Young Marketers Cost More Money - Marketing Mistakes & Fixes from a Silicon Valley CMO
"Hiring young, cheap marketers is actually more expensive than hiring experienced ones."That's just one of the eye-opening insights from Phil Carpenter, a fractional CMO who specializes in AEC tech startups.In today's episode of Bricks, Bucks & Bytes, we had Phil Carpenter and we got to learn about why most AEC startups fail at marketing, the hidden costs of inexperienced hires, and how to actually reach construction professionals... and many more!Tune in to find out about:✅ Why AEC customers are more skeptical than other industries and what they really want to see✅ The "crossing the chasm" strategy that determines startup success or failure✅ Why LinkedIn marketing doesn't work for most construction professionals✅ How to build a cost-effective marketing team without breaking the bankPhil's 30 years of experience in tech marketing reveals some uncomfortable truths about how startups waste money on the wrong strategies.Ready to learn from his wins and failures? Listen to the full episode on Spotify now.--------------Chapters00:00 Intro02:00 Introduction to Phil Carpenter03:59 The AEC Industry and Marketing Needs06:01 Crossing the Chasm in Technology Marketing08:01 Identifying Target Segments10:53 Customer Research and Validation13:05 Content Marketing Strategies15:10 The Role of Content Creators in Marketing16:56 SEO and AI in Marketing18:56 Testing Marketing Channels21:52 Public Relations in AEC Marketing24:58 Budgeting for Startups36:13 Measuring Marketing Performance39:59 Finding the Right Marketing Strategy41:53 The Experimenter's Mindset in Marketing42:56 Creative Marketing Stunts44:14 The Importance of Customer Case Studies47:08 Building the Right Marketing Tech Stack49:59 Scaling Marketing Strategies as Startups Grow53:18 Aligning Marketing and Sales for Success55:24 Consultative Approach to Startup Marketing59:58 Learning from Marketing Campaigns01:03:13 The Fast Follower Strategy01:05:07 Emerging Trends in AEC Technology Marketing
read more
Bricks & Bytes
Most Construction Tech Misses The Market - Modern Go-To-Market Strategies For Construction Tech
"The best salespeople don't need to talk about their successes - they focus on what went wrong and how to improve. At Joist AI, we don't want to hear about past wins, only lessons learned."In today's episode of Bricks and Bytes, We had Anton Marinovich from Joist AI and he shared his construction tech go-to-market journey from my father's masonry business to leading sales at Contentful, HoloBuilder, and now Joist AI.Tune in to find out about:✅ Why matching your product to workflows is crucial in construction tech✅ How simplicity in sales compensation drives the right behaviors✅ Why grit and consistency separate average salespeople from top performers✅ The importance of transparency in building trust with construction clientsListen now on Spotify to hear insights on building effective go-to-market strategies in construction tech!--------Chapters00:00 Intro00:04 Introduction and Background07:01 Journey into Construction Tech10:00 Sales Strategies and Lessons Learned13:10 Revenue Operations and CRM Importance15:59 Building a Successful Go-To-Market Strategy18:53 Understanding Customer Segmentation22:02 Sales Process and Buyer Behavior24:58 Defining Sales and Building Processes27:59 Ideal Customer Profile and Messaging38:14 Leveraging LinkedIn for Networking39:06 The Power of Video in Sales41:27 Professional Persistence in Sales43:55 Common Mistakes in Go-to-Market Strategies45:09 The Impact of AI on Sales48:12 Customer Acquisition vs. Expansion53:31 Sales Compensation Strategies01:00:20 Effective Pricing Strategies01:03:07 Future Trends in Construction Tech Sales
read more
Bricks & Bytes
This New Pre-Fab Marketplace Will Solve Construction's Hidden Capacity Crisis
99% of acquisition deals fail, but Britton Langdon beat the odds when a sneaky AI scraper accidentally announced his stealth startup to 30,000 people.In today's episode of Bricks and Bytes, we had Britton Langdon and we got to learn about his journey from building M-Suite to launching BuildFactory, the hidden capacity problem in prefab shops, and why construction has more FOMO than any other industry... and many more!Tune in to find out about:✅ How he achieved 140% net retention at M-Suite before selling to Stanley Black & Decker✅ Why every prefab shop has hidden capacity but nobody talks about it✅ The marketplace approach to solving construction's supply and demand problem✅ Why construction companies fear missing out more than any other industryListen now on Spotify to hear how Britton is building the Airbnb for offsite construction and democratizing fabrication work across North America.
Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comChapters02:00 Welcome Back and New Beginnings04:59 The Launch of BuildFactory07:55 Building in Cedar Rapids: A Unique Perspective11:03 Understanding M Suite: The Journey13:43 The Decision to Sell: Timing and Strategy16:48 Customer Retention and Business Growth19:40 Pricing Models and Value Creation22:44 Navigating Acquisition Offers25:46 Diligence and Compliance in Acquisitions28:38 Lessons Learned for Future Ventures33:52 Exploring BeamFabField and Its Limitations36:25 Introduction to Build Factory and Its Ecosystem40:31 Addressing Supply and Demand in Prefabrication44:20 The Role of Prefabrication in Construction48:28 Building a Marketplace for Prefabrication53:10 Challenges and Strategies in Marketplace Development59:15 The Future of Build Factory and Market Trends
read more
Bricks & Bytes
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 toolThis episode will change how you think about marketing in construction tech.Listen now on Spotify and let us know what resonates with you.------------Chapters00:00 Intro01:47 Introduction to AEC Marketing and Kevin Ferguson06:58 The Importance of Clear Messaging in AEC Tech11:38 Niche Marketing in AEC Technology16:52 Identifying Target Personas in AEC Tech21:51 The Role of Customer Feedback in Messaging26:49 Balancing Product Quality and Marketing31:43 Effective Product Positioning Strategies36:56 The Importance of Clarity in Messaging38:07 Choosing the Right Medium for Communication39:36 Building Trust in Relationships40:36 Leveraging Owned Channels for Marketing42:36 Breaking Down Complexity in Product Messaging45:46 Evolving Messaging with Product Development47:01 Strategies for Successful Product Launches54:31 Post-Launch Evaluation and Metrics1:02:00 Lessons from Microsoft for Product Marketing
2026 Construction Industry, $3 Billion Construction Tech Exits, Canvas Robotics Acquired, Pre-Con Debates & LinkedIn Content Crisis
Is $3 Billion the New Normal for Construction Tech Exits?In this episode of Bricks, Bucks & Bytes, Owen, Patric, Martin, and Dustin kick off 2026 with hot takes, bold predictions, and a no-holds-barred discussion on what's really happening in construction tech.What we cover:The 2026 construction industry trends everyone's talking about (data centers, manufacturing plateaus, and the office market reality)Why LinkedIn has become a wasteland of AI-generated garbage and what actually works nowPatric's spicy prediction: "$3 billion exits in construction tech in 2026"The great pre-construction debate: Can you really reduce years of work to minutes?Why most tech companies are marketing to VCs instead of actual customers (and how to spot the BS)Canvas Robotics gets acquired by JLG - what this means for the robotics waveSteve Dellorto from ConCntric joins to talk about his 26 years at Clark Construction and why pre-con is brokenThe most ridiculous products from CES 2026 (AI-powered hair clippers, anyone?)A heated debate on socialism, taxes, and why New York's mayor might be the worst businessman in AmericaKey quote: "It was never easier to start a business, but it was also never more difficult to build a great business." - PatricOur Sponsor:Aphex is the multiplayer planning platform where construction teams plan together, stay aligned, and deliver projects faster – check out aphex.coArchdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioChapters00:00:00 Intro00:01:09 Introduction to 2026 Construction Trends 00:04:09 CES Conference Highlights and Innovations 00:07:08 Shifts in Construction Project Types 00:10:21 The Impact of Social Media on Industry Trends 00:13:13 The Evolution of Content Creation and Marketing 00:16:09 The Future of Business Models in Tech 00:19:21 The Role of People in Business Success 00:22:09 Reflections on Quality in Content and Business 00:25:15 Closing Thoughts and Future Directions 00:28:26 Trends in Construction Mergers and Acquisitions 00:31:49 The Impact of Tariffs and Supply Chain