5 min read

Architecture Magazines: Print Vs Digital

By Sandy Bassi on 20-Oct-2021 09:23:46

If the target market of your building product business is architects or specifiers, architecture magazines are great places for you to get listed.

These magazines allow architects to learn about new products, relevant projects and the latest advances in the architectural and design sector.

A chance for them to learn about your building products and services.

However, with the decline of print circulation of magazines, is print dying out? Find out if you should list your building product business on print or digital magazines…

Topics: Lead Generation
6 min read

Improving Your Website With Customer Experience (CX)

By Jake Derry on 18-Oct-2021 11:44:01

We’ve determined why CX is so imperative but does your building product website truly reflect your quest to achieve outstanding CX?

Topics: Customer Experience
3 min read

#INBOUND2021: 5G And The Tech Revolution

By Dom D'Angelillo on 14-Oct-2021 19:43:06

Live From #INBOUND2021

INBOUND isn’t just about marketing, it’s also about showcasing the latest technology and highlighting how it can be hugely beneficial to all areas of life.

Take 5G for instance.

You’ve probably heard quite a lot about it. You might even be one of the half-billion or so people in the world whose phone actually makes use of it.

But what exactly is it? How far has the tech really come, and what can it be used for?

Answering these questions and more was Qualcomm’s, Don McGuire.

Topics: Inbound2021
13 min read

#INBOUND2021: 6 HubSpot Success Stories You Need To Read

By Ainhoa Rodriguez-Muguruza on 14-Oct-2021 19:37:49

Live From #INBOUND2021

Attending INBOUND2021 during these last three days has provided us with the possibility to learn from world-leading experts. But, if there is something that I truly enjoy of INBOUND is the chance to hear first-hand some of the success stories companies have been able to to experience when adding HubSpot to their tech stack. In this post, we have tried gathering a variety of the case studies that were presented during INBOUND2021 on how using different HubSpot features helped companies in their growth journey. 

Topics: Events HubSpot
4 min read

#INBOUND2021: 5 Essential Tips From A LinkedIn Ads Expert

By Dom D'Angelillo on 14-Oct-2021 18:28:54

Live From #INBOUND2021

The final day of INBOUND and we’re still just scratching the surface of all the amazing presentations, seminars and debates going on.

The latest was another ‘must watch’ as LinkedIn’s Amanda Green and Kaitlin Bellay talked through some essential tips to really boost leads and conversions on everyone’s favourite networking platform: LinkedIn.

Amanda presented 5 top tips that can really help you turn those ideal prospects into customers.

Topics: Inbound2021
8 min read

INBOUND2021: Customer-Centric Content: Content Marketing & Customer Success Together At Last

By Olivia Atkinson on 14-Oct-2021 18:20:15

Live from #INBOUND2021:

Topics: Inbound2021
7 min read

#INBOUND2021: How To Successfully Personalise Your Marketing Strategy

By Ainhoa Rodriguez-Muguruza on 14-Oct-2021 17:49:41

Live From #INBOUND2021

Marketing is driven by emotions and customers are proud to guide their decisions through their feelings! Marketing is not about calling the attention of a prospect anymore; it is about establishing relationships that are special enough for them to consider them memorable. With higher standards than ever, customers are basing their decisions on more than features and function, they are looking for experiences.

Topics: Customer Experience
6 min read

#INBOUND2021: Purpose-Driven SEO - A Modern SEO Strategy

By Sandy Bassi on 14-Oct-2021 16:01:33

Live From #INBOUND2021

For over a decade, SEO experts have relied on strategies like on-page optimization, blogging and email outreach for links.

But, in 2021, these techniques are losing their effectiveness because they rely on coordination with a web developer, big content budgets, and spammy email outreach.

Fortunately, there's a better way to grow organic traffic: purpose-driven SEO!

Here’s a recap of the session by SEO expert Dale Bertrand. Dale delves into a step-by-step playbook on how to apply this effective new strategy for your building product business’s website to generate high-quality organic visitors.

Here’s the run-down…

Topics: Inbound2021
4 min read

#INBOUND2021: Supercharge Your Inbound Marketing And Sales With Customer Voice Content

By Jake Derry on 14-Oct-2021 14:48:17

Live from #INBOUND2021

Topics: Inbound2021
6 min read

#INBOUND2021 Are You Listening To Your Customers?

By Ainhoa Rodriguez-Muguruza on 14-Oct-2021 14:36:05

Live From #INBOUND2021

Customers’ expectations are higher than ever. So, it is up to us to do our homework and make sure that we have all the information we need to provide them with streamlined, seamless, and flawless conversations. These does not refer uniquely to support conversations, any conversation counts! Are you making sure that your interactions are up to your customers standards?

Topics: Customer Experience Events
5 min read

#INBOUND2021: Is Your Construction Business Accessible Enough?

By Alex Miles on 14-Oct-2021 13:04:44

Live From #INBOUND2021

Alisa Smith opens up the talk describing her appearance and surroundings. At first, I was a bit confused, then it clicked. INCLUSIVITY!! 

Before even talking about the main topic of the seminar she had already made an effort to include those attending who could be visually impaired, absolute genius.

Let’s get into it.

Topics: Inbound2021 Inbound Marketing
5 min read

#INBOUND2021: Email Subject Lines Vs. Email Content

By Sandy Bassi on 13-Oct-2021 22:46:00

Live From #INBOUND2021

What matters most? Getting your email opened or getting the recipient to click through... A click is one step closer to a sale or registration and is a more important engagement than just an opened email - that is not debatable.

But how can you get a click-through without getting the email opened first? So, this leaves marketers at INBOUND 2021 with a debate of what’s the most important - the subject line or the creative.

To learn more from this intense discussion from Courtney Dagher, Jay Schwedelson, and Nancy Harhut, carry on reading and decide which side of the never-ending debate you choose…

Topics: Inbound2021
5 min read

#INBOUND2021: 7 Steps To Becoming The Most Trusted Voice In Your Space

By Sandy Bassi on 13-Oct-2021 21:42:55

Live From #INBOUND2021

Content is a singular building block of all businesses - especially in the B2B world.

It's the essential emotion we all seek. And in the digital marketing field, our success rises and falls every day based on just how much trust we're able to generate in the marketplace.

This session, given by popular INBOUND speaker Marcus Sheridan, will give you seven proven steps to literally become not just a content machine in your building product business, but the most trusted voice in your space.

If you're willing to think differently, and truly want to stand out in a sea of content sameness, continue reading…

The fact is, most industries still in 2021, do not have an established ‘WebMd’ of their space. And this is one main reason why may not be viewed as a trusted thought leader in your unique space right now.

Topics: Inbound2021
5 min read

#INBOUND2021: LinkedIn Organic Vs. LinkedIn Ads

By Dom D'Angelillo on 13-Oct-2021 20:27:57

Live From #INBOUND2021

We’ve all been there. That lightbulb moment when we realise all of our customers are on LinkedIn and we realise we can reach out to them.

But what is the best way? Do we just post and hope that it gets in front of the right people at the right time, or should businesses focus more on adverts and specifically targeting their demographic?

It’s the (social media) age-old question.

Going head-to-head at INBOUND2021 were LinkedIn Professionals AJ Wilcox and Michaela Alexis, both who have different approaches to reaching the customer and getting the best bang for your buck.

Topics: Inbound2021
3 min read

#INBOUND2021: Using Metaphors For Story Success

By Dom D'Angelillo on 13-Oct-2021 20:27:05

Live From #INBOUND2021

Being able to tell a story is important. But being able to tell a story well and for it to be creative, thought-provoking and insightful is something else entirely.

You don’t just want your customers to come to you when they need you, you need them to always be thinking about you. 

For 30 fantastic minutes, INBOUND 2021 became an English Literature class as Genein Letford talked through the use of metaphors for storytelling and how this can be applied to you and your customer’s message.

Topics: Inbound2021
8 min read

#INBOUND2021: What Can Behavioural Science Tell You About Your Customers?

By Ainhoa Rodriguez-Muguruza on 13-Oct-2021 20:14:03

Live From #INBOUND2021

I have always found the science behind human behaviour fascinating! And, because of that, the talk “Using Behavioural Science To Improve Customer Success” was probably one of the sessions I was looking forward the most. The session was led by Andrea Belk Olson, Behavioural Scientist at Pragmadik, a market research organisation that uses data to improve customer engagement, differentiation, and build communities.

Topics: Content Marketing Events
5 min read

#INBOUND2021: How B2B Brands Grow

By Jake Derry on 13-Oct-2021 15:11:15

Live from #INBOUND2021

It’s day two of #INBOUND2021. This afternoon we are hearing from LinkedIn’s B2B Institute Director, Ty Heath and B2B Institutes Global Lead, Jon Lombardo on how to take on a more evidence-based, but most importantly, more successful approach to marketing.

Their approach revolves around the idea that just like the laws of physics govern gravity, the laws of marketing govern company growth.

Topics: Inbound2021
6 min read

#INBOUND2021: Building Brand Credibility & Visibility Through Link Building

By Olivia Atkinson on 13-Oct-2021 14:50:13

Live from #INBOUND 2021

Topics: Inbound2021
5 min read

#INBOUND2021 How Your Construction Marketing Strategy Can Optimise Video

By Alex Miles on 13-Oct-2021 12:32:08

Live From #INBOUND2021

Topics: Inbound2021
5 min read

#INBOUND2021: It's Not Marketing. It's Go-to-Market

By Olivia Atkinson on 12-Oct-2021 21:11:17

Live From #INBOUND2021

Ran by Sangram Vajre - most famous for his Account-Based Marketing books  - It's Not Marketing. It's Go-to-Market. This session aligns with his most recent book: Move - The 4 Question Go-To-Market Framework.

How do you define go-to-market (GTM)? Is it your marketing team launching new products? Is your sales team hitting numbers? It's time to shift your thinking.

Stop thinking about marketing, this presentation was all about the go-to-market philosophy.

In a nutshell, GTM is an organisational process that accelerates a company's path to market with high-performing revenue teams who deliver an aligned customer experience.

Topics: Inbound2021
3 min read

#INBOUND2021: The Benefits Of Curating Content To Your Audience

By Dom D'Angelillo on 12-Oct-2021 20:50:58

Live From #INBOUND21

At INBOUND2021, Dawn Ostroff, the Chief Content & Advertising Officer of Spotify provided her own unique take on tailoring content to your specific audience. 

With the ‘if it’s not broken, don’t fix it’ approach not necessarily working in every case, Dawn’s talk was very much used to highlight the benefits of continuous innovation in content creation and how it is essential in any brand’s survival.

When it comes to the battle of growth versus loss, it’s a combination of both attracting customers, but ensuring that they are retained and engaged. 

Dawn Ostroff was joined by comedian and host of the Shake-Up Podcast Alexis Gay to discuss this in more detail.

Topics: Inbound2021
7 min read

#INBOUND2021: What Is Cyclical Lead Nurturing?

By Ainhoa Rodriguez-Muguruza on 12-Oct-2021 20:26:57

Live From #INBOUND2021

If you are an automation fan, Mike K. Tatum’s talk was probably one of the sessions that you were looking forward to in INBOUND2021.

Mike K. Tatum is Demand Generation Manager at Momentive, the former Survey Monkey, and, in his talk “Keep Inbound Leads Engaged With a Continuous Cycle of Lead Nurturing Workflows”, he went over his sophisticated ecosystem of lead nurturing automation. He came up with a bulletproof lead nurturing system that he developed after using HubSpot’s Marketing Hub for over 5 years.

Topics: Events HubSpot MarTech
4 min read

#INBOUND2021: Email Myths Busted! What's Really Working Now

By Rich Newsome on 12-Oct-2021 19:57:23

Email marketing guru, Jay Schwedelson, is delighting attendees at Inbound again with his up-to-date insights on what's really working now and why current behaviours are creating a perfect recipe for email marketing success.

Brace yourselves for some quick-fire, data-driven facts about email marketing that you can use for your building product brand RIGHT NOW.

Here are 9 key takeaways...

6 min read

#INBOUND2021: Killer SEO Strategies Through Product Design Methodology

By Jake Derry on 12-Oct-2021 15:23:06

Live From #INBOUND2021

INBOUND 2021 is finally here. Equipped with our digital passes and an endless amount of decaf , we are ready to sink our teeth into the 3-day event.

In today’s session held by VP, Tony Verre, The Integer Group, we are learning all about delivering next-level SEO strategies by applying product design methodologies to our search processes – creating a content experience that thrives!

Tony Verre has 12 years of SEO and digital marketing experience. In this time Tony has created and executed digital, SEO and eCommerce strategy for a number of the Top Fortune 100. (Equally important to note,  he’s a big sci-fi and comic-book nerd – my kind of person!)

Topics: Events HubSpot
6 min read

#INBOUND2021: Is Your Business Really Customer-Centric?

