The pivotal shift towards customer-centric philosophies has asked from companies within all industries the adoption of advanced tools. HubSpot emerges as the industry leader, seamlessly blending CRM with AI to redefine marketing and sales processes specifically for the construction sector. From intelligent content creation and dynamic image generation to precise email communication and strategic sales forecasting, HubSpot's offerings align seamlessly with the needs of building product manufacturers.

If you build a performance website, you should expect your overall website activity to be driving over 90% of your net new growth. Net new? That’s new business from companies or specifiers you’ve never dealt with. The rest will probably be coming from outbound sales activity and word-of-mouth referrals.

This year, in 2023, HubSpot's platform has undergone significant updates, enhancing its efficiency and effectiveness. Anticipate further improvements throughout the year, necessitating awareness of all available features. Continue reading for a recap of the most crucial changes and updates from this year, along with insights on maximizing their benefits as we progress into 2023.

For those unfamiliar with my blogs, I'm Ainhoa, Insynth's Head of Platform Consulting and their in-house HubSpot expert. Since April 2021, I've been  compiling monthly updates to ensure you stay informed about HubSpot's developments. This post provides a summary of the essential updates from the past few months.

If you haven't followed my blogs previously and wish to explore every new feature introduced to the platform in 2023, you can access my monthly blog posts for the current year below!

As construction decision-makers increasingly use digital channels to search for products and services, you must elevate your construction website design. Your website is your most important sales and marketing asset and is worth investing in accordingly.

Keeping your performance website up to date is critical and time should be allocated every month to add or update new content, but what about keeping people up to date with these changes?

When designing a performance website, gathering user feedback can help you identify potential issues and areas for improvement before the website is launched. It’s worth allocating the budget to pay independent users to spend an hour going through the website and giving you honest, objective feedback.

It’s worth doing this at least annually.

When building your performance website, consider the analytics you need to track and analyse once the site is live. This will help ensure that the website is developed to allow for accurate tracking and analysis of key metrics.

As we get into the final stretch of the year, it's a strategic moment to think about the trajectory of your business. In the dynamic landscape of today's business environment, adaptability is key, and there's no better time to assess your business goals than now. This blog serves as your compass, navigating you through the significant updates that HubSpot has unveiled this November.

For specifiers, clear and consistent technical information is essential to make informed decisions about building products and materials. Architects rely on manufacturers product data. Making sure this information is structured correctly on your website is critical.

When building a performance website a common mistake is leaving SEO until the end.

This often stems from working with a designer who sees their role as taking care of the visual experience and that SEO is a separate project to be taken care of by a different team post-launch. This is the wrong way to go about it.

“What I want to see is websites being better curated – more thought about graphically. Because there is nothing worse than having a really good technical resource that is awful to look at.” - Ged Couser, Architect Director, BDP 

Most people would agree that their website is a critical tool for connecting with their target audience and driving growth - not just a digital brochure. Now let's dig into the 7 sections that really make the difference.

The success of a construction website design project depends on effective project management, clear objectives, adequate planning and excellent communication among team members. 

How do you make sure all these things are in place? By making sure the right people are in the right roles and that those roles are clearly defined and understood across the team.

As we step into the latter part of the year, it's the perfect time to contemplate the future of your business. We're amidst a rapidly changing landscape, and now more than ever, it's crucial to align your business aspirations with a flexible and customised CRM solution. This blog serves as your portal to stay informed about the most significant HubSpot updates this month.

How do you select the right partners for your construction website design and development projects?

Here’s the hardest part about marketing to architects. You have to focus on this singular audience.

Many are afraid of missing other opportunities - “We want to speak to distributors, contractors, and clients too.”

We get it. But there's a better way to approach this.

Businesses must constantly adapt and evolve to stay competitive.

A significant part of this adaptation involves the effective management of their online presence. A robust online presence is crucial for construction companies to attract potential clients and showcase their portfolio of projects.

So you want to market to architects and are ready to go all in? What’s the next step? The key to any project is a solid bit of analysis. 

So, what if you could build the CRM of your dreams? What if you could seamlessly integrate your processes and data into a powerful CRM that not only meets but exceeds your unique needs? As HubSpot Partners, we believe you can, and we can help you with that!

As we step into the latter part of September, have you contemplated the future of your business? Most of us are already seeing a paradigm shift, it's vital to harmonise your aspirations with a flexible and custom-tailored CRM solution. This blog is your gateway to staying in the loop on the most significant HubSpot advancements this month.

The landscape of building product companies is constantly evolving, and as we approach 2024, new challenges and opportunities are on the horizon. In this blog post, we'll delve into the ten key challenges that product companies are likely to face in 2024 and explore how HubSpot, a leading CRM and marketing automation platform, can help address these challenges.

In the built environment, technical content serves as the backbone of every new project, so understanding the sources architects turn to for this information is crucial for your marketing strategy.

In an increasingly competitive business landscape, companies in the construction industry are turning to advanced CRM tools like HubSpot to streamline their operations, enhance customer relationships, and boost growth.

In a notoriously competitive industry like construction, standing out from the crowd requires some hard work. Effective content marketing can help you achieve this goal by strategically positioning your brand on search engines for relevant topics, which in turn attracts more qualified leads to your business.

As we enter the last quarter of 2023, having an online presence is not merely an option; it is an absolute necessity. Nevertheless, crafting a website that genuinely reflects your business ethos and engages your audience has frequently entailed a labour-intensive and costly undertaking, replete with intricate coding and design work.

Staying ahead of the curve is essential for success. And, yes, that might involve AI.

HubSpot understands this better than most.

That's why, in 2023, HubSpot has rolled out a slew of exciting AI product launches aimed at helping businesses supercharge their marketing and sales efforts. According to The HubSpot Blog's State of AI Report, over 85% of marketers and sales professionals agree that AI enhances content quality and prospecting efforts.

Growth Driven Design (GDD) is a website design and development approach that emphasises continuous improvement and optimisation that is is particularly effective in the built environment.

Here's how it can help you launch website projects more quickly while improving results.

Building product companies often grapple with the challenge of reaching architects at the opportune moment. But standing out amidst the competition demands more than just great products.

To reach the right audience at the right time, a marketing approach that aligns with architects' concept and design research process is essential.

Integrating your CRM with your website is a serious super power. For example, it enables you to see which pages of your website a contact has looked at, when, and how many. And that's just the beginning. But most companies aren't doing it.

Reaching architects at the right time presents a formidable challenge for construction companies seeking to promote their products and services effectively. In this digital era, the key to success lies in building meaningful connections and personalised interactions.

As we leave August behind, let's take a moment to consider how your business is looking to wrap up the third quarter of 2023. Envisioning the months ahead, it's clear that data and, moreover, quality data, will play a pivotal role, and a strategic CRM system will likely be at the forefront. Aligning your aspirations with a dynamic and customised CRM solution is more crucial than ever.

Before you begin a website update or redesign, it is important to ensure that your website strategy is well-defined and aligned with your business goals.

Your website is an essential part of marketing to architects and, according to our research, it is their "first port of call" when researching new products. 

However, many building product companies consider their website a brochure. A static page. 

Your website can be so much more than that!

A good website is a critical asset for every business, but the unique dynamics of the construction industry make website design more complex than in other B2B sectors.

