Building Momentum

In this episode, Ryan Kovach and Perryn Olson break down a rapidly evolving issue in the AI marketing world: New York’s new AI transparency law requiring advertisers to disclose the use of AI-generated “synthetic performers” in advertising. The conversation explores what this means for marketers, business leaders, construction companies, and content creators who are increasingly relying on AI-generated visuals, avatars, and advertising campaigns.

Ryan and Perryn discuss how AI-generated advertising is quickly becoming mainstream and why marketers cannot afford to ignore AI tools, even as regulations tighten. They compare the rise of AI-generated media to earlier waves of digital marketing disruption like black-hat SEO, Photoshop manipulation, CGI in movies, and social media advertising evolution. The episode examines where the legal and ethical lines may exist between creative enhancement and deceptive advertising.

The discussion dives deep into New York’s AI Transparency in Advertising Act, including the requirement that advertisers clearly disclose when synthetic AI-generated people are used in ads distributed to New York audiences, regardless of where the advertiser is located. They also unpack the gray areas marketers now face around AI-generated visuals, AI-enhanced images, avatars, and whether editing tools like Photoshop, Canva AI, or generative image tools could eventually fall under broader scrutiny.

Ryan and Perryn also explore:

• Why lawmakers are struggling to keep pace with rapidly evolving AI technology

• The difference between AI assistance and deceptive AI impersonation

• Why celebrity likeness and voice cloning laws are gaining traction

• The growing legal risks around AI-generated advertising

• How marketers can stay compliant while still leveraging AI tools

• Why transparency and disclosure may become standard practice

• The future of AI-generated spokespeople and synthetic actors

• The parallels between AI advertising and early SEO “wild west” tactics

• Why businesses that avoid AI entirely may fall behind competitors

• The challenges of proving whether content was AI-generated

• How AI is accelerating creative production and advertising speed

• Why marketers need stronger legal and compliance awareness

• The balance between innovation, ethics, and regulation in modern marketing

The episode also highlights how AI is reshaping content creation across construction marketing, recruiting, software launches, and digital advertising. Ryan and Perryn explain why AI is not replacing marketers but instead increasing the speed and scale of content production while creating new compliance challenges businesses must understand.

If you are a marketer, construction business owner, recruiter, agency leader, or executive trying to understand how AI regulation could impact your advertising strategy, this episode offers practical insights into where the industry may be heading and how businesses can adapt without falling behind.

Key Takeaways:

• New York now requires disclosure of AI-generated “synthetic performers” in ads

• AI advertising laws are evolving rapidly and remain full of gray areas

• Businesses using AI-generated visuals should prioritize transparency

• Celebrity likeness and AI voice cloning present major legal risks

• AI tools are dramatically accelerating marketing production speed

• Avoiding AI completely could put businesses behind competitors

• Marketers need stronger awareness of advertising compliance laws

• AI-generated advertising is becoming mainstream across industries

• Technology often evolves faster than regulation

• Human oversight and ethical usage remain essential in AI marketing

Follow AltCMO for more construction marketing insights.

LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

In this episode, Ryan Kovach and Perryn Olson break down one of the most common questions in the construction marketing world: How much does a fractional CMO actually cost, and what are you really paying for?

The conversation explores the rapidly growing demand for fractional executives in construction and why more companies are turning away from traditional agency models in favor of strategic leadership without the cost of a full-time executive hire. Ryan and Perryn unpack the wide pricing range in the fractional CMO market, why some services cost $3,000 per month while others exceed $30,000, and how the underlying business models dramatically impact value.

They discuss the three most common fractional CMO models in the market:

• Hourly/block-of-time fractionals

• High-priced consultants with short-term engagements

• True long-term fractional CMOs

Ryan explains how many traditional fractional models struggle with scalability, execution, and client communication. Companies often end up paying for strategy alone while still needing to hire agencies, freelancers, software subscriptions, and internal teams to execute the work. Perryn highlights how many fractional leaders become trapped managing vendors instead of focusing on growth strategy and executive leadership.

The episode also dives into how AltCMO built a different model specifically for construction companies. Instead of simply selling strategy hours, their approach combines executive-level marketing leadership with a full delivery and implementation team, allowing clients to access strategy, execution, and enterprise-level marketing tools under one partnership.

