Tag Archives: building materials industry

Handling Disruption in the Building Materials Industry as a CMO

26 Sep


Your CMO is responsible for staying abreast of real-time changes in consumer behavior, the business environment, social norms and new technology. We are living in an age of disruption that is only multiplied in niche industries such as building materials. Every direction is a new disruption, yes, but all of the changes are also opportunities for the right marketer.

Here are a few of the ways that your CMO can handle the ever expanding environment of disruption and come out on top for your business.

Exploring Lightning Fast Advancements in Science and Tech

The number of technologies that have become household concepts over the past five years has accelerated exponentially over the past five years. Consider AI, facial recognition software, virtual reality, robotics and the Internet of Things – there are many places that your CMO can put the marketing budget and human capital. All of these technologies should not be cultivated for their own sake. Marketers should look to tame these disruptive concepts for the sole purpose of understanding the motivations of customers and developing solutions for them.

Connecting Media Platforms

Connected devices and multisensory platforms are completely redefining how we use media and even how we define what media is. The Internet of Things makes household appliances media – media that may even outperform its traditional counterparts. If your fridge can now recommend certain foods to you based on your unique biorhythms and whether you are likely hungry at that stage of the day, we owe it to our businesses to look again at how we may be able to use new technologies to our advantage. The building materials industry will be looking to the Internet of Things especially to connect with prospects.

Considering the Customer Holistically

With the proliferation of big data and the ability to segment and analyze it precisely comes an opportunity to study customers more deeply than ever before. We are living in a consumer-centric world, and this trend is not reversing itself any time soon. In a small industry like building materials, everyone knows everyone else. Each person within a sales funnel must be considered fully as a human being with personal goals and choices in every communication. This could be quite a task without the buyer profiles that modern marketing technology helps put together for us.

New Ways of Doing Business

The new business models that are being created through disruptive technologies are just as disruptive as the tech itself. Process is just as much innovation as any individual piece of technology. Additionally, companies within the building materials industry must consider ideals beyond a simple profit motive. We owe it to ourselves and to our community to look at revenue models with an impact socially as well as financially. Many companies actually find that expanding their bottom lines comes more quickly with an expansion into open source innovation programs and benefit corporations.

A Real Time Response to Changes in Society 

Changes in society mean changes in the motivations of future employees and the perception of actions that a business takes. For instance, certain manufacturing processes that would have been industry standard within building materials might now be considered anti-environment and cause enough of a stir to hinder business, yes, even B2B transactions. The CMO must ensure the public facing image of the business is intact, even if that campaign is only to keep the company out of the general news cycle.

As disruptive technologies create more opportunities, CMOs throughout the industry will need to decide how to best employ these new tools. Directing the new features to any hang-ups in the segmentations above is a good start in navigating the ever-changing world of building materials and using new tech in a positive way.

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New MarTech Trends for the Building Materials Industry

21 Sep


Marketing technology continues to grow as a dynamic hybrid discipline that is highly relevant to the building materials industry. As a niche industry that nonetheless moves billions of dollars every year, successful companies in building materials must take advantage of the new marketing technique that technology provides.

You can bet that new MarTech trends will lead the industry down some very interesting pathways in the future. Here are some of the trends that you should be aware of;

Improved MarTech Applications

Marketing technology is no longer a novel buzzword to insiders – tools including multichannel attribution, view-ability measurement, demand side platform, cross device tracking and programmatic TV are now actively being studied by marketers who are in the know. It is definitely to the advantage of your marketing to identify the MarTech strategies that are most relevant to your business and drill down into their applications very soon.

Precision Prospect Hunting

Modern CRM and marketing automation systems now come equipped with artificial intelligence (AI), machine learning capabilities and predictive analysis functions. As long as the data input to the system is valid and properly scaled, pinning down new prospects will be easier than ever. These prospects will not be random; rather, the systems will identify and even tier prospects by their past behavior patterns and ability to purchase. Armed with this kind of tool, the savvy marketer will be able to take full advantage of buying signals specific to an individual prospect or trends from general news sources.

Increased Social Outreach

Marketers face a consistently stricter environment in terms of outreach through mass channels, most notably email. This is especially true for materials companies who are doing business overseas, as the EU and Canada are beginning to crack down on solicitations of all kinds. MarTech improves a company’s ability to employ inbound marketing, content marketing and social marketing for outreach. Organic techniques will soon dominate the landscape, and MarTech will lead the way.

Holistic Attribution Across the Customer Life Cycle

Quantifying both offline and online aspects of a marketing campaign is much easier with the current generation of MarTech. Even using managing multiple channels, MarTech experts will be able to watch prospects through the entire sales funnel, considering attribution throughout the total time frame. Marketers will be able to compute ROI holistically, determining the impact of each step for future analysis and improvements.

