Smarter Building Materials Marketing
Business & Finance
About
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 Instagram profile actually grow sales? Will you earn more market share if you change your website? How can you outperform your competition online? Zach and Beth tackle your most burning questions about digital marketing for building material manufacturers, share proven strategies to grow leads and sales, and bring in other industry experts to share what’s working in the building product space.
Episodes
- What the Solar Panel Playbook Can Teach You About Launching a New Product Category
What does it look like to bring an entirely new product category into residential construction? On this episode of Smarter Building Materials Marketing, Beth talks with Brian Sheng, Co-Founder and CEO of Aquaria, about building a company t…
- Encore: How Oldcastle APG Blends High-Tech Marketing with High-Touch Relationships
We're bringing this one back for the brand and strategy folks in our audience. Jenny Nail's conversation on how Oldcastle APG is balancing B2B partnerships with a direct-to-consumer push (and putting the homeowner at the center of all of i…
- Encore: Selling Smarter | How to Master Value-Driven Building Materials Sales
We're pulling this one out of the archive for the sales folks in our audience. Bradley Hartmann's conversation on value-based selling has only gotten more relevant since it first aired — so we wanted to make sure it got in front of anyone…
- Encore: 3form's Digital Strategy to Build Pre-Sale Brand Equity
We're bringing this one back. Karli Slocum's conversation with Beth on digital strategy, self-serve experiences, and brand consistency in the building materials space was packed with insights that hold up ... and then some. If you missed i…
- Why This Manufacturer Says Trust and Speed Beat Big Budgets
In a product category where white is white and red is red, how does a manufacturer stand out? On this episode of Smarter Building Materials Marketing, Zach and Beth talk with Brandon Guthrie, Marketing Director at Durasein Solid Surface, a…
- Stop Showcasing, Start Demonstrating: Rethinking Trade Show Booths
Trade shows are one of the biggest line items in a building products marketing budget, but too many manufacturers treat their booths like product showrooms instead of experiences. On this episode of Smarter Building Materials Marketing, Be…
- Builder’s Show Field Report: Booths Built for the Buyer Journey
This week’s episode is a little different. Instead of a guest interview, Beth shares a field report from IBS 2026 in Orlando — breaking down what actually stood out on the show floor. From hidden products made visible, to gamified lead cap…
- How an Acoustic Manufacturer Makes Complex Products Easy to Buy
Acoustic products are technical, customizable, and often overlooked in commercial construction. So how does a manufacturer stand out in a category where performance matters more than aesthetics and complexity can overwhelm buyers? On this…
- How Florida Paints Proves Marketing ROI
Florida Paints has been around for decades, competing in a category where brand loyalty, regional trust, and contractor relationships matter just as much as price. But proving the impact of marketing in that environment isn’t simple. In th…
- How AI Is Reshaping Product Imagery in Building Materials
AI is quickly changing how product imagery gets created, edited, and personalized in building materials. In this episode of Smarter Building Materials Marketing, Beth and Zach talk with Greg Weyman, Founder and Managing Partner at MarketTh…
- The Most Overlooked Exterior Upgrade with 268% ROI
Garage doors are often an afterthought. But the right door can boost curb appeal, improve energy efficiency, and deliver one of the highest ROIs in home improvement. In this episode of Smarter Building Materials Marketing, Zach and Beth ta…
- How a Commercial Window Manufacturer Grew 30% with Tech & Alignment
INTUS Windows designs and manufactures high-performance windows and doors for commercial and multifamily projects. On this episode of Smarter Building Materials Marketing, Beth PopNikolov sits down with Kurtis Perdelwitz, INTUS’s Director…
- How Market Intelligence is Helping a Luxury Brand Break into the US Market
EuroCave invented the first wine cabinet nearly 50 years ago. Now the company is using market intelligence to launch Goguette, a design-forward brand built for modern wine lovers in the U.S. Camille Frey-Syren, Director of Brands at EuroCa…
- How a PE-Backed Home Services Brand Scales with Speed and Precision
Marketing in the home improvement industry is evolving fast—but consumers still want what they’ve always wanted: speed, clarity, and convenience. On this episode of Smarter Building Materials Marketing, Beth PopNikolov sits down with Josh…
- BOXABL’s Big Bet on Affordable Housing
What does it take to create a brand-new product in the home building space — and scale it from idea to IPO? On this episode, Beth PopNikolov talks with Galiano Tiramani, co-founder of BOXABL, about the foldable casita that has generated ov…
- How a Leading Fireplace Brand Helps Builders Sell More Homes
Homebuyers don’t fall in love with square footage. They fall in love with moments. In this episode, we explore how one often-overlooked product category can help builders sell more homes. Kurt Stauffacher, Senior National Account Manager a…
- Solving for Cost, Labor, and Speed in Modular Construction
