First in a series of posts looking at results and insights from our study of building products marketers
When we joined with the American Institute of Architects and Centro to commission a proprietary study of building products marketers (BPMs), one of the first things we wanted to understand was what companies’ B2B marketing budgets are as a percentage of total sales. Let’s take a quick look at what we learned.
In 2016, we first shared the importance of clients knowing in more detail how architects, specifiers, general contractors and interior designers see construction specification as essential to their work. The topic is as relevant today as it was then so let’s take a fresh look at the three most common types of construction specifications used in commercial projects.
Proprietary study of building products marketers leads to valuable insights
The digital evolution is here, bringing with it more sophisticated marketing channels and wealth of customer data. Meaning marketers in the BPM segment are under increased pressure to show impact. But BPMs are moving too slowly to respond, measurement is lagging and the industry is paying too much to acquire new customers.
Embrace uncertainty to establish trust in strong personal working relationships
Hyperbolic change mandates a new reality. The days of annual marketing plans that are written in August, presented in September, finalized in November and executed from January to December are gone. Here’s our guide to managing change for B2B marketers.