By Ainhoa Rodriguez-Muguruza on 12-Oct-2021 13:36:21

Live From #INBOUND2021

Giving an unbeatable start to this year's event, Insynth's team is ready to narrate you live this 3-day revolutionary gathering of world leading software experts!

Kim Orlesky has continuously been named as one of the top sales leaders to follow, with LinkedIn considering her their most influential sales authority! She has also been awarded prizes including Startup Canada's Woman Entrepreneur of the Year and Success Magazine’s Most Inspirational Blogger. She is the author of the book Sell More. Faster. and is currently immersed on the writing of her fourth book, Virtual Selling Best Practices.

Topics: Events HubSpot
8 min read

[UPDATE] The Complete UK Construction Week Report

By Dom D'Angelillo on 12-Oct-2021 11:03:02

After 1 postponement, 3 lockdowns and countless litres of hand sanitiser used, last week finally saw the return of UK Construction Week after almost 2 years. 

Taking place at the NEC, the entire construction industry headed to the Midlands to share their latest innovations, educate their peers and understand the industry as it moves out of one of the most turbulent times in living memory.   

But with exhibitions spending so much time on the sideline during the pandemic, was it worth the two-year wait or is this once ‘standard’ marketing technique teetering on the edge of irrelevance? 

Well, we took the time to speak to several exhibitors and attendees on the final day of the show to discover which marketing direction the industry is looking towards. 

Topics: Content Marketing
6 min read

5 Essentials If You're New To Construction Marketing

By Jake Derry on 11-Oct-2021 11:06:00

So, you’re new to construction marketing. Let us start by saying: Welcome! You’re part of one of the fastest-changing markets out there today. 

It has never been a better time to step foot into construction marketing. The way things have been done for decades is starting to see some dramatic change.  

Specifiers are becoming more and more digitally focused as the years go by - so much so that 98% of architects now prefer to conduct their research online. Gone are the days of traditional “handshake” interactions - and the reliance on trade shows and face-to-face CPDs to promote yourself is falling to the wayside. 

Topics: Content Marketing
10 min read

[TOP 5] The Best Social Media Platforms For Construction Companies

By Ainhoa Rodriguez-Muguruza on 05-Oct-2021 10:15:00

HubSpot reedited their State of Marketing 2021 report last August to include data related to the UK market, making it more relevant for businesses operating at a country-level. The report opened with an unbeatable headline: social media has been the #1 channel used in marketing in 2021 with 8 in every 10 companies investing in their social presence.

But, how accurate is that data for manufacturers and construction companies?

Topics: Social Media
9 min read

What Is cpd in construction?

By Jake Derry on 04-Oct-2021 10:45:00

We hear you. We’ve been there too. Just what is CPD?  

Continuing Professional Development (or simply CPD) refers to an activity an individual takes part in, with the primary goal of developing their professional knowledge and learning.  

Most commonly, CPD’s took the form of formal courses or conferences which are deliberately tailored to a chosen area of growth.  

But that doesn’t mean that there aren’t a massive selection of other activities which can also fall under the banner of CPD – Any learning activity can contribute towards your CPD hours, whether it is being delivered in a structured or more informal way.  

Topics: CPD
8 min read

The Different Types of Construction Content Marketing

By Jake Derry on 01-Oct-2021 10:21:57

Over the years, we have repeatedly seen the construction industry not fully embracing construction content marketing within their marketing plans.   

In 2016, a study found that 93% of construction companies said they were allocating more funds for marketing, but was it being used effectively?

Topics: Content Marketing
8 min read

HubSpot: What is New in September

By Ainhoa Rodriguez-Muguruza on 30-Sep-2021 11:15:00

Another month, another HubSpot update! Making sure you are aware of the updates of this platform is useful for both HubSpot users and non-users, either because you could be making better use of a platform that you are paying for or because these could be the tools your competitors are planning on applying in the near future! Wouldn’t it be great to stay one step ahead?

Topics: HubSpot
8 min read

Does Your Website Speak Inbound?

By Ainhoa Rodriguez-Muguruza on 27-Sep-2021 11:00:00

Inbound marketing has proven to be a remarkably efficient tool for creating benefits and helping generate more traffic and leads. As the construction industry becomes more tech-savvy, many companies are deciding to adopt this innovative marketing stance and follow the principles of an inbound marketing strategy. But, are they ready?

Topics: Website
6 min read

Digital Marketing Tips To Improve Your Construction Sales Leads

By Sandy Bassi on 24-Sep-2021 10:30:00

It's understandably difficult to know which strategies will generate you the most sales leads, and the ones that work best are dependent on your building product needs and goals.

So, how do you know what digital marketing strategies are best to improve your construction sales leads? Read on to find out more…

Topics: Content Marketing
8 min read

4 Website Metrics You Need to Get Right

By Ainhoa Rodriguez-Muguruza on 23-Sep-2021 12:00:00

With a big part of the construction industry moving their selling processes online and investing in their digital presence, guaranteeing a remarkable first impression through your website has become urgently necessary. Gone are the days you could think of a website as an optional element within your growth strategy. Without a carefully designed site, chances are, you become invisible.

Topics: Website
5 min read

Emotional Vs Rational CPD: Getting Your Message Across.

By Paul Iddon on 22-Sep-2021 19:15:00

Architects walk the tightrope between emotion and rationality, and understanding this idea is how you get your product specified.

A post written by architect and friend of Insynth, Paul Iddon ARB RIBA

Are architects’ dreamers or feet on the ground types? The inconvenient answer is both.

8 min read

5 Construction Marketing Hacks That Work

By Ainhoa Rodriguez-Muguruza on 21-Sep-2021 11:15:00

In their 2021 State of Marketing report, HubSpot found that 63% of the companies surveyed increased their marketing budget in 2021. Surprisingly enough, the results showed that increasing revenue was the least prioritised for their primary marketing goals in 2021. Instead, most companies focused their marketing efforts mainly on improving their brand awareness.

Topics: Content Marketing
4 min read

Education Vs Inspiration: How To Create A Balanced CPD Programme

By Paul Iddon on 17-Sep-2021 11:00:00

To an architect, a CPD can be like a bag of Revels. You never know what you’re going to get…

A post written by architect and friend of Insynth, Paul Iddon ARB RIBA

A couple of years before the pandemic, I researched construction product manufacturing with sales and specification teams. I asked them to describe in single words what immediately came to mind when thinking about their communication with architects.

7 min read

Will Your Website Pass This Test?

By Ainhoa Rodriguez-Muguruza on 16-Sep-2021 12:00:00

As commercial interactions move online, websites have become the most important asset when attracting leads. Users are, more than ever, expecting their digital experience to be flawless, determining a business’s credibility through their website’s design and moving onto competition if they consider the user experience in your website to be poor or, simply, not good enough.

Topics: Website HubSpot
7 min read

The Benefits Of Attending Online Construction CPD Courses

By Dom D'Angelillo on 15-Sep-2021 14:34:19

While you might roll your eyes at the thought of hosting Continued Professional Development (CPD) or trying to encourage architects and specifiers to sign up to your latest online construction course, it’s all for a good reason.

Helping you ensure best practice continues in the construction industry, CPDs are a fantastic means of educating your prospects on changing regulations, product updates or the latest news in your particular sector.

Though your prospects might see it as the least important thing they need to do, there are considerable benefits in encouraging attendance to CPDs that can make significant changes to the construction industry.

In this blog, we discuss what a CPD is, why they’re so important and discuss how you can make the most of your next online CPD, ensuring architects and specifiers are taking advantage of fast-moving technology in the construction sector.

Topics: Content Marketing CPD
7 min read

Relegating Your Customer To Number 2

By Bea Park on 10-Sep-2021 11:50:00


I know it sounds counterintuitive, but when it comes to creating an internal service culture, you need to relegate your customer to number two... Let me explain.

Topics: Content Marketing Customer Experience Events
5 min read

BRIGHTON SEO: The Value Of Link Building

By Rich Newsome on 10-Sep-2021 11:44:13

Live From #BrightonSEO

Workshops, conferences, and lectures, for me, have always been a source of inspiration. I consider myself privileged to attend talks and discussions conducted by thought-leading experts that reflect their passion for high-quality content with every slide they present. What an excellent time to be a writer!

Topics: Content Marketing SEO
4 min read

BRIGHTON SEO: What The Hell Is A Content Strategy, Anyway?

By Rich Newsome on 10-Sep-2021 11:22:41

Live From #BrightonSEO

Despite spending most of their workday diving among analytics and spreadsheets on their laptops, SEO experts thrive in face-to-face conversations. Attending the series of conferences organised within the Brighton SEO workshop has clearly shown how much we were missing talking about topics that we are passionate about and live for.

Topics: Content Marketing SEO
7 min read

BRIGHTON SEO: 5 Pitfalls Every Marketer Should Avoid

By Olivia Atkinson on 09-Sep-2021 12:32:02

Live From #BrightonSEO

Finally, a conference in person with real-life people. I might be the only one wearing the bright red t-shirt stating ‘SEO is my superpower’ they sent out in the post before the event, but I’m fully embracing it. I’ve never been to Brighton before or Brighton SEO plus, it’s a free bloody t-shirt! 

Topics: Content Marketing SEO
6 min read

The Signs It's Time To Change Your Construction Marketing Plan

By Dom D'Angelillo on 03-Sep-2021 09:08:24

Feel like you’re stuck in construction marketing Groundhog Day?

You wake up every morning, use the same tried and tested marketing techniques, reach out to the same list of prospects and end up not getting anywhere. It’s like someone switched the polarity of your marketing magnet!

Don’t be disheartened. There’s one, very quick and easy solution.

Topics: Content Marketing
6 min read

Building Your Value Proposition With Customer Experience In Mind

By Bea Park on 31-Aug-2021 09:41:27

Delivering excellent customer service. I know, it sounds ancient…and it is. In the era of digitalised marketing and sales, it is easy to get bogged down with all the different tricks and techniques to boost your customer reach and potential leads.

Topics: Content Marketing Customer Experience
8 min read

HubSpot: What Is New In August

By Ainhoa Rodriguez-Muguruza on 27-Aug-2021 09:00:00

If you are a HubSpot user, you might have felt that keeping up with the updates that the platform publishes can easily become a full-time job! Keeping up to date with the features that HubSpot is releasing can seem exhausting but understanding how HubSpot’s new tools can help you improve your business is essential to maximise the growth of your building product company.

Topics: HubSpot
5 min read

5 Construction Marketing Services To Look Out For

By Sandy Bassi on 27-Aug-2021 08:57:55

Digital marketing agency services are an essential part of growing your business in the digital age, especially within the construction industry.

That’s why hiring an agency to work on your construction business’ behalf can make a world of difference. You can get access to a whole team of industry specialists and double down on the ROI that investing in your digital marketing can provide.

If you’re thinking about which construction marketing services to look out for, here are 5…

Topics: Content Marketing
9 min read

Discover The New CMS Everyone Is Talking About

By Ainhoa Rodriguez-Muguruza on 25-Aug-2021 11:45:00

At the beginning of August, HubSpot announced a new tier of the platform's existing web content management system, the CMS Hub Starter. This launch comes as a result of understanding the need of growing businesses to elevate the quality of their website experience, whilst reducing the time spent cleaning and managing data obtained through their CMS.

8 min read

Why Your Building Product Company Is Competing With Amazon

By Bea Park on 23-Aug-2021 11:19:39

I know, it sounds slightly far fetched. Why would your construction company be in competition with the international billion dollar conglomerate, Amazon?

Topics: Content Marketing Customer Experience
11 min read

Find The Perfect Directory For Your Construction CPD

By Ainhoa Rodriguez-Muguruza on 23-Aug-2021 09:30:00

As new initiatives like the Building Safety Bill are implemented within the UK construction industry, architects are expected, more than ever, to help maintain and improve standards in the built environment, encouraging construction professionals to continuously upgrade their knowledge and facilitate collaboration between trades.

Topics: CPD
6 min read

Construction Marketing Strategies That Actually Work

By Bea Park on 20-Aug-2021 15:06:29

Establishing and maintaining an online presence may seem like wizardry, and something construction companies never need worry about, but its proven: it actually works.

Topics: Content Marketing
5 min read

Modern Movement Marketing: Getting Under The Skin Of Architects

By Paul Iddon on 19-Aug-2021 10:45:00

A post written by architect and friend of Insynth, Paul Iddon ARB RIBA

Topics: Content Marketing CPD
6 min read

Marketing Agencies For Construction Companies

By Dom D'Angelillo on 13-Aug-2021 09:54:49

The construction industry is set to undergo significant growth over the next 12-months, returning to levels that haven’t been seen since before the pandemic.

This makes it a fantastic time for construction product manufacturers to rethink their marketing strategy.

With countless marketing agencies to choose from it can be difficult for construction companies to know where to begin looking and even more difficult to decide on which marketing agency is best for them.

