Posts in category: Marketing

As the Construction Technology (ConTech) space grows and transforms, companies in this field are navigating a unique set of challenges—from slow technology adoption to industry-specific hurdles like tight project deadlines, labor shortages, and compliance regulations. To stand out and thrive, ConTech companies need marketing strategies that not only address these pain points directly but also leverage their unique “silver bullet”—the one thing that truly sets them apart in a crowded market.

At ALT CMO, we’ve drawn from the best practices in both B2B SaaS and construction marketing to help ConTech companies drive growth, build trust, and differentiate their offerings. A key part of this success? Clear, relatable communication that avoids jargon and resonates with the actual needs of the buyer.

1. Address Industry-Specific Pain Points

In construction, where margins are tight and projects are often delayed, the stakes for technology adoption are high. ConTech solutions aim to streamline workflows, optimize labor, and improve site safety—core concerns for any construction business.

One of the biggest challenges ConTech companies face is resistance to change. Many construction firms still rely on legacy systems or manual processes, and introducing new technology can feel daunting. This is why understanding the industry-specific pain points is critical. Successful marketing campaigns need to speak to these challenges head-on, demonstrating how your technology solves real-world issues such as inefficient project management, cost overruns, and on-site safety risks.

Pro Tip: Tailor your messaging to focus on specific challenges, such as labor shortages, inefficiencies in resource management, or the rising cost of materials. Highlight how your product provides practical solutions that save time, reduce costs, and mitigate risk.

2. Use Clear Language that Resonates with Buyers

One of the biggest mistakes ConTech companies can make is using overly technical or jargon-heavy language in their marketing. The construction industry, while increasingly embracing technology, still values straightforward communication that speaks directly to the user’s day-to-day problems. Marketing that’s full of buzzwords and jargon risks alienating decision-makers who are looking for practical solutions, not abstract promises.

Whether your audience is a project manager on a construction site or a procurement officer evaluating tools, it’s critical to use clear, relatable language that focuses on the benefits they care about—saving time, cutting costs, improving safety. By keeping your language simple and focusing on solving real problems, you ensure your message lands with your target audience.

Pro Tip: Avoid unnecessary jargon and buzzwords in your messaging. Instead, focus on how your solution directly impacts the user’s pain points. For example, instead of saying “leveraging AI-powered analytics for optimized project outcomes,” say “using data to reduce delays and improve project timelines.” Clarity and simplicity win trust and engagement.

3. Define and Leverage Your Silver Bullet

The ConTech market is becoming increasingly crowded, and the companies that win are those that discover their silver bullet—the one thing that solves a critical pain point better than anyone else. This could be a specific feature, an unmatched level of customer support, or a faster time-to-value. The key is to leverage that differentiator as the cornerstone of your marketing strategy.

In an industry where many companies offer similar solutions, your silver bullet is what will make you stand out. It’s not just about having a better tool—it’s about identifying and amplifying that one differentiator that positions your product as indispensable to your target audience.

Pro Tip: Pinpoint the unique feature or advantage that makes your product the obvious choice in a crowded market. Build your marketing strategy around that silver bullet and communicate it consistently across all touchpoints—from sales pitches to digital campaigns.

4. Build a Digital Presence to Address a Traditional Market

While construction remains a relationship-driven industry, a strong digital presence is increasingly becoming a competitive advantage for ConTech companies. Many construction firms may still rely on traditional methods of finding solutions (like word of mouth), but a growing number are turning to digital channels for research and evaluation of new technologies. However, the challenge is creating a digital experience that feels familiar to construction professionals while also driving the discovery and adoption of innovative tools.

This is where proven SaaS strategies, such as SEO optimization, lead generation, and customer-centric website design, come into play. A well-optimized digital footprint ensures that your product is visible when decision-makers search for solutions to their problems—whether it’s reducing downtime on-site or improving compliance with safety regulations.

