’s no longer about the next big idea and pushing out pretty creative, today’s CMO has to focus…

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Building Relationships that Grow
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