In this blog, we discuss everything that a construction marketing agency should be.

Topics: Content Marketing
4 min read

5 Things To Consider When Looking For A Construction Marketing Agency

By Sandy Bassi on 13-Aug-2021 09:27:25

Deciding to work with a construction marketing agency is a big business decision, particularly if you haven't invested in marketing before. 

Yet, when you make an informed and educated decision in selecting an agency partner, you can increase your engagement exponentially, and it can help you improve your ROI for your building product business.

But, how do you know which is the right agency for your unique business?

If you’re wondering how to narrow it down, here are key things you should consider when searching for a construction marketing agency, read on to find out…

Topics: Content Marketing
5 min read

What Motivates Architects. Clue: It’s Probably Not What You Think

By Paul Iddon on 12-Aug-2021 13:15:00

A post written by architect and friend of Insynth, Paul Iddon ARB RIBA.

Believe it or not, the definition of what architecture actually ‘is’ hasn’t changed in over 2000 years.

In another blog, I talk about the driving idea of Modern Movement Architecture(1) from the beginning of the 20th century that still shapes our built environment. But beneath every style and school of architecture, including Modernism, there is a more fundamental philosophy that has persisted since biblical times

9 min read

10 Secrets About Construction Digital Marketing Nobody Told You About

By Ainhoa Rodriguez-Muguruza on 05-Aug-2021 09:00:00

81% of the construction leaders interviewed within the Construction Front Line Survey shared their expectations to enact or put in place initiatives to improve their construction businesses digitally in the following 12 months. With that 12-month deadline quickly approaching, it becomes clear that the construction industry is finally catching up with digital innovation.

Despite over half of the firms surveyed admitting that the sector has been slow adopting digital, results show that attitudes towards digitalisation within the construction industry are almost instantly rewarded, reducing their operating costs, and increasing their employee productivity. But the changes that come together with digital transformation go beyond adopting new technologies.

Topics: Content Marketing Inbound Marketing
5 min read

How Tik-Tok Is Affecting Your Construction Marketing Strategy

By Bea Park on 04-Aug-2021 15:09:47

Tik-Tok, the Chinese video-sharing platform gripping Generation Z, gained mass publicity in the first lockdown all those months ago. It had everything from home workouts, banana bread tutorials and dance routines that got the whole family involved. But why on earth does this affect not only the way we consume information but your construction marketing strategy?

Topics: Content Marketing Social Media
7 min read

Website Metrics You Should Be Tracking To Measure Your Inbound Marketing Success

By Freya Oxton-Grant on 30-Jul-2021 10:53:53

How well does your website perform? How hard does it work for your building product or construction company? Do you even know how to find out?

Outstanding websites that convert architects to returning customers requires an investment, both time and money, and you need to know what your return is on that investment.

If your website was one of your sales reps, would you let them off not meeting their key performance objectives or quotas? Would you be happy to just give them a pat on the back, and say, “Just try your best!”? No… I didn’t think so.

Topics: Content Marketing Website Inbound Marketing
7 min read

HubSpot: What is New in July

By Ainhoa Rodriguez-Muguruza on 29-Jul-2021 09:30:00

A new month brings a new HubSpot update! Just like we did for April, May, and June, we have gathered in this post some of the most important updates about the products offered by HubSpot. Aware of the limited availability of any building product manufacturer, these posts are thought to ensure that you are up to date with all HubSpot releases with minimal effort.

Topics: HubSpot
8 min read

The Construction Marketing Agency Directory

By Dom D'Angelillo on 27-Jul-2021 12:43:37

If you work for a building product company and have decided now is the time to increase your digital marketing output, you might have thought about outsourcing some of the workload to an agency.

After all, marketing agencies are experts in what they do. Marketing.

The most important part of your digital marketing journey though is selecting the right agency partner.

Do they know your industry as well as you do?

Are they a team of likeable individuals that you can see yourself working with?

These questions, plus dozens of others, are vital in selecting your construction marketing agency.

Topics: Content Marketing
6 min read

How To Digitise Your Construction CPDs

By Sandy Bassi on 23-Jul-2021 09:00:25

For many Building Product businesses, Continuous Professional Development (CPD) has shown to be a successful route to market. It is also an important aspect of the professional growth of architects and specifiers.

However, due to the rise of digital technology - working from home and streamlining our approaches - we've all had to alter our techniques and think in new ways.

And this is done by digitising CPD sessions.

In reality, digital CPDs are providing manufacturers with new opportunities to reach out to a larger audience, expand their network, and establish thought leadership.

Producing a digital CPD involves more than just making a PowerPoint presentation and talking about the benefits of your products and services, however. What will set you apart from the competition is your ability to provide compelling, engaging content.

Topics: Content Marketing
6 min read

Content Marketing VS PPC – Who Will Win?

By Freya Oxton-Grant on 22-Jul-2021 16:10:24

Many building product businesses used paid search advertising to promote awareness of their products and services, often forking out in the thousands to fund campaigns each month.

But over the past few years, performance for paid advertising has been declining, with costs going up and results going down.

We’ve heard of businesses whose month on month cost per click and customer acquisition costs are increasing while their sales conversion rates are plummeting.

But what’s the alternative? Well, content marketing of course.

In this article, we will put content marketing and PPC head-to-head to see who really delivers when it comes to sales and revenue.

Topics: Content Marketing SEO Lead Generation
8 min read

How England Can Inspire Your  Construction Marketing

By Dom D'Angelillo on 16-Jul-2021 10:28:55

Are you still feeling disheartened about England narrowly missing out on European glory? Don’t worry, you’re not the only one.

But don’t let that get you down for too long. After all, think of the journey Gareth Southgate and the lads have been on for the last few years, taking us from international embarrassment to unity and pride.

There are significant lessons to be learned from England, so let’s talk about how a change in your construction marketing tactics can pave the way for a shift in fortunes.

Topics: Content Marketing Inbound Marketing
4 min read

What To Look For In A Construction Marketing Company

By Sandy Bassi on 09-Jul-2021 10:40:58

It can be difficult to find a construction marketing company for your building products business.

However, when searching for an agency partner, you may be unsure whether they'll be the ideal fit for your company and your marketing goals.

We get it.

That’s why we’ve put this blog together, so you know what things to look out for when you search for a construction marketing company…

Topics: Content Marketing
6 min read

The 3 Pillars of SEO Success That Boost Rankings

By Freya Oxton-Grant on 08-Jul-2021 18:19:48

Search Engine Optimisation (SEO) is a key element to any digital marketing strategy. There’s no point in having a website if it isn’t optimised to drive web traffic to it.

Topics: SEO
7 min read

5 Reasons Online Construction Courses Are A Must-Have For Construction Companies

By Ainhoa Rodriguez-Muguruza on 08-Jul-2021 09:30:00

Online construction courses have seen their popularity exponentially raising in the last year. Accessible for a bigger audience, building product manufacturers are now able to increase their brand awareness and reach more people within the industry through digital CPDs. These online construction courses offer helpful content that construction professionals can access from their own home.

Taking part in online construction courses and industry specific CPDs has become a requirement for members of many professional institutes such as RIBA, asking specifiers to undertake a minimum number of hours of Continuing Professional Development (yes, that is where the acronym CPD comes from!) every year so they stay up to date with the latest construction advancements.

Topics: CPD
12 min read

The 7 Pillars Of Lead Generation

By Henry Jones on 07-Jul-2021 15:53:50

The 7 Pillars of Lead Generation is a comprehensive plan to provide your construction products business with a steady stream of new leads to grow your business and increase profitability.

Topics: Lead Generation
5 min read

5 Reasons To Become A [Digital] RIBA CPD Provider

By Rich Newsome on 02-Jul-2021 08:26:23

Digital CPD within the building product and construction industry has grown in popularity since the start of the Coronavirus pandemic.

Providers, like RIBA CPD, have seen exponential growth in uptake as more and more specifiers seek to gain their CPD points remotely.

If you’re a building product manufacturer, you’d have undoubtedly considered the benefits of shifting your CPD to a digital format.

As with most things ‘digital’, simple, efficient and economical benefits can all be gained.

However, choosing to become a CPD provider for an authorised body such as The RIBA is another consideration entirely.

Topics: CPD
19 min read

A Complete Guide to Sales and Marketing Alignment In Construction

By Freya Oxton-Grant on 30-Jun-2021 16:24:39

There are many reasons why Sales and Marketing teams can be misaligned. Usually, it traces back to the issue that they are under different mandates, have different goals, and are tracked using differing metrics.

There can also be tensions that arise between the two teams – “Well, I did my part!”

If these are the sort of issues in your business, you may want to continue reading as in this post we will be covering everything you need to know to diagnose, fix, and ensure sales and marketing alignment for your building product business.

Topics: Content Marketing Inbound Marketing
7 min read

HubSpot: What Is New In June

By Ainhoa Rodriguez-Muguruza on 30-Jun-2021 09:30:00

Just like with did for April and May, we have gathered in this post some of the most important updates that HubSpot has brought to light during the month of June. For a building product manufacturer, it can be difficult to keep track of the products and features that HubSpot releases regularly.

We understand that construction professionals have no time to spare. So, in order for you to use your time for growing your construction business, we have made keeping-up with HubSpot’s activity much easier.

5 min read

What is a CPD?

By Freya Oxton-Grant on 29-Jun-2021 15:24:08

CPD stands for Continuing Professional Development and is the term used to describe the professional learning activities available in multiple industries to develop their learning and abilities.

Topics: CPD
9 min read

The 4 Key Elements your Construction Marketing Plan Needs to Increase Specification

By Ainhoa Rodriguez-Muguruza on 28-Jun-2021 11:30:00

Even if factors like efficiency or functionality have been recently highlighted as the elements specifiers seek within a brand, construction professionals keep driving their research by a particularly human feeling, trust.

Specifiers find themselves looking for specifications of over 5,000 products for each project they lead, spending countless hours online waiting for the perfect fit. A building product brand that aligns with them and that is worth sticking with can save them from having to find a new project to specify for every project they have. In this post, we help you make sure that your content marketing plan has the essential key elements you need to build that trust.

Topics: Content Marketing
10 min read

10 Construction Marketing Services You Must Consider If You Want Your Company to Grow

By Ainhoa Rodriguez-Muguruza on 22-Jun-2021 11:30:00

When planning the growth of your building product business, there is always one question at the back of your head that might be keeping you awake at night:

“Am I doing enough to guarantee the success of my company?”

For some building product manufacturers, this question comes with an even more pressing sense of urgency and, most often than not, with a fair share of frustration:

“Why am I not seeing results?”

Topics: Content Marketing
4 min read

RIBA CPD Through The Eyes of The Specifier

By Freya Oxton-Grant on 21-Jun-2021 10:00:00

As a building product manufacturer, it’s useful to understand exactly what architects want out of a CPD, in order to create and provide one that meets those requirements. If your CPD is valuable, engaging and memorable, the greater chances you have of your building products being specified.

Topics: Content Marketing CPD
6 min read

Construction Marketing Managers: What Questions Should You Be Asking?

By Rich Newsome on 17-Jun-2021 15:21:55

It’s essential that you seek out the right information before embarking on any construction marketing campaign.

Failure to do so may result in a considerable loss in time, effort, resources and, ultimately, money.

It may be tempting to go in all gung-ho with blogging, SEO, website improvements and PPC, but taking a step back in the initial stages of any campaign will pay off ten-fold in the long run.

And asking smart marketing strategy questions is the most efficient route to smart answers.

Topics: Content Marketing
6 min read

How Your Website Can Get Your Construction Products Business Specified

By Henry Jones on 15-Jun-2021 11:00:00

The way construction product’s businesses are getting specified is changing, this is partly due to the changing nature of the workforce.

If you’re aged between 25 and 40 you’re classed as a millennial and this age group makes up 35% of the UK workforce.

Millennials are digital natives, who grew up using the internet and technology. But why is this relevant to construction products businesses?

Well, 73% of millennial workers are involved in decisions to purchase products or services for their companies and millennial B2B buyers cited internet search and vendors’ websites as their top two means of researching products and services.

Does your construction products website cater to the needs of these modern specifiers?

If you think it needs some improvement, then read on to find out how to get your construction products website can get your business specified.

Topics: Website
6 min read

5 Easy Fixes For Construction Products Websites

By Henry Jones on 14-Jun-2021 16:07:50

As more specifiers look to do their product research online, having a strong digital presence is crucial. A clear and helpful website is the first step in setting up your business to convert prospects into customers.

The website should be considered as a part of a wider digital marketing strategy but it should be considered as one of the most vital aspects of it. Your website should be seen as your virtual storefront, people may become familiar with your brand through other platforms such as social media, or trade shows but your website is the place they visit when they want more information about your business and your products or services.

With this in mind here are 5 easy fixes for your construction products website to give a good first impression, communicate the essentials and educate your prospects.