Pro Tip: Invest in targeted SEO strategies that capture long-tail keywords specific to construction pain points, such as “construction project management software” or “equipment tracking solutions.” Ensure your website highlights the practical benefits of your product in a way that resonates with construction professionals.

5. Use Educational Content to Simplify Complex Solutions

One of the biggest hurdles for ConTech marketing is explaining highly technical solutions in a way that resonates with a traditionally non-technical audience. In B2B SaaS, educating the market through content has been a winning formula for years. Similarly, in ConTech, educational content—whether it’s blog posts, webinars, or whitepapers—can play a vital role in simplifying complex solutions and showcasing how they solve day-to-day construction problems.

For example, a construction project manager may not immediately understand how AI-driven predictive analytics will benefit their job site, but they will grasp the value of reducing unexpected downtime or improving project scheduling.

Pro Tip: Develop a library of educational content that focuses on practical use cases, such as “How to Reduce Project Delays with Construction Software” or “Improving Safety Compliance Through Technology.” Consider creating video tutorials or walkthroughs to help your audience visualize your solution in action.

6. Navigate Regulatory Compliance and Industry Standards

A significant challenge in the ConTech space is the need to adhere to strict regulatory standards and safety protocols, which vary by region and type of project. In this regard, ConTech companies face more scrutiny than their SaaS counterparts, as non-compliance can result in hefty fines or project delays. As a result, marketing needs to clearly communicate how your product helps clients meet compliance requirements, ensures safety on-site, and aligns with industry regulations.

Pro Tip: Incorporate compliance and safety features into your messaging. Emphasize how your solution not only improves efficiency but also helps construction companies avoid costly fines, maintain safety standards, and meet deadlines more consistently.

7. Use Data-Driven Marketing for a Data-Heavy Industry

Construction projects generate a vast amount of data—from materials tracking and scheduling to cost management and safety monitoring. ConTech companies have a unique opportunity to tap into this data and use it as a powerful marketing tool, just as B2B SaaS companies do. By leveraging real-time data on project performance or ROI, you can demonstrate the value of your solution in a quantifiable way.

Pro Tip: Use data from real projects to create compelling marketing collateral. For example, showcase how using your software helped a client reduce costs by 15% or cut project delays by two weeks. This approach appeals directly to construction professionals who rely on hard numbers to make decisions. Avoid lofty numbers like “800%” that could seem far fetched.

8. Solve Construction’s Most Pressing Problems

Ultimately, just like in SaaS, the most successful ConTech companies are the ones that solve real problems better than anyone else. Whether it’s addressing inefficiencies, enhancing collaboration, or improving safety, your marketing strategy must focus on positioning your solution as the go-to tool for tackling the industry’s biggest challenges.

In an industry where time is money, your product’s ability to streamline processes, prevent delays, or reduce costs will be the deciding factor in its success.

Pro Tip: Continuously refine your product messaging to highlight how your solution solves the construction industry’s most pressing problems—faster, safer, and more effectively than the competition.

Conclusion

The construction industry is at a turning point, with technology becoming a vital component of future success. By applying best practices from both B2B SaaS and traditional construction marketing, ConTech companies can build robust marketing strategies that address the unique challenges of this sector, from technology adoption and compliance to standing out in a crowded market by leveraging their silver bullet.

At the end of the day, clear communication, free of jargon, and focused on real, relatable outcomes is the key to engaging your audience and positioning your company as the leader in the ConTech space.

Why is no one talking about one of the biggest risks in construction?

Thousands of general contractors and trade contractors are unknowingly putting their entire companies at risk by hiring recent college graduates as marketing leaders without providing proper direction. This seemingly small decision can have significant consequences.

Why is a Rookie Marketing Leader Such a Risk?

These young, inexperienced marketing coordinators are tasked with enormous responsibilities. They are expected to:

• Maintain the construction company’s current revenue, which can range from $10 to $500 million.
• Grow revenue.
• Manage the company’s public image.
• Recruit and retain employees.

