Smarter Building Materials Marketing

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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 Facebook profile actually grow sales? Will you earn more market share if you change your website? How can you o…

Venveo


    • May 26, 2025 LATEST EPISODE
    • monthly NEW EPISODES
    • 22m AVG DURATION
    • 272 EPISODES

    4.9 from 43 ratings Listeners of Smarter Building Materials Marketing that love the show mention: zack, marketing, industry, resource, lot, great job, started, definitely, entertaining, content, listening, best, show, like, good, love, building materials space, zach and beth.


    Ivy Insights

    The Smarter Building Materials Marketing podcast, hosted by Zach and Beth, is an invaluable resource for anyone in the building materials or distribution business space. As a listener for the past year, I have enjoyed their content so much that I became a Venveo client. The entire team at Venveo brings clear guidance and valuable insights to the industry. The podcast covers a wide variety of topics, offering best practices and tactics that can be immediately implemented. This is especially beneficial for companies without dedicated marketing departments, as it provides a valuable resource to enhance marketing strategies.

    One of the best aspects of this podcast is its relevance and timeliness. Zach and Beth consistently provide insightful information that helps keep listeners informed and connected within the industry. They spend a significant amount of time preparing for each episode, resulting in high-quality content that is both engaging and entertaining. Additionally, the hosts excel at featuring relatable experts in the building materials space, ensuring that listeners walk away with valuable takeaways from every guest.

    However, one minor downside is that the podcast has leaned slightly towards residential topics recently. While still beneficial to those in sales or marketing roles across various sectors, it would be great to see more focus on commercial or industrial aspects of the industry to provide a well-rounded perspective.

    In conclusion, The Smarter Building Materials Marketing podcast is a must-listen for anyone in the building materials space, whether they are established innovators or just starting out in carving their niche. Zach and Beth lead conversations that cover a broad range of topics related to building thriving businesses while providing real-world examples and practical strategies. Their ability to let guests shine while keeping focused on them sets this podcast apart from others in the market. Overall, it offers valuable insights into marketing strategies specific to the building materials industry and remains an excellent resource for professionals looking to stay ahead of evolving marketing trends.



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    Latest episodes from Smarter Building Materials Marketing

    What Today's Top Candidates Want from Building Materials Employers

    Play Episode Listen Later May 26, 2025 26:37


    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.

    Tech Adoption in Building Materials: What's Actually Working in 2025

    Play Episode Listen Later May 16, 2025 26:20


    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.

    How Concretti Designs Is Transforming Handmade Concrete for Modern Design and Sustainability

    Play Episode Listen Later May 5, 2025 26:03


    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.

    Brand-Led Growth in Building Materials: Inside National Nail's Strategy

    Play Episode Listen Later Apr 28, 2025 27:14


    How does a brand-first mindset drive real growth in a traditionally sales-led industry? In this episode, Beth and Zach talk with Dani Zizak, Chief Marketing Officer at National Nail, about why putting brand at the center of everything has been their winning strategy. Dani shares how National Nail's teams work together to shape messaging, build trust with pros and dealers, and navigate the constant evolution of the building materials market.

    Marketing Strategies for Multi-Location Lumber Dealers: Transforming Store Personalities into Sales

    Play Episode Listen Later Apr 22, 2025 15:46


    What if community connections and authentic digital engagement were the secret weapons for building materials growth in a sea of commodity products? On this episode, we talk to the head of marketing for a multi-location dealer in the South East and hear how they are leveraging the power of personal stories and local relationships to drive sales and create deeper customer loyalty.

    Marketing to Next Generation Buyers: Strategies for Building Materials Brands

    Play Episode Listen Later Feb 3, 2025 18:13


    The building materials industry is evolving, and so are its customers. With younger generations like Gen Z and Millennials becoming key buyers, brands must rethink their marketing strategies to stay relevant. In this episode of Smarter Building Materials Marketing, Zach Williams sits down with Michael Gabbert, Director of Marketing at Tricam and Gorilla, to discuss how brands can evolve their strategies to meet the expectations of modern buyers. Drawing from his experience at Amazon and Target, Mike shares actionable insights on leveraging social media, video content, influencer partnerships, and data-driven marketing to capture attention, build trust, and drive sales in today's market.

