The Future of Building Materials Marketing: Platforms, People, and Possibilities

01:45 - Breaking free from market fluctuation paralysis
 

03:17 - Companies setting the bar with tech, capital, and diversification
 

05:43 - Addressing the growing demand for consumer-friendly content
 

07:07 - Simplifying multi-audience messaging for better engagement
 

10:35 - Why Reddit is the next big platform for the building materials industry
 

13:16 - Adapting for the generational shift: Millennials and Gen Z as buyers
 

13:45 - The underutilized power of influencers in the industry

Jim Wueste, Vice President of Waterproofing at Carlisle, is a seasoned leader in the building materials industry. With extensive experience across multiple companies, Jim is known for building high-performance teams and driving strategic growth. At Nichiha, he played a pivotal role in transforming the company into a leading U.S. cladding manufacturer through innovative sales strategies and operational improvements. Skilled in technical sales and process optimization, Jim excels at aligning cross-functional teams to achieve long-term success. Jim’s expertise and forward-thinking approach continue to shape the industry, making him a trusted voice in navigating its challenges and opportunities.

The building materials industry has long been preoccupied with market trends, often leading to a fixation on whether the market is up or down. Jim highlights how this mindset can lead to stagnation as teams become too emotionally tied to these fluctuations. Instead, he argues that businesses should focus on execution and operational excellence, regardless of market conditions. By shifting their focus from external variables to internal performance, companies can remain resilient and proactive, positioning themselves to succeed regardless of market shifts.

"The market is what the market is. What are you doing about it? Right? So we'd be all better off spending more time thinking about how we're going to execute versus is the market up or down 2 points.” – Jim Wueste

When it comes to innovation, Builders FirstSource (BFS) stands out as a trailblazer in the building materials industry. Jim praises BFS for its strategic investments in technology and acquisitions, as well as its ability to adapt its business model to meet evolving market demands. This diversification has allowed BFS to address challenges across different customer segments, demonstrating that strategic planning and a willingness to evolve can drive long-term growth and market share.

"You know, when they first started doing this it was like we're going to own the production builder but now they've even diversified a little bit. They're also GC multifamily now and so they're taking on all the aspects and all the pain points and then it’s like tip your hat to this guy.” – Jim Wueste

Sherwin-Williams also stands out as a prime example of a company successfully navigating the balance between tradition and innovation in the building materials industry. Beth highlights their ability to stay deeply connected with their core customers while embracing forward-thinking strategies to remain relevant. Through initiatives that foster customer loyalty and calculated experimentation, Sherwin-Williams showcases how a brand can evolve in step with its audience without compromising its core identity. Their approach serves as a blueprint for other companies looking to innovate thoughtfully while staying true to their foundational principles.

"If you can really evolve and push with your customer and bring in technology and all of those things and stay super relevant without starting to get, like, just so ill-informed, that's where I start to see things fall off the rails.” – Beth PopNikolov

The digital age has transformed the way homeowners approach purchasing decisions, with more consumers than ever conducting in-depth research before reaching out to professionals. Jim points out that this shift has significant implications for manufacturers, who often overlook the importance of creating homeowner-focused content. By providing clear, accessible, and engaging information, manufacturers can not only meet the needs of end consumers but also support their contractor and distributor partners by reducing friction in the sales process.

"You're always going to have to have a section that's dedicated to homeowners who can answer their questions. And then perhaps, that does drive or lead sales to their pro contractor base, which is what they all want. Help make my job easier, help me be more profitable, provide me with the tools to do it, and some revenue would be great along the way.” – Jim Wueste

For manufacturers balancing contractors, architects, and homeowners as their core audiences, creating effective messaging can be a significant challenge. Zach points out the pitfalls of segmenting communication too narrowly across multiple platforms, which often leads to diluted engagement and audience confusion. He highlights that a common misconception among manufacturers is that separate content and platforms are necessary for each audience.

Zach argues that whether homeowners or architects don’t want overcomplicated experiences tailored in silos—they seek valuable information quickly and seamlessly. For instance, while homeowners might be curious about professional-grade products, architects often prefer content streamlined into functional tools like CAD files. Instead of dividing efforts across platforms, Zach advocates for unified messaging that resonates across all audiences while maintaining relevance. By focusing on holistic and consistent messaging, manufacturers can better engage their audiences without overburdening themselves with unnecessary complexity.

"Data supports that when you split up those audiences on your website, fewer people actually visit them.” – Zach Williams

Beth also emphasizes that many companies in the building materials industry are still relying on outdated marketing strategies simply because they’ve always done it that way. She argues that this approach is becoming a liability, especially in an age when customers expect easy access to comprehensive information. Highlighting the frustration of navigating cumbersome B2B websites, Beth points out the disconnect between customer expectations and outdated practices.

Beth’s insights underscore the need for companies to reevaluate their communication strategies, particularly as the lines between B2B and B2C customers blur. Whether the customer is a commercial homebuilder or a homeowner, their expectations are shaped by modern consumer experiences, and the companies that adapt to these demands will lead the way in customer satisfaction and engagement.

"This idea that you only give me so much information and then I have to call you is antiquated and only exists in B2B.” – Beth PopNikolov

With Reddit’s high traffic and active user base, Jim identifies Reddit as a major opportunity for the building materials industry with users seeking unbiased advice about products and services. He also believes marketers in this space are missing out by not leveraging the platform’s organic, conversational nature to foster trust, gain valuable insights, and engage directly with both professionals and consumers in ways that traditional platforms often overlook.

"Reddit is the third most trafficked site… All of us as marketers are in the building product space are probably going to look back and go, probably should have been there earlier.” – Jim Wueste

Beth explores how millennials and Gen Z are reshaping buyer behavior in the building materials industry. While millennials tend to value expertise and mentorship, Gen Z places a higher emphasis on relatability and peer recommendations. This shift underscores the need for brands to adapt their messaging strategies to resonate with both demographics. For Millennials, brands must highlight expertise and build trust through demonstrated experience. For Gen Z, the focus shifts to creating authentic, relatable content that connects on a personal level. Understanding these generational differences is essential for brands seeking to build meaningful relationships with their customers and future-proof their marketing strategies.

"So like millennials, we trust people who are older. They're like our parents, age with experience. Gen Z doesn't actually care what your experience is, they just need you to speak authoritatively.” – Beth PopNikolov

In the building materials industry, the power of influencers remains largely underutilized. Beth points out that while influencers have revolutionized marketing in other sectors for years, many in this space are only now beginning to explore their value. Traditionally, companies in the industry have focused on polished, highly editorialized branding that feels rigid and impersonal. This approach can alienate modern audiences, especially Millennials and Gen Z, who prioritize authenticity and relatability.

This evolution in consumer trust underscores the importance of identifying and collaborating with the right influencers who align with a brand's values to humanize their messaging and build trust in a way that traditional marketing strategies cannot. To succeed, companies need to adapt their strategies to leverage influencers effectively, bridging the gap between traditional branding and the expectations of today’s digitally native audiences.

"If we’re not properly tracking who influences, then it doesn’t matter where you are.” – Beth PopNikolov

Have more questions for Jim Wueste? You can connect with him on LinkedIn.

SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.