Localization 00:35:34 Global Economic Shifts and Their Effects on Construction 00:40:02 The Rise of Offsite Manufacturing in Construction 00:43:03 Advancements in Robotics and AI in Construction 00:48:03 Green Building Mandates and Energy Challenges 00:53:38 Innovations in Pre-Construction Technology 00:59:47 Transitioning from Construction to Tech 01:01:14 Building Effective Teams in Tech 01:02:49 Customer Engagement in Tech 01:04:24 Project-First Focus in Construction Tech 01:06:16 The Reality of Pre-Construction 01:07:36 Building for Builders 01:09:01 Ridiculous Innovations from CES 01:16:07 Best Recent Purchases
A $100,000+ Christmas party, strip clubs as corporate bonding, and a secret betting ring—this is how construction tech really celebrates.In this episode of Bricks, Bucks & Bytes, hosts Owen, Martin, and Dustin close out 2024 with Santa hats, sick days, and the unfiltered truth about the AEC industry's wildest traditions.In this festive year-end special, you'll hear about:The two-week closed beta of their AEC prediction market experiment and why it's harder to execute than anyone expectedDustin's legendary Building Connected Christmas party where they blew over $100K knowing they were about to get acquired (casino night, no budget limits, zero regrets)Why construction industry Christmas parties always end with at least one fight and HR scrambling the next dayEquipment Share's IPO filing and why 2026 could see three major AEC tech companies go publicThe leaderboard drama where Dustin bet big on himself for "best looking host" and actually won"I don't know if that time will ever come again because money was treated very differently." – Dustin DeVan on Silicon Valley's glory daysThe crew signs off until January 8th with holiday cheer, confession-booth honesty, and predictions for an even wilder 2026.Our Sponsor:Aphex is the multiplayer planning platform where construction teams plan together, stay aligned, and deliver projects faster – check out aphex.coArchdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioChapters01:06 Holiday Cheer and Predictions 03:52 Exploring Prediction Markets06:50 Reflections on Christmas Parties 09:45 Media Influence and Public Sentiment 12:37 Personal and Company Growth in 2025 18:01 Looking Ahead to 2026 in Construction Tech 25:16 The Software Selection Dilemma 27:07 The AI Landscape in Construction 28:34 Anticipating Acquisitions in 2026 31:20 The Great Debate: Cloud vs. Desktop Solutions 38:58 Innovative Marketing in Construction Tech 50:36 The Risk of Bold Marketing in AEC 52:50 Building Effective Marketing Teams for Startups 55:05 Navigating Marketing Strategies for Startups 56:34 Insights on Rebranding Strategies 57:52 The Future of Marketing in AEC 01:00:23 Debate Recap: AI in Construction Estimating 01:07:12 Christmas Traditions and Predictions for 2026
read more
Bricks, Buck$ And Bytes
OpenAI Turner Mega Deal, OpenSpace Buys Disperse, Government Shutdown Impact on Construction & Startup Valuation Truth Bombs
In this episode of Bricks, Bucks & Bytes, Owen, Martin, Patrick, and Dustin break down what happens when a fully remote startup brings everyone together IRL—plus two major construction tech deals that have everyone talking.Dustin opens up about Ediphi's first all-hands offsite (spoiler: his team didn't win the escape room), before the crew dives into the chaos of government shutdowns and what they actually mean for construction.Then things get spicy with the OpenAI x Turner deal that's got LinkedIn in a frenzy, and Jeevan from OpenSpace and Oli from Disperse join to talk about their recently announced acquisition.Topics covered:Why company offsites are worth every penny for remote teamsThe real cost of government shutdowns on construction projectsTurner's $30M OpenAI deal and what it means for GCsInside the OpenSpace + Disperse acquisitionThe uncomfortable truth about startup valuations and M&A"You're not worth that much money when you raise at 30 million or 50 million. You're