    How Thermory USA Built an Industry-Leading Brand Through Transparency and Innovation

    Play Episode Listen Later Jan 27, 2025 13:15


    Thermory USA has redefined what's possible in the wood industry. In this episode of the Smarter Building Materials Marketing podcast, Zach Williams and Beth PopNikolov are joined by Kevin DeMars, CEO of Thermory USA, to explore how the company's innovative approach to marketing, transparency, and quality is reshaping the thermally modified wood industry. Kevin shares his perspective on associations, the importance of differentiation, and how down markets can offer unique growth opportunities for manufacturers.

    How Gensler is Redefining Sustainability in the Building Industry

    Play Episode Listen Later Jan 20, 2025 19:40


    As the building industry faces growing pressure to adopt sustainable practices, Gensler is leading the charge with innovative approaches that address material sourcing, collaboration, and transparency. In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Erik Barth, Senior Associate Architect and Regional Design Resilience Leader at Gensler, to explore how sustainability has evolved over the past decade. From tackling greenwashing to creating standardized sustainability frameworks, the conversation dives deep into the challenges and opportunities facing architects, manufacturers, and contractors.

    2025 Market Predictions: What Building Product Companies Need to Know

    Play Episode Listen Later Dec 16, 2024 22:59


    As 2025 approaches, building product companies face a year of uncertainty and opportunity, from shifts in the commercial market to heightened competition. In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to offer their insights into what the future holds for the industry. The conversation delves into market trends, the impact of tariffs and interest rates, and what companies must do to thrive in the competitive year ahead.

    The Future of Building Materials Marketing: Platforms, People, and Possibilities

    Play Episode Listen Later Dec 9, 2024 16:21


    In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to discuss the challenges, opportunities, and critical shifts shaping the building materials industry. Discover why focusing on execution over market fluctuations matters, the untapped potential of platforms like Reddit, how generational shifts are reshaping consumer trust, the underutilized power of influencer marketing in our industry, and how companies like Sherwin-Williams and BFS are setting the bar in their respective spaces.

    How to Add Value & Win Customers in Today's Economy

    Play Episode Listen Later Nov 11, 2024 27:26


    In this episode of Smarter Building Materials Marketing, Beth and Zach explore some key insights into giving customers and clients the kind of experience that will not only bring them to the table, but will build loyalty that will keep them there. Director of B2B Marketing for Techo-Bloc, Alex Cadieux, talks about how they moved from just building great products, to the next level of supporting their customers through education on the way to build things properly. Entering a new phase, they have now been able to go even one step further by helping them learn how to market their business to acquire and retain clients. He talks about a new event Techo-Bloc is hosting as an example of how they are helping their dealers grow their businesses. Zach and Beth will be bringing their digital marketing expertise to the event as featured speakers. 

    Digital Transformation Strategies for Building Materials

    Play Episode Listen Later Oct 28, 2024 12:57


    In this episode Zach talks with Matt Nichols, the founder and owner of Digiwise, about digital transformation. Matt breaks the process down into how to achieve and sell the strategies to digitally transform as a manufacturer as well as how to implement those strategies and hold to the milestones. Zach asks Matt to give the listeners some ideas about how organizations go wrong in this area. They end the episode with talking about what can happen after you achieve the basic steps. 

    2025 Sales And Marketing Outlook

    Play Episode Listen Later Oct 21, 2024 44:27


    In this episode Beth and Zach are joined by Grant Farnsworth to talk about the main questions they get asked about the sales and marketing outlook for 2025. They share stats as well as some of their own thoughts to help the listener understand the trends from the past few years following the pandemic, to what they see that will drive decisions in 2025.  The three are joined by Dave King and Sophia Wedeen, experts in the area of marketing research in the industry. From earning contractor loyalty, to DIY longevity forecasts, it's a jam-packed episode. It's also a preview of what the Building Products Customer Workshop promises in Nashville on December 3rd and 4th. 