Before you start getting into the tactics of how to market to architects, it’s important to understand the specification process they go through, and how that fits into the project life cycle.

This enables you to convey the right messages, andprovide the right materials, at the right time. 

When a performance website kicks in, your business will feel it.

A performance website is purposely designed to be easy to find online by your target audience when they are looking for information that relates to your industry. It is packed full of useful content and is easy to navigate and understand.

But that's just the beginning...

As a building product company, it’s important to know which channels architects prefer, so you can make sure your content shows up in the right places. 

If you’re aiming to capture an architect’s attention, this could be different to the channel you use to target other members of the construction industry.

How does an architect think?

Unless you undergo seven years of intensive training, it's hard to understand fully. 

Marketing to Architects is a challenge because of this. Their persona is complex - technical, analytical, and creative. Drawn to self-expression but restrained by regulations and limitations.

Also, architects are exacting and have high standards for their suppliers. They are constantly under time pressure, and the easier you can make their life, the better.

Understanding their point of view is crucial to marketing to them.  

Looking ahead to the end of Q4 2023, how do you expect your business finishing the year? It is likely that that vision will involve the right tech and, most likely, the right CRM. It is essential to align your goals with a flexible and tailored CRM solution. In this blog post, I will share with you how HubSpot can be the CRM that help you drive your business forward and achieve your 2023 goals.

Why should you read an article about marketing to architects? 

There are two potential reasons.  

1. you are a marketer for a building product company.

2. You are responsible for revenue for a building product company and are seeing a decrease in sales performance and wondering whether marketing can help.

This blog will uncover the untapped power of Frequently Asked Questions (FAQs) – the game-changer your marketing strategy has been seeking!

In this guide, we'll unveil the immense potential of FAQs in driving traffic and boosting your website's rankings on Google, all while supplementing your content marketing and SEO-optimised product pages.

Get ready to discover the secret sauce that showcases your content like never before!

It feels like there are two very opposing camps when it comes to using AI for content marketing in 2023. Those that are looking to embrace the latest innovation, and those that are apprehensive of what AI could mean for the world, or even for them personally.

A clear vision and a well-crafted mission statement are the foundation of any successful business.

In the construction industry, companies often focus on project timelines and profit margins, overlooking the importance of a broader, long-term vision.

In this blog post, we will discuss why defining a vision is important, what elements should be included, and how to produce a mission statement that supports your vision and guides your marketing strategy.

In our most recent episode of SNAGGED (the construction sales and marketing podcast) we interviewed Dennis Helderman, Co-Founder and CCO of EasyToolHire, about the challenge of modernising a "hand shake" industry.

EasyToolHire has successfully brought an eCommerce experience to their customers. Dennis revealed that the key to their growth has been a strong focus on SEO (Search Engine Optimization). However, he also acknowledged the challenges they have faced in getting it right.

"Ready to launch your online marketing strategy sky high? SEO is your rocket fuel, get ready to ignite."

Picture a space rocket. It's awe-inspiring and full of potential, but without the right fuel, it stays grounded. In the realm of digital and inbound marketing, Search Engine Optimisation (SEO) is that much-needed propellant. It's the high-octane fuel that ignites your online presence and launches it into the stratosphere.

Let’s explore the key concepts of SEO, with a few space-related puns thrown in.

As we reach the halfway point of the year, it's time to reflect on how your business has progressed and envision its future by the end of Q4 2023. To facilitate your transformation, it is crucial to align your strategies with a flexible and tailored CRM solution. This blog aims to keep you updated on the most noteworthy HubSpot advancements throughout the month of June!

Have you ever found yourself, or your team, drowning in the whirlpool of daily tasks, bogged down by social media campaigns, content creation, and lead generation?

You're doing everything that your marketing handbook tells you to do. And yet, something seems amiss. There's a void that these tasks aren't able to fill.

But what is it?

How do you envision your business by the end of Q4 2023? If you're ready for a transformation, it's crucial to align it with a flexible and tailored CRM solution. This blog will keep you updated on the most noteworthy HubSpot advancements throughout the month of May.

In the ever-evolving landscape of digital marketing, content remains king. A well-executed content strategy can drive organic traffic, engage target audiences, and lead to conversions. However, building a robust content-driven marketing engine requires a systematic approach that spans multiple stages of development.

Did you know that the construction industry has gone digital?

Well, you cannot say that we did not warn you! Since 2020, the built environment has undergone a significant transformation recognising the need to keep up with new trends and to ensure that they have the right tools and resources to grow their building product business. And, for that, people are finding that the key to success in this digital world is communication. Is your marketing geared to work in 2023?

As the Q1 2023 fades away in the distance, product brands are actively seeking innovative ways to boost their marketing, sales, and service processes. How do you want your business to look like by Q4 2023? If you are looking for a change, it is likely that this needs to happen hand-in-hand with an adaptable, fully customized CRM. This blog will keep you in the loop on the most significant HubSpot updates throughout the month of April.

Whether you're supplying to contractors, architects, or specifiers we'll show you how to get your videos ranking higher on search engines, driving more traffic to your website, and helping you grow your business.

As the first quarter of the year gains momentum, product brands are actively seeking innovative ways to optimize and streamline their marketing, sales, and service processes, while elevating the achievement of key performance indicators and goals. Does this resonate with you? An adaptable, fully customized CRM is the key to conquering these objectives, and staying current with the latest features ensures you're maximizing the potential of your chosen platform. This blog will keep you in the loop on the most significant HubSpot updates throughout the month of February, empowering your brand for success.

If you're new to the world of SEO, you may have heard the term E-A-T thrown around a lot lately. But what exactly is E-A-T, and why does it matter for search engine optimization? In this beginner's guide, we'll break down the basics of E-A-T and offer practical tips for improving it on your website.

Confused about backlinks, how they are curated and why they are useful?

Backlinks are a key component of SEO and can help your website to rank higher in search engine results pages (SERPs).

Building product businesses are racing to support specifiers’ online specification research process, but are not getting the best advice on how to do this. Digital specialists are not generally construction specialists, and often don’t understand the complexities of the industry and the specification route to market.

Before we go any further on this, first let’s address what makes the digital specification research process so important.

Managing contact and client information might seem simple in the early stages of the development of a company. An Excel spreadsheet is comfortable enough and, even if some members of your team struggle to find documents in the endless loops of folders within folders that you have on your shared server, there is no need to panic. Yet, as your company expands, you bring on more clients, and you recruit more staff, and… panic.

A unique and compelling website isn’t an option anymore. If a building products business has a poorly designed website, it can result in losing customers and potential leads turning to competitors.

Regrettably, this happens frequently as many small building product businesses create their websites to cut costs rather than working as a lead magnet.

In this blog post, we'll explore the top six website design mistakes to avoid so you can ensure users have positive experiences on your website…

Is your website design made to help individuals move through the buyer's journey?

The issue is that many building product websites come across as brochures rather than lead generation sites. Although it's a good idea to have product information on your website, the design itself might be causing users to bounce and click off your website. 

Your website should be your best salesperson, generating leads, helping customers, working 24/7, consistent, always on-message and measurable.

Here’s how you can get started…

As we ease into the year, Q1 KPIs and goals get more and more real, and building product brands are looking into different ways to optimise and streamline their marketing, sales, and service processes. Sounds familiar? A fully-customised CRM is a fantastic way of achieving that, but when choosing a CRM, it is important that you keep up with its new features so you can make the most of your platform. This blog will provide you with a summary of the most important HubSpot news during the month of February.

