Construction Product Marketers: Enable & Get the F**k Out The Way

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@priteshpatel9

Construction Product Marketers: “Enable & Get The F**k Out The Way”

priteshpatel.me

@priteshpatel9

In-‐house R&D & Technical/Design Team

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@priteshpatel9


Informa(on hoarders

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@priteshpatel9


Specifiers/Users

Informa(on hoarders

priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders

priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders

These peeps……

priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders

These peeps…… Want to talk to these peeps…

priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders


Conversa3on (online or offline)

priteshpatel.me

…and where is the first place specifiers go to source information?

@priteshpatel9

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…let’s look at some recent research…

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@priteshpatel9

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@priteshpatel9

350 specifiers said:

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@priteshpatel9


99% prefer to research products online

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@priteshpatel9



58% start with Google

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@priteshpatel9



58% start with Google

15% start with manufacturers websites

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…there’s lots of other research that says the same thing…

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…RIBA Insight for example…

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…so if specifiers are going online first…

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…to seek out information to help them solve their construction

problems…

@priteshpatel9

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….whose job is it to ensure your company are found first and then

remembered?

@priteshpatel9

priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders


priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders


Marke?ng

priteshpatel.me

@priteshpatel9

In-‐house R&D & Technical

Team

Specifiers/Users

Informa(on hungry

Informa(on hoarders


Marke?ng

priteshpatel.me

@priteshpatel9


Team

Specifiers/Users

Informa(on hungry

Informa(on hoarders


Marke?ng

Facilitators or Enablers

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…err..Pritesh….

@priteshpatel9

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…and how will we enable this?

@priteshpatel9

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By creating and doing this…

@priteshpatel9

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@priteshpatel9

Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps

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...and then putting it in the middle...

@priteshpatel9

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@priteshpatel9


Specifiers/Users


Informa(on hoarders Informa(on

hungry


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...to enable specifiers to find and get what they need...

@priteshpatel9

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...quickly and easily...

@priteshpatel9

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@priteshpatel9


Specifiers/Users



hungry


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...through the use of digital technologies...

@priteshpatel9

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@priteshpatel9


Specifiers/Users



hungry


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...to enable conversations...

@priteshpatel9

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@priteshpatel9


Specifiers/Users



hungry


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...it’s all about knowledge transfer...

@priteshpatel9

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@priteshpatel9


Specifiers/Users



hungry


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…and doing it online...

@priteshpatel9

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@priteshpatel9


Specifiers/Users



hungry


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@priteshpatel9


Specifiers/Users



hungry

GIVE Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps

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@priteshpatel9


Specifiers/Users



hungry

GIVE RECEIVE Awesome websites Online tools Live chat Content marke(ng White Papers Landing Pages SEO Social Media Apps

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Unfortunately….

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….it’s not as straight forward as that…

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….most marketing departments…

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….have a problem with this bit…

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@priteshpatel9


Team

Specifiers/Users



hungry



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@priteshpatel9


Team

Specifiers/Users



hungry

GIVE RECEIVE

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Giving!

@priteshpatel9

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Marketers struggle to extract the knowledge & expertise from

within the business…

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…to give anything of value…

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….the knowledge, expertise & information specifiers are…

@priteshpatel9

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….searching for online…

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….and marketers struggle to then market true “expertise”…

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….and true “knowledge”…

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….that really makes their brand superior to their competitors…

@priteshpatel9

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….because they don’t have the buy in or the support…

@priteshpatel9

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…from the people within the business who have that

knowledge…

@priteshpatel9

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….so marketers do this bit…

@priteshpatel9

priteshpatel.me

@priteshpatel9


Team

Specifiers/Users


Awesome websites Online tools Content marke(ng PPC SEO Social Media


hungry

GIVE RECEIVE

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….half heartedly…

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….sometimes even badly…

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….they guess what specifiers need.

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….throw shit against the fan and see what sticks approach.

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It’s a huge barrier to overcome…

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….it’s not easy…

@priteshpatel9

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….to market ones expertise…

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….which is why…

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….technical should be…

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….integrated into marketing…

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….not sales…

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….or commercial…

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….forget the sales & marketing managers!

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….forget the sales & marketing directors!