    Product Launch Strategies & Finding Product Market Fit

    Play Episode Listen Later Oct 14, 2024 21:49


    In this episode hosts Zach Williams and Beth PopNikolov dive into the world of innovation and market disruption with Michael Rigney, the CEO and co-founder of Cala Systems. Cala Systems is introducing the first intelligent heat pump water heater for residential use. They are revolutionizing water heating with advanced sensors, software, and hardware to optimize energy efficiency, integrate with solar systems, and much more. Michael shares his 20+ years of experience in energy and climate startups to talk about the challenges of bringing hardware to market,, the importance of macro timing, and the future of home electrification. 

    Building Materials Talent Recruitment: How to Hire Well and Be Hired by the Best

    Play Episode Listen Later Aug 5, 2024 30:19


    The CEO of SnapDragon, Mark Barnard, and host Beth PopNikolov sit down and talk about the labor market from multiple perspectives. As a recruiting firm, SnapDragon sees the side of both the people being recruited and the company looking for the right candidate. Mark gives some insights into the importance of candidates being introspective about what kind of position they are looking for, as well as doing good research about the company they are interviewing with. He and Beth also discuss the key task of reference checking on the company's part. 

    AI Applications in Building Materials Industry: Strategies to Boost Efficiency and Stay Competitive

    Play Episode Listen Later May 27, 2024 9:34


    You don't have to “go all in” with AI in order for it to help you create a more efficient workflow that will free you up to spend more time on what really matters. In this episode of Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov follow up their conversation with Fran Walker, the Director of Marketing at Trim-Tex. They talk about how implementing AI in your business can streamline processes, enhance productivity, and level the playing field against competitors with larger budgets.

    How One Manufacturer is Integrating AI to Gain Efficiency and Stay Ahead of Competitors

    Play Episode Listen Later May 27, 2024 24:21


    AI integration in your operations could be the game-changer for your building materials business. From enhancing customer engagement to revolutionizing installation procedures, the future of AI offers untapped potential to streamline processes and outperform competition. In this episode of the Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov discuss some exciting applications of AI with Fran Walker, the Director of Marketing at Trim-Tex. 

    The Biggest Missing Piece in B2B Sales Training

    Play Episode Listen Later May 20, 2024 18:51


    Most sales organizations in the building materials industry are failing to equip their teams with the right skills, leading to high turnover and missed opportunities. Learn how a shift from product training to sales story training can transform your team's success and drive your business forward.

    The Biggest Missing Piece in B2B Sales Training: Thoughts From Beth and Zach

    Play Episode Listen Later May 20, 2024 10:09


    Beth and Zach reflect on their conversation with Tim Rethlake, recapping the evolving role of the salesperson and why adapting to the changes is crucial for staying competitive in today's market.

    Effective Scale and Growth Tactics in Uncertain Economic Conditions

    Play Episode Listen Later May 13, 2024 21:01


    Discover the dynamic interplay between customer-driven market demands and strategic pricing in the building materials industry. Learn how these forces shape product availability, influence business strategies and ultimately determine competitive success.

    Trends, Threats and Opportunities in the Building Materials Industry

    Play Episode Listen Later Apr 15, 2024 22:50


    As the construction landscape shifts, unforeseen challenges and innovations are redrawing the blueprint of success. Discover how emerging trends, from artificial intelligence pricing strategies to service-oriented product offerings, are shaping the building materials industry and could redefine your bottom line.

    Email Marketing Updates: Navigating New Regulations

    Play Episode Listen Later Apr 1, 2024 15:39


    Hear about the latest changes in email deliverability that are set to impact businesses in a big way. Learn about the new requirements from major email providers and how these changes could affect your marketing and sales initiatives.

