AltCMO logo emphasizing strategic marketing for construction companies, highlighting value over price competition.

Building Momentum
for Contractors Who Want to
Grow Revenue, Margin, & Talent

A construction marketing agency led by proven construction marketing executives who drive real growth and profitability.

Let's Build

Stop Teaching Marketing Consultants about Construction

You’ve invested millions in crews, equipment, and safety, yet your brand still resembles that of every other construction company, and it performs just as subpar. Generic agencies don’t speak bid day, submittals, or safety culture, so your marketing dollars get burned by them trying things out. The result? Thin pipelines, stalled growth, and open positions that drag schedules.

AltCMO is purpose‑built for construction, so you can stop teaching and start winning.

Real Construction Marketing.
Real Results.

We’re not generalists. We’re construction marketing experts, each with decades of hands-on experience, who integrate with your leadership team and bring the strategies, systems, and storytelling that drive results.

Fractional CMO for Construction

Experienced CMOs who take ownership of your marketing and deliver strategies that grow both revenue and margin.

Thought Leadership for Construction Companies

Showcase your team’s expertise across blog posts, videos, and social posts in our streamlined workflows to drive high-value clients and top talent.

Construction SEO

Digital marketing built for the way developers, owners, and GCs search. We automate the grind and bring deep industry insight.

Construction Talent Acquisition

Build a magnetic employer brand and attract field and office talent that reduces turnover and reliance on recruiters.

Let's Build

Guided by Marketing Leaders Who’ve Done It Before

We understand the unique challenges of marketing construction companies because each of our CMOs has done it dozens of times. We know our way around a jobsite, a project proposal, and the difference between ENR and EMR. We’re here to help steer your brand, attract top talent, and guide your company to new heights. Every AltCMO fractional CMO has deep construction experience, so we’re fluent in your world from day one.

A Crew Who Knows the Jobsite and the Boardroom

AltCMO’s leadership has marketed ENR Top 400 contractors, specialty trades, construction staffing firms, and ConTech startups. We’ve walked steel decks, written award‑winning proposals, and rebuilt brands after acquisitions. Our team hits the ground running, delivering results faster than traditional agencies ever could.

  Our Clients   

I decided to work with AltCMO after discovering the massive amount of skills required to do ‘marketing.’ I expected some coaching on SEO, ICP, and pricing structure. What I got was a clear and actionable strategy, a website, and a logo that has captured the attention of my clients and friends, and I got to see “behind the curtain. The “behind the curtain” experience is what I appreciate the most because I like to tinker. AltCMO did a phenomenal job developing messaging that incorporated my energy and provided a framework clarifying my services and mission. Working with these guys has put me about 5 years ahead of schedule, and I'm loving every minute of it.
Jesus (Jesse) Hernandez President at Depth Builder
As a Marketing Manager, working with the AltCMO team has helped the department not only grow but also re-align the brands to fit the needs of our corporate strategy and vice versa. It’s easy to get stuck in the weeds with day-to-day tasks; the AltCMO team was the perfect resource to lend a helping hand and steer us in the direction needed to support our growing sales and operations teams.
Simone SteiskalBrand Manager at Ellingson Companies
You literally cannot find anyone better to marketing your tech company than Perryn Olson. So many sad marketing departments are tasked with "do more with less" like they're some sort of ministry of magic. But I have personally seen Perryn work magic with any marketing budget. He has so many creative ways of using the tools available to make a valuable impact in a company’s marketing efforts.
Patrick FletchallVP of Business Development at SuperDroid Robots
Working with Ryan at AltCMO has been a breath of fresh air for our business. He doesn’t just offer cookie-cutter solutions or check boxes to cross off—they dig deep into what makes our brand unique and position us for meaningful growth. Their technical expertise is top-notch, and their ability to create detailed, actionable marketing strategies sets them apart. Instead of throwing together surface-level campaigns, they’ve built out a comprehensive plan that aligns with our goals and gives us a clear roadmap for success. If you’re looking for someone to take your marketing to the next level—not just in execution but in strategy and impact—this is the team you need. They’ve truly made a difference for our business.
Andrea PenderDirector of Business Development at Carrco Painting
Perryn truly understands how to build a pipeline from scratch. I recommend Perryn to any company in AEC that isn't satisfied with its growth rate over time - he can help build and maintain the processes that become the "machine" that brings qualified leads through the door. His entire career has been focused on AEC, and he has gotten his hands dirty on actual construction sites - he understands what it takes to build a building, and perhaps the more difficult part: a profitable business in this industry.
Steven UeckeCEO of REX Engineering, REX Construction
Our tradeshow booth was a huge success! The time at the show was productive and stress-free thanks to the hard work you guys did preparing ahead of time!
Jacob EdmondCEO at DuckWorks [Millwork]
Perryn's expertise in construction and marketing were the perfect skills to help us launch a fresh new look and rebrand after nearly 20 years in business. AltCMO is a great partnership for our organization and marketing needs. While we didn't need a full time CMO, Perryn was on call and accessible as if he were in an office down the hall.
Simone Bruni Owner of Demo Diva
AltCMO logo featuring a stylized design in brown and green, representing growth and construction marketing expertise.
Capitol building silhouette representing strategic marketing solutions for construction industry growth.
AltCMO logo in blue, representing construction marketing and strategic growth solutions for the industry.
AltCMO logo featuring a stylized construction element and bold typography, representing marketing expertise for the construction industry.
AltCMO logo featuring bold orange and navy blue colors, representing a marketing service provider specializing in construction industry solutions.

