Bricks And Bytes Construction Tech Marketing is Broken - Industry Skepticism Problem & Proven Go-to-Market from Ex-director of Marketing at 4M Analytics
Jul 8, 2025
David Horesh, a construction marketing consultant with seven years of experience, shares insights on effective marketing strategies for construction tech startups. He highlights the industry's skepticism towards ROI calculators and explores how understanding construction jargon is crucial for success. David discusses the leaky bucket problem affecting sales funnels and suggests that memes can engage professionals better than traditional content. He emphasizes leveraging digital platforms and AI tools to streamline marketing efforts and enhance buyer engagement.
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Master Customer Understanding
- Start all marketing efforts by deeply understanding your customer and their daily challenges.
- Learn the industry's jargon to effectively communicate and avoid mistrust from your target audience.
Sales Motion Shapes Team Structure
- The construction industry's sales approach depends on your product's sales motion: digital SaaS or handshake-driven enterprise deals.
- Many mistakenly think only traditional handshake sales work, but online purchasing with low friction is possible.
Speak Customer Language
- Avoid overloading customers with tech jargon like 'AI' that can confuse and alienate them.
- Simplify and reframe messaging to align with customers’ language and real-world pain points.