How do you bring clarity, consistency, and energy to a category still fighting for mainstream adoption? In this episode, Beth and Zach sit down with Audree Grubesic—Offsite Construction ambassador and founder of Offsite Dirt Network—to tal…
- How Oldcastle APG Blends High-Tech Marketing with High-Touch Relationships
What does it take to lead growth inside one of the most recognizable names in building products? Beth sits down with Jenny Nail, Chief Revenue Officer at Oldcastle APG, to explore how the brand has evolved beyond masonry into a full outdoo…
- How Modular Leaders Leverage Social Media as a Revenue Driver
What do you get when you put four outspoken leaders from the modular world on one mic? A very honest, very unfiltered conversation about what actually works when it comes to social media, sales, and brand presence in construction. In this…
- 3form’s Digital Strategy to Build Pre-Sale Brand Equity
How do you serve a customer who wants to be hands-on and self-serve—but still expects a high-touch experience when it counts? In this episode, Beth talks with Karli Slocum, Vice President of Marketing and Product at 3form, about building t…
- Selling Smarter: How to Master Value-Driven Building Materials Sales
What happens when market conditions shift and your team has to learn how to sell again? In this episode, Beth talks with Bradley Hartmann, CEO of Bradley Hartmann & Co., about how to train sales teams that have grown used to order-taking,…
- How a Leading Exterior Door Manufacturer Uses Storytelling to Drive Sales
What happens when a family-owned manufacturer known for its values decides to take on modern lead generation? In this episode, Beth sits down with Jake Calhoun, Vice President of Marketing at ProVia, to talk about navigating legacy, managi…
- How Ayrsonics Turned Product Innovation into a Competitive Moat
What if being the first in your category made you the Kleenex of your market? And how do you turn that into a lasting advantage? In this episode, we talk to Dean McIntyre, president of Ayrsonics and CEO of the McIntyre Group, about buildin…
- Why Architects Ignore Your Product—and What to Do Instead
Architects may be the ultimate influencers in the building process, but winning their specification is only the beginning—and one missed detail or a slow sample delivery can lose you the next project. In this episode, Beth PopNikolov and Z…
- What Today’s Top Candidates Want from Building Materials Employers
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 buildin…
- Tech Adoption in Building Materials: What’s Actually Working in 2025
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…
- How Concretti Designs Is Transforming Handmade Concrete for Modern Design and Sustainability
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…
- Brand-Led Growth in Building Materials: Inside National Nail's Strategy
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…
- Marketing Strategies for Multi-Location Lumber Dealers: Transforming Store Personalities into Sales
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…
- Marketing to Next Generation Buyers: Strategies for Building Materials Brands
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 Bui…
- How Thermory USA Built an Industry-Leading Brand Through Transparency and Innovation
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 com…
- How Gensler is Redefining Sustainability in the Building Industry
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 M…
- 2025 Market Predictions: What Building Product Companies Need to Know
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 PopN…
- The Future of Building Materials Marketing: Platforms, People, and Possibilities
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…
- How to Add Value & Win Customers in Today’s Economy
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 the…
- Digital Transformation Strategies for Building Materials
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…
- 2025 Sales And Marketing Outlook
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 unders…
- Product Launch Strategies & Finding Product Market Fit
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…
- Building Materials Talent Recruitment: How to Hire Well and Be Hired by the Best
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 fo…
- AI Applications in Building Materials Industry: Strategies to Boost Efficiency and Stay Competitive
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…
- How One Manufacturer is Integrating AI to Gain Efficiency and Stay Ahead of Competitors
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 proce…
- The Biggest Missing Piece in B2B Sales Training: Thoughts From Beth and Zach
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.
- The Biggest Missing Piece in B2B Sales Training
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 tran…
- Effective Scale and Growth Tactics in Uncertain Economic Conditions
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 compe…
- Trends, Threats and Opportunities in the Building Materials Industry
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 sh…
- Email Marketing Updates: Navigating New Regulations
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
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 i…
- How Manufacturers Can Be Better Partners For Contractors
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, imp…
- IBS 2024: Takeaways and Follow-Up Strategies
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 la…
- Industry Acquisitions + America is Getting Smaller
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 wil…