Those in the construction industry want fast and efficient solutions they can trust. They tend to be skeptical of, and impervious to, hype-driven marketing and sales tactics. They want the facts without the fluff. It’s important to use straightforward messaging with the information that matters to them most:
- Engineers, architects and designers are interested in specifications and performance.
- Builders and general contractors are looking at costs and timelines.
- Subcontractors care about ease of installation, supply and reliability.
- Owners and operators want to understand operating costs and risk control mechanisms.
Properly positioning a product or service is imperative. Knowing the customer, and knowing the factors influencing how they buy, is essential. The B2B construction sales cycle can be very long. Companies are often subject to rigorous bidding processes, which influences pricing. Public safety is paramount. Decisions are made accordingly.
Requests for Proposal (RFPs) are central to the industry, but B2B marketing can make a significant difference in the way a company’s brand is perceived. Today, construction companies invest about 13% of their revenue in marketing activities. The best return on investment comes from a mix of traditional and digital marketing techniques.