Creating an effective SEO content strategy can seem daunting for anyone unfamiliar with the intricacies of search engine optimization. However, having a planned and organized approach to your content marketing efforts can be incredibly rewarding in the long run.

With the vast majority of customers turning to the internet to search and find businesses, it’s essential to have a good, solid website design. 

Web design can make or break the user experience, and ultimately determine whether or not people will return to your building product website.  

That's why it's important to understand the principles of good building product website design and to apply them to ensure your site is built to convert traffic into customers.

Microsoft recently made a $10 billion investment in an artificial intelligence company called Open AI.

A new year, a new HubSpot update! At HubSpot, there has certainly not been time to rest. We have started 2023 with one of the most interesting and exciting set of updates, concerning marketing, sales, service, website, and operations. 2023 opens a wide range of opportunities for the built environment and it is important to ensure that your company has the right tech stack to deliver these goals. Are you ready?

Marketing to specifiers can be a daunting task.

A CRM is a key component of a philosophy that approaches the customer as an invaluable asset around which your construction brand should evolve and grow. HubSpot represents a change of paradigm in marketing and sales processes, including the specification process, and helping building product brands become more customer-centric, ensuring their growth. Is your 2023 strategy benefiting from all the perks of using the right CRM?

For many businesses, a common assumption is that more web traffic is needed to drive growth. Upon closer inspection, this is rarely the case.  

Well, the clock is ticking and... 2023 is almost here! A new year comes with new opportunities and, even if it might seem daunting, when supported by specialised consultants, platforms like HubSpot can optimise your processes, making sure that we make of 2023 your year.

This year has seen major updates to HubSpot's  platform, which have made it even more efficient and effective! We're expecting even more improvements in 2023, so it's important to be aware of all the features available. Keep reading for a summary of the most important changes and updates for this year, and how to make the most of them moving into 2023.

Someone needs to say it… There are only 8 weeks until the end of the year! It might seem that 8 weeks is not a lot of time, not enough, at least, to get something meaningful done, but that is not necessarily true. When supported by specialised consultants, platforms like HubSpot can make a difference in less time than we think, allowing you to start the new year with the best platform currently available for marketers, sales and service representatives, and operations managers.

What separates a good website from a bad one?

Unfortunately, construction websites are normally associated with being unattractive, outdated, difficult to navigate and lacking when it comes to providing the content specifiers need.

It’s so important that your website is made to convert, but it can be difficult to decide which elements to put on your site.

Your building product website's overall user experience will determine its success or failure; here are 6 elements your site needs…

Over the past decade, many marketing departments have initiated account-based marketing (ABM) campaigns.

Ever found yourself wondering what your building products business should be blogging about? Have you established a content strategy but you’re struggling to turn it into action? Have you been asked to write about a topic but you’re not confident that Architects and Specifiers will want to read what you have to say?

At the beginning of the year, we interviewed 7 architects in Manchester to help us understand what they think about building product websites.

We start the last quarter of the year with a new list of updates that HubSpot is releasing as we finish the year. HubSpot is positioning itself as one of the go-to CRM platforms for 2023, having been named by Gartner as a Leader in the Magic Quadrant for B2B Marketing Automation Platforms. The evaluation was based on specific criteria that analysed the company’s overall "Completeness of Vision" and "Ability to Execute. Want to learn more?

Sales is about selling, yet we see many building product companies working with a different definition. 

In some companies, salespeople spend most of their time keeping existing customers happy instead of finding new ones.

In other companies, they measure their success in terms of activity, like ‘How many people did you call this week?’ Which doesn’t focus on key sales goals and finding good fit leads.

These types of salespeople follow a simple approach:

1. We have a product we want to sell
2. There are customers who should buy it
3. If we call on enough of them, we’ll eventually stumble upon someone who will buy our products

Simple, yes. But not very effective or efficient.

Thankfully, there’s a better way. Here are 4 ways you can make your sales team more productive…

There is a huge need for specification marketers. But there are not many of them out there. And not many people understand what specification marketing is and how it’s different from traditional construction marketing.

7.1 million people in the UK are now listening to podcasts every week, with regular listeners consuming an average of 7 episodes each time.

These numbers have increased by 25% since last year and are still rising.

However, what does this mean for building product businesses like yours? And how can you leverage the growth of podcasts to reach your audience?

Incorporating podcasts in your construction marketing plan can help your small business in a variety of ways, including sharing information about products/services, company news, and general industry news.

Chances are, architects and specifiers are listening to podcasts and it’s your chance to reach them with podcasting.

Here’s why you need to consider podcasting…

We just came back from INBOUND22 and, wow! HubSpot has definitely given us a few surprises. Whilst no products were released, it is clear that HubSpot is maturing and it is stablishing itself as an end-to-end one-platform CRM software that can work in tandem with other integrations. As HubSpot users, INBOUND22 gave us the confidence that we are in safe hands.

With Q4 drawing near, building product businesses are contemplating how they can improve their performance in preparation for the upcoming year.

This is the time marketing plans get drafted, modified, discarded, and reformulated, to be the pillar on which the company rests as the team steers the business to success. A marketing plan should help you stay on track with company objectives, mission, and KPIs and achieve maximum potential for your building product brand.

In 2022, the average percentage of the revenue spent on marketing has been 11%. This budget increased year-on-year since the pandemic, reflecting the new role marketing is playing in the success of the industry in the post-pandemic world.

2023 is a likely contestant to see some of the biggest marketing budgets to date, asking marketers across the industry to be more resourceful with how they design their marketing plans.

Podcast gurus Nadjya Ghausi, Karen Burgess and Michael Gilay speak on the challenges brands face cutting through the digital marketing noise, and reveal the creative-bravery formula that makes a successful branded podcast.

Trint CEO and founder Jeff Kofman talks about how his previous career as an Emmy award winning wartime reporter from places like Iraq and Libya prepared him for life as the Founder of a tech company. Jeff draws on five key lessons that he learned from the field and how they can be applied to the tech world as he has navigated this chapter of his career.

Since the height of the COVID-19 pandemic in 2020, webinars which were once considered outdated, have made a tremendous comeback. They allow businesses to host webinars as CPD, product placement and even thought leadership pieces, all hosted from the comfort of your own home or office space.

LIVE FROM #INBOUND22

Netflix, Disney+, and even TikTok have raised the bar on audience expectations. What’s the result of this?

Whether you're creating on behalf of Pixar, or your small building product business, you've got to get creative if you want to compete. 

This creates pressure in the marketing space of today, especially in construction. But, it's also an opportunity.

Those who get creative, authentic, and engaging will be rewarded. However, what about the ROI on that creativity? In this INBOUND22 session by Lindsay Tjepkema, we covered how to maximise your return on creativity by starting with core creative content, breaking it into smaller pieces, and amplifying it.

LIVE FROM #INBOUND22

As video usage is increasing, our attention spans online are decreasing. Whether we’re quickly watching 10 second videos or along the 79% of individuals who watch videos on mute – getting your video strategy right is essential.

As many companies are now adopting video marketing, don’t let your building product business fall behind.

