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Construction companies have plenty of marketing metrics available to them. Website sessions. Search rankings. LinkedIn followers. Email open rates. Impressions. Leads. Proposal volume. Event attendance. Those numbers can be useful, but they do not necessarily answer the question a construction CEO actually cares about: Is our marketing making the business stronger? A website can attract […]

Construction companies evolve. They grow from subcontractors into prime contractors. They enter new markets, add services, expand geographically, acquire competitors, transition between generations, hire new leadership, become more sophisticated operationally, and change culture. Sometimes the brand evolves with the company. Sometimes it gets left behind. A rebrand becomes worth considering when the company people experience […]

Ask most people to describe a company’s brand, and they will start with the logo. That makes sense. The logo is the most obvious visual representation of a brand. It appears on the website, proposals, trucks, hard hats, equipment, signs, uniforms, and just about everything else carrying the company name. But the logo is not […]

The internet spent the last 25 years rewarding companies that could publish useful information. Artificial intelligence is changing the value of that information. In a recent Instagram Reel, Glove Jones made an observation that should get the attention of every marketer and business leader: as search becomes increasingly agentic, the things most likely to survive […]

For decades, business development has been one of the primary engines of growth for construction companies. Hire people who know people. Build relationships with owners, developers, architects, and other influencers. Attend association events. Sponsor golf tournaments. Take prospects to lunch. Make hundreds of phone calls, send hundreds more texts, follow up on upcoming projects, and […]

Construction marketing has a glass-ceiling problem. Talented marketers learn the industry, master the proposal process, build respected brands, guide pursuit teams, support business development, improve recruiting, and become trusted advisors to leadership. Yet many reach a point where the next step is unclear. They may earn a director or vice president title, but their authority […]

Construction companies often describe a strong brand as one that is well known. Recognition certainly helps, but familiarity alone does not make a company magnetic. A magnetic brand attracts the right clients, the right employees, and meaningful attention within the markets it wants to serve. It gives people a clear reason to notice the company, […]

Construction companies spend a lot of time thinking about risk. Safety risk. Contract risk. Schedule risk. Supply-chain risk. Bonding risk. Labor risk. But there is another kind of risk that is easier to overlook when times are good: economic concentration risk. A contractor may have a healthy backlog, strong margins, and years of growth while […]

Many construction companies grow for years without what most industries would consider a formal marketing strategy. A founder builds relationships, estimators respond to invitations, business developers work their networks, and good projects lead to referrals. When the backlog is healthy, marketing can appear unnecessary. Until it isn’t. Relationships and referrals remain enormously valuable in construction, […]

CMO traditionally stands for Chief Marketing Officer. In construction, I think it should also stand for Construction Marketing Officer™. That isn’t just wordplay. Construction companies operate in a market where buying decisions can take years, competitors sometimes become joint-venture partners, subcontractors are both vendors and extensions of the client experience, and a single pursuit can […]

There are few things more frustrating to a construction executive than losing a good project to a contractor they know is weaker. Maybe the competitor has less relevant experience. Maybe they have a bad reputation, are difficult to work with, or are known for sloppy, poor-quality work. Maybe everyone in the market knows they win […]

TL;DR: What Does a Fractional CMO Do for a Construction Company? A fractional CMO helps a construction company achieve its growth goals by making sure the company is pursuing the right clients, the right projects, and the right employees—not simply generating more activity. For a growth-minded contractor, that typically means defining the Ideal Client Profile, […]