"If I could do some things over, I would have hired marketing leadership earlier, even before sales."
That's what Document Crunch CEO Josh Levy told his VP of Marketing, Lori Peters.
In today's episode of Bricks and Bytes, we had Lori Peters from Document Crunch and we got to learn about why construction tech marketing is fundamentally different from other SaaS industries, how to scale from seed to Series B, and what's actually working in 2025.
Tune in to find out about:
✅ Why conferences are their biggest lead generation channel (while other SaaS companies avoid them)
✅ How they expanded nationally by going where their customers were, not just selling remotely
✅ The shift from marketing-led pipeline to fully integrated go-to-market teams
✅ Why LinkedIn still dominates and how AI is changing organic search forever
Watch now to hear how a 10-year construction tech marketing veteran built a winning strategy from the ground up.
Our Sponsor:
Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.com
BuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.io
Chapters
00:00 Intro
03:26 Introduction to Document Crunch and Construction Tech
06:28 Evolution of Marketing in Construction Tech
09:23 Marketing Strategies Through Funding Stages
12:23 Challenges in Scaling Marketing Operations
15:11 Effective In-Person Marketing Channels
18:29 Community Initiatives: Built by Builders and Crunch Community
21:28 Targeting Customers and Tailoring Messages
30:03 The Costly Disruptions in Construction
30:58 Understanding Disputes and Their Impact
32:28 The Role of Customer Advisory Boards
34:43 Navigating the AI Landscape in Construction
37:39 Building Trust in AI Solutions
38:59 Leveraging Investor Relationships
40:17 Partnerships and Trust in Marketing
42:23 AI in Marketing Strategies
47:30 Marketing Nuances in the Construction Industry
49:19 The Importance of Thought Leadership
52:12 Structuring a Growing Marketing Team
53:49 Technology in the Marketing Stack
54:57 Future Predictions for Marketing in AEC