This #INBOUND22 session ran by Taylor Corrado and Chris Lavigne worked through an interactive framework for creating the most impactful videos and getting them in front of the right audience at the right point in the customer’s journey.

There are three core marketing goals where video can make a big difference - Acquisition, Adoption, and Brand.

The session covers where to focus your creative team, and how you can scale and measure the impact of video on your business. Here’s the rundown…

Live From #INBOUND22

Your event is over, now what?

What happens after the event is often more important than the event itself. Attendees are buzzing with enthusiasm from your event, but marketers often miss the prime opportunity for targeted follow-up.

In this session by Lauren Grady, Sara Essember, Rachel Heller and Oren Berkovich we'll explore how to turn a freshly captivated audience into an ongoing community ready to take action. 

Read on to find out how to captivate your audience after your live event…

LIVE FROM #INBOUND22

When someone that talks the talk has also walked the walk. We joined Frank Loughan, VP and Revenue Operations at ARC Document Solutions, Dilo Wijesuri, President and COO of ARC Document Solutions, and Kari Fairbanks, National Sales and Marketing and Operations Manager at ARC Document Solutions to learn about how they migrated from Salesforce into HubSpot and how that has led them to a 133% increase in new business growth year-on-year.

LIVE FROM #INBOUND22

How do we build content that drives future decisions? Stephanie Schwartz, Manager of Strategy And Education at Parse.ly, and David Cardiel, VP of Marketing at WordPress VIP aimed to answer this question in their talk on Day 3 of INBOUND22.

LIVE FROM #INBOUND22

The ecosystem of digital marketing is experiencing a major shift. With more customer demands, new regulations and updates in technology have made privacy the forefront of a marketer’s mind.

But can you keep up with all these recent changes and rules? And what does this mean for marketing as a whole?

LIVE FROM #INBOUND22

LIVE FROM #INBOUND22 

In recent years SEOs and Content Marketers have found that search engine algorithms have gotten harder to understand and therefore finding methods for ranking their content has become tougher. Meanwhile, on social media platforms, we’re also finding that organic reach is being reduced. All whilst paid ads are continually getting more expensive to set up and manage. 

LIVE FROM #INBOUND22

We kicked off INBOUND22 speaking about the price of disconnection, and, throughout the event, different speakers tried to help us better understand the different strategies that we can apply to reduce the disconnection between people, systems, and community. We joined Rob Giglio, CCO, at HubSpot and Emilie Wells, CMO of Triage Staffing, to explore how the right CRM can help unlock an interconnected environment with data at its core.

Problem / Solution.

It’s with that formula that many, many marketing campaigns have been created. Offering solutions to our customer’s problems seems like the most logical approach doesn't it?

LIVE FROM #INBOUND22

If you’ve ever turned on a podcast microphone and recorded yourself asking someone else questions about their life and work, you know that interviewing is far more than an innate ability. In this session at INBOUND22, former journalist and long-time podcaster Michael Ashford explained how to master your interview technique to create powerful conversations. 

LIVE FROM #INBOUND22

I’m live at #INBOUND22 and one of the talks I was particularly excited about was a session with one of the world’s top advertising executives. Jeff Rosenblum is the founder of Questus, a multi award-winning agency that has worked with a plethora of prestigious clients including Apple, Disney and Amazon amongst others. He’s also the author of Exponential, the Wall Street Best Seller and the creator of the Naked Brand documentary, the Author of Friction.

LIVE FROM INBOUND22

Without a unified foundation, RevOps is just a buzzword. Alison Elworthy and Sid Kumar explain to us at INBOUND22 how this new methodology aligns with the popular flywheel and the customer journey. They shared with the audience how HubSpot has elevated operations teams, helping to build an operating system that supports scaled growth. To ensure that all businesses can apply this methodology, the summarised the key pillars to get your RevOps journey started.

LIVE FROM #INBOUND22

Tapping into creativity will help your brand stand out on LinkedIn. Is your building product business making the most out of LinkedIn?

We’re live from INBOUND 2022 and this session tapped into how you can grow your LinkedIn presence through impactful and differentiated content.

Felipe Ortolano and Amanda Green cover the best practices for creative on LinkedIn, how to maximise different content types on LinkedIn, such as sponsored content, or newsletters, and create a content plan for LinkedIn.

Here’s the run-down…

LIVE FROM #INBOUND22

“Has your organic traffic plateaued?” A great question asked by Dale Bertrand, President at Fire & Spark in his talk at INBOUND22. Dale is someone who I had the pleasure of listening to at BrightonSEO back in April. This time in Boston, he’d be covering scaling SEO as your company grows, and using examples of how some of the best have done it previously.

LIVE FROM #INBOUND22

INBOUND22 kicked off with a great HubSpot Spotlight this morning. Hubspot CEO Yamini Rangan discussed the crisis of disconnection that businesses all over the world are struggling with today.

LIVE FROM #INBOUND22

Whether you call it a dreaded “recession” or economic downturn, it’s vital that B2B brands look to the future for GTM success in 2022 and beyond.

As companies are forced to slash budgets, it’s more important than ever to focus where ROI is quantifiable and consistent.

The future of thriving in a recession is here, and it’s Account-Based Experience (ABX). Reachdesk co-founder and CRO Alex Olley share his expertise and insights on evolving from ABM to ABX to align your marketing, sales, and customer success strategies and drive success, even with budget cuts and economic uncertainty. Read on for a summary of this session…

LIVE FROM #INBOUND22

LIVE FROM #INBOUND22

LIVE FROM #INBOUND22

Recent studies have shown a "seller-free" sales experience is what end users want.

As generations go by, familiarity with the e-commerce approach is likely to become the norm, whatever industry you're in. 

So what can marketing teams do to work more closely with sales and be more responsible? 

LIVE FROM #INBOUND22

There are so many so-called 'rules of thumb within marketing. 

Things like "keep your copy short", "lead with the customer's problems", "be relatable" or "feature positive testimonials". The problem is, this advice isn't universal, while sometimes it helps other times it can be a hindrance. 

LIVE FROM INBOUND22

It is here! It is happening! Today, at 10:30AM in Boston, US, we joined the HubSpot Spotlight on the INBOUND Main Stage to hear from Yamini Rangan, HubSpot CEO, Dharmesh Shah, co-founder and CTO, and Steph Cuthbertson CPO, all the new features and tools that the platform is releasing for 2023. The clear message was focused in connection or, rather, the lack of thereof, and we were all welcomed with a simple question that left us speechless.

INBOUND22 is less than a week away and we are beyond excited to be attending it live in Boston. Part of the Insynth team will be in Boston all week, from the 5th to the 9th of September, to make the most of one of the biggest and most expected marketing events of the year. And, if you are also attending INBOUND22, drop us a message. We would love to meet you there! In the meantime, here are some of the main highlights from INBOUND2021!

HubSpot is getting up to speed, bringing us a significant number of updates for the month of August. It is clear that HubSpot is working fast, making sure that the platform gets to INBOUND2022 in its best shape! It can be hard to keep up with all the updates the platform releases and that is why we have gathered the most relevant ones for you to look at! 

One of the most frustrating things that can happen for a building-product manufacturer is to lose out on a big sale to inferior products.

Why does this happen? And how can you prevent it? 

Developing a marketing strategy is crucial to the success of any business in the building products and construction industry. People often overlook marketing, placing it under the ambiguous sales or advertising bracket but you should view marketing as so much more.