Your Growth Blueprint

Skip the generic strategy decks. Let’s get to work.

1.

Schedule a Discovery Call

Share your goals, roadblocks, and current marketing structure with us.

2.

Strategy & Implementation

Our CMOs craft a clear, actionable growth strategy, and then put the plan into action.

3.

Build Momentum

We execute, optimize, and adapt the plan while your pipeline, brand, and team grow stronger.
Let's Build

Catch the Conversation

All Episodes
AI is no longer a future trend. It is actively shaping how buyers make decisions today. In this episode, Ryan Kovach and Perryn Olson break down a major new statistic from SEMrush: 50% of buyers now use AI in their research before making a purchase. Even more impactful, nearly 70% expect AI to play a bigger role moving forward. This isn’t a slow shift like the early days of SEO or mobile traffic. It’s happening at an unprecedented speed. What took years for mobile adoption is happening in months with AI. Ryan and Perryn explain why this matters for construction companies, trade contractors, and B2B businesses that traditionally rely on referrals, relationships, and bid opportunities. Even in referral-driven industries, buyers are validating decisions online, increasingly through AI platforms, before moving forward. The conversation highlights how AI search differs from traditional Google search. Instead of broad, cluttered results filled with ads and sponsored content, AI delivers cleaner, more personalized answers based on detailed prompts. Buyers can now describe their exact needs and receive tailored recommendations, which significantly influences final decisions. They also explore how small details can determine whether your company gets recommended. Two businesses may appear identical on the surface, but if one has stronger content, clearer positioning, or more relevant proof points, AI is more likely to surface that company as the better fit. A key takeaway from this episode is that AI is not replacing SEO; it is building on top of it. Strong websites, consistent content, social proof, and brand authority all play a critical role in how AI evaluates and recommends businesses. Ryan and Perryn also discuss a less obvious but powerful impact of AI: it doesn’t just generate new opportunities, it can protect existing ones. Buyers are increasingly using AI to evaluate current vendors, compare alternatives, and validate whether they should continue working with a company. If your brand presence is weak, AI may not recommend you at all. If it’s strong, it can reinforce trust and keep clients from switching. Another major theme is quality over quantity. AI allows buyers to refine their searches with much deeper context, leading to better matches between companies and clients. This creates a significant advantage for businesses that clearly define their niche, expertise, and ideal customer. Throughout the episode, they emphasize that this is a “gold rush” moment. Companies that invest early in AI visibility and authority will secure top positions that become increasingly difficult for competitors to displace later. The conversation covers: 1.) The rise of AI-driven buying behavior and what it means for businesses 2.) Key insights from SEMrush data on AI and purchasing decisions 3.) How AI search differs from traditional Google search 4.) Why SEO still matters in an AI-driven world 5.) How detailed prompts lead to more qualified leads 6.) The role of content, authority, and social proof in AI recommendations 7.) How AI can influence both new business and existing client retention 8.) Why referral-based businesses still need strong digital visibility 9.) The importance of niche positioning in AI search results 10.) Challenges internal teams face in keeping up with AI optimization One of the most important ideas from this episode is simple: if your business is not visible in AI-driven search, you are already being excluded from a growing portion of buying decisions. If you are a contractor, construction leader, or business owner looking to stay competitive, this episode breaks down why AI search is becoming a critical part of your marketing and growth strategy. Key Takeaways: 1.) 50% of buyers are already using AI in their decision-making process 2.) AI adoption is accelerating faster than previous digital shifts 3.) Strong SEO and content foundations are essential for AI visibility 4.) AI delivers more personalized and higher-quality recommendations 5.) Small differentiators can determine whether your company is recommended 6.) AI can both generate new leads and protect existing client relationships 7.) Referral-based businesses are still heavily influenced by online validation 8.) Niche positioning improves your chances of being surfaced by AI 9.) Early adopters will gain a long-term competitive advantage Follow AltCMO for more construction marketing insights LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn: https://www.linkedin.com/in/perryn/
