Marketing Activation: Strategic Execution
Getting Started with Marketing Activation
At Point To Point, marketing activation blends strategic insights with hands-on execution, serving as either your outsourced marketing department, or if you have a defined strategy and project need, we can respond through a typical agency service model. We collaborate closely with your internal team, complementing their expertise and efforts to create a unified marketing approach tailored specifically to your needs.
Key Elements of Marketing Activation
We focus on seven critical areas that building product companies must master:
Websites
Your most important digital asset—designed to inform, convert, and support long sales cycles. We ensure it clearly communicates your value to AEC pros and guides them toward specification.
Content & Campaigns
We create strategic content and integrated campaigns that educate AEC audiences, build trust, and move specifiers through long buying cycles.
Database Marketing
We activate your CRM with smart, segmented campaigns that re-engage leads, nurture prospects, and keep your brand top-of-mind among high-value contacts.
Social Media
We use social media to engage AEC decision-makers, amplify strategic content, and position your brand as a trusted voice in the building materials space.
Events
We help you make the most of every show with pre-event buzz, strategic booth planning, and post-event follow-up, all designed to deepen relationships and drive specifications.
Paid Media
We run targeted campaigns across search, social, and spec platforms, optimized to reach AEC buyers and drive qualified traffic, leads, and measurable results.
Analytics
We turn marketing data into business intelligence, connecting campaign performance to real sales outcomes. With custom dashboards and ROI-focused KPIs, we surface what matters most to building materials executives, cutting through vanity metrics to inform smarter decisions, faster.
Our Approach: Ownership and Control
We understand that building product companies often face the challenge of managing multiple marketing channels and determining the most effective use of resources. Our philosophy is centered on helping you maximize what you truly own, providing you with greater long-term control and sustainable growth.
OWNED
CHANNELS
You own critical assets such as your website, content, and customer database. Our strategies prioritize these resources, ensuring they serve as the foundational elements for lasting success.
By nurturing and leveraging these owned assets, we position you to maintain consistent communication and foster deeper relationships with your audience.
PARTIALLY-OWNED CHANNELS
Social media represents a partially-owned but crucial component of your overall strategy. We use it to drive customer engagement, expand brand awareness, and support a true multi-channel marketing ecosystem.
By intentionally integrating social media with your website, content, and campaigns, we amplify your message and create sustained connection with your audience across the entire customer journey.
RENTED
CHANNELS
Events and paid media, while powerful, are rented assets. We meticulously plan and manage these channels to deliver maximum impact and return on investment.
Through careful execution and ongoing optimization, we ensure these rented channels effectively support your broader marketing strategy and amplify your brand’s reach.
Integrated Execution
and Analytics
Effective marketing activation involves ensuring that every tactic and channel works harmoniously to amplify results.
At Point To Point, we believe in the strategic allocation of resources, investing 20% in the creation of impactful content and 80% into strategically promoting this content. By integrating content, messaging and campaigns across multiple channels, from your website and database to social media, events, and paid media, we ensure maximum visibility and engagement with your target audience.
Analytics sit at the heart of our execution strategy. We go beyond surface-level metrics like impressions and clicks to deliver comprehensive, detailed reporting that clearly illustrates marketing’s true impact on your business goals. Our sophisticated dashboarding provides deep insights into performance, enabling continuous refinement and ensuring alignment with your overarching business objectives.
Let’s discuss how Point To Point can drive your marketing efforts forward with cohesive execution and measurable results.