Higher Budgets for MarTech

You can expect your competition to continue directing funds towards MarTech in the future. CMOs love the overlap between marketing and tech. They were raised on it, and the proliferation of data creates more opportunities for programmatic buying in media. MarTech allows for the cultivation of big data, and the companies that apply it sooner will take hold of a strong competitive advantage in the marketplace.

If you have been toying with the idea of employing MarTech as a priority in your marketing, now is the time to make it happen. Money is moving into the discipline with an increased vigor, and you do not want to be the last one in the field. Building materials is a small community that requires a great deal of detail. People will not forget how you treat them, and the right technology helps you connect in a more personal way.

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Do B2B Industries Need to Worry About Social Media in 2017?

5 Sep


In the United States, it is no longer socially acceptable for a viable business to consider email as a primary source of outreach. This is especially true in a niche industry such as building materials – make one person angry, and it could affect business with many partners. Countries outside of the United States are actually drawing the curtains on traditional outreach methods in a legal way. Canada and the EU define hard penalties for companies who are found to be in defiance of this new social norm.

With traditional outreach and mass platforms on the decline, at least for businesses, social outreach will certainly continue to experience growth in the near future. Social media has been identified as a core hub for big data and cost-effective trend analysis, even without the clamps being placed on other sources of outreach.

Do B2B industries need to worry about social media in 2017? The short answer is yes. Here are the specific reasons why:

Opportunities to Improve the Customer Experience

CX (the customer experience) is the new UI. CX is now the centerpiece of most successful social media initiatives from B2B companies. The best part – if you are highly focused on CX, you will be ahead of the curve, especially in the building materials industry.

Customers, especially large clients, love personalized service. They demand it. They are also looking for highly intuitive communications with you, even if that communication is knowingly automated. Your brand messaging must be consistent, especially if the customer is sitting at the beginning of the sales funnel.

If you have yet to solidify the connection between your major social media accounts, do so right away. Your landing page should move nicely into your Twitter, Facebook and LinkedIn. NOTE: If one of the major social media hubs does not work for your company for some reason, it is better to get rid of it completely rather than have a dead channel on your hands.

Investments in More Interactive Content

Modern marketing is more visual than ever, and most of these visuals are not as static or 2D as they used to be. More B2B companies are investing in interactive content than ever before. Content that reaches out and grabs the viewer obviously has a positive impact on engagement. The overall result is a heightened priority on indirect marketing vehicles such as livestreams, blogs and interactive product demos over webinars.

The overwhelming majority of customers enjoy interactive content at all levels of the sales funnel. However, interactive content can be expensive to produce, and its rollout is usually slower. You will need to focus on social media to find the best opportunities to employ strong visuals and interactivity. You can also focus your efforts on your best customers through social media, ensuring that your ROI for more expensive marketing remains high.

Qualifying Better Leads

Customers basically give away their souls on social media. If your CMO knows how to collect and interpret data, you will be able to screen for qualified customers more diligently than ever. Converting your social leads will only become more important as email and other mass forms of outreach become less effective.

The most successful companies in the next five years will understand intimately how social media marketing translates into new leads, legacy customers and the bottom line. Get ready for increased investments in social as time goes on.

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4 Brand Awareness Tips to Implement Now

6 Jul


Increasing your brand’s awareness is the goal of any marketing strategy. Gaining an increase in your audience will improve your ROI. The following brand awareness tips are those that are easy to implement right aware.

1. Content That is Sharable and Valuable

Making content that is both sharable and valuable is at the heart of any brand awareness strategy. With this component, your brand’s awareness as an expert jumps exponentially when you publish meaningful and strong content. Keep on top of what is important in your industry by using tools such as BuzzSumo to find out what’s been doing well on social media and find out what your competition is publishing. The key is to make sure that your content is better.

2. Choose Your Social Media Platform Well

The number of social media platforms continues to rise; however, due to a limited amount of time and budget, you can limit the ones you use to maximize your ROI. Facebook tends to be a good starting point as many people in the building materials industry find themselves checking periodically throughout the day. Instagram is another popular social media platform that is rising in popularity and that might be worth your time in keeping updated due to its ability to showcase building products and projects.

3. Promote Content Using Paid Strategies

Using paid strategies instead of – or in conjunction with – organic search offers your brand the ability to increase its visibility. The key is to give your audience incentives that are valuable enough for them to interact with your brand.

4. Use Influencers Often

Influencers can help your brand gain the recognition and increase its awareness among that audience you seek – those people who make the buying decision in the building materials industry. Tagging them or otherwise alerting them to the fact that you are using them name or mentioning their website allows for an increase in your engagement with them.

These four brand awareness tips are designed to make those in the building materials industry who are charged with making the buying decisions more aware of your brand. Implementing them and keeping up with these tips helps improve your chances of capturing their attention.

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