Given these crucial duties, an inexperienced marketer can inadvertently shut down a construction company, leading to job losses for hundreds of people. The issue isn’t their lack of effort or intention; they simply don’t know what they don’t know.

The Lack of Mentorship

The situation is exacerbated by the lack of mentorship available to these young professionals. Often, they report to a CFO who may not fully understand marketing or business development. Without proper guidance or the support of professional organizations like SMPS (Society for Marketing Professional Services), these young marketers are left to navigate their roles alone, often struggling and eventually failing.

High Turnover Rates

Turnover in these positions is notably high. These marketing coordinators accept roles expecting glamorous tasks such as TV advertising, billboards, edgy social media posts, and documentary-style videos. Instead, they find themselves working on 2-3 proposals a week, winning only about 10% of them due to the company’s lack of a solid Go/No-Go strategy. Fear of speaking up only compounds their challenges.

The Reality of Construction Marketing

No one dreams of becoming a construction marketer in grade school, and even a college degree doesn’t fully prepare someone for this role. The reality of construction marketing is far from what is typically portrayed in academic settings.

The Role of Fractional CMOs

One of the most rewarding aspects of being a fractional Chief Marketing Officer (CMO) is the opportunity to mentor marketing coordinators and managers who are new to the architecture, engineering, and construction (A/E/C) industry. Recognizing the need for better support, I piloted and chaired SMPS Southeast Louisiana’s first mentorship program.

The Three Pillars of Fractional CMOs

Fractional CMOs focus on three key areas:

• Marketing Strategy
• Executive Leadership
• Mentorship

The construction industry must acknowledge and address the risks associated with making undertrained marketing coordinators their marketing leaders. By providing proper mentorship and strategic guidance, companies can safeguard their operations and help these young professionals thrive.

I’ve marketed construction companies for nearly two decades and seen the industry transform dramatically over the past 10-15 years. While some may attribute these changes to the rise of social media, the reality is far more nuanced. 

The expectations of clients, prospective clients, employees, and potential employees have evolved, making marketing more prevalent and challenging. 

Here’s why.

Increased Expectations from Clients and Employees

A decade or more ago, securing a multi-million-dollar construction project was significantly easier. Companies could win contracts with basic proposals, often riddled with typos and mistakes, because the competition was less fierce, and expectations were lower.

Today, the landscape has shifted. Prospective clients and employees conduct thorough research before making any decisions. They scrutinize your company’s website, social media profiles, content, and online reputation. This prequalification process happens before they even consider reaching out to you. The bar for initial impressions has been raised significantly.

The Role of Digital Presence

With the advent of the internet and social media, a company’s digital presence has become a critical factor in its success. Your website is often the first point of contact and must convey professionalism, reliability, and expertise. Social media profiles are not just optional extras but essential tools for engaging and showcasing your company’s culture and projects.

Content marketing has also become vital. Regularly publishing high-quality content that addresses the needs and interests of your target audience helps build trust and authority. Prospective clients and employees are likelier to engage with companies demonstrating thought leadership and industry knowledge.

The New Standard for Proposals

The nature of construction proposals has also evolved. Today’s proposals are far more sophisticated and polished, resembling professional magazines rather than rudimentary Word documents. They are designed to impress and persuade, incorporating high-quality visuals, detailed project plans, and compelling narratives.

The Added Challenge of Social Media

In addition to these changes, marketers now have the added responsibility of managing social media. This includes creating and curating content, engaging with followers, and monitoring online conversations about your company. Social media management requires a strategic approach and consistent effort, adding another layer of complexity to the marketing function. 

Conclusion

The evolution of marketing in the construction industry reflects broader changes in expectations and technology. Clients and employees now demand more information, transparency, and engagement from construction companies. Companies must invest in a strong digital presence, produce high-quality content, and create impressive proposals to meet these demands. 

While these changes have made marketing more challenging, they also present opportunities for companies to differentiate themselves and build stronger connections with their audiences. Embracing these new marketing realities is essential for success in today’s competitive construction landscape.