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. 

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. 

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.

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.

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.

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

Marketing to specifiers can be a daunting task.

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

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

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.

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.

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. 

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. 

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

If you’re a building product business with limited resources, creating marketing materials for your sales team may not be your first priority. 

But I've seen many building products businesses whose marketing is actually working against their sales teams' efforts.

In my role with Project Prospecta, I find myself involved with sales more days than not. In my other role at Insynth, I help out with marketing. Being on both sides has given me a new appreciation of the need for sales and marketing to work together.

It’s so important for every part of your business to work towards a common goal (not doing "random acts of marketing").

2020 is over, but the challenges didn't disappear when you flipped the calendar page.