Marketing is a strategic process that should drive your business development and growth.

When used in the right way, your blog can attract more traffic, bring you leads and be an asset to your sales cycle. If your blog isn’t delivering these results or helping to drive more sales, it may need a reboot.

In truth, blog posts on most manufacturers' websites are inconsistent and lack a clear strategy. But it's not all doom and gloom, here are some ways that you can improve your blog’s performance.

By analysing your competition and monitoring them on an ongoing basis, you'll get to know their behaviour, enabling you to anticipate their actions and stay one step ahead.

Competitive research is crucial to your success as a building products business because it arms you with the ability to quickly identify industry trends and adapt to competitors' campaigns or strategies to maintain a foothold or even out-compete them.

The UK Construction industry is worth an estimated £110bn in revenue every year, and construction product sales turnover more than £50bn annually. Architects are responsible for the specification and selection of a very large proportion of this expenditure.

So how does this impact your construction marketing strategies and why does Inbound Marketing become the ideal method of adapting to this change?

As the construction industry became digitalised, numerous experts foresaw the disappearance of one-to-one conversations as we knew them, predicting disruptive and spammy tendencies to take over commercial interactions. Fortunately for building product businesses, those calculations could not have been any further from the truth and high-quality, natural, and organic connections are rewarded more than ever.

“Keyword” is a common SEO term, but it can be misleading as to what keywords actually are and why they're so important. Matching the terms or phrases on your website with those being used by your potential users on search engines such as Google should be one of the foundation stones of your digital marketing activity and be central to all of your SEO work.

Read on for helpful tips on identifying and implementing the right keywords for your site.

In full recovery mode from the setbacks caused by the COVID-19 pandemic, 2022 was thought to be the year that the built environment fell back on its feet. The pressure was real!

With an increasing number of construction projects being approved, building product manufacturers had the opportunity to grow and aim for slightly more ambitious KPIs. Halfway through the year, it is important we ask ourselves where we are at and what tools we can use to ensure those KPIs are satisfactorily reached.

It might be holiday season but HubSpot does not stop (actually, they took a Global Week of Rest during the month of July, but that did not keep them from releasing some fantastic updates this month!). HubSpot wants to be the go-to CRM for all businesses and it is actively listening to their customers to take their feedback on board and improve some of their features. 

Often depicted as a sprint, marketing can often feel more like a marathon. It requires work, hard work that, however, if done right, always pays back. Building product brands often feel frustrated about their marketing strategy, feeling like they are trying a thousand tactics without getting any results. But there is another way (or rather, ten other ways!) to do marketing for your building product brand.

ROI or return on investment is a metric used to measure the profitability of an asset. It simply refers to measuring the results of a particular activity during a specific period of time against the initial resources first invested in said activity. When it comes to marketing, the ROI compares the amount of money spent on a campaign to the amount of revenue you have gained... Simple? Not quite!

ROI is an elusive figure for most building product businesses and getting it wrong can lead to catastrophic consequences. With HubSpot, that figure is attainable in seconds... In this blog, we learn the role of ROI in a good marketing strategy, the different ways in which it can be interpreted, and the features included in HubSpot that can help you gain clarity when looking at your marketing performance.

HubSpot has been implemented in more than 143,000 businesses in over 120 countries. It comes as no surprise that it has become one of the most popular CRM-based marketing, sales, services, and operations platform in the last ten years. A quick search in Google will take you to numerous success stories where you can see the huge impact swapping to HubSpot can have for your building product brand but, the real question is, is HubSpot really worth it?

It might seem a simple statement: in order to provide true value to your customers, you need to understand their needs. And, for that, you need to segment them. Market segmentation is not an exact science, it will depend on your building product brand, your customers, and the goals you have set yourself.

Customer segmentation can help boost conversions, reach a wider audience, and communicate more effectively with customers! For that, it is essential that all teams within your company understand how your customers are segmented, members of those departments will be able to effectively target your customers through their activity. 

For your building product business, content marketing is vital. It helps you build trust, develop relationships, increase conversions, and generate leads by answering your audiences’ questions.  

The end of the quarter brings more HubSpot updates for users to continue making the most of their CRM. With a long-awaited product release, HubSpot is paving the way for an even stronger second half of the year. If you feel like you cannot keep up with this update, do not worry! We have written a summary so you learn about them in less than 10 minutes.

As a business leader in the built environment, you know how important it is to manage construction leads effectively. However, with multiple systems claiming to be the solution but very few actually meeting their claims, it can make understanding the benefits of each system challenging and selecting one confidently practically impossible.

This article will give you 5 effective ways HubSpot can help you effortlessly streamline your lead management, helping your sales team to be more aligned and productive simultaneously.

Now, let's run down some of the best ways you can align your sales and never drop the ball on a lead again.

Every day Barbour ABI researchers find new projects and upload them to their national database. This is a chance to connect with people working on live construction projects all over the UK.

But how many do you actually call or email?

The key to getting your RIBA CPD approved quickly is getting it right the first time.

It’s that simple.

If you don’t follow RIBA’s CPD requirements sufficiently, you will have to go back and amend your materials until they fulfil those requirements. This may involve several rounds of edits until your CPD is deemed acceptable by the RIBA.

‘Getting it right the first time’ is easier said than done, though, especially if RIBA approval is new to you.

In this short guide, we share some tips to make the whole process as seamless as possible.

So… HubSpot has done it again! From June 15^th, HubSpot users will be able to create entry-level websites on HubSpot for free, enjoying fantastic features such as premium hosting, SSL certificate, WAF, and 24/7 security and threat monitoring, with no monthly cost entailed to it. HubSpot has clearly understood the need of growing business for a platform that would allow them to elevate the quality of their website, regardless of the dimensions of their business or their budget.

Steve Bookbinder, CEO, author, and sales coach at DM Training, explains how, every year, salespeople are asked for more. The most common request salespeople get from their managers is to be more productive, but truth is, salespeople are already productive. For Bookbinder, the key is not working harder, but smarter; it is to maximise the time salespeople have so they can do what they do best… Selling!

Live From #BrightonSEO

Despite spending most of their workday diving among analytics and spreadsheets on their laptops, SEO experts thrive in face-to-face conversations. Attending the series of conferences organised within the Brighton SEO workshop has clearly shown how much we were missing talking about topics that we are passionate about and live for.

Another month brings another blog on HubSpot's latest updates! Among other events, May gathered HubSpot's World Certification Week and the Operation Hub's first birthday, both events that created a cheerful atmosphere within the HubSpot Community. Together with those events, throughout the month of May, HubSpot has released numerous updates that can help your building product brand grow better and faster.

The decisions you make can impact your business's ability to operate effectively for years to come.

Amongst these decisions, is one particular area which you cannot afford to get wrong; your business data. 

Diversity probably isn’t the first word that comes to mind when thinking about the construction industry. Let’s face it – we have a long way to go!

Understanding why building sustainability matters for the built environment will allow you and your building product brand to grow professionally and personally. The conversation has started, and it is not going anywhere. Here are the recent past, present, and future of what sustainability will bring for building product manufacturers. 

Live From #BrightonSEO

Workshops, conferences, and lectures, for me, have always been a source of inspiration. I consider myself privileged to attend talks and discussions conducted by thought-leading experts that reflect their passion for high-quality content with every slide they present. What an excellent time to be a writer!

