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
April 13, 2026 • 32 mins
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 that delivers clean water to homes by harvesting it from the air. Brian shares how Aquaria found its first customers, why they positioned alongside solar and backup power to accelerate adoption, an...
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April 6, 2026 • 33 mins
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 it) has only gotten more relevant as that shift continues to play out across the industry. If you missed it, this is a good one to catch.
Enjoy!
What does it take to lead growth inside one of th...
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March 30, 2026 • 35 mins
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 who missed it, and give returning listeners a reason to come back to it.
Enjoy!
What happens when market conditions shift and your team has to learn how to sell again? In this episode, Beth ...
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March 23, 2026 • 32 mins
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 it the first time around, now's your shot. If you caught it already, it's worth a second listen. Enjoy!
How do you serve a customer who wants to be hands-on and self-serve—but still expects a hi...
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March 16, 2026 • 19 mins
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, about how the company invested in a full-scale rebrand, built a specification-first go-to-market strategy, and created a brand that architects and designers actually want to engage with.
They a...
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March 9, 2026 • 30 mins
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, Beth talks with Shaun Jennings, Senior Marketing Communications Manager at FastenMaster, about what it actually takes to make a trade show booth work. They cover how to choose the right shows, why...
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March 2, 2026 • 9 mins
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 capture, to brands repositioning themselves around partnership instead of product, this episode unpacks the booth strategies that felt intentional and the ones that felt forgettable.
The stronges...
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February 16, 2026 • 21 mins
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 episode of Smarter Building Materials Marketing, Beth talks with Cody Martell, Marketing Director at Conwed, about simplifying complex product lines, segmenting massive catalogs, and building b...
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February 9, 2026 • 24 mins
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 this episode of Smarter Building Materials Marketing, Beth sits down with Santiago Quintero, Director of Marketing at Florida Paints, to talk about how the company approaches measurement, alignme...
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February 2, 2026 • 16 mins
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 MarketThrive, about how manufacturers are blending AI and CGI to build scalable visual content libraries.
Greg shares how these tools are helping brands visualize complex products, cut down lead times, ...
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January 26, 2026 • 20 mins
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 talk with Tina Mealer, Director of Marketing at Haas Door, about why this category deserves more attention. Tina shares how her team is helping builders and dealers rethink garage doors as both a ...
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December 8, 2025 • 25 mins
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 of Marketing & Communications, to unpack how the brand has embraced alignment between sales, marketing, and customer service—and the surprising tech that’s helped them grow 30% without adding head...
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October 29, 2025 • 16 mins
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 EuroCave Group, joins Beth to share how they turned French heritage into an accessible lifestyle brand and what every manufacturer can learn about entering and winning a new market.
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October 14, 2025 • 26 mins
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 Churnick, Chief Marketing Officer at Express Flooring, to explore how his team is building a high-volume marketing engine that delivers real results in real time.
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September 22, 2025 • 21 mins
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 over a billion social views and what it means to turn that attention into sales, distribution, and a long-term strategy for disrupting affordable housing.
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August 11, 2025 • 11 mins
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 at Hearth & Home Technologies (Heat & Glo, Heatilator), shares how to turn fireplaces into model-home centerpieces, adapt to spec and attached housing trends, train sellers on nuance, and protect m...
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July 21, 2025 • 16 mins
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 talk about what’s really happening inside the modular movement.
Audree shares how she went from builder to media creator, how modular has evolved over the past decade, and what building materials c...
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July 14, 2025 • 33 mins
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 outdoor living powerhouse. Jenny shares how Oldcastle APG is balancing B2B partnerships with a growing direct-to-consumer focus, how customer decision-making is shifting, and why internal culture pla...
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July 7, 2025 • 38 mins
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 special episode, guest host Heather Wallace from Momentum Innovation Group leads a follow-up panel discussion with Steve Dubin of Rmax, Merrick Macomber of Modular Maven, and Chad Crosby of Halo H...
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June 30, 2025 • 32 mins
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 the digital tools designers actually want, translating online behavior into offline sales, and making sure the brand shows up consistently from product sample to project handoff.
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