Sales & Marketing Alignment
Application of soft skills is especially crucial to help ensure that sales and marketing teams are aligned. After all, both sales and marketing share the same essential goal: to grow the company.
Attention to Detail | Lessons from Trex and Kohler
Shares of Trex sunk this week – plummeting on Wednesday – following the decking and railing brand reporting quarterly sales and earnings far below expectations. While slashing 2025 and 2026 projections… due to anticipated sluggish repair and remodeling segments....
Caution: Building Product Brands Should Consider an AI Lifeguard
When AI Misses the Mark Amid a government shutdown and the Asia Summit last week, it may have gone unnoticed that Elon Musk launched Grokipedia… a fully AI-generated “encyclopedia.” Yes, some observers recognized the platform lacked accuracy and better organization....
Trimjoist Corporation Names Kleber & Associates Agency of Record
ATLANTA, Georgia (October 16, 2025) – Kleber & Associates (K&A), a full-service marketing and public relations agency focused exclusively on the building products industry, has been selected as agency of record by Trimjoist, a leading manufacturer of...
Campaign Critique: Frigidaire’s Slice of Smart Marketing
In an era when most building product brands chase scale through screens – counting clicks, impressions and followers – it can feel almost quaint to see a kitchen appliance company take its story on the road. But sometimes, the old-fashioned way is the most effective....
What Starbucks Training Can Teach Building Product Brands
People Over Chatbots: Why Sales and Marketing Alignment Matters Starbucks is seeking to reverse six straight quarters of a sales slump with increased customer care training… choregraphing its baristas how to be “extra friendly.” At first glance, that might sound like...
Tylenol Troubles: Why Building Product Brands Need Crisis Plans
While Kenvue says that Tylenol is safe, its stock hit a record low this week when claims were made on a potential link to autism. From shifting tariffs to international trade disputes… the business environment is more unpredictable than it has been in decades. Global...
Google’s Grip on Building Product Brands. 4 Tips to Market Where Customers Are.
When the U.S. Department of Justice brought its antitrust case against Google, the tech world held its breath. Could this have become the beginning – of the end – for the company’s search dominance? Would the revelations shift power towards other platforms? Instead,...
James Hardie Stock Tumbles | Azek Decking Brands Marketing Falls Short
These outdoor living brands miss a deeper opportunity to connect with homeowners. Last Wednesday, James Hardie stock tumbled nearly 35% – its biggest single day drop since 1973 – on missed expectations. The company's profit declined 28% year over year during...
What Retailer Target Can Learn From The Home Depot And Lowe’s
Last week, The Home Depot posted some of its best results in years… rising 4.9 percent, albeit merely 1 percent on a comp-store basis. And Lowe’s boosted its full year revenue outlook. As well as announcing the acquisition of Foundation Building Materials. While...
Six Steps to Conduct a Brand Audit for Building Product Brands
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 rapidly evolving with the...
How to Apply Rock Star Marketing Lessons to Grow B2B Brands
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 are...
6 Ways to Grow Lead Generation for Building Products
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 enough. In fact, some...