    Embracing Innovation: How Distributors Can Enhance Customer Experiences

    Play Episode Listen Later Mar 18, 2024 21:01


    The evolution of distributor-customer relationships and the impact of online education on consumer behavior are reshaping the building materials industry. Understanding these shifts and adapting your marketing and distribution strategies is crucial for staying ahead in an increasingly competitive market.

    How Manufacturers Can Be Better Partners For Contractors

    Play Episode Listen Later Mar 11, 2024 14:20


    Discover how building materials manufacturers can become better partners with contractors by understanding their financial needs. Learn how to connect with and support contractors in their financial and business growth, to build trust, improve product adoption and ultimately increase sales.

    IBS 2024: Takeaways and Follow-Up Strategies

    Play Episode Listen Later Mar 8, 2024 23:49


    2024's International Builders' Show (IBS) was the biggest show in 15 years. The Venveo team is back from Vegas and here to share their takeaways, top booths and biggest trends from this year's event! We also dive into key ways to make a lasting impression at trade shows and how to embrace experiential marketing and tailored follow-up strategies to elevate your brand and drive meaningful connections with your trade show leads.

    Industry Acquisitions + America is Getting Smaller

    Play Episode Listen Later Feb 19, 2024 13:24


    Big shake-ups are happening in the building materials industry. Discover the latest news on major acquisitions and housing market trends that are sending ripples through the sector, along with how strategic partnerships and innovations will redefine the competitive landscape and drive future growth opportunities for your business.

    Impacts of Market Trends on The Building Industry

    Play Episode Listen Later Feb 12, 2024 11:39


    Uncover the latest market trends and insights in the building products industry, and learn how they could impact your manufacturing business and product categories in the coming years. Stay ahead of the curve and make strategic decisions based on expert analysis and predictions.

    A Serial Entrepreneur's Success: Benefits of Selling Experience Over Products

    Play Episode Listen Later Jan 30, 2024 17:46


    Explore how a leader in the building materials industry revolutionized service and product development, and learn how prioritizing client experience over volume can transform your business success and brand reputation.

    How a Sales Leader Is Winning Customers Through LinkedIn

    Play Episode Listen Later Jan 25, 2024 17:17


    Hear from a long-standing sales leader on how they took the leap into leveraging Linkedin and social media to win customers and the incredible results they're seeing. Learn the strategies to effectively build thought leadership and generate leads in the digital space to outperform your competition.

    2023's Top Podcast Episodes: Key Insights for Building Materials Industry

    Play Episode Listen Later Jan 9, 2024 17:40


    In this exciting wrap-up of 2023, Venveo's Steve Coffey and Deanna Murphy dive deep into the most influential podcasts that have reshaped marketing strategies in the building materials industry. They discuss pivotal trends, resilience in the face of economic uncertainties and the integrative innovation pushing the industry forward.

    Building Material Industry Predictions for 2024

    Play Episode Listen Later Jan 2, 2024 18:21


    In 2024, major changes are predicted to hit the building materials market with shifts in sales tactics, digital marketing strategies and a renewed focus on human connection. Understanding and adapting to these changes will be crucial for manufacturers to stay ahead of the competition and maintain a strong presence in the industry.

    Bridging the Gap: How Sales and Marketing Teams Can Work Together for Success

    Play Episode Listen Later Dec 12, 2023 20:52


    Learn why digital marketing is no longer a nice-to-have, but a necessary tool for success in reaching potential customers and driving sales in building materials and other B2B industries.

    Rising Rates: How to Navigate the Current Housing Market

    Play Episode Listen Later Dec 4, 2023 21:25


    Discover the truth about the current state of the housing market and how it will directly impact your building materials business. Understanding the factors driving affordability and regional market dynamics is crucial for manufacturers looking to stay ahead in this challenging industry.

    How to Attract More Builders with Social Media

    Play Episode Listen Later Oct 23, 2023 28:35


    Leveraging platforms like YouTube and Instagram isn't just trendy — it's essential for feeding builders the information they are actually looking for. Tune in as this week's guest, Matt Risigner shares invaluable insights on how manufacturers can use social media to not just reach but truly engage with more builders.