Ryan and Perryn also discuss:

• Why cheap fractional pricing can become risky for clients

• How overloaded fractionals create communication bottlenecks

• The hidden costs companies forget to calculate

• Why many consultants are not true fractional executives

• The importance of collaboration among fractional leaders

• How integrated execution teams improve speed and accountability

• Why construction companies benefit from niche industry expertise

• The value of shared marketing technology and enterprise tools

• How businesses should evaluate the right fractional model for their needs

The discussion provides a transparent look into the economics, structure, and operational realities of fractional CMO services within the construction industry. Whether you are a contractor, construction executive, or business owner evaluating marketing leadership options, this episode helps clarify what drives pricing and what separates strategic value from expensive overhead.

Key Takeaways:

• Fractional CMO pricing in construction typically ranges from $3,000 to $30,000 per month

• Different pricing models create very different client experiences

• Many fractionals provide strategy only without implementation support

• Hourly-based models can create communication friction

• Cheap fractional services often become unsustainable long term

• True fractional leadership should feel integrated into the company

• Execution and accountability are just as important as strategy

• Shared enterprise marketing tools create significant added value

• Industry specialization matters in construction marketing

• Businesses should evaluate both pricing and operational structure before hiring

Follow AltCMO for more construction marketing insights.

LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

In this episode, Ryan Kovach and Perryn Olson break down a major shift happening across digital platforms: AI-generated content is no longer enough. As Google, LinkedIn, and other platforms evolve their AI-driven algorithms, they’re rewarding true topical authority and penalizing generic, mass-produced AI “slop.”

The conversation explores why simply copying and pasting from AI tools is becoming a liability. While AI remains a powerful assistant, platforms are now prioritizing subject matter expertise, consistency, and authentic insight. Businesses that rely on shallow, high-volume content are seeing engagement drop, rankings decline, and visibility shrink.

Ryan and Perryn unpack what “topical authority” really means. It’s not about publishing more. It’s about owning specific subjects within your industry, consistently delivering insight, and demonstrating real expertise backed by experience, research, and proven processes. Search engines and social platforms are scanning profiles, content history, connections, and engagement patterns to determine who is truly an authority.

They also discuss how LinkedIn’s AI-powered algorithm is shifting engagement toward credibility and relevance. Professionals who consistently speak on focused topics are being rewarded, while those jumping between unrelated themes or relying heavily on automation are seeing reduced reach.

The episode highlights the balance between AI amplification and human creation. AI can help organize, refine, and scale ideas, but it cannot replace lived experience, professional insight, and original thinking. The companies and leaders who combine AI assistance with real expertise are seeing measurable growth in domain authority, backlinks, applicant flow, and engagement.

The discussion covers:

• Why Google is tightening penalties on generic AI-generated content

• How LinkedIn’s AI algorithm evaluates credibility and expertise

• What topical authority actually means in practice

• Why consistency and subject-matter depth matter more than volume

• The dangers of engagement pods and bot-driven growth

• How AI should be used for amplification, not authorship

• The importance of content pillars and silos

• Why authentic learning journeys can build authority

• How inactivity can hurt rankings just as much as poor content

• Why human expertise is still essential in an AI-driven world

If you are a construction business owner, marketer, executive, or industry leader trying to navigate content strategy in the age of AI, this episode provides a clear roadmap for building long-term visibility without sacrificing credibility.

Key Takeaways:

• AI-assisted content is powerful, but AI-generated content alone is risky

• Platforms are rewarding real topical authority and expertise

• Consistency within focused content pillars drives visibility

• Engagement manipulation tactics are being penalized

• Authentic, experience-driven insight outperforms generic content

• Human oversight and subject matter depth are essential

• Inactivity can negatively impact search and engagement

• AI should refine your thinking, not replace it

• Long-term authority beats short-term engagement spikes

• The future of content belongs to experts who stay human

Follow AltCMO for more construction marketing insights.

LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

In this episode, Ryan Kovach and Perryn Olson break down a growing trend reshaping the construction industry: the rise of fractional leadership. What was once rare is now becoming increasingly common, with companies bringing in fractional CMOs, CFOs, CTOs, and other executives to lead critical functions without the cost and commitment of full-time hires.

The conversation explores why this shift is happening now. From rising operational costs and talent shortages to advancements in technology and AI, construction companies are rethinking how leadership roles should be structured. Instead of relying on a single in-house executive, businesses are realizing they can access high-level expertise at a fraction of the cost while maintaining flexibility and efficiency.

