--- title: The Construction Marketing Blog for Building Product Brands | Jack Meisinger description: Jack is the Chief Revenue Officer at Insynth --- X We're Hiring.. - **Loading Jobs...** [![New-Insynth-Logo-insynth-marketing-construction-marketing-inbound](https://www.insynth.co.uk/hs-fs/hubfs/New-Insynth-Logo-wh-text.png?width=521&height=482&name=New-Insynth-Logo-wh-text.png) ![Insynth Construction marketing Agency's Logo](https://www.insynth.co.uk/hs-fs/hubfs/2021%20Branding/Insynth%20New%20Logo.png?width=200&height=185&name=Insynth%20New%20Logo.png)](https://www.insynth.co.uk/) - Services - [CRM Strategy and Consultancy](https://www.insynth.co.uk/en/strategy-and-consultancy-for-building-product-manufacturers) - [HubSpot Consultancy](https://www.insynth.co.uk/hubspot-services-construction-industry) - [HubSpot Website Development](https://www.insynth.co.uk/building-products-website-design) - [Resources](https://www.insynth.co.uk/construction-marketing-resources) - [Results](https://www.insynth.co.uk/construction-marketing-case-studies) - [About](https://www.insynth.co.uk/about-us) - [Insynth News](https://www.insynth.co.uk/news) - [Careers](https://www.insynth.co.uk/en/careers-at-insynth) - [Blog](https://www.insynth.co.uk/blog) - [Contact](https://www.insynth.co.uk/contact-insynth) ![Jack Meisinger](https://via.placeholder.com/100x100.jpg/e0e7ee) ### Jack Meisinger Jack is the Chief Revenue Officer at Insynth #### Recent posts by Jack Meisinger ###### 4 min read ## [Marketing to Architects: Auditing Your Efforts](https://www.insynth.co.uk/blog/marketing-architects-auditing-efforts) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 10-Oct-2023 11:00:00 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20How%20to%20Market%20to%20Architects%20-%20Audit%20Marketing%20Efforts.jpg)](https://www.insynth.co.uk/blog/marketing-architects-auditing-efforts) So you want to market to architects and are ready to go all in? What’s the next step? The key to any project is a solid bit of analysis.  ###### Topics: [Marketing Strategy](https://www.insynth.co.uk/blog/topic/marketing-strategy) ###### 10 min read ## [Marketing to Architects: The Specification Process & RIBA PLAN OF WORK](https://www.insynth.co.uk/blog/marketing-to-architects-specification-process) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 16-Aug-2023 17:05:54 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20How%20to%20Market%20to%20Architects%20-%20The%20Specification%20Process%20%26%20RIBA%20Plan%20of%20Work%20%281%29.png)](https://www.insynth.co.uk/blog/marketing-to-architects-specification-process) Before you start getting into the tactics of how to [market to architects](https://www.insynth.co.uk/blog/marketing-to-architects-how-to-break-into-persona-of-architect), it’s important to understand the specification process they go through, and how that fits into the project life cycle. This enables you to convey the right messages, andprovide the right materials, at the right time.  ###### Topics: [Inbound Marketing](https://www.insynth.co.uk/blog/topic/inbound-marketing) [Marketing Strategy](https://www.insynth.co.uk/blog/topic/marketing-strategy) ###### 14 min read ## [The Challenge of Marketing to Architects](https://www.insynth.co.uk/blog/challenge-marketing-architect) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 27-Jul-2023 10:25:52 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20How%20to%20Market%20to%20Architects%20-%20Challenge%20of%20Marketing%20to%20Architects%20%281%29.jpg)](https://www.insynth.co.uk/blog/challenge-marketing-architect) Why should you read an article about marketing to architects?  There are two potential reasons.   1. you are a marketer for a building product company. 