The average percentage of the revenue spent on marketing is 11%. Yes, that is right! Companies are spending £1 out of every £10 that they earn on keeping the ball rolling.

And, for 44% of the companies spending that percentage of their revenue on marketing activities, the clear goal is lead generation. The main areas of investment lay within digital and online marketing, particularly focusing on paid search, SEO, and content marketing.

Labelled by most as one of the slowest to adopt digital transformations, construction doesn't have the best relationship with digital.

However, with 9 in every 10 architects choosing to use Google as their primary and, often, only tool, to research new products and solutions, the sector is finally catching up with digital innovation.

Considering that the construction sector has often been pointed out as the strongest resistance to digitalisation, construction leaders might have felt that technological adoption was what they needed. Technology without methodology, however, can see its effectiveness hindered.

In this blog post, I will address the challenge that building product manufacturers are facing as they are asked to update their processes and current strategies, implementing modern tactics that support their new business goals. To successfully transition, the sector needs to understand not only the software being introduced but also the methodology shift that accompanies it.

Finding the right construction marketing services for your business can be overwhelming, there are certainly too many to count on both hands.

At Insynth we provide many marketing services for our clients throughout and have seen great success from utilising them in their business and gaining their target results. We know that every business is different and may not have the same goals, which is why it is good to know how different services will meet the goals of your business.

In this blog, I have compiled a list of five construction marketing services you may need for your building product business and how each one can provide success.

2022 has come with an undeniable trend: the way we do things has changed and, more importantly, has not stopped changing. As a result, the construction industry is witnessing an unprecedented transformation. And revolution, indeed, comes through education.

Powered by the sector's digitalisation, construction marketing has also had to catch up. These new trends ask for innovation in how we communicate and make sure we reach the right people, with the right message, at the right time. As HubSpot partners, we understand inbound as the new way of driving digital interactions, prioritising personalisation, relevance, and value.

Video is increasingly being used to promote products and services in a variety of ways.

As someone relatively new to the world of SEO getting the opportunity to listen to the experts lead sessions on their favourite topics was an opportunity I couldn’t miss.

Leads. No building product business would deny their importance.

Without them, you’re sitting in stasis. With them, you are driving your business forward.

While their importance can’t be understated, finding ways of getting construction leads can be challenging. Getting more leads helps you convert into more sales and in turn, more money.

If your website is a major headache, you're far from alone.

Many building product businesses experience low lead generation, lack of ROI, and low traffic to their website pages. 

The most common solution to these issues is to re-design the website with a non-construction specialist. A process that typically costs £50,000 and takes 6-12 months to be delivered (not accounting for projects that overrun in terms of time and budget). Often with lacklustre results.

It leaves many building product business leaders perplexed. "How do we improve our site quickly and cost-effectively?" 

Sound familiar?

This blog comprehensively compares the traditional strategy website design process to the new and fastly growing 'Growth Driven Design' approach. To help you choose the right one for your website.

With Instagram, TikTok, and LinkedIn (yes, indeed!) boosting the reach video content gets in their network, it comes with no surprise that marketers around the globe are prioritising video-based marketing in their strategy.

Is this shift towards video content applicable to building product manufacturers? It is, it absolutely is! In this post, I will go over the different types of video marketing strategies you should try in 2022 to make the most of your marketing efforts.

And, just like that… Q1 is gone! HubSpot has made us used to monthly updates, with new features coming out almost anytime but, with a new quarter, we can see exciting new updates coming to life! I can be difficult to keep up with HubSpot’s news, particularly when they release announcements so often so, with that in mind, this blog will provide you with a summary of the most important HubSpot news during the month of April!

I’d like to begin by saying I’m not a writer. I can plan your project and build you a website; I can even show you around a construction site. But writing a blog? Let’s just say I’m new to this…

But, as Project Co-ordinator at Insynth, I was given the opportunity to attend Brighton SEO – a training conference for those interested in developing their skills in the world of digital marketing and SEO.

So, I wanted to take this opportunity to write my first ever blog post and reflect on one of the sessions I attended.

Inbound marketing has proven to be a remarkably efficient tool for creating benefits and helping generate more traffic and leads. As the construction industry becomes more tech-savvy, many companies are deciding to adopt this innovative marketing stance and follow the principles of an inbound marketing strategy. But are they ready?

Every month, the average internet user is faced with 11,250 advertisements. That's a lot of adverts.

Finding fresh and inventive ways to attract both your audience's attention and information can be extremely difficult in today's world of noise and competition and construction marketing, it's no different.

The most successful way to reach your target audience, produce organic traffic to your website and generate quality leads is through digital marketing.

Here are construction marketing hacks your building product business needs to know…

As a building products business, you may want to expand your pipeline, but it can be frustrating when you don’t know where to start.

Your pipeline may be full right now, but the construction industry is notorious for planning forward.

So, how can you win new work and establish connections in the construction industry? The solution is to use construction leads.

A construction sales lead is a term that is frequently used, but many people are unsure of what it actually is.

To obtain leads, it’s essential to understand what a construction sales lead is. This blog will run through the benefits of construction sales leads, as well as how to identify good-fit leads.

Numerous marketing strategies are used in the built environment to obtain and convert leads, from content marketing, social media marketing, and even SEO. Most, if not all, decision-makers will have expectations for their strategy of choice, but the reality of these strategies may defer from whats expected of them.

This blog covers 9 construction marketing strategy expectations and how you can set yourself up for success by understanding how each strategy really works for your business.

Choosing HubSpot as a CRM is often thought a process through which you open new doors! And, this is often daunting. Trying to do too much or start using the platform without customising it first can discourage you and your team, ultimately making you abandon the platform.

A good way to start getting used to HubSpot’s vocabulary is to keep up with its new features. Because keeping on top of HubSpot's updates can be tricky, this blog will provide you with a summary of the most important HubSpot news during the month of March!

You wouldn’t be here if you didn’t want to explore the construction marketing strategies to help propel your building product business ahead of your competitors.

But with so much noise in the industry about improving your Google Rankings, getting your building product mentioned in leading magazines or creating content that converts, it can be overwhelming.

Where do you start? What strategies are best for your building product business? How do you know your marketing partner can help achieve these goals?

Producing a successful blogging strategy is not easy, and the truth is, blogging about the construction sector does not make it any simpler!

As a swiftly changing industry, building product brands often feel that time is slipping through their hands and decide to drop marketing activities, such as blogging, which is key to their marketing efforts' success.

The long and short of it is: Yes.

Incredibly, 82% of all internet traffic is video-based in 2022.

Since its inception through TV advertisements in the ’40s, video marketing has been an efficient, engaging and accessible way of conveying your company message and identity.

A lot has changed in 80 years, but despite this, video continues to be the go-to content format for every generation. Whether it’s the soaps on TV, YouTube tutorials or TikTok, video has seeped into every facet of our lives in 2022.

With over 86% of businesses using video in their marketing plans, it’s important that the construction products industry tries to stay ahead of these trends, else it risks falling to the wayside.

As part of International Women’s Day, every industry in the UK is turning their attention to their sector, looking at the diversity or, rather, lack thereof.  And, unsurprisingly, the construction sector does not provide us with an encouraging picture... To contribute to a wider awareness of the situation of women in the construction sector, we have gathered some of the most relevant data available.

