Nobody Knows What You’re Building - Bad Messaging & How to Fix It from Kevin Ferguson, a Product Marketing Expert in AEC

"I can't tell you how many times I'm on LinkedIn, see an AEC tech company post something, click their profile, and have NO IDEA what they do."

That's Kevin Ferguson speaking - and if a product marketing expert in our industry can't figure out what these companies do, what chance do customers have?

In today's episode of Bricks & Bytes, we had Kevin and we got to learn about why most AEC startups are failing at basic messaging, the real difference between hype and reality in construction tech, and how to actually position products that sell... and many more!

Tune in to find out about:

✅ Why 2,000+ AEC tech companies can't explain what they do 

✅ The one thing that kills more startups than bad products 

✅ How to break through the noise in a relationship-driven industry

✅ Why your website is actually your biggest sales tool

This episode will change how you think about marketing in construction tech.

Listen now on Spotify and let us know what resonates with you.

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Chapters

00:00 Intro

01:47 Introduction to AEC Marketing and Kevin Ferguson

06:58 The Importance of Clear Messaging in AEC Tech

11:38 Niche Marketing in AEC Technology

16:52 Identifying Target Personas in AEC Tech

21:51 The Role of Customer Feedback in Messaging

26:49 Balancing Product Quality and Marketing

31:43 Effective Product Positioning Strategies

36:56 The Importance of Clarity in Messaging

38:07 Choosing the Right Medium for Communication

39:36 Building Trust in Relationships

40:36 Leveraging Owned Channels for Marketing

42:36 Breaking Down Complexity in Product Messaging

45:46 Evolving Messaging with Product Development

47:01 Strategies for Successful Product Launches

54:31 Post-Launch Evaluation and Metrics

1:02:00 Lessons from Microsoft for Product Marketing