2. You are responsible for revenue for a building product company and are seeing a decrease in sales performance and wondering whether marketing can help. ###### Topics: [Inbound Marketing](https://www.insynth.co.uk/blog/topic/inbound-marketing) [Marketing Strategy](https://www.insynth.co.uk/blog/topic/marketing-strategy) ###### 8 min read ## [INTERVIEW: Dennis Helderman, Co-founder easyToolHire](https://www.insynth.co.uk/blog/an-interview-w-dennis-helderman-cco-easytoolhire) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 28-Jun-2023 14:49:27 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20Snagged%20-%20Interview%20-%20Dennis%20Heldermann-1.gif)](https://www.insynth.co.uk/blog/an-interview-w-dennis-helderman-cco-easytoolhire) In our most recent episode of SNAGGED (the construction sales and marketing podcast) we interviewed [Dennis Helderman](https://www.linkedin.com/in/dennis-helderman/), Co-Founder and CCO of [EasyToolHire](https://easytoolhire.com/), about the challenge of modernising a "hand shake" industry. EasyToolHire has successfully brought an eCommerce experience to their customers. Dennis revealed that the key to their growth has been a strong focus on SEO (Search Engine Optimization). However, he also acknowledged the challenges they have faced in getting it right. ###### Topics: [SEO](https://www.insynth.co.uk/blog/topic/seo) [Marketing Strategy](https://www.insynth.co.uk/blog/topic/marketing-strategy) ###### 5 min read ## [Specification Marketing: Why Digital Specialists Get it Wrong](https://www.insynth.co.uk/blog/specification-marketing-why-digital-specialists-get-it-wrong) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 16-Mar-2023 16:28:42 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20Specification%20marketing%20Why%20digital%20specialists%20get%20it%20wrong%20%281%29.png)](https://www.insynth.co.uk/blog/specification-marketing-why-digital-specialists-get-it-wrong) Building product businesses are racing to support specifiers’ online specification research process, but are not getting the best advice on how to do this. Digital specialists are not generally construction specialists, and often don’t understand the complexities of the industry and the specification route to market. Before we go any further on this, first let’s address what makes the digital specification research process so important. ###### Topics: [Content Marketing](https://www.insynth.co.uk/blog/topic/content-marketing) [Website](https://www.insynth.co.uk/blog/topic/website) ###### 2 min read ## [How AI is Changing Marketing](https://www.insynth.co.uk/blog/how-ai-is-changing-marketing) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 30-Jan-2023 15:20:14 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20What%20is%20Specification%20Marketing.png)](https://www.insynth.co.uk/blog/how-ai-is-changing-marketing) Microsoft recently made a $10 billion investment in an artificial intelligence company called Open AI. ###### Topics: [Content Marketing](https://www.insynth.co.uk/blog/topic/content-marketing) ###### 2 min read ## [Specification Marketing: Marketing to Architects](https://www.insynth.co.uk/blog/specification-marketing-marketing-to-architects) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 19-Jan-2023 16:47:58 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20Specification%20Marketing%20-%20Marketing%20to%20Architects.gif)](https://www.insynth.co.uk/blog/specification-marketing-marketing-to-architects) Marketing to specifiers can be a daunting task. ###### Topics: [Lead Generation](https://www.insynth.co.uk/blog/topic/lead-generation) [Inbound Marketing](https://www.insynth.co.uk/blog/topic/inbound-marketing) ###### 4 min read ## [SPECIFICATION MARKETING: 6 Steps to Project-Based Marketing](https://www.insynth.co.uk/blog/5-steps-to-project-based-marketing-for-specification-marketing) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 18-Nov-2022 16:53:13 [![](https://www.insynth.co.uk/hubfs/Copy%20of%20Blog%20Header%20-%20What%20is%20Specification%20Marketing%20%285%29.gif)](https://www.insynth.co.uk/blog/5-steps-to-project-based-marketing-for-specification-marketing) Over the past decade, many marketing departments have initiated account-based marketing (ABM) campaigns. ###### Topics: [Inbound Marketing](https://www.insynth.co.uk/blog/topic/inbound-marketing) ###### 6 min read ## [How Architects Really Feel About Your Website (10 Specifier Insights)](https://www.insynth.co.uk/blog/how-architects-really-feel-about-your-website-10-specifier-insights) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 03-Nov-2022 16:44:52 [![](https://www.insynth.co.uk/hubfs/Copy%20of%20Blog%20Header%20-%20What%20is%20Specification%20Marketing.gif)](https://www.insynth.co.uk/blog/how-architects-really-feel-about-your-website-10-specifier-insights) At the beginning of the year, we interviewed 7 architects in Manchester to help us understand what they think about building product websites. ###### Topics: [Website](https://www.insynth.co.uk/blog/topic/website) [Inbound Marketing](https://www.insynth.co.uk/blog/topic/inbound-marketing) ###### 6 min read ## [The Rare Skill Of Specification Marketing](https://www.insynth.co.uk/blog/what-is-specification-marketing) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 27-Oct-2022 15:53:45 [![](https://www.insynth.co.uk/hubfs/Blog%20Header%20-%20What%20is%20Specification%20Marketing.gif)](https://www.insynth.co.uk/blog/what-is-specification-marketing) There is a huge need for specification marketers. But there are not many of them out there. And not many people understand what specification marketing is and how it’s different from traditional construction marketing. ###### Topics: [Inbound Marketing](https://www.insynth.co.uk/blog/topic/inbound-marketing) ###### 3 min read ## [#INBOUND22: From the Front Lines of Libya to Tech Entrepreneur](https://www.insynth.co.uk/blog/inbound22-podcast-interviewing-masterclass-0) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 23-Sep-2022 11:01:57 [![](https://www.insynth.co.uk/hubfs/Jacks%20%23INBOUND2022%20Blog%20Headers%20%281%29.gif)](https://www.insynth.co.uk/blog/inbound22-podcast-interviewing-masterclass-0) Trint CEO and founder Jeff Kofman talks about how his previous career as an Emmy award winning wartime reporter from places like Iraq and Libya prepared him for life as the Founder of a tech company. Jeff draws on five key lessons that he learned from the field and how they can be applied to the tech world as he has navigated this chapter of his career. ###### Topics: [INBOUND22](https://www.insynth.co.uk/blog/topic/inbound22) ###### 4 min read ## [#Inbound22: Podcast Interviewing Masterclass](https://www.insynth.co.uk/blog/inbound22-podcast-interviewing-masterclass) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 09-Sep-2022 15:05:34 [![](https://www.insynth.co.uk/hubfs/Jacks%20%23INBOUND2022%20Blog%20Headers.gif)](https://www.insynth.co.uk/blog/inbound22-podcast-interviewing-masterclass) LIVE FROM #INBOUND22 If you’ve ever turned on a podcast microphone and recorded yourself asking someone else questions about their life and work, you know that interviewing is far more than an innate ability. In this session at INBOUND22, former journalist and long-time podcaster Michael Ashford explained how to master your interview technique to create powerful conversations.  ###### Topics: [INBOUND22](https://www.insynth.co.uk/blog/topic/inbound22) ###### 5 min read ## [How To Make Landing Pages For Your Barbour ABI Or Glenigan Campaign](https://www.insynth.co.uk/blog/blog/how-to-make-landing-pages-for-your-barbour-abi-or-glenigan-campaign) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 17-Jan-2022 17:11:23 [![](https://www.insynth.co.uk/hubfs/Copy%20of%20Blog%20Image%20Template%20%283%29-Jan-17-2022-05-08-37-49-PM.gif)](https://www.insynth.co.uk/blog/blog/how-to-make-landing-pages-for-your-barbour-abi-or-glenigan-campaign) We’ve talked about the importance of setting a specific goal for your Barbour ABI email campaign (to read more about that [click here](https://www.projectprospecta.com/news/how-to-set-your-barbour-abi-marketing-objectives)). But after you have a goal, you need a landing page that will convert your contacts and help you achieve your goal. If your goal is for a prospect to download a whitepaper, view an infographic, use a calculator, or book a meeting, then you need a landing page focused on helping people do that.  ###### Topics: [Content Marketing](https://www.insynth.co.uk/blog/topic/content-marketing) ###### 4 min read ## [A Digital Marketer Goes Cold Calling](https://www.insynth.co.uk/blog/blog/a-digital-marketer-goes-cold-calling) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 17-Dec-2021 11:36:53 [![](https://www.insynth.co.uk/hubfs/Insynth%20Blog%20Cover%20A%20Digital%20Marketer%20Goes%20Cold%20Calling.gif)](https://www.insynth.co.uk/blog/blog/a-digital-marketer-goes-cold-calling) “We don’t do cold calling here!” says Dan Tyre during our Hubspot Pipeline Generation Bootcamp. ###### Topics: [Sales](https://www.insynth.co.uk/blog/topic/sales) ###### 5 min read ## [5 Important Marketing Resources For Sales Enablement](https://www.insynth.co.uk/blog/5-important-marketing-resources-for-sales-enablement) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 11-Feb-2021 18:10:39 [![](https://www.insynth.co.uk/hubfs/Sales%20Enablement%20-%205%20Marketing%20Resources.gif)](https://www.insynth.co.uk/blog/5-important-marketing-resources-for-sales-enablement) If you’re a building product business with limited resources, creating marketing materials for your sales team may not be your first priority.  But I've seen many building products businesses whose marketing is actually working against their sales teams' efforts. ###### Topics: [Content Marketing](https://www.insynth.co.uk/blog/topic/content-marketing) [Sales](https://www.insynth.co.uk/blog/topic/sales) ###### 5 min read ## [How Buyer Personas Will Help Your Business Grow](https://www.insynth.co.uk/blog/how-to-boost-sales-with-buyer-personas) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 28-Jan-2021 16:38:59 [![](https://www.insynth.co.uk/hubfs/How%20buyer%20personas%20will%20help%20your%20business%20grow.gif)](https://www.insynth.co.uk/blog/how-to-boost-sales-with-buyer-personas) In my role with Project Prospecta, I find myself involved with sales more days than not. In my other role at Insynth, I help out with marketing. Being on both sides has given me a new appreciation of the need for sales and marketing to work together. It’s so important for every part of your business to work towards a common goal (not doing "random acts of marketing"). ###### Topics: [Content Marketing](https://www.insynth.co.uk/blog/topic/content-marketing) ###### 4 min read ## [Come back stronger in 2021 (5 keys to overcoming business setbacks)](https://www.insynth.co.uk/blog/come-back-stronger-in-2021-5-keys-to-overcoming-business-setbacks) By [Jack Meisinger](https://www.insynth.co.uk/blog/author/jack-meisinger) on 04-Jan-2021 09:00:00 [![](https://www.insynth.co.uk/hubfs/5%20Ways%20To%20Come%20Back%20Stronger%20in%202021%20Header%20Image.gif)](https://www.insynth.co.uk/blog/come-back-stronger-in-2021-5-keys-to-overcoming-business-setbacks) 2020 is over, but the challenges didn't disappear when you flipped the calendar page. ###### Topics: [Content Marketing](https://www.insynth.co.uk/blog/topic/content-marketing) [SEO](https://www.insynth.co.uk/blog/topic/seo) [All posts](https://www.insynth.co.uk/blog/all) ##### About Insynth About Insynth Insynth Marketing is a HubSpot certified construction marketing agency. We deploy the latest inbound marketing techniques to help building product manufacturers to generate predictable flows of leads, customers, and specifications in this era of digital transformation.   [![platinum-badge-color (2)](https://www.insynth.co.uk/hs-fs/hubfs/platinum-badge-color%20(2).png?width=100&name=platinum-badge-color%20(2).png)](https://ecosystem.hubspot.com/marketplace/solutions/insynth-marketing-ltd)              ##### Useful Links Useful Links - [Services](https://www.insynth.co.uk/construction-marketing-services) - [Resources](https://www.insynth.co.uk/construction-marketing-resources) - [Case Studies](https://www.insynth.co.uk/construction-marketing-case-studies) - [About](https://www.insynth.co.uk/about-us) ##### Latest Blog Latest Blog ###### [Marketing To Architects: Technical Content](https://www.insynth.co.uk/blog/marketing-to-architects-technical-content) In the built environment, technical content serves as the backbone of every new project, so... ##### Contact Contact +44 1952 897 097 [hello@insynth.co.uk](mailto:info@insynth.co.uk) Insynth Marketing Ltd The Mansions Shifnal Shropshire  TF11 8BB United Kingdom      [![New-Insynth-white-Logo-Landscape](https://www.insynth.co.uk/hs-fs/hubfs/New-Insynth-white-Logo-Landscape.png?width=200&height=65&name=New-Insynth-white-Logo-Landscape.png "New-Insynth-white-Logo-Landscape")](https://www.insynth.co.uk/) Copyright © 2020 Insynth Marketing Ltd. ![](https://dc.ads.linkedin.com/collect/?pid=206356&fmt=gif)