As the architecture segment has evolved, it has consistently been led by innovations in technology. Technological advancements have helped architects become more impactful in nearly every facet of their job by helping them make better design decisions, build more efficiently, and manage and maintain building portfolios more effectively.
Like every industry, architecture must evolve to meet demand. Evolving trends shape the way architects think about their craft and the products used to build their creations.
When marketing to architects and specifiers, one of the first steps to getting your product specified is making sure the product is included on specification websites, which architects visit regularly to support their product evaluation efforts. There are three primary categories of spec sites: listing sites, general spec sites and spec inclusion sites.
The foundation of a solid marketing strategy is built on the process of identifying, understanding and satisfying architect wants and needs.
At the end of the day, your educational sessions should accommodate the realities of the architect’s world, but most of all, it must be valuable.
The inner workings of product specification can be complex and difficult to navigate. If you want your product to be specified, you need to know your audience, what matters to them and their role in the specification process.
If you want to engage an interior designer and convince her to recommend your product, you need to understand her role as a creative influencer and provide her with the tools to do her job more effectively.
Before you can begin marketing to an architect in hopes of getting your product specified, you have to first understand what makes them tick.
All too often we see B2B brands making significant investments in marketing automation software after buying into impressive presentations by vendors of the wonderful things these technologies can offer.
An email campaign should fit within an Inbound Marketing strategy, which first ensures that you have a full understanding of your audience.
Email is an easy way for builders and contractors to control their brand experiences on their terms.
We can all agree that strategy and good content are critical to success, but it’s a big mistake to think that any platform will do the trick. Each come with a ton of pros and cons.
Content in any shape or form needs to be relevant to your audience. Does it pique their interests? Cover their concerns? Provide them with an expanded knowledge base? Then it’s good content. Combine that with context marketing and you have great, relevant content that does the heavy lifting for you.
The key here is to take context to your content: deliver the right content, in the right format, to the right people, at the right time. This will create a closer relationship and a more personalized and relevant experience to your target audience.
Traditional marketing is a thing of the past. Today, Inbound Marketing is the most effective way to earn a B2B customer’s trust. And it’s turned into a movement that helps companies transform the way business is done.
Qualitative and Quantitative research are both extremely valuable methodologies, but there is a distinct time in your research process for each.
Building a persona for each audience segment lets you return to make sure any marketing decision relates back to your customers.
There is a good amount of business sensibility that comes with using your products to make a statement about the importance of sustainability.
Content marketing continues to quickly evolve and it is up to marketers – particularly those in the B2B segment – to embrace it and take action.
If you’re a building product marketer, the rise of design-build can’t and shouldn’t be ignored.
Technology and easily accessible information has enabled the new B2B buyer to interact with brands differently.
Learn about some of the biggest mistakes marketers make when attempting to connect with architects and designers.
Architects and designers still influence 90 percent of commercial building product dollars, so failing to invest in reaching this group is a huge mistake.
Recently, Google Chrome announced that it will stop the auto-play functionality on all non-essential content on a website.
To begin understanding a designer’s path to specification, it’s crucial to understand what designers are thinking about today.
The truth is that Millennials do get it. But they have a different set of expectations for the workplace environment.
The Cavs gave every marketer a friendly reminder on the value of optimizing performance, responding to disruption and aligning communication.
Point To Point’s Customer Engagement team focuses on gaining a deep understanding of our clients’ audiences.
A fascinating and captivating speaker, Kennedy discussed the finer points of neuromarketing: an ever-changing science in the marketing industry.
Learn more about how B2B customer engagement brands like GE are differentiating themselves to better align in the market place.
Questionnaire writing is arguably one of the most difficult forms of writing.
It takes more than cute tchotchkes to garner the greatest return on your tradeshow booth investment.
By creating narratives that buyers can identify with, B2B brands can establish a sense of relevance and familiarity.
A long-standing tradition of the Big Game is predicting its outcome. Here at Point To Point, we thought it would be fun to make a prediction of our own.
Point To Point was on-site at IBS/KBIS to support our clients and take note of new innovations aligned to product and marketing initiatives.
We’ve all heard the PSA asking, “Do you know where your children are right now?” What you didn’t know is that the same could be said for your buyer.
Designing for a B2B customer requires a more intimate understanding of how your audience interacts with your brand.
There’s an apocryphal tale about the original advertising Mad Man, David Ogilvy, confronting a client…
What are the most important features and benefits about your brand and product that you want to tell your buyer?
We were honored to hear Kevin Spacey speak at last month’s Content Marketing World.
SEO strategy, execution and measurement can be extremely complex.
Anticipation. Carly Simon sang about it and today’s B2B brand marketers are looking to deliver it. It’s our holy grail.
Here is my take on the major differences in approach between B2B and B2C advertising creative.
I was one of 2,500 fortunate marketers from around the world who had the opportunity to attend Content Marketing World in Cleveland.
Earlier this year, Google rolled out Panda 4.0, which contained both an algorithm update and a data refresh.