Topics: Website
6 min read

The Mindset Shift That Will Help You Market Your Construction Products

By Ainhoa Rodriguez-Muguruza on 11-Jun-2021 12:36:19

When designing your construction marketing strategy, we might feel tempted to describe all the reasons our building products are the best ones in the market. Putting our efforts into creating a list with the characteristics that make our services great seems sensible, but how will that make us any different from our competitors? And, most importantly, will that be enough to make a difference when a prospect is doubting between our products and those of a competitor?

Topics: Content Marketing Inbound Marketing
5 min read

Construction Marketing: What Is Lead Nurturing?

By Dom D'Angelillo on 10-Jun-2021 14:50:36

With a huge database of potential construction sector customers, have you ever found yourself asking questions like:

What should I do with them all?’ and

Who should I contact now?’

If you answered yes to the above, then lead nurturing is the answer for you.

Just like children must be nurtured to grow into functioning adults, responsible for mortgages, doctor’s appointments and their own shopping, customers too, must be nurtured so that every piece of information you have given them on their journey leads to you getting their business.

Topics: Lead Generation
6 min read

What Architects Are Looking For In A Construction Products Website

By Henry Jones on 10-Jun-2021 11:00:00

When we need a question answering or some more information on a topic; where do we go for answers?

If you need to know how to cook the perfect steak, buy a new pair of jeans or find out the weather forecast for the weekend, where do you turn to first?

If you’re anything like me, then the answer is the internet.

And, contrary to popular belief, architects are just like us too.

When they need to find a specific product, do some research or get some inspiration they open a new tab and use a search engine to get some answers.

In fact, a recent study found that 98% of architects prefer to research building products online.

In this post, we’ll be delving into, how to reach the millennial architect, what goes into a winning construction products website, and how to use design, layout and content to encourage architects to specify.

Topics: Website
8 min read

10 Things You Need to Know When Considering a Construction Marketing Agency

By Freya Oxton-Grant on 09-Jun-2021 12:11:32

If you’re planning on knuckling down on your construction marketing strategy and are considering a specialist marketing agency to help you supercharge your business growth, then there are many things you might not have thought about.

Topics: Content Marketing
6 min read

UPDATE: What Are The RIBA CPD Requirements?

By Rich Newsome on 03-Jun-2021 14:26:09

Updated June 2021. To view the original post, click here. 

Many key members of your target audience will be chartered members of the Royal Institute of British Architects (RIBA).

As you’ll be aware, The RIBA is a professional body for architects who are primarily based in the UK. Members of the institute will have obligations to fulfil, including allotting a set number of hours to the undertaking of CPD each year.

In this post, we take a closer look at the RIBA CPD requirements and uncover what this means for your building product business.

Read on…

Topics: CPD
8 min read

10 Construction Marketing Ideas

By Freya Oxton-Grant on 01-Jun-2021 11:00:00

If you are taking the opportunity to rethink your goals and get strategies set in place for how your building product business can continue to move forward and grow, then this is the perfect article for you.

Topics: Content Marketing Inbound Marketing
7 min read

HubSpot: What is New In May

By Ainhoa Rodriguez-Muguruza on 31-May-2021 11:00:00

HubSpot is continuously coming up with new features to ensure you have all the tools you need to help you grow better. Keeping track of these updates and product releases can be key to guarantee that your business strategy is using the latest resources available to you.

From Insynth, we understand that, as a building product manufacturer, you have a fast-growing and dynamic company to lead, and you might not have any time to spare.

We have gathered all the updates HubSpot has launched in the month of May so you can learn about them without having to do any research.

Topics: HubSpot
6 min read

4 Ways To Increase Effectivity Of Email Marketing For Building Products

By Josh Simpson on 28-May-2021 10:45:32

Email marketing is a standard within the marketing section of any business, with 87% of marketers utilising the capability of email marketing to generate leads.  

Although it may seem like a complex maze of trial and error (although partly true) this isn’t always the case when it comes to email marketing.  

The only time trial and error comes into it is when you have no guidance for email marketing, apart from that, the only real experimentation that comes into it is when running AB tests on your emails before you find the winning solution.  


To find out the 4 tips for increased success in your email marketing, read on...

Topics: Content Marketing HubSpot MarTech Inbound Marketing
6 min read

HubSpot User Groups and Why You Should be Part of One

By Ainhoa Rodriguez-Muguruza on 24-May-2021 11:15:38

After last week’s launch of the HubSpot Podcast Network, it is clear that the commitment of HubSpot with the creation of educational, affordable content is growing. As a growth-driven platform, HubSpot understands that stepping out of our comfort zone and improving our knowledge every day is the only way a business can experience true success.

Topics: HubSpot
5 min read

Website Redesign? 6 Questions To Ask Your Agency

By Rich Newsome on 21-May-2021 09:53:32

The world is certainly not short of web design agencies. I actually Googled how many web design agencies there were in Birmingham, and without any official statistics, I began counting manually.

I got bored after 100.

The point is, as a building product business owner, you have a lot of choice; too much choice, some may argue.

So, how do you “sift through the noise” and whittle the list down to find an agency that works for you? In this post, we highlight some of the top questions to ask your web design or design and marketing agency - once you’ve shortlisted your potential candidates.

Read on…

Topics: Website
6 min read

How Email Marketing Can Benefit Your Building Products Brand.

By Josh Simpson on 19-May-2021 17:10:57

Email marketing should be a standard in your building products business, but what are the true benefits of using email? 

Topics: Content Marketing HubSpot
4 min read

Top 3 Tips For Conducting Interviews For Your Buyer Persona Research

By Sandy Bassi on 19-May-2021 16:45:24

Conducting interviews for your building product buyer personas will provide you with far more in-depth data when compared to surveys or questionnaires.

This is because interviews will enable you to get a feel for what drives your building product target audience by getting deeper insights into their motivations and fears.

Specifiers, contractors and won/loss deals will be individuals to interview because they will provide you with insight into what your ideal customer might look like for your building product brand.

Here are top tips to conducting your buyer persona interviews, so that you can get the most out of your conversations, read on to find out more…

Topics: Inbound Marketing
5 min read

HubSpot Just Conquered The One Milestone They Had Left

By Ainhoa Rodriguez-Muguruza on 14-May-2021 09:48:33

Less than a month ago, HubSpot released a completely new Hub, the Operations Hub, that aims to be the answer to all the struggles operations teams go through on a daily basis. The dimension of the project of launching a new Hub suggested that Operations Hub would be the big surprise HubSpot had prepared for 2021. But little did we know…

Topics: HubSpot
4 min read

How To See An ROI From Lead Generation

By Henry Jones on 12-May-2021 11:00:00

Investment in lead generation for both marketing and sales is growing, as businesses realise they can’t wait for revenue to come to them. But it’s important to invest in the right places for your building products business.

Topics: Lead Generation
6 min read

How To Blog For Your Building Product Business in 10 Simple Steps

By Rich Newsome on 12-May-2021 10:21:39

Developing a blog for your business is one of the most cost-effective ways to increase organic traffic and build trust amongst your audience.

When adopted alongside a holistic Inbound Marketing approach, you’ll be on track to increasing your sales, reaching new markets and establishing your building product brand as a leading authority within the space.

As with any new approach, though, a certain degree of strategy and planning must take place in order to truly reap the rewards highlighted above. Cut corners and you stand to waste a lot of valuable time and resources.

In this post, we identify ten actionable steps for a successful (and rewarding) blogging campaign for your building product business. 

Read on…

Topics: Content Marketing
4 min read

How Building Product Businesses Can Identify ROI From Content Marketing

By Dorian Wallace on 07-May-2021 11:00:00

Construction marketing has evolved significantly in recent years. Today campaigns are surgically targeted, planned, and tracked, but many construction product businesses aren’t confident about how to measure the effects of their content marketing efforts.

In fact, 65% of marketers can’t quantitatively demonstrate the impact of their marketing, but by the end of this blog, you will.

Topics: Content Marketing
4 min read

Gathering Buyer Persona Research For Your Building Product Brand

By Sandy Bassi on 07-May-2021 09:29:32

One of the most critical steps to creating your building product buyer personas is finding some people to speak with so you can gain deeper insights to your ideal customers and who your buyer persona might be.

That means you'll have to conduct some interviews to get to know what drives your building product target audience.

But how do you find those interviewees? Read on to find out…

Topics: Inbound Marketing
4 min read

Website Redesign: What To Look For In An Agency

By Louise Urquhart on 07-May-2021 08:00:00

There’s no two ways about it: redesigning your website is an investment in money and time.

Sadly, however, many building product businesses focus too heavily on budget without taking the time to properly research and find an agency that’s a good fit.

And, in many ways, that’s understandable. Designing and building a website is seen as a bit of a dark art, conjuring up images of nerdy minions tapping coding language into a system that somehow translates into a visual masterpiece.

But, if you don’t take the time to properly research your web design team, you will sadly end up like the poor old lady down the road who constantly gets ripped off by her dodgy MOT centre.

In this post, we aim to simplify your research process, outlining the four critical things you should look out for in your web design agency if you want your website to work hard for your building product business.

Read on…

Topics: Website
5 min read

HubSpot: What Is New in April

By Ainhoa Rodriguez-Muguruza on 04-May-2021 15:02:59

Keeping up with the activity of HubSpot is not always easy. You can try and be up to date with the features HubSpot is releasing by periodically checking their website or following them on social media. But it can get overwhelming…

And, as a busy building product manufacturer, we know you have no time to spare.

So, I have summarised some of the most important updates that HubSpot has brought to light during the month of April so you are kept in the loop and can benefit from the new options these features are bringing.

Topics: HubSpot
6 min read

Should Sales and Marketing Be One Department?

By Freya Oxton-Grant on 29-Apr-2021 15:47:44

It’s a polarising question.

Topics: Content Marketing
4 min read

How To Blog For Your Building Product Business

By Rich Newsome on 29-Apr-2021 15:44:46

Creating a consistent blogging strategy isn’t as simple as it once was.

Twenty years ago, you could blog about a specific subject and you’d stand a good chance of getting ranked on page one of Google.

Many businesses capitalised (and profited) from this approach… and then everyone started doing it.

Google became cleverer, and consequently, getting ranked became harder.

Fast forward to 2021… generating results from blogging has now become somewhat of an artform.

And it’s left many building product manufacturers questioning,

How should I blog for my building product business?!

So, in this post, we’ve got all the tips and tricks to get you started on - what should hopefully be – a successful blogging journey.

Read on…

Topics: Content Marketing
4 min read

Why is Data Hygiene so Important to Lead Scoring?

By Henry Jones on 27-Apr-2021 11:00:00

If you’ve been following the 7 Pillars of Lead Generation, then you’ll know how each pillar is a key component of an overarching strategy. Without taking care to follow each pillar then the overall strength of any building products businesses lead generation practice is weakened.

Pillar 6 is all about data; why it’s so important, how to manage it and how to utilise it to grow your business and create leads for your sales team. If you’re interested in learning about how to store and manage data using a CRM then read Pillar 4: Systems and Skills.

Topics: Lead Generation
4 min read

How Graphic Design Can Enhance Your Building Products Social Media

By Josh Simpson on 23-Apr-2021 10:20:44

When it comes to social media, the last thing you want is for your page or post to look boring, text heavy and generic.

The use of graphic design can completely change the look of your building products brands social media, giving it a modern, sleek look and make it stand out from your competition.

In this blog, we’re going to look at how social media can enhance the appearance of your social media, as well as improve engagement on your posts.

Topics: HubSpot
5 min read

HubSpot Is Prompting An Operations Revolution

By Ainhoa Rodriguez-Muguruza on 23-Apr-2021 09:36:35

Like Spiderman said, "with great power comes great responsibility".

And that also applies to the superheroes that allow companies to work smarter, providing them with the tools that save them time, effort, and money.

This superhero is, of course, the operations team.

For building product businesses, power is growth. But with growth, most companies experience friction, leading to discoordination between not only your team, but also with your customers.

Topics: HubSpot
3 min read

The One Thing Building Product Brands Neglect

By Sandy Bassi on 23-Apr-2021 09:12:38

With your building product brand do you fully understand your target audience of specifiers and contractors?

Have you actively spoken to those deals you’ve won/lost and understood your target audience from their viewpoint of your building product brand?

If you haven’t done this, there is one thing your building product is neglecting. Without building buyer personas you’ll have a biased view of your target audience.

So, what are buyer personas? And how can you benefit? Read on to find out…

Topics: Inbound Marketing
5 min read

What Is The CCPI And What Does It Mean For My Building Product?

By Rich Newsome on 16-Apr-2021 08:15:00

There’s been much talk in recent months about the introduction of the Code for Construction Product Information (CCPI), which is set to roll out this summer.

