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Building the Future: Navigating Change and Seizing Opportunity in the Construction and Building Materials Sector

April 23, 20246 min read

As the industry moves forward, the continued embrace of digital transformation will undoubtedly be a defining factor in the success and sustainability of businesses within the sector.”.” - Lindsey Hartness


In today's rapidly evolving construction and building materials industry, businesses face a unique set of challenges and opportunities. As a marketing and growth company specializing in this sector, Hartness Growth Partners regularly engages with industry leaders to stay at the forefront of trends and insights. Through candid conversations with 50 leaders including CEOs, Presidents, and Vice Presidents, we’ve uncovered the current landscape of sales and marketing within this sector. Our goal is to highlight these leader’s innovative strategies for driving growth and the importance of adapting to change.

Embracing Digital Transformation

Leaders recognize that embracing digital transformation is no longer an option but a necessity and they are steering their companies towards a more digitized future. The move towards digital platforms underscores the critical role of technology in streamlining operations and gaining a competitive edge. The use of CRM systems to manage customer relationships and project lead software to identify potential bids reflects a strategic shift towards efficiency and precision in customer engagement.

Moreover, the adoption of digital marketing strategies, including social media and paid ad campaigns, showcases an awareness of the changing dynamics in customer acquisition. According to Lindsey Hartness, CEO of Hartness Growth Partners, “These tools not only allow companies to reach a broader audience but also enable targeted marketing efforts that resonate with specific customer needs and preferences. The integration of digital tools is instrumental in enhancing the visibility and accessibility of products and services, making it easier for companies to connect with their target markets effectively. As the industry moves forward, the continued embrace of digital transformation will undoubtedly be a defining factor in the success and sustainability of businesses within the sector.”

Strategic Customer Acquisition and Retention

Drawing from conversations with industry leaders, it's clear that a nuanced approach to customer acquisition, blending traditional methods with innovative strategies, is essential. Companies are focusing on establishing solid relationships through direct interactions including ZOOM and face-to-face meetings, leveraging long-standing industry connections to build trust. The importance of digital tools in maintaining these relationships is also evident, with the use of CRM systems to streamline customer interaction and follow-up processes.

Furthermore, the value of targeting the right customer base cannot be overstated. Firms are adopting targeted digital marketing strategies to reach specific customer segments more effectively. For example, Hartness Growth Partners highlights the significance of aligning marketing efforts with sales goals, ensuring that marketing messages reach those most likely to engage. This strategic alignment between sales and marketing is crucial for acquiring new customers and retaining existing ones by consistently meeting their needs and exceeding expectations. This dual focus on acquisition and retention underscores the industry's evolving understanding of the critical role that strategic customer management plays in long-term success.

Leveraging Industry Networks and Relationships

Insights from discussions with industry leaders underline the critical role of personal connections and network leveraging in achieving business growth. Joni Hyde, COO of Hartness Growth Partners stated, “Companies within the Building Materials and Construction niche heavily rely upon a strategy that involves utilizing existing relationships and extending their network through face-to-face meetings. In the past, those extended relationship starters relied solely upon the old networking strategies, but now we layer on digital direct outreach campaigns to ideal potential clients. This new approach not only opens new avenues for business faster but also strengthens their position within the market.”

Moreover, the integration of traditional networking methods with modern digital tools offers a powerful combination for expanding reach and enhancing customer engagement. Companies like Hartness Growth Partners emphasize the importance of attending industry events and personal interactions, highlighting how these efforts are complemented by digital marketing strategies to create a cohesive growth plan. This blend of old and new facilitates deeper connections with both existing and potential customers, enabling businesses to stay ahead in a competitive landscape.

Navigating Economic Uncertainty

Navigating economic uncertainty is a significant challenge for businesses in this industry, as highlighted in our conversations with industry leaders. The volatility of the market, influenced by factors such as political elections and global events, demands a strategic approach to ensure stability and growth. Joni Hyde noted, “The leaders I interviewed prioritize building a strong foundation to withstand economic fluctuations. This includes optimizing operational efficiencies and embracing technologies that offer competitive advantages.”

For instance, multiple companies have initiated a more proactive stance on maintaining a robust sales strategy and diversifying their customer base. Despite economic uncertainties, several leaders aim to grow their customer count significantly in 2024 by leveraging precise customer targeting and relationship-building through digital tools, as mentioned earlier. These insights indicate that forward-thinking and flexibility are key to navigating uncertain economic landscapes.

Innovation in Products and Services

Innovation in products and services emerges as a crucial theme among leaders in the construction and building materials industry. The dialogue with executives underscores the importance of differentiating their offerings to meet the evolving needs of their markets.

Many leaders discussed how they are embracing new technologies, pointing toward an innovative approach to service delivery. This includes the utilization of digital tools and CRM systems to streamline operations and improve customer interactions, ensuring that services are as efficient and responsive as possible.

These conversations reveal a trend towards innovation not just in physical products but also in the way services are marketed and delivered. By staying ahead of technological advances and market demands, these companies illustrate a commitment to innovation as a pathway to industry leadership and customer satisfaction.


The future of marketing in the construction industry suggests a transformative shift towards digital approaches. The insights gathered from industry leaders underscore a pivotal moment for the construction and building materials industry, as it stands on the brink of a significant transformation influenced by digital advancements, strategic marketing, and customer engagement. Embracing these changes not only prepares companies for future economic landscapes but also positions them as frontrunners in a competitive market.

Leaders emphasized the need for adopting digital marketing strategies, highlighting the potential of online platforms to significantly enhance customer acquisition and retention. The focus on digital tools is not just about maintaining an online presence but leveraging these platforms for targeted outreach, engagement, and relationship building with both current and potential customers.

Moreover, the importance of CRM systems in managing customer relationships indicates a move towards more personalized and efficient retention efforts. By integrating technology into their sales and marketing strategies, companies can better track interactions, understand customer needs, and tailor their offerings accordingly, providing a competitive edge in the industry.

Furthermore, the discussions underscore the necessity for construction and building materials companies to be adaptable and innovative in their marketing strategies. As the industry continues to evolve, those who actively adapt, innovate, and leverage new marketing approaches will not only survive but thrive, setting new standards for success and growth. This journey towards a more tech-savvy, customer-centric, and adaptable industry is not just about survival, it's about seizing opportunities to redefine the marketplace.


We extend our heartfelt gratitude to the visionary leaders who shared their wisdom, insights, and approaches with us. Their contributions have been instrumental in shaping this white paper, and their dedication to advancing the industry is truly inspiring.

Are you ready to take your construction or building materials company to the next level in 2024 and beyond? Connect with Hartness Growth Partners to learn how we can support your journey through tailored growth strategies and marketing solutions to propel your company into a prosperous future.

Your success is our mission. Let's grow together.

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Joni Hyde

Joni Hyde | Hartness Growth Partners | COO

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