Despite the undeniable success of follow-up practices based on innovative marketing methodologies, such as inbound, salespeople within the construction industry, unfortunately, insist on holding onto outdated, spammy, and intrusive tactics.

In this post, we have gathered some of the most common mistakes we see when following up construction leads, as well as how to set up a lead management plan to avoid them.

Sustainability. It's a word we hear a lot in construction right now. Some would say, with good reason. 

The built environment, of which the construction sector is a crucial component, currently contributes around 40% of the UK’s carbon emissions, and it is estimated that the construction sector contributes up to 11% of global carbon emissions.

So, it’s hardly surprising to see a growing desire within the industry to go green with sustainable construction…

If a picture is worth a thousand words, what's the value of video?

Since Brian Palmer first conceptualised video marketing with the birth of television advertisements around 70 years ago, video marketing has evolved incredibly. Now 82% of ALL internet traffic is video in 2022.

With 86% of businesses using video as a marketing tool, can you really afford to be part of the 14% of businesses that don't? In this blog, I'll answer 3 of the worlds most common reasons for not using construction marketing video, allowing you to convince your Boss of its importance. Let's go!

Another month brings another post with HubSpot's latest updates! Choosing HubSpot as a CRM is a fantastic decision, and it is important that you keep up with its new features so you can make the most of your platform. Because keeping on top of HubSpot's updates can be tricky, this blog will provide you with a summary of the most important HubSpot news during the month of February!

In 2021 there were over 19 million podcast listeners in the UK, and with an estimated, 28 million listeners by 2026 podcasts are fastly becoming one of the most popular forms of content out there. If you thought podcasts were a momentary trend, then you'd be wrong. Podcasts are here to stay.

The rising popularity of podcasts has resulted in a demand for a purpose build platform offering sales and marketing solutions to the challenges experienced by building product manufacturers.

To support this growing audience Insynth is launching the world's first podcast primarily aimed at building product manufacturers. Find out how you can outperform your competitors without outspending them with SNAGGED: The Construction Marketing Podcast. 

Find out more here.

By the end of 2022, CRM technology is projected to be the single largest area of revenue within enterprise software.

A bold statement to kick things off with, I know. But the CRM trends in the last few years make things very clear: CRM systems are becoming a fundamental part of any business. Within just a couple of years, we have seen huge advancements in the sophistication level of CRMs.

So you’re a building product business looking for the best sites to list your business and highlight your products? Fortunately, in 2022, there are several great product directories and listing sites to ensure you can be found by the right people, continue reading to see our top picks.

Well, Happy New Year! No doubt, the clock is ticking, and 2022 has arrived with a wide range of opportunities that could be the key to the success of your construction product business. Do you have the tools that will allow you to make the most of those opportunities?

A brief is one of the single most important parts of your marketing strategy.  

Helping give guidance, purpose and a plan, a well-written brief is an invaluable tool to your internal marketing team or preferred agency, but fewer building product brands are using them. 

But why? 

By now, most of us have listened to at least one podcast in our lives. And if you haven’t? What’s stopping you?

Podcasts are one of the fastest growing forms of newer media out there today. In 2021, the number of monthly podcast listeners increased by more than 10% year-on-year to 117.8 million

As a building product brand, podcasts can offer on-demand information about strategy, growth and business trends to help keep you up-to-date on your industry.

In this blog we will highlight some of our podcast top picks, that you can listen to on your commute to work, lunch hours or even in your spare time if your that way inclined!

We’ve talked about the importance of setting a specific goal for your Barbour ABI email campaign (to read more about that click here). But after you have a goal, you need a landing page that will convert your contacts and help you achieve your goal. If your goal is for a prospect to download a whitepaper, view an infographic, use a calculator, or book a meeting, then you need a landing page focused on helping people do that. 

As we head into a new year, when it comes to reassessing your building product’s approach to marketing, you want to have a data-led approach and be guided by the science.

Only through this approach can you meet your KPIs and begin to see actual business growth.

We’ve picked the latest construction marketing trends that can help your building product business reach your targets for the next 12-months.

The sales funnel described by HubSpot is “a metaphor for a traditional sales process from beginning to end.”, essentially it represents the journey your customer goes through when purchasing a product or service from your business.

We work with a range of businesses in the built environment, and the commonality amongst their challenges is that many don’t know how to align both marketing and sales teams to create synergy for business growth. This could be down to a lack of knowledge behind each process or simply not knowing which team works behind each stage.

In this blog, we’ll break down the Insynth funnel and define its structure, to inspire you to do the same for yours!

So close to the New Year... that we need a HubSpot 2021 round-up! This year has brought us new updates and features that have revolutionised how we do marketing. And we are expecting even more for the next year! So you can make the most of your platform, it is essential that you are aware of all its features. But, it is now always easy to keep up with HubSpot! So, keep reading for a quick, concise, and compelling summary!

Last month of the year and, yet, full of updates from HubSpot. With an impressive attention to detail, HubSpot has exceeded all expectations when it comes to the updates recently announced. After a fantastic 2021, the platform is driven to position themselves as the #1 CRM available to B2B and B2C businesses. How is HubSpot making a difference in 2022?

Are exhibitions still the best way to promote your building product? 

Getting it in front of architects, specifiers and other construction project decision-makers is essential, but in a world where something as innocuous as a handshake is a public health nightmare, are there better ways to promote your product?

“We don’t do cold calling here!” says Dan Tyre during our Hubspot Pipeline Generation Bootcamp.

Personal and professional development is fundamental in an industry that is so competitive and always changing.

The construction industry has seen a big shift towards digital trends and channels in recent years. With a new year approaching, now more than ever, is a great time to pick up a book and get ahead of the competition.

82% of the B2B social media leads come from LinkedIn.

Earlier this year, Handmade Marketing conducted a survey that found that over 94% of the top 100 UK construction companies use LinkedIn. Furthermore, the survey revealed that these companies mainly used LinkedIn to share project updates, broadcast industry news, or announce upcoming events.

However, this is not everything you can do with your social media platforms. This blog post will give you a detailed overview of social media for your building product company, but if you want to head straight to the top ten tips, click here.

Sales trends are forever changing across the world.

Wherever you are, your sales team needs to be on top of its game or your business will unfortunately suffer. Whilst many trends never stay forever, it is important to know what is being used and how effective it will become for your business to stay on the top.

With that in mind, here are seven modern sales trends for your building product business.

Every year, new content marketing trends appear, forcing businesses to reconsider their approach to reaching their customer base.

When it comes to your building products, what content marketing techniques are you using? Can your construction product business take advantage of a wider range of approaches?

As 2022 approaches, many building product businesses are looking ahead to see how they can improve our businesses for the coming year.

Your marketing plan will be the pillar your building product business hangs on to, as it steers itself towards success. Your 2022 marketing plan will allow you and your team to keep track of your company objectives and maximise your potential.

This blog will cover the key elements to consider to deliver a solid marketing plan for 2022.

The future is now. Google is setting the pace for 2022 with a complete set of updates that aims to bring the user to the top of their priority list. We have gathered the most relevant updates by Google in 2021 and how they will shape the way we do SEO in 2022.

Make sure you are aware of these trends and that you are ready for a SEO revolution.