Episode 33: 50% of Buyers Research with AI
Most construction companies approach marketing reactively. A storm hits, a major project gets announced, or a conference begins, and only then do contractors start thinking about how to promote themselves. By that time, the opportunity had already started to pass. In this episode, Ryan Kovach and Perryn Olson discuss a different mindset: building proactive marketing campaigns that are ready before the opportunity even appears. The conversation begins with a real-world example of a roofing contractor preparing an entire marketing campaign in anticipation of a potential hailstorm. The campaign may never run, but if a storm does occur, the client is ready to deploy immediately. Digital ads, targeted outreach, and even direct mail campaigns are already planned. Instead of scrambling to react after the damage occurs, the company can activate a full marketing strategy within hours. Ryan and Perryn explain why this type of preparation is uncommon. Many companies build campaigns only after something happens, leaving them already behind competitors who have prepared in advance. The discussion then expands beyond natural disasters into other creative ways businesses can run proactive marketing campaigns. One example includes targeting major construction projects by purchasing search ads around the project name. When people search for information about that project, your company appears, creating brand visibility even if you are not directly involved in the build. They also explore marketing opportunities around conferences and industry events. Through geofencing, targeted advertising, and strategic outdoor placements near convention centers or airports, companies can capture their ideal audience's attention during key industry moments. Another major theme in this episode is the untapped potential inside a company’s own CRM. Many contractors collect thousands of contacts through door knocking, proposals, or past inquiries, but rarely use that data strategically. Ryan and Perryn explain how remarketing, follow-ups, and preemptive communication campaigns can turn existing contacts into a powerful source of new business. The conversation also highlights the importance of bold marketing. Too many companies play it safe, often resulting in messaging that blends in. Ryan and Perryn discuss how brands that confidently highlight industry pain points, contrast themselves against common failures, and communicate clear differentiation are far more memorable in crowded markets. Throughout the episode, they challenge business owners to stop thinking of marketing as a reactive response to events and start building campaigns that anticipate opportunities before they happen. The conversation covers - Proactive marketing campaigns for storms, disasters, and seasonal events - How to prepare advertising campaigns before opportunities arise - Using project-specific keywords to capture search traffic - Marketing strategies around industry conferences and events - The power of geofencing and targeted location-based ads - Why most contractors underutilize their CRM data - Turning past prospects and leads into future opportunities - Remarketing strategies that keep your brand top of mind - The importance of bold messaging in competitive industries - How proactive marketing creates long-term brand visibility One of the core ideas from this episode is simple but powerful: the companies that win are rarely the ones reacting the fastest. They are the ones who prepared long before the opportunity arrived. If you are a construction leader, contractor, or business owner looking to improve your marketing strategy, this episode explores how proactive thinking and alternative campaign ideas can create a major competitive advantage. Key Takeaways - Prepared marketing campaigns outperform reactive ones - Natural disasters and seasonal events can be planned for in advance - Project-based keyword campaigns can generate unexpected visibility - Conferences and industry events create unique advertising opportunities - Your CRM is one of the most valuable marketing assets you already own - Remarketing helps capture interest long after someone visits your site - Bold messaging makes brands more memorable in crowded markets - Proactive marketing helps companies stay ahead of competitors Follow AltCMO for more construction marketing insights LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn: https://www.linkedin.com/in/perryn/
