Smarter Building Materials Marketing

Smarter Building Materials Marketing

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

Tech Adoption in Building Materials: What’s Actually Working in 2025

May 16, 2025 • 26 mins
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 dealers, how builder expectations have changed post-COVID, and why AI might be the “new Internet” moment for this space.
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How Concretti Designs Is Transforming Handmade Concrete for Modern Design and Sustainability

May 5, 2025 • 26 mins
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 of showcasing people, process, and imperfections to build trust and loyalty in today’s design-driven market.
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Brand-Led Growth in Building Materials: Inside National Nail's Strategy

April 28, 2025 • 27 mins
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 been their winning strategy. Dani shares how National Nail's teams work together to shape messaging, build trust with pros and dealers, and navigate the constant evolution of the building material...
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Marketing Strategies for Multi-Location Lumber Dealers: Transforming Store Personalities into Sales

April 22, 2025 • 15 mins
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 East and hear how they are leveraging the power of personal stories and local relationships to drive sales and create deeper customer loyalty.
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Marketing to Next Generation Buyers: Strategies for Building Materials Brands

February 3, 2025 • 18 mins
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 Building Materials Marketing, Zach Williams sits down with Michael Gabbert, Director of Marketing at Tricam and Gorilla, to discuss how brands can evolve their strategies to meet the expectations of ...
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How Thermory USA Built an Industry-Leading Brand Through Transparency and Innovation

January 27, 2025 • 13 mins
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 company’s innovative approach to marketing, transparency, and quality is reshaping the thermally modified wood industry. Kevin shares his perspective on associations, the importance of differentiatio...
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How Gensler is Redefining Sustainability in the Building Industry

January 20, 2025 • 19 mins
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 Materials Marketing, Zach Williams and Beth PopNikolov sit down with Erik Barth, Senior Associate Architect and Regional Design Resilience Leader at Gensler, to explore how sustainability has evolv...
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2025 Market Predictions: What Building Product Companies Need to Know

December 16, 2024 • 22 mins
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 PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to offer their insights into what the future holds for the industry. The conversation delves into market trends, the impact of tariff...
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The Future of Building Materials Marketing: Platforms, People, and Possibilities

December 9, 2024 • 16 mins
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 industry. Discover why focusing on execution over market fluctuations matters, the untapped potential of platforms like Reddit, how generational shifts are reshaping consumer trust, the underutil...
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How to Add Value & Win Customers in Today’s Economy

November 11, 2024 • 27 mins
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 them there. Director of B2B Marketing for Techo-Bloc, Alex Cadieux, talks about how they moved from just building great products, to the next level of supporting their customers through education on ...
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Digital Transformation Strategies for Building Materials

October 28, 2024 • 12 mins
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 to implement those strategies and hold to the milestones. Zach asks Matt to give the listeners some ideas about how organizations go wrong in this area. They end the episode with talking about wh...
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2025 Sales And Marketing Outlook

October 21, 2024 • 44 mins
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 understand the trends from the past few years following the pandemic, to what they see that will drive decisions in 2025.  The three are joined by Dave King and Sophia Wedeen, experts in the area of mar...
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Product Launch Strategies & Finding Product Market Fit

October 14, 2024 • 21 mins
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 heater for residential use. They are revolutionizing water heating with advanced sensors, software, and hardware to optimize energy efficiency, integrate with solar systems, and much more. Michael...
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Building Materials Talent Recruitment: How to Hire Well and Be Hired by the Best

August 5, 2024 • 30 mins
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 for the right candidate. Mark gives some insights into the importance of candidates being introspective about what kind of position they are looking for, as well as doing good research about the com...
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How One Manufacturer is Integrating AI to Gain Efficiency and Stay Ahead of Competitors

May 27, 2024 • 23 mins
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 processes and outperform competition. In this episode of the Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov discuss some exciting applications of AI with Fran Wal...
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AI Applications in Building Materials Industry: Strategies to Boost Efficiency and Stay Competitive

May 27, 2024 • 9 mins
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 Williams and Beth PopNikolov follow up their conversation with Fran Walker, the Director of Marketing at Trim-Tex. They talk about how implementing AI in your business can streamline processes, e...
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The Biggest Missing Piece in B2B Sales Training: Thoughts From Beth and Zach

May 20, 2024 • 10 mins
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.
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The Biggest Missing Piece in B2B Sales Training

May 20, 2024 • 18 mins
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 transform your team's success and drive your business forward.
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Effective Scale and Growth Tactics in Uncertain Economic Conditions

May 13, 2024 • 21 mins
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 competitive success.
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Trends, Threats and Opportunities in the Building Materials Industry

April 15, 2024 • 22 mins
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 shaping the building materials industry and could redefine your bottom line.
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