Developed by the CPA’s Marketing Integrity Group (MIG), it is a response to the issues raised in Dame Judith Hackitt’s report, ‘Building A Safer Future’, and it aims to hold building product manufacturers responsible for providing clear, accurate, up-to-date, accessible and unambiguous product information.

This post aims to give you a high-level, objective overview of what the CCPI is, and what you could be doing to best prepare for it.

Topics: Content Marketing
5 min read

Best Practice for the Marketing to Sales Handoff

By Freya Oxton-Grant on 13-Apr-2021 16:58:57

Optimising and improving your building product business’ lead management process is an important aspect towards really getting the most out of your sales and marketing activities.

Topics: Content Marketing
4 min read

How Sales And Marketing Alignment Can Drive Lead Generation

By Henry Jones on 12-Apr-2021 11:00:19

By following the 7 Pillars of Lead Generation, a no strings attached guide to increasing the number of enquiries your building products business receives, you can steadily and predictably increase revenue.

This blog covers Pillar 5 which explains the importance of marketing and sales alignment within a business, to create leads and then follow upon them.

By combining the lessons of this Pillar and with the help of the right systems and skills, you can create a seamless and integrated approach to marketing and sales that utilises the skills of both to drive lead generation for your building products business.

Topics: Lead Generation
8 min read

How To Produce A Construction Marketing Content Strategy

By Dorian Wallace on 09-Apr-2021 11:45:00

Did you know 93% of businesses use content marketing?
That’s a lot of businesses right? But not all businesses produce good content and it needs to be good – really good in fact – to be worthwhile to consumers.

Find out why 72% of businesses say that content marketing strategy is the key to success and how you can create an effective content marketing strategy for your business – less the headache.

Topics: Content Marketing
4 min read

Top 3 FREE Tools For Graphic Design For Your Building Products Brand

By Josh Simpson on 09-Apr-2021 09:35:43

Having interesting and captivating graphics in your social media posts can help to engage your audience and elevate the content that you post online.

Topics: HubSpot MarTech
4 min read

Buyer Personas For Your Building Product Brand

By Sandy Bassi on 09-Apr-2021 09:24:59

Do you know who your building product buyer personas are? How much do you know about your ideal customer?

Buyer personas are important and knowing about them will help your building product brand attract quality leads who you’ll be more likely to retain over time.

Read on to find out more about buyer personas for your building product brand…

Topics: Inbound Marketing
5 min read

6 Steps For A Successful Building Product Website Design

By Louise Urquhart on 08-Apr-2021 05:30:00

“You guys are great, but your website’s shocking.”

Many building product manufacturers come to us having experienced this feedback from their Customers. You’ve spent years building up a positive reputation within your space, but your website hasn’t been changed since the 90s and it’s in need of some serious TLC. In short, it’s letting you down. It’s stopping you from winning those bigger and better projects.

A website redesign isn’t a simple process. It’s an investment in your time and your money. So, before parting ways with your hard-earned cash, we’ve put together 6 design essentials that your building product website needs in order to thrive.

Similarly, if you’ve recently undergone a website re-design but it’s not quite generating that ROI, use this post as a checklist to see if it’s ticking all the boxes.

Read on…

Topics: Content Marketing Website
5 min read

Microsoft Clarity: Your Building Product Website NEEDs This Free Tool

By Rich Newsome on 02-Apr-2021 10:30:00

“Every breath you take, every click you make, I’ll be watching you…”

We all know the popular Sting song (albeit with added poetic licence).

Whilst many consider it to be a song about love, its undertones are far more sinister. It’s actually about an overly possessive ex-lover. Quite ironic considering it ranks in the top ten most popular wedding songs of all time…

So, how is a song about stalking relevant to a building product blog? I hear you ask…

Well, there are very few incidences when stalking is deemed to be acceptable, but when it comes to your website, perhaps you should take a leaf out of Sting’s songbook.

Read on to find out more…

Topics: Inbound Marketing
4 min read

How Sales and Marketing Alignment Can Benefit ABM

By Freya Oxton-Grant on 29-Mar-2021 17:07:40

Sales and marketing alignment is all about getting your sales and marketing teams on the same page, working collaboratively to achieve the same goals. When both come together and support each other’s activities, you can achieve maximum efficiency and productivity, boosting your ROI and increasing revenue.

Topics: Content Marketing
4 min read

How Video Can Help Marketing Efforts For Your Building Products Brand

By Josh Simpson on 26-Mar-2021 11:19:11

As time moves forward, a new generation is coming into the construction scene.

Gone are the days of driving cross country to explain a product to a potential client. Now we have tools to give us a much wider reach of qualified individuals, from the comfort of your office.

Using social media can have a  positive effect on your building products brand. Especially through the use of video.

In this blog we will be looking at ways the use of video can help boost your social media marketing efforts, how the use of video can resonate with customers, as well as the best tools to use to create informative videos for your marketing.

Topics: Content Marketing
6 min read

Design Essentials for a Building Product Website

By Louise Urquhart on 26-Mar-2021 10:42:07

Website design is a multi-layered process with so many different elements to consider. A website needs to be aesthetically pleasing enough to engage the User, while also representing the Company brand and delivering the information it needs to in a clear and concise way.

Simple, right?

So how do you ensure your potential Customers or Clients gravitate towards your website rather than passing it over for one of your Competitors?

There are a number of key elements which consciously or subconsciously affect a User’s first impression of your site.

And boy is that first impression important, with Users on average taking a mere 50 milliseconds to form an opinion of your site.

Here are a few ways in which you can begin to create a website that people want to engage with.

Topics: Website
4 min read

Have You Got The Right Tools For Successful Lead Generation?

By Henry Jones on 25-Mar-2021 11:00:00

For building products businesses, the construction industry, or any company looking to grow; creating and implementing a winning lead generation strategy can be the determiner between failure or success.

The process can be complicated and things can often be overlooked, which is why a comprehensive model such as the 7 Pillars of Lead Generation can help you to build a lead generation strategy that will sustain your business into the future.

Pillar 4 covers the systems that can be used to collect and collate data or enable sales teams to contact leads. And it looks at how your team can learn and develop the skills to use these systems and get your products specified.

Topics: Content Marketing Lead Generation MarTech
4 min read

The Basic Mistake That Cost Me £1 Million

By Leigh Simpson on 19-Mar-2021 11:45:00

A few years ago I made a simple mistake, innocuous really, but one that would set off a chain reaction that would personally cost me over £1 million, reshape my future and drive me to succeed and be happy.

Here’s what happened.

Topics: Content Marketing
10 min read

3 Content Marketing Examples for Construction Product Companies

By Dorian Wallace on 19-Mar-2021 11:30:00

Content marketing can be daunting, especially for construction products companies.

It’s easy to see campaigns from Coke or Nike and assume that you can’t do content marketing effectively without a seven-figure marketing budget – You’d be wrong. Clever ideas are free and sometimes all you need is inspiration.

So, if you're looking for something to spark an idea- Look no further. Here are 3 clever examples of content marketing you MUST see.

Topics: Content Marketing
6 min read

What Should Your Building Product Blogs Be Used For?

By Rich Newsome on 18-Mar-2021 11:07:45

The ‘news’ or ‘blog’ section is often an underused asset on many building product websites, but when its powers are harnessed, it can yield some lucrative results for your business.

In fact, one of our clients received a 58% increase in quotations as a result of blogging*. If anything, this just highlights your missed opportunities if you don’t start taking blogging – or content marketing in general – seriously.

That’s right; In a world where the majority specifiers are conducting product research online, updating your website consistently with useful content will ensure you stay on top of the search results.

So, if you’re thinking about starting blogging, or if you’ve tried before but failed to see the results, give this post a read and find out what your building product blogs should be used for.

Read on…

Topics: Content Marketing
4 min read

How a CRM System can help to improve your customer experience

By Josh Simpson on 12-Mar-2021 10:09:51

A customer relationship management (CRM) tool is one that allows your building products business to interact with current customers and potential leads. These tools, like HubSpot, can help your company become more efficient and can track a range of data to help drive your growth.

Now you may be thinking, well how does a CRM system improve customer experience? There are many ways in which a CRM can enhance your customers experience, such as enabling you to tailor your marketing strategy to better suit your customers, as well as your buyer persona.

In this blog, we will be highlighting the 4 ways a CRM system will improve your customer experience, and aid those on the buyers journey.

Read on to find out more…

9 min read

The One Key Thing That Sales and Marketing Alignment Relies On

By Freya Oxton-Grant on 11-Mar-2021 17:04:10

If your building product business is struggling with: 

  • Not meeting your sales KPIs 
  • Suffering from low conversion rates 
  • Or not having a sales forecast that you can rely on 

Then your business is probably struggling from poor sales and marketing alignment. 

Topics: Content Marketing MarTech
7 min read

6 Tips For Your Building Product Brand’s Website Redesign

By Louise Urquhart on 11-Mar-2021 15:20:51

Creating a new website isn’t just a case of designing something that looks good. It should be a strategic process that takes into account your building product brand and Value Proposition at every stage.

Having a poor website which creates a bad User experience and doesn’t serve your Customer’s needs can negatively impact your Company sales and de-value your brand.

Here are some aspects you should take into consideration when going through a website redesign.

Topics: Website
6 min read

Marketing Channels: How To Promote Your Business To Drive Lead Generation

By Henry Jones on 11-Mar-2021 11:30:00

Lead generation is the backbone of a growing business. Ensuring the continued growth of customers and profits can be structured using the 7 pillars of lead generation. Each pillar must be supported by the rest to create a solid, well rounded strategy.

Pillar 3 is marketing channels, it describes how to promote, present and push your business so you’re delivering the right messages to the right audience at the right time. To get the most out of each channel, learn how to create quality content designed for lead generation.

Topics: Content Marketing SEO Social Media Lead Generation
5 min read

Big Ideas And Thought Leadership

By Leigh Simpson on 05-Mar-2021 11:45:00

It feels like every building product business wants to be a thought leader at the moment. It may even be something you’ve included in your marketing strategy – “become THE Thought Leader in our space.”.

I often ask, “so what’s your big idea then?”, to be told about how the brand has existed for 50 years, is a market leader, has supplied prestigious projects, etc.

But this isn’t enough. It’s not your past that makes you a thought leader, it’s your vison of the future.

So, what do you need to do to become a thought leader, and is that really what you want your brand to become?

Proceed with caution….

Topics: Content Marketing
4 min read

[Building Product Businesses]: What Is A Blog?

By Rich Newsome on 04-Mar-2021 16:19:33

In the world of digital marketing, the word “blog” has been bandied around for several years now, and professionals in the field just assume that everyone knows what one is.

Whilst writing blogs has been a successful content marketing tool used by many industries, we’ve found that there are still some misconceptions amongst professionals within the building products and construction industry.

So, for my next series, I’ll be taking it back to basics. We’ll be exploring what blogs are (and what they’re not!), we’ll be looking at how to write a blog, what they look like and how you can get the most out of them.

In this post, we’ll be covering,

What is that blog thing people keep going on about?!

Read on…

Topics: Content Marketing
5 min read

3 Content Marketing Essentials For Building Product Brands

By Dorian Wallace on 04-Mar-2021 15:45:00

Content marketing, besides being a buzzword is an atomic construction marketing tool and with the route to specification changing so dramatically, content is quickly taking the place of traditional CPDs and tradeshows.

But what types of content REALLY drives specifications, and is it even worth shifting your business model to accommodate it?

Topics: Content Marketing
5 min read

8 [Design] Mistakes You're Making With Your Building Product Website

By Louise Urquhart on 26-Feb-2021 08:42:06

Having a unique, compelling and well-optimised website for your building product company isn’t an option anymore. Like all of your other business assets, it needs to pull its weight and, ultimately, it needs to pull in sales.

One of the biggest tell-tale signs as to whether you have a compelling website is its bounce rate. Anything over 60%, according to PerzonSEO, means that people aren’t sticking around long enough to view your online offering. Additionally, a poor number of inbound enquiries (form submissions, technical downloads) will, too, provide insight as to how effective your website is as a sales tool.

So, where are building product businesses going wrong? It this post, we identify 8 possible reasons as to why your website isn’t pulling its weight.

Read on….

Topics: Website
5 min read

How to Create an SLA for Your Building Product Business?

By Freya Oxton-Grant on 25-Feb-2021 18:30:00

A key pillar to a strong alignment between sales and marketing in any business is a Service Level Agreement (SLA). If your building product business is suffering from slow lead follow-up or disjointed marketing to sales hand-off, then an SLA is the perfect piece to introduce - to solve your misalignment dilemmas.

An SLA is an important document that builds trust and collaboration between your previously siloed sales and marketing teams. Both departments come together to work on the ideal blueprint their teams should be working from. It sets down on paper exactly what is expected from each team which helps to contribute towards more successful lead conversions.

In this article, we will discuss what a Service Level Agreement is, why it’s important, and how to implement it into your building product business.

