Want to Win the Spec? Start Using LinkedIn Like This.
If you’re a building materials brand trying to reach architects on LinkedIn and it’s not working, you’re not alone.
Most BPMs treat LinkedIn like a digital brochure. They post about products, fire off cold messages, and wait. And wait.
Here’s the hard truth: architects don’t want to be sold to. But they do want to discover brands that help them solve real design and spec challenges. That’s where you come in, if you use LinkedIn the right way.
At Point To Point, we help brands stop wasting time and start generating pipeline by building trust with the right architects. Here’s how.
1. Stop Broadcasting. Start Targeting.
Don’t market to “architects.” Market to your architect:
- Commercial or residential?
- Concerned about sustainability, budget, or code changes?
- Do they actually influence the spec?
- Be laser-focused. LinkedIn’s Sales Navigator makes this possible, if you use it strategically.
- 2. Your Company Page = Your Digital Front Door
Architects won’t follow a feed full of product promos. Share project case studies, talk about material selection challenges, highlight design trends. Be helpful, not salesy. That’s what builds trust and gets follows.
3. Fix Your Sales Team’s Profiles
Before they respond to your DM, they’ll look at your profile. If it reads like a resume or product pitch, they’re gone. Instead:
- Focus your headline on their outcomes, not your title.
- Use the Featured section to show work with architects.
- Turn your Experience section into mini case studies.
4. Create Snackable Content That Architects Care About
This is where most BPMs fall flat. Long whitepapers and product cut sheets don’t build relationships.
Instead, post:
- Short case study highlights (with real numbers).
- Polls or myths debunked.
- 60-second videos showing installs or performance in the field.
5. Ditch Cold Outreach, Warm It Up First
Generic cold DMs get ignored. Every. Time.
Before you message:
- Like or comment on their posts.
- Reference something relevant in their work.
- Ask questions that spark conversation, not a sales pitch.
- 6. From Connection to Collaboration
6. Real success isn’t a connection.
It’s a partnership. Try:
- Architect spotlights (they love recognition).
- Webinars or roundtables for younger specifiers.
- An invite-only advisory group to co-create future product ideas.
Conclusion
Marketing on LinkedIn isn’t about selling. It’s about showing up like a partner, not a peddler. Done right, LinkedIn becomes your most powerful relationship-building tool and that’s how you win the spec before the RFP ever drops.