Smarter Building Materials Marketing
Zach and Beth tackle your most burning questions about digital marketing for building materials and talk to other industry experts about what’s working in the building product space.
We host some of the
smartest minds in business
POPULAR EPISODES
How To Solve Labor Shortage in Building Materials
The harsh reality of the labor shortage is that professionals are overwhelmed and overworked. Product manufacturers have a growing opportunity to help builders and installers, many of whom are learning to install products on the fly. It’s a challenge that all of us in the industry, especially manufacturers, have to overcome.
TikTok Star Tony Piloseno on Being Fired To Building a Brand
He went from being fired for making TikTok videos to being the paint industry’s most viral story to date. This week, we welcome Tony Piloseno to the show to get the inside scoop on how he used social media to share his passion for paint — and find brand success.
Shark Tank Winner Joe Altieri On Building Brands That Disrupt
This week’s episode is an exciting ride in product innovation with Joe Altieri, a window industry professional who went from struggling with sales to winning Shark Tank.
How To Get More User-Generated Photos of Your Building Products
Creating an easy purchasing experience for your customers is a part of guaranteeing building product sales, but for eCommerce sites, that requires imagery. For manufacturers, getting images for your online presence is a challenge, so this week’s guest gave us a surprising strategy you might want to steal.
About
THE SHOW
WHO
Zach Williams is the founder of Venveo. Beth PopNikolov is the CEO of Venveo.
WHAT
We tackle your most burning questions about digital marketing for building material manufacturers, share proven strategies to grow leads and sales, and bring in other industry experts to share what’s working in the building product space.
All Episodes
How a PE-Backed Home Services Brand Scales with Speed and Precision
Marketing in the home improvement industry is evolving fast—but consumers still want what they’ve always wanted: speed, clarity, and convenience. On this episode of Smarter Building Materials Marketing, Beth PopNikolov sits down with Josh Churnick, Chief Marketing Officer at Express Flooring, to explore how his team is building a high-volume marketing engine that delivers real results in real time. Josh shares how Express has modernized its marketing mix across nine markets, how they use data to define and refine their ideal customer, and how they’ve built a model that gets flooring installed in as little as 72 hours after a lead comes in. From offline conversion tracking to same-day quotes, it’s a masterclass in speed, data, and high-touch service.
BOXABL’s Big Bet on Affordable Housing
What does it take to create a brand-new product in the home building space — and scale it from idea to IPO? On this episode, Beth PopNikolov talks with Galiano Tiramani, co-founder of BOXABL, about the foldable casita that has generated over a billion social views and what it means to turn that attention into sales, distribution, and a long-term strategy for disrupting affordable housing.
How a Leading Fireplace Brand Helps Builders Sell More Homes
Homebuyers don’t fall in love with square footage. They fall in love with moments. In this episode, we explore how one often-overlooked product category can help builders sell more homes. Kurt Stauffacher, Senior National Account Manager at Hearth & Home Technologies (Heat & Glo, Heatilator), shares how to turn fireplaces into model-home centerpieces, adapt to spec and attached housing trends, train sellers on nuance, and protect margins by delivering high perceived value at the best total cost.
Solving for Cost, Labor, and Speed in Modular Construction
How do you bring clarity, consistency, and energy to a category still fighting for mainstream adoption? In this episode, Beth and Zach sit down with Audree Grubesic—Offsite Construction ambassador and founder of Offsite Dirt Network—to talk about what’s really happening inside the modular movement. Audree shares how she went from builder to media creator, how modular has evolved over the past decade, and what building materials companies need to understand if they want to stay relevant as offsite continues to grow.
How Oldcastle APG Blends High-Tech Marketing with High-Touch Relationships
What does it take to lead growth inside one of the most recognizable names in building products? Beth sits down with Jenny Nail, Chief Revenue Officer at Oldcastle APG, to explore how the brand has evolved beyond masonry into a full outdoor living powerhouse. Jenny shares how Oldcastle is balancing B2B partnerships with a growing direct-to-consumer focus, how customer decision-making is shifting, and why internal culture plays a critical role in long-term success.
How Modular Leaders Leverage Social Media as a Revenue Driver
What do you get when you put four outspoken leaders from the modular world on one mic? A very honest, very unfiltered conversation about what actually works when it comes to social media, sales, and brand presence in construction. In this special episode, guest host Heather Wallace from Momentum Innovation Group leads a follow-up panel discussion with Steve Dubin of Rmax, Merrick Macomber of Modular Maven, and Chad Crosby of Halo Halo. They originally joined Beth on stage at World of Modular to talk about LinkedIn and using social platforms to drive real business. Now they’re bringing that conversation to the podcast—complete with live commentary, strong opinions, and zero fluff.
3form’s Digital Strategy to Build Pre-Sale Brand Equity
How do you serve a customer who wants to be hands-on and self-serve—but still expects a high-touch experience when it counts? In this episode, Beth talks with Karli Slocum, Vice President of Marketing and Product at 3form, about building the digital tools designers actually want, translating online behavior into offline sales, and making sure the brand shows up consistently from product sample to project handoff.
Selling Smarter: How to Master Value-Driven Building Materials Sales
What happens when market conditions shift and your team has to learn how to sell again? In this episode, Beth talks with Bradley Hartmann, CEO of Bradley Hartmann & Co., about how to train sales teams that have grown used to order-taking, how to clearly define sales activity, and why tightening the feedback loop between sales and marketing might be the most underrated growth lever in building materials today.
