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
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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June 23, 2025 • 35 mins
What happens when market conditions shift and your team has to learn how to sell again? In this episode, Beth talks with Bradley Hartmann, CEO of Bradley Hartmann & Co., about how to train sales teams that have grown used to order-taking, how to clearly define sales activity, and why tightening the feedback loop between sales and marketing might be the most underrated growth lever in building materials today.
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June 16, 2025 • 24 mins
What happens when a family-owned manufacturer known for its values decides to take on modern lead generation? In this episode, Beth sits down with Jake Calhoun, Vice President of Marketing at ProVia, to talk about navigating legacy, managing modern messaging, and bridging the gap between product and service in one of the industry’s most competitive categories.
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June 9, 2025 • 21 mins
What if being the first in your category made you the Kleenex of your market? And how do you turn that into a lasting advantage? In this episode, we talk to Dean McIntyre, president of Ayrsonics and CEO of the McIntyre Group, about building a brand that stands out in the competitive world of acoustic products. Dean shares why they diversified, how they pivoted during economic downturns, and how they’re bringing manufacturing back t...
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June 2, 2025 • 21 mins
Architects may be the ultimate influencers in the building process, but winning their specification is only the beginning—and one missed detail or a slow sample delivery can lose you the next project. In this episode, Beth PopNikolov and Zach Williams sit down with Benjamin Glunz, CEO of Anguleris (the company behind Swatchbox and other essential tools for architects and designers). Together, they dive into why shifting your strate...
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May 26, 2025 • 26 mins
Navigating today’s unpredictable job market requires more than great products—it demands smart, proactive hiring strategies and transparent leadership. In this episode, Cassie Fosher, President of SnapDragon Associates, shares what building materials manufacturers need to know about recruiting right now. From high-demand sales roles to shifting candidate expectations, you’ll learn what top talent is really looking for—and how your ...
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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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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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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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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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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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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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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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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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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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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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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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