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The Future of Building Materials Marketing: Platforms, People, and Possibilities
Beth PopNikolov
CEO, Venveo
In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to discuss the challenges, opportunities, and critical shifts shaping the building materials industry. Discover why focusing on execution over market fluctuations matters, the untapped potential of platforms like Reddit, how generational shifts are reshaping consumer trust, the underutilized power of influencer marketing in our industry, and how companies like Sherwin-Williams and BFS are setting the bar in their respective spaces.
episode 260
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.
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.
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.
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.
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.
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.
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.
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.
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.