Topics: Content Marketing
6 min read

Content Marketing: Is It Right For Your Building PRODUCT Brand?

By Dorian Wallace on 24-Feb-2021 14:04:31

With content marketing costing 62% less than traditional marketing but generating 3 times as many leads, content marketing is a game changer for businesses worldwide.

But, what does this mean for your building product business, is it relevant for you?

Read on to find out more.

Topics: Content Marketing Inbound Marketing
4 min read

How Can Analytics Software Help To Grow Your Building Products Brand

By Josh Simpson on 24-Feb-2021 12:31:56

How do you know which webpages are performing best?
How do you know which pages are generating traffic to your site?
How do you know which pages are getting low engagement?
In this era of digital transformation, it's simply not enough to let your building product website sit on a shelf to gather dust... it should be dynamic and ever changing, which is why monitoring your analytics is crucial.

6 min read

How To Make The Most Of Your Content Library

By Henry Jones on 24-Feb-2021 11:00:00

The 7 pillars of lead generation is a comprehensive model that guides you to grow your building products business. Each pillar brings its unique qualities and works in tandem with the others to increase the number of enquires, contacts and connections your company will make.

This blog is part 2 of the second pillar, which is Content Creation. Part 1 of Content Creation, covers the essentials of how to build a content marketing plan for your building product company and how to deliver it to the right audience.

In Part 2 we will discover how to make the most of the content you’ve created, by leveraging SEO to increase the visibility of your content and how to gate content to capture information for your CRM.

Topics: Content Marketing Lead Generation
4 min read

How Building Product Brands Can Use Content To Convert Specifiers

By Dorian Wallace on 19-Feb-2021 11:55:03

Now, this may seem obvious to some but the most vital factor specifiers consider when selecting a product is its technical performance. But, if this is the case why do so many building product brands get it so wrong?

Let me show you what specifiers are REALLY looking for.

Topics: Content Marketing
5 min read

Adopting Digital: Content Marketing For Your Building Product Brand

By Sandy Bassi on 18-Feb-2021 16:17:59

Specifiers, architects and leads want valuable content from your building products business. You can adopt digital to reach your audience in a way that feels natural and organic rather than being disruptive and spammy.

Content marketing attracts, engages, and delights, your target markets – in fact:

  • 93% of B2B marketers use content marketing
  • 60% of marketers create at least one piece of content each day
  • Conversion rates are nearly 6x higher for content marketing adopters than non-adopters

By adopting digital to improve content marketing, you can increase conversions, improve your brand awareness and ultimately – boost revenue.

Read on to find out how you can adopt digital to improve your content marketing…

Topics: Content Marketing
5 min read

5 Important Marketing Resources for Sales Enablement

By Jack Meisinger on 11-Feb-2021 18:10:39

If you’re a building product business with limited resource, 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 Sales
4 min read

How Lead Scoring Can Help Align Your Sales and Marketing Teams

By Freya Oxton-Grant on 10-Feb-2021 17:44:30

Aligning your sales and marketing teams is a key goal in making sure your building product business is running smoothly and efficiently. When sales and marketing are out of sync, it affects your growth, your bottom line, and your team’s morale.

When you make driving alignment between sales and marketing a key priority, you not only get everyone on the same page - working together on the same goals - but you will also experience an average growth of 20% in annual revenue, according to Aberdeen Group.

Topics: Content Marketing
4 min read

Content Creation: The Foundation of Lead Generation

By Henry Jones on 09-Feb-2021 14:00:00

Successful lead generation relies on the bringing together of 7 key pillars that unite to give you a robust strategy for driving the number of enquiries, contacts and connections that your building products company make.

The second pillar of these 7 is content, which will be delivered in two parts. This term umbrellas a host of written elements that make up your content library throughout your company.

In this second instalment of The 7 Pillars Of Lead Generation series, we will explore how content can help you in the building of your lead generation strategy.  Pillar 1 – Strategy can be read here.

Topics: Content Marketing Lead Generation
6 min read

The 5 Things Every Architect Wants To See From Your Website

By Rich Newsome on 08-Feb-2021 14:22:44

Here’s a question: where does your building product brand live?

Does it live out on the road with your sales reps? Is it based on one-to-one interactions with your customers? Are your high-profile projects a reflection of your brand?

If you answered ‘yes’ to all of the above, that’s great.

But, is that enough in this day and age?

If you want to generate more leads, build up a strong identity and engage with new specifiers, then your website should be the home of your brand.

In today’s post, we look at some key things that every architect wants to see from your online offering, with key insights from Insynth's very own Head of Design, Louise Urquhart, who'll be sharing her pearls of wisdom when it comes to creating lead generating building product websites.  

Topics: Content Marketing Website
4 min read

Digital Adoption: Using Video For Your Building Products Business

By Sandy Bassi on 04-Feb-2021 11:45:34

As technology and digital habits evolve, it's not really surprising that video usage has shot up dramatically.  

It has even been predicted that users will spend 100 minutes a day watching online videos this year, highlighting opportunities for specifiers and architects to see your video marketing content.

When it comes to digital adoption, videography is something you should strongly consider for your construction marketing and here are some interesting facts to drive home this point:

  • 81% of businesses use video as a marketing tool
  • Mobile video consumption rises by 100% every year
  • By 2022, online videos will make up more than 82% of all specifier internet traffic


Read on to find out how using video for your building products business can benefit you…

Topics: Content Marketing
5 min read

How Trust Can Drive Specifications For Building Product Brands

By Dorian Wallace on 03-Feb-2021 12:00:00

For building product manufacturers, developing trust with architects is essential in getting specified. To do this effectively it is crucial you understand what architects want from your brand and how you can influence their decision throughout the specifier journey.

Read on to find out more...

Topics: Content Marketing
5 min read

How Buyer Personas Will Help Your Business Grow

By Jack Meisinger on 28-Jan-2021 16:38:59

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
5 min read

Is Your Website Set Up To Attract Specifiers?

By Rich Newsome on 28-Jan-2021 10:11:35

Businesses within the building products and construction industry – who are dissatisfied with their website - normally fall into two categories:

  1. Your website is dated and being used as a “brochure.”
  2. Your website looks great (visually), but it’s attracting consumers, rather than specifiers.

In this post, I’ll be exploring what you can do to turn your website into a swiss army knife: a technical resource AND extra salesperson, helping you to gain more specifications, increased gross margins, multiple-purchase deals and better, more rewarding relationships with decision makers .

Topics: Content Marketing Inbound Marketing
4 min read

How Sales Enablement Helps with Sales and Marketing Alignment

By Freya Oxton-Grant on 26-Jan-2021 17:02:09

Both marketing and sales departments have one goal in common: helping their business grow.

Topics: Content Marketing
5 min read

Strategising For Success With Your Building Products Business

By Henry Jones on 25-Jan-2021 12:30:00

The 7 pillars of lead generation create structure within marketing, sales and the overall business function of a building products company. By following them consistently, lead generation will provide your business with steady growth and profitability.

All 7 pillars work in tandem and without each other the structure crumbles. To create quality leads which your sales team can convert, all 7 pillars must be in place.

Each week, I’ll be exploring each pillar in-turn, helping you develop  a clear pathway to generating leads for your building product business.  

The first pillar is creating a winning strategy. Imagine this as the central column around which the other pillars are built. A mature and established strategy will guide your business through every stage of the process, and be a detailed plan to direct your building products company towards success.

Topics: Content Marketing Lead Generation
4 min read

5 Ways Team Management Systems Can Increase Efficiency

By Josh Simpson on 22-Jan-2021 11:52:04

As we move towards the digital way of working, team management tools have become a necessity for many businesses, especially whilst working remotely. Not only do these tools enable the organisation and management of your team, but they can also help to increase efficiency.

Topics: Content Marketing
4 min read

Digital Adoption: Increasing Your Building Product Brand Awareness

By Sandy Bassi on 22-Jan-2021 11:20:50

Brand awareness is the way in which specifiers and architects recognise and remember your building product business.

The greater brand awareness you have, the more your intended audience is familiar with your building product brand.

By boosting your brand awareness, specifiers and architects will be more likely to buy from your building product business over a competitor’s business with which they’re not as familiar with.

You can work to improve your brand awareness with the help of digital adoption, read on to find out how…

Topics: Content Marketing
5 min read

6 Tech Stack Essentials For Working Smarter In 2021

By Josh Simpson on 14-Jan-2021 14:46:00

We always hear the phrase “work smarter, not harder”, and in many cases it’s true. If you know an easier way to reach a goal, why not use it and get there before your competitors?

Working smart essentially means figuring out what your strengths are and building a network around you to build upon those in order to reach goals in the quickest and most efficient way possible.

The easiest way to work smarter may be through the use of technology: building your tech stack. In this blog, we will be looking at what technologies you may want to consider for your building product company for smarter working, and gaining an advantage over your competitors in 2021.

Topics: Content Marketing
4 min read

How To Reach Millennial Specifiers in 2021

By Rich Newsome on 14-Jan-2021 14:06:34

Here’s a fun fact: Millennials are described as individuals born between 1981-1996. That means that the oldest millennials will be turning forty this year!

That’s right; us young whippersnappers make up for more than a third of the global workforce, and this is set to rise to 75% by 2025.

So, what does this mean for your building product business?

It doesn’t take a mathematician to realise that a large proportion of specifiers within the construction industry will be millennials: the first generation to live alongside the digital world, sharing an affinity with technology that helps shape their lives.

There’s much to learn about the behaviours of millennials, and in this post, we’ll show you how to make those necessary changes to accommodate the new way that these young specifiers and buyers research and select their products.

Read on to find out more…

Topics: Content Marketing
4 min read

Adopting Digital To Improve Your Social Media Strategy

By Sandy Bassi on 14-Jan-2021 11:21:27

What is successful social media marketing for your building product business? It’s everything from engaging users, attracting potential customers, researching, and keeping in mind the ultimate goal of gaining awareness to convert followers and connections into customers.

It’s important to improve your social media strategy because:

  • An average of 3 hours per day is spent on social networks
  • 54% of social browsers use social media to research products
  • 71% of specifiers who have had a positive experience with a brand on social media are likely to recommend the brand to fellow specifiers

Read on to discover how to adopt digital to improve your social media strategy…

Topics: Content Marketing
15 min read

Construction Marketing Strategies for Success in 2021

By Freya Oxton-Grant on 13-Jan-2021 09:43:49

We can all agree that 2020 was a bit of a rollercoaster, but times of turmoil are often the best opportunities to rethink your goals and get strategies set in place for how your building product business can continue to move forward and grow. 

Most businesses have already got most of the ingredients for success in place, but they’re either poorly aligned, under-resourced or missing something crucial. This blog will help to give you key strategies for success for how you can put all those critical pieces of the puzzle together to drive growth. 

Topics: Content Marketing
7 min read

10 Building Products Content Marketing Essentials For 2021

By Freya Oxton-Grant on 06-Jan-2021 16:29:42

For owners, MD's, CEO's, sales teams and marketing depts of building products businesses, learning how to grow your business better in the digital age is essential for 2021.

Within this, transforming your business through content marketing is guaranteed to help your brand stand out against your competitors. It will generate incredible ROI for your company, generating leads and improving rankings on Google.

Topics: Content Marketing
6 min read

Social Media Trends To Drive Your 2021 Construction Marketing Strategy

By Sandy Bassi on 06-Jan-2021 10:13:40

Nobody could have predicted the rise in social media usage throughout 2020, as customers turned to social platforms in order to stay connected (and entertained) during the pandemic.

Here are some statistics that were found in 2020:

  • In July, Hootsuite found that there were 96 billion active social media users worldwide
  • Facebook is the most popular social media platform
  • 73% of marketers believe that social media marketing has been “somewhat effective” or “very effective” for their businesses.

But what does this mean for your building product business, and for the construction industry as a whole? Read on to find out more...

Topics: Content Marketing
4 min read

Come back stronger in 2021 (5 keys to overcoming business setbacks)

By Jack Meisinger on 04-Jan-2021 09:00:00

2020 is over, but the challenges didn't disappear when you flipped the calendar page.

Topics: Content Marketing SEO
3 min read

How To Drive Value Into Your Building Products Business For 2021

By Olivia Atkinson on 31-Dec-2020 10:30:00

2020 has been a year where many companies have taken a step back and re-evaluated their business model, the way they work and who they are trying to reach.

There’s a shift in the building products industry that’s been apparent since Grenfell, this years events has only sped up the digital requirements architects and specifiers demand.

Read on to find out how value is quickly overtaking price as a priority.

4 min read

Why CPD Webinars Will Matter More Than Ever in 2021

By Rich Newsome on 30-Dec-2020 09:00:00

As part of our blogging series on what to expect from your construction marketing in 2021, we tackle the subject of CPD webinars and why they will remain a crucial driver in your marketing strategy for next year.

