Think Backward Creating Your Building Materials Brand’s Marcomm Strategy
In building materials marketing, it’s tempting to chase attention big ads, broad awareness plays, and “get your name out there” tactics. But if your audience is the AEC community, that approach rarely delivers the traction you need.
At Point To Point, we start with a strategy designed specifically for how architects, engineers, and contractors discover, specify, and ultimately influence product selection. We call it AEC Strategy, and it’s built to drive impact not just impressions.
That means leading with owned channels first your website, your database—before layering on paid tactics. It means messaging that speaks to specifiers in their language, at the moment they need your solution.
Because in this space, results don’t come from shouting louder. They come from aligning with how building materials actually get sold—and crafting a strategy that moves people to act.
Start With the People Who Already Know You
Don’t waste precious budget targeting cold leads first. Instead, build your marketing engine around those who already trust your brand—existing customers, channel partners, and repeat specifiers.
They’re more likely to convert. They can offer feedback. And when you generate early wins here, it’s easier to earn more budget to go bigger later.
Use the Data You Already Have
If your CRM has 50,000 contacts, only a small slice are ready to take action right now. So segment. Start with groups like:
- Architects or designers who’ve used your product before
- Long-term customers with recurring orders
- Channel partners who are closer to the spec
Then create messages tailored to each group. Think: updates on new sample programs, spec tools, or loyalty rewards.
Maximize What You Already Own
Before dropping dollars on traditional paid media, ask: Are you fully using your owned channels or spec site platforms?
- Your LinkedIn and Instagram already reach interested audiences.
- Spec sites like ARCAT, Acelab and BIMSmith are already trusted by architects.
- Your distributors and dealers are already talking to your end users.
Lean into those partnerships and platforms first. They can be some of the lowest-cost, highest-trust levers you have.
Scale With Precision
Once you’ve tested your message with warm audiences, then expand your reach with paid tactics:
- Retargeting: Stay visible to people who visited your site but didn’t convert.
- Paid Search (PPC): Capture intent at the moment someone Googles “exterior rainscreen panel.”
- Social Ads: Run visual campaigns that mirror your top-performing organic content.
- Trade Media: Target specifiers through trusted industry pubs with integrated ad/email buys.
And whenever possible, use your first-party data as the foundation to build lookalike audiences and maximize targeting.
Push Your Strategy Forward—By Thinking Backward
This isn’t about being contrarian. It’s about being smarter with the budget you’ve got.
By starting with the people most likely to act—and layering on tactics that build momentum—you can generate results earlier, prove ROI faster, and finally have a marketing strategy that works for how building materials actually get sold.
Ready to rethink your marcomm strategy? Let’s talk about how backward might be your best next move.