Often referred to as desk research – or discovery – a brand audit is an essential process. In fact, it’s a priority exercise to ensure sales & marketing alignment for construction product manufacturers. What’s more, the opportunity is...
For years, B2B(business-to-business) marketing has been fed a steady diet of features, benefits and transactional relationships. But as the lines between work and life blur – a new generation of buyers has grabbed the reins – and building product marketers...
You make an important building product. But feel disconnected from the architects and builders who specify and install it. For years, manufactures have relied on distributors to “push” their products. Yet marketers have come to learn… that is not...
The arrival of generative AI in marketing communications marks a significant evolution… offering powerful tools for content creation. And for customer engagement. For marketing professionals, the crucial focus is on establishing and adhering to ethical best...
Traditionally, a mid-year economic report provides a clear direction. In today’s economy shadowed by uncertainty, the temptation is to wait for more clarity. Less volatility. Maybe even fewer headlines. But history and data continue to show – that the...