Ryan and Perryn also highlight a major inefficiency in traditional work models: most full-time employees are only productive for a portion of their day. Fractional leaders, on the other hand, are focused, outcome-driven, and able to manage multiple organizations effectively—delivering higher impact in less time. This shift is helping companies overcome the fear that leadership must be “butts in seats” to be effective.

The episode explores how fractional executives deliver value beyond cost savings. By working across multiple companies and industries, they gain exposure to diverse challenges, strategies, and solutions. This cross-pollination of ideas allows them to bring smarter, faster, and more innovative solutions to each client they work with, something traditional in-house leaders often lack due to limited perspective.

Another key driver discussed is the talent gap in construction marketing and leadership. There simply aren’t enough experienced executives to fill the growing demand across thousands of firms, especially with marketing leadership.

The discussion also touches on the leadership side of the equation, why more senior professionals are choosing the fractional path. Flexibility, diversified income streams, and the ability to work across multiple businesses make this model highly attractive. For many, it’s not just a career move, but a smarter way to work and grow professionally.

The conversation covers:

• How fractional leadership is gaining traction in construction

• Why cost, efficiency, and flexibility are driving adoption

• The limitations of traditional full-time executive roles

• How fractional leaders bring cross-industry insights and innovation

• The growing talent shortage in construction leadership roles

• Why executives are choosing fractional over in-house positions

• How AI and technology are accelerating this shift

• The role of efficiency and output vs. hours worked

• Why companies are becoming more comfortable with non-traditional leadership models

If you are a construction business owner, executive, or marketer trying to understand where leadership models are heading, this episode provides a clear, practical look at why fractional leadership is not just a trend but a long-term shift in how companies build and scale their teams.

Key Takeaways:

• Fractional leadership is growing rapidly in construction

• Companies can access executive-level talent at a lower cost

• Efficiency and output are replacing traditional time-based work models

• Cross-company experience leads to better problem-solving and innovation

• There is a major shortage of qualified leadership talent in the industry

• Executives are choosing flexibility and diversified income over single roles

• AI and technology are enabling more efficient leadership structures

• Fractional leaders provide both strategic and practical value

Follow AltCMO for more construction marketing insights.LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/

Connect with Perryn: https://www.linkedin.com/in/perryn/

In this episode, Ryan Kovach and Perryn Olson explore a major shift happening in construction and professional services: clients are no longer just using AI to discover companies; they’re now also using it to actively shortlist who they want to work with.

The conversation dives into how decision-makers are moving beyond traditional Google searches and using AI platforms like ChatGPT, Claude, and Gemini to evaluate contractors, vendors, and partners based on highly specific criteria. Instead of searching broad keywords, buyers are entering detailed prompts that include location, experience, project types, employee size, industry expertise, and reputation signals to find the best-fit partners.

Ryan and Perryn also discuss how AI is beginning to influence procurement and proposal reviews. In industries like construction, where proposals can run dozens or even hundreds of pages, AI is helping clients compare submissions, identify the strongest candidates, and reduce bias in the selection process.

The episode then shifts into what companies must do to stay visible and competitive in this new AI-driven environment. From defining a clear ideal client profile (ICP) to publishing transparent, expert-level content, the hosts explain why traditional SEO tactics alone are no longer enough. Companies that clearly communicate their expertise, project experience, employee culture, and differentiators are far more likely to be surfaced by AI and make the shortlist.

The conversation covers:

• How buyers are using AI to research and shortlist contractors

• Why detailed prompts are replacing traditional search behavior

• How AI is changing proposal evaluations and procurement decisions

• Why transparency and authenticity matter more than ever

• How clearly defined ideal client profiles improve AI visibility

• Why expert content and topical authority are replacing keyword stuffing

• How employee tenure, project experience, and company culture influence AI recommendations

• Why businesses can rank well on Google but still be invisible in AI search

• How construction companies can position themselves for the next generation of buyers

If you are a construction leader, business owner, or AEC marketer trying to stay relevant as search behavior evolves, this episode provides practical insights into how AI is reshaping vendor selection, business development, and digital visibility.

Key Takeaways:

• AI is now influencing who makes the shortlist, not just who gets discovered

• Buyers are using highly detailed prompts to find best-fit partners

• Proposal reviews and procurement decisions are becoming more AI-assisted

• Generic marketing and outdated SEO tactics are losing effectivenes

• Transparency around experience, culture, and expertise builds trust

• Ideal client profiles help both humans and AI identify the right fit

• Expert-level content is becoming a major competitive advantage

• AI visibility requires a different strategy than traditional search rankings

• Companies that adapt early will gain a significant market advantage

Follow AltCMO for more construction marketing insights.