If you’ve read any of our previous posts, you will see that we’ve blogged extensively on digital CPDs, so if you want to learn more, explore your options, find out requirements, etc, click here.

Let’s dive in…

Topics: Content Marketing CPD
5 min read

5 Construction Marketing Mistakes You Need To Avoid In 2021

By Sandy Bassi on 29-Dec-2020 11:00:00

It’s important to learn from errors to prevent them from happening again. Mistakes shape us and we learn from them, even the most successful individuals have made mistakes along the line.

With 2020 already being a challenging year, you can learn from the mistakes made and adopt them in 2021 to ensure your building products business thrives.

Read on to discover 5 mistakes you need to avoid for your construction marketing in 2021…

Topics: Content Marketing
5 min read

Why Sustainability Matters In 2021 For Building Products Businesses

By Freya Oxton-Grant on 28-Dec-2020 10:30:00

As we enter 2021, and the rest of the 2020’s, this decade holds a great opportunity for the UK’s construction industry to take action towards improving sustainability in the industry.

As the mounting effects of climate change, a growing world population, and rising levels of urbanisation become more unmistakeable, the need for a sustainable future is becoming increasingly critical.

With the construction and building product industry contributing a significant share of global carbon emissions, energy consumption, and waste production, now is the time to start making smarter and more sustainable decisions, to reap the rewards in the future, and prevent permanent climate damage before it’s too late.

6 min read

10 Construction Marketing Influencers You Need To Follow In 2021

By Dorian Wallace on 25-Dec-2020 16:45:00

Keeping up with the right construction marketing influencers and the latest trends will help set you apart from other building product manufacturers in this era of digital transformation.

Topics: Social Media
5 min read

Digital Marketing Trends For 2021

By Josh Simpson on 24-Dec-2020 12:00:00

As we head into a new year, new trends and technologies are going to come into play for all marketers. It is important for your business that after a year like 2020, you embrace these trends and make the most out of them.

 In this blog, we will highlight 5 digital trends to expect in 2021, to help you and your business push on in the new year.

4 min read

How to Connect with Specifiers in 2021

By Jack Meisinger on 23-Dec-2020 09:00:00

How do you get in front of architects, designers, buyers, and specifiers as the pandemic rolls into the New Year? Business won't stop, but it will change. And the need to connect with specifiers will continue to change the way we reach out.

4 min read

5 Ways COVID-19 Changed The Way We Sell

By Olivia Atkinson on 22-Dec-2020 11:12:58

It’s not news to anybody that 2020 has brought challenges to all areas of business, including sales. With visiting and travel being restricted, people had no choice but to rely on phone calls, zoom meetings and email to follow up leads.

For the construction and building products specifically, this forced those that didn’t already, to provide BIM drawings, technical specification and virtual training online.

We’ll take a look at how the way selling has changed and why we’re better for it.

Topics: SEO Sales
4 min read

Blogging Mistakes to Avoid in 2021 For Your Building Products Brand

By Rich Newsome on 21-Dec-2020 09:00:00

2020 has bought about significant change for all businesses, regardless of industry. One of the biggest impacts we’ve seen within the construction industry is the rise in digital.

People are starting to realise that adopting a digital approach is necessary to survive in this climate.

Whether you’ve embraced digital CPDs, adapted your sales process or spent a bit more time improving your website offering, it’s fair to say that we’ve all had to adjust.

But if you truly want to grow your online presence and increase your specifications, there’s one thing that should not be neglected… content marketing.

And one of the most crucial elements of content marketing is undoubtedly a blogging strategy.

So, if you’re thinking about blogging in 2021, here are some key mistakes to avoid.

Topics: Content Marketing
5 min read

How Building Products Businesses Are Adapting In 2021

By Sandy Bassi on 18-Dec-2020 09:53:26

A global pandemic can really stir things up in the marketing world. In 2020, we’ve seen some big changes and 2021 is likely to bring even more.

2020 has been a year like no other, with many businesses dramatically shaping their digital efforts. What is the ‘new normal’?

Something we all can take from 2020 is that being adaptable is a good idea at the best of times. During unstable times it’s a necessity.

Discover how building product businesses can adapt for growth in 2021…

7 min read

7 B2B Email Marketing Predictions for 2021

By Freya Oxton-Grant on 17-Dec-2020 14:57:17

With a global pandemic, 2020 was a real kickstart for construction and building product businesses to embrace digital. One key digital channel, that was an easy replacement for face-to-face meetings, is email marketing. According to HubSpot, emails were up by 27% from pre-coronavirus levels.

With over 3.7 billion active email users worldwide, email is booming. Getting yourself in your prospect’s inbox is the first step in building a customer relationship with them, allowing you to stand out and keep top of mind against your competition.

Topics: Content Marketing
16 min read

How To Make Video Marketing Work For Construction Companies In 2021

By Dorian Wallace on 16-Dec-2020 15:45:00

In a nutshell, video marketing is promoting your product and service with video. However, as video marketing becomes more powerful and popular, the definition has become more complicated.

Topics: Content Marketing
9 min read

How 2020's Lessons Can Be Turned Into Digital Success In 2021

By Josh Simpson on 16-Dec-2020 14:03:00

2020 was a strange year to say the least. Our lives went from unlimited freedom, to housebound for months at a time, and having to find new ways to live.

This was no different in the construction industry either. We’ve all had to adapt in one way or another, both personally and from a business and marketing point of view.

Although you may not have achieved all of your goals set at the start of 2020, your business may have achieved the hardest goal to achieve, and that’s survival when faced with uncertainty.


3 min read

Why Video for Construction Sales Works

By Jack Meisinger on 11-Dec-2020 17:27:56

We have left the digital era and entered the digital only era. At least for now. And the industry likely will never return to “normal”. And while we will be happy to say goodbye to 2020 and physical restrictions, there are some ways of working that we will take with us. The primary one is video.

4 min read

Digital Adoption: Utilising Email For Construction Marketing

By Sandy Bassi on 11-Dec-2020 11:30:00

You’ve probably heard that email marketing is dead. However, I’m here to tell you that it’s very much alive, in fact, it’s kicking.

Here are some interesting facts for you,

  • 81% of B2B marketers say their most used form of content marketing is email newsletters
  • 99% of consumers check their email every day and it is by far the preferred way to receive updates
  • 78% of marketers have seen an increase in email engagement over the last 12 months

Read on to discover how you can adopt digital to utilise email marketing for your building products business…

Topics: Content Marketing
5 min read

5 Steps to Build the Perfect B2B Buyer Persona for Your Construction Company

By Freya Oxton-Grant on 11-Dec-2020 10:35:39

To identify and define your ideal buyer personas is an integral task to complete before you start any marketing activities for your building product business. The information you gather will enable you to understand thoroughly who your business should be targeting and what messaging will be most effective.

At Insynth, carrying out buyer persona research and defining them is one of the first things we do with any new client. It’s a crucial part of the process.

In this blog, we will give you 5 important steps to help you with the process of building out your buyer persona.

Topics: Content Marketing
5 min read

How Technical Should Your Building Product Blogs Be?

By Rich Newsome on 11-Dec-2020 09:21:36

I get it. Building products are technical. That doesn’t mean, however, that they should be dense and difficult to digest.

As an ex-teacher, I know what it’s like to convey information in a simple way. I also know how to make the most technical of subjects readable.

Over the years, I’ve learnt that no matter what industry you’re in, clear communication is central to any successful web project, and your building product blog is no exception.

In this post, you will learn how to take the most technical of subjects, and present it in a simple, ‘plain-English’ way.

Let’s dive in.

Topics: Content Marketing
4 min read

Which CMS can help support your construction business?

By Josh Simpson on 07-Dec-2020 16:54:05

When you’re taking your construction business digital, you must choose the right content management system (CMS) for you.

The only way you can decide which is best for you is by researching and testing a whole range of different CMS options to compliment your digital marketing efforts, so we’ve narrowed down our top 3, as well as what each one can offer your business to make the whole process easier for you.

Topics: Content Marketing HubSpot MarTech
4 min read

What Does Successful Sales and Marketing Alignment Look Like?

By Freya Oxton-Grant on 04-Dec-2020 10:48:46

When sales and marketing teams are misaligned, it can be detrimental for business growth and lead conversion. However, according to a LinkedIn report, 96% of sales and marketing professionals admit that they struggle with alignment.

Businesses that have siloed sales and marketing teams are missing out, as 85% of sales and marketing leaders say alignment is the largest opportunity to improve performance and grow businesses today.

In your construction business you should strive towards making sure your sales and marketing activities are aligned. This includes working together on one strategy, having aligned goals, being clear on buyer personas, and collaborating throughout the buyer’s journey.

4 min read

3 [More] Reasons Why Blogging isn’t Generating Leads

By Rich Newsome on 04-Dec-2020 09:59:42

A couple of weeks back, I addressed the content marketing strategy that is…blogging.

I explored three reasons why blogging might not be generating the results you want for your building products company. You can read that very article here.

In today’s post, I’ll be offering three more reasons why your blogging might not be generating those leads.

Let’s dive right in…

Topics: Content Marketing
4 min read

Adopting Digital: Increase Website SEO For Your Construction Marketing

By Sandy Bassi on 04-Dec-2020 09:19:29

Search Engine Optimisation (SEO) is a way to get a higher ranking on Search Engine Result Pages (SERPs). When it comes to digital adoption, SEO is too valuable to miss out, here’s why…

  • 70% of marketers see SEO as more effective than PPC
  • 96% of global traffic comes from Google search, Google Images, and Google maps
  • 53.3% of all website traffic comes from organic search

If your website has a higher rank, each time someone searches about a construction product or service you’re offering, your site will feature at the top.

Read on to discover how you can digitally adopt SEO for your building products business…

Topics: Content Marketing
5 min read

5 Reasons Why You Need Your Sales and Marketing Teams Aligned

By Freya Oxton-Grant on 27-Nov-2020 11:45:05

Sales and marketing alignment is an interesting subject but is more critical than you might first believe for your construction or building product business.

4 min read

Construction Marketing Strategy: Using Classic Metrics

By Olivia Atkinson on 27-Nov-2020 11:41:36

With so many new programmes and tech-stack to choose from, the classic metrics can easily slip through. Google Analytics will be the platform most familiar, as it's provided for free by Google, giving you an insight to who your website reaches and how they behave.

It can be easy to get carried away with new platforms and lose site of the bigger picture. This has created a demand to have all your key metrics in one place. 

We'll take a look at why metrics are so essential to your marketing decisions and how you can get clarity of what's working by having all your data in one place like your CRM system.

Topics: Content Marketing
7 min read

Why Marketing Automation Is Essential For Your Tech Stack

By Josh Simpson on 27-Nov-2020 11:10:45

The marketing automation industry is expected to grow from 3.3 billion in 2019 to 6.4 billion by 2024. It's being driven by the demand for advanced technologies to automate repetitive tasks and a need for personalised marketing to maximise audience reach.

Marketing automation is the process of streamlining your digital marketing efforts to make them more effective using technology. Automating your digital marketing doesn’t just increase efficiency, but it can offer a more personal experience to your customers.

Automation uses a single platform to manage your entire marketing operation from one place. 

Topics: MarTech
4 min read

3 Reasons Why You aren't Generating Leads Through Blogging

By Rich Newsome on 19-Nov-2020 17:08:57

Blogging advocates will tell you that writing blogs will significantly increase traffic to your website. Blogging advocates will also tell you that some of that traffic may even convert into leads.

As a blogging advocate myself, I agree with the above statements…

…However, I understand it’s going to take a little bit more explaining to convince some of you blogging pessimists out there that blogging isn’t anything more than a painful waste of time.

For those of you that have tried blogging for your building products company and failed to see results, this post is for you.

In fact, if you’ve never blogged before but thinking about trying it, I’m sure this post will appeal to you, too.

Here are 3 reasons why blogging isn’t generating leads for your building products business.

Topics: Content Marketing
4 min read

Adopting Digital Technology To Increase Customer Satisfaction

By Sandy Bassi on 17-Nov-2020 14:22:37

With the use of technology on the rise, the customer experience landscape has changed forever.

For your construction company, long wait times and slow responses are no longer acceptable and have a huge impact on customer satisfaction.

Immediate satisfaction and meeting high customer expectations is important. By definition, customer expectations are any set of behaviours or actions that individuals expect when interacting with a company.

Modern-day customers have much higher expectations, such as a proactive service, personalised interactions, and connected experiences across all channels.

Topics: Content Marketing
5 min read

The Painful Truth About Blogging

By Rich Newsome on 13-Nov-2020 11:12:35

...For your building products brand

Blogs… do I need them? What is their function? Can they increase my specifications? I don’t get it…

According to HubSpot, marketers who prioritise blogging efforts are 13x more likely to see positive ROI.

But, when we speak to MDs and Sales professionals, we often get asked... why should we blog?

There are a lot of misconceptions around blogging, and when done incorrectly, they can, frankly, be a waste of time, producing very little in the way of tangible results.

