The building products industry is a complex mix of influencers, channels and end users. Nobody is better than us at untangling that mix and engineering demand. We act on trends that define new opportunities and optimize through insights, content and technology.
Influencers are as close to the buyer as you can get. They’re weighing many of the same things the buyer weighs: price, quality, value. And they can be anybody—a specifier, a strategic partner, even a consumer. So finding them and influencing them is challenging. You’ll need to integrate lead generation with:
The channel can be a strong ally in building preference for you—if it is confident your products will move. To get the most out of your channel, you need to address its key challenges with demand-building initiatives:
End users are concerned with everything from ease of product usage to long-term performance that can impact their reputation. That means they’re scrutinizing brands like never before. To create pull-through preference you need:
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