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/

Connect with Perryn: https://www.linkedin.com/in/perryn/

In this episode, Ryan Kovach and Perryn Olson continue their “1 Thing” series with a focused conversation on digital marketing, specifically websites, social media, and content strategy for construction companies. As always, the goal is to deliver quick, practical insights you can apply to your business right away.They start by answering a deceptively simple question: what’s the most important page on your website besides the homepage? The conversation then shifts to trust signals, one of the most overlooked elements on construction websites. Surprisingly, their research found that only a small percentage of contractors actually showcase testimonials, creating a major missed opportunity to build trust and differentiate.They also discuss the growing importance of PR, awards, and third-party validation; not just for credibility with people, but for visibility with AI and search engines. These signals are increasingly influencing how companies rank and are perceived online.Next, they dive into social media strategy. While LinkedIn dominates the construction space, they explore where companies should focus next.The episode also explores the shifting landscape of digital advertising. With changes in search behavior and the rise of AI-driven results, companies are seeing declining performance from traditional Google ads while platforms like Meta continue to grow in influence.They wrap up with one of the most practical segments on content strategy. The episode reinforces a key theme: visibility, trust, and consistency are essential in today’s digital landscape. Companies that invest in the right pages, content, and platforms will have a significant competitive advantage.The conversation covers:Why the careers page is critical for long-term growthHow the About page acts as a key decision-making filterThe most important trust signals for construction websitesWhy testimonials and client validation are underutilizedHow PR and awards impact both credibility and AI visibilityWhere contractors should focus beyond LinkedIn on social mediaWhy Meta platforms are gaining ground in digital advertisingHow changing search behavior is affecting Google Ads performanceThe types of content that drive both recruiting and business growthIf you are a construction leader, business owner, or marketer looking to improve your digital presence, attract better talent, and build stronger trust online, this episode delivers actionable strategies you can implement right away.Key Takeaways:Careers pages are a major driver of traffic and growthYour About page plays a critical role in building trustTestimonials and social proof are often missing, but essentialPR and awards strengthen both brand and search visibilityInstagram and Meta platforms offer strong opportunities beyond LinkedInDigital ad strategies are shifting as search behavior evolvesContent should support both recruiting and brand authorityVisual storytelling is a powerful differentiator in constructionConsistency in messaging and visibility drives long-term successFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/Tagsconstruction digital marketing, construction websites, contractor social media strategy, construction branding, AEC marketing strategy, talent acquisition construction, construction content marketing, trust signals on construction website, contractor SEO, construction business growth

In this episode, Ryan Kovach and Perryn Olson continue their “1 Thing” series, breaking down several of the most common challenges construction companies face as they try to grow and scale. This conversation covers multiple critical areas, including niche market strategy, sales and marketing alignment, missed revenue opportunities, and brand positioning.

They start by tackling an important strategic question: how many niche markets should a contractor have? 

The discussion then shifts to one of the most common internal breakdowns in construction companies: the disconnect between sales and marketing. Through real examples, they highlight how poor communication, lack of follow-up, and unclear processes lead to missed opportunities and internal friction. 

They also dive into where contractors are leaving money on the table in their day-to-day operations. 

The episode also highlights how companies unintentionally stall their growth. Many businesses experience strong early success but plateau because they never evolve their strategy, brand, or visibility. 

The episode emphasizes that sustainable growth comes from balance, balancing markets, aligning teams, investing in people, and clearly communicating value.

The conversation covers:

• How many niche markets contractors should focus on, and why

• The importance of balancing high-growth and stable markets

• Where the disconnect between sales and marketing comes from

• Why lead follow-up and process accountability are critical

• How reactive hiring limits growth opportunities

• Where contractors lose money by underpricing their value

• The risks of chasing trending markets without diversification

• Why many companies hit a growth plateau after early success

• How brand clarity impacts long-term positioning and visibility

If you are a construction leader, business owner, or marketer looking to improve alignment, increase profitability, and build a more resilient company, this episode provides practical insights you can apply immediately.