So, in this post, we aim to uncover:

  • The purpose of a blog post
  • What they are (and most importantly, what they’re not)
  • Whether you should consider them
  • How you can get the most out of them

Read on to find out more…

Topics: Content Marketing
5 min read

5 Steps to Sales and Marketing Alignment

By Freya Oxton-Grant on 13-Nov-2020 11:04:58

Sales and marketing alignment could potentially be the most important thing that needs to happen to your building product business. The data supporting how massively it can elevate your business’s sales and revenue speaks for itself.

  • Sales and marketing alignment can trigger a 32% boost in year on year revenue growth,
  • It can lead to over 200% growth in revenue attributed to marketing, and
  • It can boost your sales win rates by 38% (Marketo)

When your sales and marketing teams align, your two most important departments can optimise their process as a whole. This means your entire marketing and sales funnel is working collaboratively, reducing costs and increasing business growth.

Topics: Content Marketing Sales
8 min read

How to Make the Most Out of Your Tech Stack for Your Construction Business

By Josh Simpson on 10-Nov-2020 16:49:34

Now, more than ever, multiple areas of business across an array of industries are reliant on technology - which is why your tech stack needs to be right. Within building product companies, the right tech can make it possible for construction projects to continue.

With so many options out there, and such a reliance on digital, your tech stack has become almost essential to your business, and you may not even realise it.  

Topics: Content Marketing HubSpot MarTech
4 min read

Adopting Digital: The New Way Of Communicating For Your Construction Company

By Sandy Bassi on 10-Nov-2020 16:36:44

It’s almost hard sometimes to remember that communication hasn’t always been an instant process. Thanks to the simplicity and the ease of all the new channels that are available to us, great communication has never been so effortless, in general life and for your building product business too.

With many of us making the abrupt shift to working from home, internal and external communications have changed. Businesses that have failed to adopt a communication process that works for them may be inadequate in ensuring staff are working to high standards.

This blog will help you learn how you can adopt the new way of communicating, read on to find out more…

Topics: Content Marketing
6 min read

5 Red Flags That Mean Your Sales and Marketing Aren’t Aligned

By Freya Oxton-Grant on 06-Nov-2020 11:20:42

Are your sales and marketing teams aligned? You might not be realising it but if your sales and marketing is not aligned, you are leaving money on the table. Really?! Yes!

Sales and marketing alignment powers your business to achieve its growth objectives through increased sales and shorter buying cycles.

In businesses where sales and marketing are aligned, marketing efforts are shown to contribute over 50% of the forecasted pipeline, up a massive amount from the shocking 5% in unaligned businesses.

3 min read

Choosing a Marketing Agency: Essential Questions To Ask Your Team

By Rich Newsome on 06-Nov-2020 09:51:22

Does your construction business need to increase its online visibility? Want to achieve more sales leads? Need a re-brand?

If you’ve been asking any (or all) of the above questions, chances are you’ve considered outsourcing a digital marketing agency.

But, with so many agencies to choose from, it’s not a decision that should be taken lightly, particularly in such uncertain times.

So, before making the decision to outsource, it’s crucial that you lay the foundations for a successful partnership… and this means asking yourself and your team some key questions before embarking on the decision-making process.

Read on to find out more…

Topics: Content Marketing Inbound Marketing
4 min read

What Are The Benefits Of Digital Adoption For Construction Companies?

By Sandy Bassi on 05-Nov-2020 09:54:22

Everywhere around us is adopting digital, we are now able to incorporate our mobile devices into our everyday lives. Instead of having box telephones that meant you had to stay at your desk to make a phone call.

Digital adoption is making our lives easier, everything you need to do your job is available at just a touch of a button.

Chances are, technology has altered your professional life for the better. That’s what successful digital adoption feels like.

One of the greatest benefits of digital adoption is improving our performance. It allows us to do what we need to do more efficiently

Recent studies claim that businesses can increase revenues by 23% with digital strategies. This demonstrates the huge benefit it can have to your building product business and construction marketing.

Read on to discover the 5 benefits of digital adoption…

Topics: Content Marketing
4 min read

What is Sales and Marketing Alignment & Why is it Important for Construction Businesses?

By Freya Oxton-Grant on 30-Oct-2020 11:32:16

Sales and marketing alignment is more important than you might first consider. When sales and marketing teams are misaligned, it can be detrimental for business growth and lead conversion.

Topics: Sales
6 min read

How To Choose A Marketing Agency For Your Building Products Business

By Rich Newsome on 30-Oct-2020 10:01:59

Construction Marketing Investment has shifted away from traditional outlets like exhibitions, trade advertising, PR and cold calling. But the skill sets of internal teams lag behind. For some, the time and resources needed to train internal people on how to master digital marketing must-haves like SEO and email marketing don't exist. As a result business like your look to outsource the responsibility.

However, it is not one-size-fits-all. Agencies come in all shapes and sizes, with different specialities and talents. But there are core values and skill sets that make some better than others. Here are the top 3 considerations if you’re looking to outsource your building product business’ marketing.

Topics: Content Marketing
4 min read

Digital Adoption: What Does It Mean?

By Sandy Bassi on 29-Oct-2020 11:38:35

Did you know that employees spend 22 minutes every day trying to figure out how to interact with technology?

Digital adoption can be tricky, however, when it’s fully utilised you can strengthen your team’s relationship with technology to streamline tasks and improve efficiency.

Read on to discover what digital adoption is and why it’s important…

Topics: Content Marketing
6 min read

5 Top Tips for Building Backlinks and Boosting Rankings

By Freya Oxton-Grant on 23-Oct-2020 09:20:10

In 2020, with Google’s algorithm seemingly always changing, you might be struggling to know where to start with boosting your search engine rankings. However, one of the keyways to increase the visibility of your construction or building product’s online presence is through improving your website’s authority.

Google’s original algorithm described by Google’s founders in a 1998 academic paper was based on evaluating the importance of web pages based on the number and quality of websites linking to them.

Search engines today rely on the same signal as it highlights how reliable and trusted a source is an answer for a searcher’s query. Backlinks are like votes in a popularity contest.

The more backlinks you have the higher your domain authority (DA) will be. The higher the DA, the more opportunity you have for Google to recognise you are a standout website and increase your space in rankings.

Topics: SEO
13 min read

Beginners Guide In Utilising A CRM System For Construction Companies

By Sandy Bassi on 22-Oct-2020 17:38:36

When it comes to choosing the right CRM system for your building products company, it’s important to understand the capabilities you’ll receive from your chosen CRM system.

Read on to discover if a CRM system is right for you.

Topics: MarTech
4 min read

5 Steps To Choosing A Marketing Agency

By Rich Newsome on 22-Oct-2020 07:47:44

Aligning your sales and marketing strategy has never been more appropriate, particularly in such testing times. As we see more and more businesses within building products and constriction investing in marketing, we’ve put together a series of articles to help you make the best choice for your business, if you're considering outsourcing.

According to a post by beanstalk, businesses typically spend anywhere between 5-20% of their annual revenue on sales and marketing. That’s a significant investment for any business, particularly if you’re just ‘testing the waters’ of digital marketing.

In this post, I’ve identified 5 steps to agency success, to ensure you choose the right one for your business.

Topics: Content Marketing
2 min read

Marketing Automation Statistics You Won't Believe [INFOGRAPHIC]

By Freya Oxton-Grant on 15-Oct-2020 12:50:37

Marketing automation is all about speeding up time-consuming marketing activities through streamlining their process, alleviating the level of human input needed to complete these series of tasks.

This means, with marketing automation, you can set up marketing activities to run on autopilot, saving you time and money! You can start the conversation with your customers through automated campaigns, but then move it to high-quality one-to-one conversations with your prospects, when it counts.

Marketing automation allows you to effortlessly engage your specifier, stay top of mind, and deliver customer service through chatbots that automatically answers any queries your customer has about your product or business.

Marketing automation provides a way for you to deliver consistent, quality interactions with specifiers throughout their entire buyer’s journey. 

Take a look at the infographic below to see the incredible results you can achieve through implementing marketing automation into your construction marketing strategy.

Topics: MarTech
5 min read

Why Do CRM Systems Have A Bad Reputation?

By Sandy Bassi on 13-Oct-2020 16:46:28

Have you ever thought about adopting a CRM system, but you’ve heard from someone in your network that they’re not any good or you feel like they have a bad reputation? Perhaps you think it’s near enough impossible for a CRM system to help you to reach your business goals and to reach an ROI.

Well, you’re not alone, a CRM system has suffered from having a bad reputation, read on to discover why…

Topics: MarTech
3 min read

3 Mistakes Sales Reps Make with Barbour ABI and Glenigan Leads

By Jack Meisinger on 09-Oct-2020 16:57:18

Following up with Barbour ABI and Glenigan leads is a bit different than following up leads from other sources.

Topics: Sales
14 min read

Beginner's Guide to Marketing Automation for Construction Companies

By Freya Oxton-Grant on 09-Oct-2020 11:12:28

Marketing automation, like any other kind of automated technology, exists to speed up time-consuming activities through streamlining their process, alleviating the level of human input needed to complete any series of tasks.

With marketing automation, you can set up marketing activities to run on autopilot, while also being able to analyse their effectiveness over time through analytics.

By taking a customer-centric approach to using marketing automation, you can start the conversation with your customers through automated campaigns, but then move it to high-quality one-to-one conversations with your prospects, when it counts.

Topics: MarTech
5 min read

Why Is Lead Nurturing Important?

By Olivia Atkinson on 09-Oct-2020 09:35:05

Lead nurturing is highly important to converting more leads and speeding up prospects as they move through the buyer's journey.

Especially in the building product sector where some tenders can be months, even years long, as people have big decisions to make.

Many roles include people spending money on behalf of the government or the NHS on public buildings, meaning they have to be 100% sure on a company before they choose to work with them.

Lead nurturing allows companies to present a lead with useful and educational content they might not have otherwise seen before. Simply having content on your website is not enough.

Topics: MarTech
5 min read

5 Ways To Grow Your Building Products Company With A CRM System

By Sandy Bassi on 08-Oct-2020 09:57:13

The ultimate goal for your building product business is to undoubtedly increase and expand your company.

Your construction company can increase its productivity by having a CRM system in place, to help manage sales leads and work as a centralised platform for your current and potential customers.

This centralised platform works to accumulate your data from your customers and leads in one place so you can grow your company to work efficiently.

Topics: MarTech
3 min read

5 Questions To Ask Before Subscribing To Barbour ABI or Glenigan

By Jack Meisinger on 02-Oct-2020 19:05:43

Thinking of subscribing to a market intelligence service like Barbour ABI or Glenigan in order to find some new leads for your building product business?

4 min read

The One Thing Your Email Marketing Campaign is Missing

By Rich Newsome on 02-Oct-2020 08:22:09

Engaging your prospects with email marketing is a great way to build relationships, stay relevant and communicate important thoughts and insights on the things that matter to them.

And when you consider that over 269 billion emails sent and received on a daily basis, it’s definitely something you should consider investing in for your building products and construction company.

However, it’s not just a case of drafting some copy and hitting ‘send’. In fact, a successful email marketing campaign will encompass a variety of tried and tested techniques.

But, today, we will be exploring the one thing that all-too-often gets neglected during your email marketing campaign:

Your landing page.

Topics: Content Marketing
5 min read

Marketing Automation: Best Practices for Construction Businesses

By Freya Oxton-Grant on 01-Oct-2020 11:14:21

Small to medium sized construction companies are the ideal user of marketing automation systems. Smaller teams have little time to be focussing on marketing campaigns while also struggling with keeping on track of sales follow up and lead nurturing.

By implementing a marketing automation system into your construction business, your team can streamline, automate, and measure marketing tasks and workflows all while increasing your efficiency and growing your sales.

Topics: Content Marketing MarTech
4 min read

How to Implement a CRM Into Your Building Product Business

By Sandy Bassi on 30-Sep-2020 16:03:31

Implementing your new CRM system into your construction marketing can become tricky. Some people believe that the pain of switching or implementing a new CRM system can outweigh the benefits that can be gained.

We hope to make the implementation process as easy as possible for you. So, rest assured, this blog aims to put into place the key steps you need to consider after you’ve scoped out your new CRM system.

To ensure that your implementation runs smoothly, and you won’t run the risk of leaving out any important steps…

Topics: MarTech
5 min read

Live @ Inbound 2020: How Google’s AI Forces SEO Strategies to Be More Human

By Olivia Atkinson on 23-Sep-2020 21:32:26

In today’s session Dale, an SEO specialist from Fire & Spark, explores how SEO strategies need to be more human and less technical. He argues that although technical SEO can help, Google’s algorithms are prioritising the human approach.

The goal is to build organic visibility that gets us in front of the right customers and accelerates the path to purchase.

Read on to explore this conversation further.