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….they’re just salesy people who have been lumped with marketing

responsibility…

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….they just want to make sure everyone’s got brochures & pens…

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….and market like it’s 1999…

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….they think short term…

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….marketers think long term…

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….mis-match in priorities right there…

@priteshpatel9

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….so…

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…I think…

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….we need to see more technical marketing managers…

@priteshpatel9

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@priteshpatel9

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…like a new batch of super heroes!

@priteshpatel9

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A technical marketing managers job would be…

@priteshpatel9

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…to market the companies technical expertise…

@priteshpatel9

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…to market its experts…

@priteshpatel9

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…to market its ability to solve complex problems…

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…and prove that capability…

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…focusing a little less on product…

@priteshpatel9

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…and more on knowledge…

@priteshpatel9

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…attract specifiers with your ability to educate & teach…

@priteshpatel9

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@priteshpatel9


Specifiers/Users



hungry


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@priteshpatel9

STOP!

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…you might want to print the next slide out…

@priteshpatel9

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“The ability to learn faster than your competitors may be the only sustainable

competitive advantage you have”

@priteshpatel9

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“STOP trying to constantly out do your competition.

Out teach them instead”

@priteshpatel9

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….remember…

@priteshpatel9

priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders

These peeps……

priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders


priteshpatel.me

@priteshpatel9


Specifiers/Users

Informa(on hungry

Informa(on hoarders


Conversa3on (online or offline)

priteshpatel.me

….make it happen…

@priteshpatel9

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….marketing must align with technical…

@priteshpatel9

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….that’s the need…

@priteshpatel9

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….less so sales…

@priteshpatel9

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….bridge that gap…

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….between technical & marketing…

@priteshpatel9

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….get that buy in from technical first…

@priteshpatel9

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….re-locate next to the technical department…

@priteshpatel9

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…get involved in technical meetings…

@priteshpatel9

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…sit in technical CPD presentations…

@priteshpatel9

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…become the technical teams BFFL…

@priteshpatel9

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…listen to technical conversations…

@priteshpatel9

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….to enable more of this this…

@priteshpatel9

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@priteshpatel9


Specifiers/Users



hungry


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…that’s marketing…

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…and marketing products will always come second…

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…and once you…

@priteshpatel9


priteshpatel.me

@priteshpatel9


Specifiers/Users



hungry

GIVE RECEIVE

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@priteshpatel9

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….oh and one more thing…

@priteshpatel9

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….if you’re using social media as a brand only…

@priteshpatel9

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….and wondering why no “engagement” from specifiers…

@priteshpatel9

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…remember…

@priteshpatel9

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@priteshpatel9


Specifiers/Users


hungry

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@priteshpatel9


Specifiers/Users


hungry

These peeps……

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@priteshpatel9


Specifiers/Users


hungry


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@priteshpatel9


Specifiers/Users


hungry

Marke?ng

These peeps…… Want to talk to these peeps… NOT to these peeps…

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….and it’s a marketer who is often behind company social profiles…

@priteshpatel9

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….so engagement ain’t happening without the technical

department…

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….is it?

@priteshpatel9

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….because marketers market to other marketers and market how

they like to be marketed to…

@priteshpatel9

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….which is why…

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….marketers need to enable the technical departments to

participate on social channels…

@priteshpatel9

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….and focus on doing more of this…

@priteshpatel9

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@priteshpatel9


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Enable.

@priteshpatel9

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….and…

@priteshpatel9

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….get the f**k out the way…

@priteshpatel9

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….I’ll leave you with this visual…

@priteshpatel9

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@priteshpatel9

Specifiers/Users


Team

Marke?ng Dept

Informa(on hoarders

Informa(on hungry

Most common barrier. Falls at first hurdle.

priteshpatel.me

@priteshpatel9

…to summarise…

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@priteshpatel9

…Specifiers are information hungry…

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@priteshpatel9


…Technical are information hoarders…

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@priteshpatel9


…Marketing must market knowledge & expertise…


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@priteshpatel9



…It’s the only sustainable competitive advantage…


priteshpatel.me

@priteshpatel9




…Enable & facilitate…


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@priteshpatel9




…Enable & facilitate…


…and get the f**k out the way.

priteshpatel.me

@priteshpatel9

Thank you for viewing

Construction Product Marketers: Enable & Get the F**k Out The Way

Marketing

Transcript of Construction Product Marketers: Enable & Get the F**k Out The Way