Digital twins, virtual reality and augmented reality. These might seem like terms plucked from the latest Ridley Scott flick, but in the space of a decade, they have gone from something of a science fictional pipedream to part of everyday life.

With technology continuing to accelerate, it’s only a matter of time before these new developments become part of the construction industry, helping your business create a digital twin, grow and stand out against your competitors.

Just a few weeks away from finishing the year, HubSpot has stepped on the gas and revealed some of the most awaited platform updates. It is clear that HubSpot is setting the pace for 2022 full of news that will keep the industry of marketing evolving. Learn how HubSpot can help you stay ahead of your competitors, making sure you are always using the newest tools!

Within marketing, trends continuously evolving. And even though studies have shown that the construction marketing industry is slower to adapt, this is your chance to get your building product business ahead of your competition.

Keeping up with new technology and trends can be difficult, so we've compiled a list of 5 marketing trends and techniques to adopt in your construction marketing in 2022 and beyond. 

What can marketers look forward to? 

And which new marketing strategies will be the most effective? 

Please continue reading to learn about the latest digital marketing trends and apply them to your building product business…

By now you’ve no doubt heard that the specification process is changing. 

You’re looking to expand and recruit a construction marketing agency to assist with your marketing strategy, but where do you begin?

Using a digital marketing agency is essential for growing your business in the digital age and can make a world of difference. But whilst they can help boost your ROI, it is still a huge decision. You have to remember, the agency you choose soon becomes your colleagues that you could be building your brand with for years to come.

A post written by architect and friend of Insynth, Paul Iddon ARB RIBA.

With INBOUND2021 taking place this month, October was destined to be a month full of updates and industry news! And it has not let us down.

HubSpot is the only CRM designed following the principles of inbound marketing. This philosophy approaches the customer as an invaluable asset around which your construction brand should evolve and grow. HubSpot represents a change of paradigm in marketing and sales processes, including the specification process! Are you making sure you are keeping up with this transformation?

Design and build procurement has had mixed results for manufacturers and architects alike. But recent events and the climate crisis are going to be a game-changer

A post written by architect and friend of Insynth, Paul Iddon ARB RIBA.

If the target market of your building product business is architects or specifiers, architecture magazines are great places for you to get listed.

These magazines allow architects to learn about new products, relevant projects and the latest advances in the architectural and design sector.

A chance for them to learn about your building products and services.

However, with the decline of print circulation of magazines, is print dying out? Find out if you should list your building product business on print or digital magazines…

Live From #INBOUND2021

INBOUND isn’t just about marketing, it’s also about showcasing the latest technology and highlighting how it can be hugely beneficial to all areas of life.

Take 5G for instance.

You’ve probably heard quite a lot about it. You might even be one of the half-billion or so people in the world whose phone actually makes use of it.

But what exactly is it? How far has the tech really come, and what can it be used for?

Answering these questions and more was Qualcomm’s, Don McGuire.

Live From #INBOUND2021

Attending INBOUND2021 during these last three days has provided us with the possibility to learn from world-leading experts. But, if there is something that I truly enjoy of INBOUND is the chance to hear first-hand some of the success stories companies have been able to to experience when adding HubSpot to their tech stack. In this post, we have tried gathering a variety of the case studies that were presented during INBOUND2021 on how using different HubSpot features helped companies in their growth journey. 

Live From #INBOUND2021

The final day of INBOUND and we’re still just scratching the surface of all the amazing presentations, seminars and debates going on.

The latest was another ‘must watch’ as LinkedIn’s Amanda Green and Kaitlin Bellay talked through some essential tips to really boost leads and conversions on everyone’s favourite networking platform: LinkedIn.

Amanda presented 5 top tips that can really help you turn those ideal prospects into customers.

Live from #INBOUND2021

Live From #INBOUND2021

For over a decade, SEO experts have relied on strategies like on-page optimization, blogging and email outreach for links.

But, in 2021, these techniques are losing their effectiveness because they rely on coordination with a web developer, big content budgets, and spammy email outreach.

Fortunately, there's a better way to grow organic traffic: purpose-driven SEO!

Here’s a recap of the session by SEO expert Dale Bertrand. Dale delves into a step-by-step playbook on how to apply this effective new strategy for your building product business’s website to generate high-quality organic visitors.

Here’s the run-down…

Live from #INBOUND2021

Live From #INBOUND2021

Alisa Smith opens up the talk describing her appearance and surroundings. At first, I was a bit confused, then it clicked. INCLUSIVITY!! 

Before even talking about the main topic of the seminar she had already made an effort to include those attending who could be visually impaired, absolute genius.

Let’s get into it.

Live From #INBOUND2021

What matters most? Getting your email opened or getting the recipient to click through... A click is one step closer to a sale or registration and is a more important engagement than just an opened email - that is not debatable.

But how can you get a click-through without getting the email opened first? So, this leaves marketers at INBOUND 2021 with a debate of what’s the most important - the subject line or the creative.

To learn more from this intense discussion from Courtney Dagher, Jay Schwedelson, and Nancy Harhut, carry on reading and decide which side of the never-ending debate you choose…

Live From #INBOUND2021

Content is a singular building block of all businesses - especially in the B2B world.

It's the essential emotion we all seek. And in the digital marketing field, our success rises and falls every day based on just how much trust we're able to generate in the marketplace.

This session, given by popular INBOUND speaker Marcus Sheridan, will give you seven proven steps to literally become not just a content machine in your building product business, but the most trusted voice in your space.

If you're willing to think differently, and truly want to stand out in a sea of content sameness, continue reading…

The fact is, most industries still in 2021, do not have an established ‘WebMd’ of their space. And this is one main reason why may not be viewed as a trusted thought leader in your unique space right now.

Live From #INBOUND2021

We’ve all been there. That lightbulb moment when we realise all of our customers are on LinkedIn and we realise we can reach out to them.

But what is the best way? Do we just post and hope that it gets in front of the right people at the right time, or should businesses focus more on adverts and specifically targeting their demographic?

It’s the (social media) age-old question.

Going head-to-head at INBOUND2021 were LinkedIn Professionals AJ Wilcox and Michaela Alexis, both who have different approaches to reaching the customer and getting the best bang for your buck.

Live From #INBOUND2021

Being able to tell a story is important. But being able to tell a story well and for it to be creative, thought-provoking and insightful is something else entirely.

You don’t just want your customers to come to you when they need you, you need them to always be thinking about you. 

For 30 fantastic minutes, INBOUND 2021 became an English Literature class as Genein Letford talked through the use of metaphors for storytelling and how this can be applied to you and your customer’s message.

Live From #INBOUND2021

I have always found the science behind human behaviour fascinating! And, because of that, the talk “Using Behavioural Science To Improve Customer Success” was probably one of the sessions I was looking forward the most. The session was led by Andrea Belk Olson, Behavioural Scientist at Pragmadik, a market research organisation that uses data to improve customer engagement, differentiation, and build communities.

Live from #INBOUND2021

It’s day two of #INBOUND2021. This afternoon we are hearing from LinkedIn’s B2B Institute Director, Ty Heath and B2B Institutes Global Lead, Jon Lombardo on how to take on a more evidence-based, but most importantly, more successful approach to marketing.

Their approach revolves around the idea that just like the laws of physics govern gravity, the laws of marketing govern company growth.