Episode 32: Proactive, Alternative Ad Campaigns
Many construction companies start the same way: one rainmaker founder whose relationships, reputation, and hustle bring in all the work. But what happens when that founder steps away? In this episode, Ryan Kovach and Perryn Olson unpack one of the biggest challenges in construction businesses today: transitioning from founder-led sales to a scalable team-driven system built on sales processes, marketing infrastructure, and brand authority. Many companies unknowingly build a ceiling into their growth because everything flows through the owner. When the founder retires, the company often becomes difficult to scale, sell, or even sustain. Ryan and Perryn discuss how leaders can begin transforming their company from a personality-driven business into a systems-driven organization. The conversation explores how companies that invest in systems, branding, and digital visibility become far more attractive to buyers, employees, and future leadership. Strong domain authority, SEO visibility, and brand recognition don’t just generate leads; they directly increase company valuation and improve talent acquisition. They also highlight a growing shift in workforce expectations. Today’s skilled professionals research companies before joining them. A strong brand, culture, and digital presence signal stability, opportunity, and long-term growth, while founder-dependent companies often struggle to attract top talent, forcing them to pay more to hire talent. The episode also delves into the mindset shift leaders must make to scale beyond themselves. Instead of being the single rainmaker, founders must learn to build teams, delegate responsibility, and create systems that multiply their impact. The conversation covers: 1.) Founder-led sales and the risks of relationship-dependent companies 2.) Why many construction companies hit a growth ceiling 3.) How CRM systems help institutionalize client relationships 4.) Transitioning from individual rainmakers to team sales structures 5.) Why marketing is often the missing system in construction companies 6.) How brand visibility impacts company valuation in acquisitions 7.) The role of SEO, domain authority, and digital presence in M&A 8.) Why strong brands attract better talent and improve retention 9.) How companies can begin building sales and marketing infrastructure 10.) The difference between lifestyle businesses and scalable companies They also challenge leaders to ask a simple but powerful question: If you stepped away for four weeks, would your company keep running, or would everything stop? The answer often reveals whether a business is truly scalable or still dependent on one person. If you’re a construction founder, executive, or leader thinking about growth, succession planning, or long-term company value, this episode breaks down the systems and mindset shifts needed to transition from a founder-driven company to a scalable organization. Key Takeaways: 1.) Founder-led companies often hit a natural growth ceiling 2.) Documenting relationships in CRM systems is critical for scale 3.) Sales and marketing systems increase company valuation 4.) Digital visibility strengthens both sales pipelines and hiring 5.) Brand authority compounds over time 6.) Strong brands attract better employees and partners 7.) Systems allow founders to step back without risking operations Follow AltCMO for more construction marketing insights: LinkedIn:⁠ https://www.linkedin.com/company/altcmo/⁠Instagram:⁠ https://www.instagram.com/altcmo/⁠Blog:⁠ https://altcmo.net/blog/⁠ Connect with Ryan:⁠ https://www.linkedin.com/in/c-r-kovach/⁠Connect with Perryn:⁠ https://www.linkedin.com/in/perryn/⁠
Episode 31 - Transitioning from Founder-Led Sales to a Team Sales & Marketing Approach

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AltCMO is a fractional Chief Marketing Officer (CMO) agency dedicated to helping construction companies grow by building momentum. Each team member bring decades of experience marketing construction companies, providing leadership and strategy tailored to the unique challenges of general contractors and trade contractors. Core services include Construction SEO/GEO to boost online contractor visibility, Thought Leadership programs to position your company as industry experts, and Talent Acquisition strategies to attract and retain top employees. AltCMO’s approach includes guiding contractors through critical growth areas like marketing strategy, recruiting, and internal culture—all with a construction-focused lens.