With new technologies and buyer behaviours emerging over the past year, marketers in the building products and materials space should think about rebuilding their strategies. Just like you wouldn’t build a home with mud and stone, you don’t want to build your marketing approach with dated tactics.

The hidebound construction and building materials industries are embracing digitization (finally) to improve sustainability, efficiency and productivity. Marketers need to do the same, as digital tools and tactics are necessary to create the consistent, airtight buyer’s journey these audiences expect.

Distributors, retailers and end users are discovering, engaging with and choosing their manufacturers in more ways than ever as they bounce between online and in-store before making their final choice.