Key Takeaways:

• Focus on a few niche markets, not too many

• Balance risk by diversifying across market types

• Sales and marketing must operate as one revenue team

• Consistent follow-up is critical to converting opportunities

• Hiring should be strategic, not reactive

• Competing on value beats competing on price

• Avoid chasing trends without a long-term plan

• Growth stalls when strategy and brand stop evolving

• Clear brand identity strengthens market positioning

Follow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

Tagsconstruction marketing strategy, niche markets construction, construction sales and marketing alignment, contractor business growth, construction branding, AEC marketing, contractor leadership, value-based selling construction, hiring strategy construction, business development construction

In this episode, Ryan Kovach and Perryn Olson continue their “1 Thing” series, breaking down the most common issues they see across construction companies. In this conversation, they focus on a critical but often overlooked problem: the lack of a structured approach to hiring, retention, and long-term company value.

Most companies believe their hiring challenges come from a shortage of candidates. But Ryan highlights the real issue—there is no clear recruiting strategy. Many construction firms operate in a reactive, transactional way, posting jobs only when there’s an immediate need and ignoring the long-term opportunity to build a talent pipeline.

They explain how this approach leads to wasted resources and missed opportunities. Candidates who apply are often ignored after the position is filled, instead of being nurtured for future roles.

Perryn adds another major issue: poor internal communication and employee retention. Many companies struggle with a revolving door of employees because they fail to communicate effectively across teams, especially in construction, where workers are spread across job sites. Without clear communication of goals, culture, and direction, employees become disengaged and eventually leave, creating even more hiring pressure.

The conversation also explores how retention and stability directly impact business growth and valuation. Companies with long-tenured employees signal reliability and strength to both clients and potential hires, while high turnover creates risk and inconsistency.

They further discuss how factors like brand visibility, digital presence, and even company naming can influence valuation.

Another key insight is the risk of over-reliance on a single individual, often referred to as the “Atlas Syndrome.” When too much responsibility rests on one person, whether the owner or a key employee, the business becomes fragile and difficult to scale or sell.

The episode emphasizes that sustainable growth doesn’t come from quick fixes. It comes from building systems across hiring, communication, branding, and operations that support long-term success.

The conversation covers:

• Why most construction companies lack a true recruiting strategy

• How transactional hiring leads to wasted opportunities

• The importance of candidate experience and ongoing engagement

• How nurturing applicants can improve future hiring success leads to employee turnover

• How brand visibility and digital presence impact valuation

• The risks of relying on a single key individual (Atlas Syndrome)

• Common mistakes in company naming and branding

• How strong systems drive long-term growth and scalability

If you are a construction leader, business owner, or marketer looking to improve hiring, retention, and overall business value, this episode highlights the systems and mindset required to build a stronger, more resilient company.

Key Takeaways:

• Hiring should be proactive, not reactive

• Candidate experience directly impacts employer brand

• Retention is just as important as recruitment

• Clear communication reduces employee turnover

• Strong teams increase company stability and value

• Brand visibility plays a major role in business valuation

• Avoid over-dependence on key individuals

• Systems and structure are essential for long-term growth

Follow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

Tagsconstruction hiring strategy, talent acquisition in construction, employee retention construction, construction business growth, employer branding construction, AEC marketing strategy, contractor leadership, construction recruitment, business valuation construction, construction management systems

In this episode, Ryan Kovach and Perryn Olson introduce a new format called “1 Thing,” where they break down the most common issues they see across nearly every client engagement. And in this first part, they tackle a foundational problem that holds most companies back: positioning and messaging.

Almost every company they work with has marketing activity in place (websites, content, campaigns), but something feels off. They’re not winning the right work, not attracting the right clients, or simply not standing out. The root cause is usually the same: they don’t clearly know who they are, what they stand for, or who they’re actually trying to reach.

Ryan and Perryn explain how weak positioning leads to commoditization. When companies sound like everyone else, they compete on price instead of value. Without a clear brand identity, personality, and message, even good marketing efforts fail to deliver results.

They also discuss the importance of defining an ideal client profile. Many construction companies try to market to everyone, resulting in poor-quality leads and wasted effort. Instead, the most successful companies narrow their focus, clearly define who they serve best, and build messaging around that audience.

Through real examples, they show how unclear targeting can create misalignment, such as commercial contractors receiving residential inquiries because their messaging doesn’t filter out the wrong audience.