    BPCW Live Podcast: Candid Q&A from the Contractor & Remodeler Pro Panel

    Play Episode Listen Later Oct 16, 2023 47:22


    Understanding customer feedback is key to growth. This week's episode was recorded live from the Building Products Customer Workshop in Denver, where a panel of seasoned pros — contractors, remodelers, and installers — offered invaluable, candid insights into the questions and challenges most pressing to building product companies today.

    How to Successfully Break Into New Markets With Your Building Products

    Play Episode Listen Later Oct 9, 2023 16:17


    Breaking into new markets can be challenging for building materials manufacturers, especially those with niche products. If you want to grow your business and drive more sales, this episode is for you. Laurie shares his journey of starting the business in the U.S., the challenges he faced and the strategies he used to build credibility and establish relationships with new customers.

    How Architects Are Using AI & The Impact On Manufacturers

    Play Episode Listen Later Oct 2, 2023 23:54


    With AI gaining momentum in recent years, architects and manufacturers have been exploring its potential to transform the way buildings are designed, constructed and marketed. This week, we are exploring the intersection of AI and architecture plus highlighting key trends and tools that are reshaping the industry.

    How Manufacturers Can Meet the Needs of Facilities Managers

    Play Episode Listen Later Sep 25, 2023 14:00


    Discover the untapped potential of marketing to facility managers, one of the most sought-after audiences in the building materials industry. Uncover how to target and create meaningful connections with this influential group.

    Navigating AI in Photography: Opportunities & Limitations for Manufacturers

    Play Episode Listen Later Sep 11, 2023 17:33


    Hear from the “Official Photographer of the Home Building Industry” on the impact of AI on photography, the importance of copyright protection and how to create captivating visuals for builders and architects. Chad also shares his insights on working with builders and architects, understanding their target audiences and creating captivating visuals. 

    Breaking Down Silos: Aligning Marketing and Sales for Success in Building Materials

    Play Episode Listen Later Sep 4, 2023 16:23


     Discover an innovative strategy to differentiate your building materials in the marketplace and make your customers' lives easier. Find out how aligning your sales and marketing efforts can drive growth and create a strong partnership with your dealers. In this episode of the Smarter Building Materials Marketing Podcast, Zach interviews Mike Wolfe, the CEO of Delgado Stone Distributors. Delgado Stone is a quarry manufacturer and supplier of natural stone products, primarily selling to wholesale distributors across the United States and Canada.

    How Manufacturer Reps Can Increase Specifications with Commercial Design Firms

    Play Episode Listen Later Aug 28, 2023 14:48


    Manufacturer reps often play a vital role in expanding market reach and ensuring customer satisfaction. This week's guest reveals why effective reps are the lifeblood of design firms and how they are instrumental in preventing building products from being value-engineered. In this episode of the Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov sit down with Mary Cook, President of Mary Cook Associates, a prominent commercial interior design firm based in Chicago, to talk about the importance of manufacturer rep relationships and how the right rep can play a vital role in increasing specifications. Throughout the episode, Mary shares her valuable insights and experiences, shedding light on the crucial role manufacturer reps play in safeguarding design intent, ensuring quality execution and staying within budget — with the collective goal of avoiding the value-engineering of products.

    From Leads to Loyalty: How To Take a Customer-Centric Approach To Building Materials Marketing

    Play Episode Listen Later Aug 21, 2023 16:42


    Digital platforms and consumer behavior are constantly rewriting the rules of marketing, so how can businesses in the building materials industry adapt and thrive? This week, we are talking about the power of trust, personalized experiences and the crucial role of the customer journey in driving sales and revenue. Todd Miller is President of Isaiah Industries, a metal roofing company. He talks with Zach about why manufacturers need to take the effort to create a personal connection with customers.

