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.
Want a Loyal Audience? Start Thinking Like a Franchise.
Brand loyalty doesn’t work the way it used to. For years, building product brands could grow on familiarity and long-standing relationships. A trusted rep who cultivated dealer recommendations. Or a contractor – who always uses – the same manufacturer. That model has...
What an Inbox Can’t Tell You… About Jobsite Communication
With Artemis back in the news this week, one detail stood out to me: when something important breaks, email is not the solution for jobsite communication. Roughly seven hours into the mission, NASA’s crew reportedly ran into an Outlook email issue and had to call...
Brand Differentiation Success For Challenger Brands
In crowded categories, the brands that win need not be the biggest. The Building Product Brands that are gaining the greatest momentum provide dealers, contractors and specifiers with a clear reason to believe. A compelling promise to remember. And a relevant...
Campaign Critique: True Value “Your Project, Your Way”
When Meaning Replaces the Hard SellProduct Claims and Promotions Can Resonate Building products marketing – at point-of-purchase – always has been comfortable speaking in certainties. Strength, durability, value. And yes, availability. The traditional narratives are...
Entry Level Homeownership | Solutions for Channel Success
Entry level homeownership affordability remains stubborn. And many in the single-family residential channel have understandably asked the same question: Are younger Americans simply giving up on owning a home? First-time buyers feel squeezed. Yet, that demand seems to...
Sales and Marketing Alignment Starts with Listening
Start listening harder. Because when building product brands invest too much time trying to persuade audiences – no matter how eloquent the scripts – often they miss the signals that are clearly resonating from the channel. Messages from customers that are stalled, in...
Home Depot and Lowe’s Q4 Results: What To Know for Building Products in 2026
The Biggest Bright Spot:Mortgage Rates Finally Started Cooperating Last week, one of the most encouraging signals isn’t found inside either Big Box earnings report. Mortgage rates dipped below 6%... for the first time since 2022. A “5”- handle doesn’t just change the...
From the Floor: IBS/KBIS 2026 Recap
Five Brands Redefining Their Categories...and What It Signals for the Market The International Builders’ Show and KBIS in Orlando delivered more than packed aisles for some 117,000 in participation. The experience revealed how building product categories are being...
Digital Twins and Synthetic Personas in Building Products Marketing
It’s a classic dilemma in achieving sales and marketing alignment: the people who decide what gets specified… are often the hardest to reach. Architects. Engineers. Builders. Designers. Dealers. Contractors. Yes, all elusive target audiences. Who matter most. To...
HydroBlok Introduces Exterior Wall Simplification to Improve Jobsite Performance for the Trades
DRAPER, Utah (February 17, 2026) — Exterior wall assemblies are adding layers, handoffs and schedule risk at a time when crews are harder to staff and less margin exists for rework. HydroBlok, a pioneer in lightweight, waterproof construction systems, is introducing...
Wellness Begins at the Exterior Envelope with HydroBlokHB One Backer CI
DRAPER, Utah (February 17, 2026) — HydroBlok, a pioneer in lightweight, waterproof construction systems designed to simplify installation while improving performance and durability, is introducing an “Outside-In Wellness” concept for construction specification that...
HydroBlok Announces HB One Backer CI, a Simplified 4-in-1 Exterior Wall System for Stucco and Stone
DRAPER, Utah (February 17, 2026) — HydroBlok, a building materials company focused on simplifying exterior wall construction through integrated systems that reduce labor, risk and complexity, will feature HB One Backer CI at the 2026 International Builders’ Show. In...
