In the C-suite, marketing initiatives are often viewed through a skeptical lens—while CMOs speak of brand awareness and audience engagement, CEOs remain fixated on revenue growth. Our research across 200+ executive teams revealed that marketing strategies explicitly connected to revenue generation receive 3.7x more CEO support than those focused primarily on awareness metrics. The most successful CMOs have adapted by abandoning marketing-centric language in favor of revenue-centric frameworks that resonate in the boardroom, transforming marketing from a perceived cost center to a respected revenue engine that CEOs actually value.

Challenger brands are winning and you can too. Building products are going digital—fast. E-commerce sales have tripled since 2020, and professional contractors are driving the shift. Challenger brands like Marvin, LP SmartSide, and Trex are seizing market share by standing out, going direct to pros, and investing in brand loyalty. Companies that build strong professional relationships and distinct positioning will dominate, while others risk being left behind.

Many CEOs in the building products industry view marketing as a cost center rather than a revenue driver. Our research identifies the five critical challenges executives want marketing to solve—revenue generation, market share expansion, competitive advantage, brand reputation, and consistent company narrative.

Discover practical solutions that transform marketing from a frustrating expense into a strategic business asset, with measurable results that directly impact your bottom line.

Your Customers Have Changed. Has Your Marketing?

The way customers research, shop, and choose home improvement products has completely changed. Yet many brands are still relying on outdated marketing tactics while missing out on huge digital opportunities. We break down what brands MUST do to stay competitive in 2025.

Influencer marketing is reshaping how building products and home finishes brands reach homeowners, contractors, and architects. This article debunks myths, highlights successful industry case studies, and provides a step-by-step guide for you to leverage influencers for brand awareness, lead generation, and sales. Waiting to adopt this strategy risks losing market share to competitors who already dominate the digital conversation. 🚀

Hiring a Fractional CMO can be a game-changer for your business, but how do you know if they’re the right fit? This post explores the 10 essential questions CEOs should ask to ensure a Fractional CMO can drive real growth. From aligning marketing with sales to measuring ROI, these insights will help you make an informed decision about bringing in strategic marketing leadership—without the full-time commitment.

Social media is no longer the one-size-fits-all marketing solution it once seemed—especially for building materials and home finishes manufacturers. While it remains a powerful tool for brand visibility and consumer engagement, its role in driving B2B sales is more complex. This post explores the evolving impact of social media, its challenges, and how manufacturers can integrate it into a broader marketing strategy to maximize results.