Another key insight is the idea of iteration in marketing. Many companies expect instant results and abandon strategies too quickly when they don’t deliver perfect outcomes right away. Instead of improving and refining, they shut things down prematurely, missing long-term opportunities.

The episode also highlights how top-performing companies think differently. They build structured ways to evaluate and prioritize clients, often using scoring systems to identify the best-fit opportunities. This allows them to focus their efforts on the most valuable relationships instead of chasing every lead.

This is Part 1 of the conversation. In Episode 36, they continue the “One Thing” series, diving deeper into additional challenges around sales, growth, and marketing systems.

The conversation covers:

• Why positioning and messaging are the biggest gaps for most companies

• How weak branding leads to commoditization

• The importance of defining a clear ideal client profile

• Why trying to serve everyone leads to poor-quality leads

• Real examples of misaligned marketing attracting the wrong audience

• The role of iteration and continuous improvement in marketing

• Why companies abandon strategies too early

• How top companies evaluate and prioritize ideal clients

• Using structured scoring systems to refine target markets

If you are a construction leader, business owner, or marketer looking to improve your results, this episode breaks down the foundational strategy required before anything else can work.

Key Takeaways:

• Clear messaging is essential to stand out in competitive markets

• Defining your ideal client improves lead quality

• Trying to market to everyone weakens your results

• Strong positioning reduces price-based competition

• Structured targeting improves efficiency and growth

• Clarity is the foundation of all successful marketing

Follow AltCMO for more construction marketing insights

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/

Connect with Perryn: https://www.linkedin.com/in/perryn/

When business slows down, most companies point to the same reason: the market is down. But what if the real issue isn’t the economy at all?

In this episode, Ryan Kovach and Perryn Olson challenge one of the most common mindsets in construction and B2B industries. Instead of blaming external conditions, they break down why downturns often expose deeper problems in positioning, marketing, and business strategy.

Backed by over 100 years of research and real-world case studies, they explain a powerful truth: companies that maintain or increase their marketing during downturns consistently outperform those that cut back. While competitors pull in and operate from fear, the companies that stay visible and aggressive gain market share, attract better talent, and position themselves for massive growth when the market rebounds.

Ryan shares a firsthand example from the 2008 recession, where one client chose to double down on marketing while others cut budgets. The result was explosive growth, expanding from just a few locations to nearly twenty, while competitors struggled to survive.

Perryn adds another layer to the conversation by highlighting how many businesses fail to build a true marketing engine in the first place. When times are good, work flows easily, and companies rely on referrals and momentum. But when demand slows, the lack of a diversified marketing system becomes painfully obvious.

The episode also explores how downturns create unique opportunities. Advertising costs drop, competition decreases, and high-quality talent becomes more available. Companies that stay proactive can capitalize on these conditions while others retreat.

Another key theme is the importance of diversification in marketing. Relying on a single channel or strategy leaves businesses vulnerable. A strong marketing engine comprises of multiple channels working together, enabling companies to remain resilient even if one channel slows.

They also challenge the industry’s obsession with low pricing. Instead of competing on cost, companies should focus on communicating value. Clients are often willing to pay more for speed, reliability, and better outcomes, especially when those benefits are clearly positioned.

Throughout the episode, Ryan and Perryn emphasize that marketing is not a cost center.

The conversation covers:

• Why blaming the economy can hide deeper business issues

• Data-backed insights on marketing during downturns

• Real-world examples of companies that grew during recessions

• How cutting marketing impacts long-term growth and visibility

• Building a diversified marketing engine across multiple channels

• Opportunities created by downturns, including cheaper ads and talent access

• Why companies should invest more when competitors pull back

• The risks of relying on one marketing channel or referral flow

• Shifting from price-based competition to value-based positioning

• How marketing impacts company valuation and long-term scalability

If you are a contractor, business owner, or leader navigating uncertain conditions, this episode will help you rethink how to approach growth when others are pulling back.

Key Takeaways:

• Downturns expose weaknesses in marketing and positioning

• Companies that maintain or increase marketing outperform competitors

• Cutting marketing can slow recovery and reduce visibility

• A strong marketing engine requires multiple channels working together

• Down markets create opportunities in advertising and hiring

• Value-based positioning is more effective than competing on price

• Consistency in marketing builds long-term brand strength

• Proactive companies gain market share when others retreat

Follow AltCMO for more construction marketing insights

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/

Connect with Perryn: https://www.linkedin.com/in/perryn/