Bricks And Bytes Nobody Knows What You’re Building - Bad Messaging & How to Fix It from Kevin Ferguson, a Product Marketing Expert in AEC
Jul 1, 2025
Kevin Ferguson, a product marketing consultant specializing in AEC technology, shares crucial insights into the messaging struggles faced by AEC startups. He discusses how many companies fail to communicate their purpose clearly, leaving customers confused. Kevin emphasizes the importance of precise website messaging as a key sales tool and highlights the need for companies to focus on customer feedback to refine their messaging. He also critiques the buzz vs. reality in construction tech, urging startups to ensure product clarity over clever marketing.
AI Snips
Chapters
Transcript
Episode notes
Messaging Is The Biggest Failure
- Most AEC startups have unclear messaging so customers can't quickly understand what they do.
- Kevin Ferguson warns that if industry insiders can't tell your story, prospects definitely won't.
Use Your Website As Your Storefront
- Treat your website as your storefront and use it to prove longevity and product thinking.
- Invest time in clear wording over flashy design to reduce buyer doubts about your survival.
Started Consulting By Accident
- Kevin started AEC Product Marketing after moonlighting consulting while at Microsoft and getting his first client checks.
- He used early client wins and word-of-mouth in a small industry to grow the niche consultancy.