not truly worth that. It's buying a future." - Dustin DeVanPlus: Owen debuts the new Bricks & Bytes merch, Dustin reveals his founder health transformation (no Ozempic involved), and the team debates whether construction tech is ripe for consolidation.Our Sponsor: Archdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comBuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioAphex is the multiplayer planning platform where construction teams plan together, stay aligned, and deliver projects faster – check out aphex.coChapters00:00 Intro01:43 Introduction to Company Offsites 07:46 The Importance of Company Offsites 11:42 Government Shutdown in the U.S. 21:00 Turner Construction's Deal with OpenAI 24:20 Exploring OpenAI's Impact on Construction 27:18 The Challenges of Implementing AI in Estimation 29:53 Creative Commercial Deals and Revenue Sharing 31:19 The Role of AI in Streamlining Workflows 34:38 Standardizing Processes for Effective AI Integration 38:58 The Future of Legal Services in the Age of AI 42:21 The Human Element in Legal and Engineering Services 49:34 The Acquisition Journey: From Partnership to Integration 53:03 Leadership Changes and Strategic Growth 57:09 Product Roadmap and Customer Experience 1:00:05 Navigating Competition in Construction Tech 1:01:55 Future of Acquisitions in Construction Tech
read more
Bricks, Buck$ And Bytes
PlanGrid Founders Return to Construction, 27% of GCs Using Personal Funds, $9.2M Nextlight Raise, AI Go-To-Market Race, with Will Mitchell from Rabbit
27% of contractors are using PERSONAL MONEY to keep their businesses alive—and it's worse than you think.In this episode of Bricks, Bucks & Bytes, Owen, Dustin, and Martin break down the biggest shakeups in construction tech, from the PlanGrid founders' surprise return to AI, to the shocking payment crisis threatening to sink contractors across the industry.We’re joined by Will Mitchell from Rabbit, David from Nextlight, and Vardhan Mehta from Aislab to unpack what's really happening in construction payments, energy efficiency, and materials management.Key Topics:Tiger Eye's big pivot: Why Tracy Young and Ralph Gootee are bringing AI back to construction after PlanGridThe AI arms race: Will there be one winner or will construction tech fragment like consumer markets?Rabbit's 2025 Construction Payments Report: 44% of firms are getting paid late and 20% hit negative cash flowThe personal finance nightmare: Why nearly 1 in 3 GCs are dipping into their own pockets to cover payrollNextlight's $9.2M Series A: How smart window coatings can slash building energy costs by 25%Aislab's $13.5M raise: The two-sided marketplace that's won over half the top 100 AEC firms"None of these companies are building their own foundational models. They're using other people's models. So I think it's going to be a go-to-market race." — Dustin DeVanSponsors:BuildVision - streamlining the construction supply chain with a unified platform - www.buildvision.ioArchdesk - “The #1 Construction Management Software for Growing Companies - Manage your projects from Tender to Handover” check archdesk.comAphex is the multiplayer planning platform where construction teams plan together, stay aligned, and deliver projects faster – check out aphex.coChapters 00:00 Intro01:30 Introduction to New AI Player in Construction 04:16 Trimble Dimensions: Key Takeaways 07:10 The Future of AI in Construction 10:11 Trimble's Innovations and Market Position 12:56 Challenges in Construction Payments 15:50 Insights from the 2025 Construction Payments Report 38:35 The Challenges of Payment Processes in Construction 41:46 Incentives for Faster Payments42:44 The Impact of Payment Delays on Project Costs 45:26 Innovations in Payment Solutions 48:26 Advancements in Energy Control Coatings 51:22 The Future of Coating Technologies 57:17 The Role of Patents in Tangible vs. Software Businesses 59:10 Building a Robust Materials Management System 01:09:06 Funding and Growth Strategies for Startups
.avif)