    Features vs. Benefits: Why Building Materials Manufacturers Need to Know the Difference

    Play Episode Listen Later Aug 14, 2023 14:39


    Can you articulate the difference between a feature and a benefit? If not, you're probably using them wrong in your sales copy. This week we talk about the difference between features and benefits and how to use them for the most impact. Deanna Murphy, Venveo's Director of Strategy, is back this week to talk with Zach about features and benefits messaging, market fit, how to win your customer and more.

    Looking Toward 2024 and 2025: Unpacking the Future of Single-Family Residential Construction

    Play Episode Listen Later Aug 7, 2023 26:19


    Grant Farnsworth is back to talk about the 2024 and 2025 outlook for new single-family residential construction. We also share insights for manufacturers who aren't hitting sales numbers. Grant Farnsworth is the President of The Farnsworth Group. He talks with Beth and Zach about the 2024 to 2025 outlook on new single-family residential construction, as well as the upcoming Building Products Customer Workshop being held on October 11 and 12.

    Creating Value and Growing an Audience Through YouTube

    Play Episode Listen Later Jul 31, 2023 14:41


    Building a social media presence is essential for everyone in the building materials industry. But with so many platforms, where do you start? This week's guest explains why YouTube is the best platform to grow your audience and bring them value. Sean Collinsgru is Chief Vision Officer at Premier Outdoor Living and host of the Hardworking Happy Hour podcast. He talks with Zach about the importance of creating content to build a large and invested audience.

    Do Building Materials Manufacturers Really Need Marketing?

    Play Episode Listen Later Jul 24, 2023 12:22


    Have you ever thought that you don't need marketing to be successful? If so, then this episode is for you. Beth and Zach talk about the importance of marketing, even for manufacturers who are “too big to fail” — because the truth is, you're not. This week, Beth and Zach discuss the most common answer Beth gets from manufacturers when she asks them about marketing. 

    Attract More Talent By Creating a Culture of Leadership

    Play Episode Listen Later Jul 17, 2023 16:49


    It can be hard to find high-quality employees in today's job environment. However, it's not impossible. This week's guest talks about how they've managed to grow their team by 20 percent year over year while decreasing turnover through their culture of leadership. Josh Hendrickson is vice president of sales and marketing at Wilson Lumber, a third-generation owned lumber dealer operating outside of Huntsville, Alabama. He talks with Deanna Murphy, director of strategy at Venveo, and Zach about Wilson Lumber's unique leadership structure.

    5 Elements Manufacturers Can A/B Test Right Now to Drive Results

    Play Episode Listen Later Jul 10, 2023 19:12


    How confident are you that your headlines or CTAs are truly the best choices? This week, Zach and Beth are diving into the significance of A/B testing for manufacturers and reveal the five essential elements you should be testing to boost your conversion rates.

    How to Sell High-Performance Building Products to Builders

    Play Episode Listen Later Jul 3, 2023 16:09


    Innovative, high-performance building materials can be difficult to market and sell. This week's guest not only has a brand new, innovative product, but one that's high-performance and sustainable. He talks to Zach about how he's been able to market and sell this innovation to builders. Josh Dorfman is the CEO and co-founder of Plantd, a company dedicated to making carbon-negative building materials.

    How Building Materials Manufacturers Can Focus on Value Services With a Commodity Product

    Play Episode Listen Later Jun 26, 2023 18:42


    When you compete on millimeters and price, it becomes a race to the bottom. This week's guest shares how emphasizing value and building strategic partnerships with customers can help you move beyond price and cultivate lasting relationships. Cassie Milam, the Co-Owner and Director of Marketing for The Detering Company, talks with Beth about how to focus on value services in a commodity category.

    3 Best Ways Building Materials Manufacturers Can Converge Marketing & Sales

    Play Episode Listen Later Jun 19, 2023 16:39


    We break down the three best ways marketing and sales teams can converge to see the greatest ROI, plus key insights from AIA 2023. This week, Steve Coffey, Venveo's Director of Growth, is co-hosting with Zach.

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