From Seed to Series B - What Actually Worked Along the Way

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Oct 28, 2025

Lori Peters, VP of Marketing at Document Crunch, shares her decade of construction tech marketing experience. She highlights why conferences are crucial for lead generation in this sector. Lori discusses the evolution of marketing strategies from seed to Series B, stressing the shift towards community building and integrated teams. She emphasizes AI's role in refining search and content strategies, while also explaining the importance of founder visibility and partnerships in building trust. Tune in to explore effective marketing nuances unique to construction tech.

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INSIGHT

Events Trump Typical SaaS Playbooks

Construction tech relies far more on conferences and in-person relationships than many other SaaS sectors.
This relational nature makes events a top lead-generation channel despite wider SaaS advice to avoid them.

ADVICE

Hire Marketing Leadership Early

Hire marketing leadership early, even before sales, to accelerate sales velocity and product growth.
Test many channels pre-product market fit, then double down on what demonstrably drives pipeline.

ANECDOTE

Scaling By Going Where Customers Are

Document Crunch expanded nationally by physically going where early customers and networks were concentrated.
They used community building and geographically focused field marketing to scale beyond their East Coast base.

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"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