Construction Disrupted

Today's episode promises to be an eye-opener as we explore the often-overlooked synergy between sales and marketing two-bed fellows cut from the same cloth but at different ends of the table…. usually.

In an industry where precision and collaboration are paramount, the integration of sales and marketing functions holds the potential to be a game-changer. Yet, despite their inherent alignment towards common goals, these two pillars of business strategy often operate in silos within construction, missing out on the powerful impact they could achieve together.

Think about it: marketing lays the groundwork, crafting compelling narratives, and creating brand visibility, opening doors, while sales is on the front line, nurturing relationships and closing deals. When these forces unite seamlessly, the result is a formidable alliance that not only drives revenue but also fosters long-term growth and sustainability.

So why does this powerful combination remain elusive to many, especially within the construction industry? How can we reduce the possibility of failure and look to almost certain success?

Throughout this episode, we'll walk through the answers to these questions, exploring the nuances of sales-marketing integration within the unique landscape of construction. From cultural shifts to technological innovations, we'll examine the factors shaping this paradigm and uncover actionable insights that can empower us to succeed in today's competitive marketplace. But who is our guiding light here?

Andy Hamer is the Chief Executive Officer and Founder of Gorilla Team Associates, specialising in fractional sales and marketing for B2B tech firms and startups, spanning hardware, networking, services, and SaaS, shaping innovative go-to-market strategies, addressing the needs of emerging startups and global corporations.

Throughout an expansive 40-year career, Andy has secured esteemed senior management and board positions in renowned firms, including Marconi, Strategic Analytics, Equant, Informa, Wongs Electronics, and Bentley Systems.

More recently, he’s delved into Architecture, Engineering and Construction, working at senior and board levels at institutions like Codebook, XYZ Reality, and Archdesk.

Andy has a BA (Hons) in Marketing Engineering, is a certified BIM Information Manager and authored a book on structured data management in BIM as well be achieving the status; Fellow of the Chartered Institute of Marketing (FCIM).

Topics Covered

- Getting market-ready

- The terminology trap

- How can we reduce the chance of failure?

- Why it should always be sales AND marketing

- #1 myth in marketing (I’ll let you decide this one)

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

https://www.pbctoday.co.uk/news/planning-construction-news/5919-construction-companies-in-the-uk-close-to-failure/134221/ 

https://blog.hubspot.com/marketing/inbound-marketing-glossary-list

It’s easy, as humans, to focus on the end goal, what we set out to achieve and whether we’ve achieved this or fallen short. It’s the same in construction, be it remedial works or a new build there is always an end goal in mind. 

It’s easy to forget the peripheral, the support functions, the necessary ones that will help achieve this end goal but will not be around to share in the glory. Take temporary works, for example, a critical lynchpin in any construction project and one that keeps us all safe and supported in the right areas at the right time. 

But how safe and supported will we be going forward with more manual and traditional methods of design and implementation still being used? We’re about to find out.

Ste Baldwin has worked in the world of marketing for over 15 years including Education, Recruitment, Accountancy, Wholesale and Construction and Engineering, 6 of which have been as Head of Marketing and Comms within the Temporary Works sector of the construction industry prior to transferring to his current role as Category Marketing Manager - Below Ground at Mabey Hire he has spent the last 6 years within the engineering and service excellence space of temporary works.

Topics Covered

- Traditional methods of temporary works project design.

- Introducing to EVE.

- Is it worth a client's investment vs traditional methods?

- Transition from on-screen to on-site.

- Using VR.

- Future of technology within the temporary works industry.

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

https://www.mabeyhire.co.uk/technical-hub

https://www.mabeyhire.co.uk/about-us/eve

Mentioned in this episode:

Adobe Express 30-day Free Trial

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028

In an era where every nail hammered, every beam placed, and every brick laid can be augmented by technology, Power BI emerges as a beacon of efficiency and insight. From project management to resource allocation, from cost estimation to risk mitigation, this robust business intelligence tool has been making waves across the construction sector, revolutionising the way projects are planned, executed, and managed.

This software also does the improbable and starts to integrate the supply chain, converting seemingly unrelated sources of data into coherent and interactive visualisations assisting architects with conceptual visualisations, project managers who strive for better insights and contractors aiming to optimise operations.

But this is only the case if we have the skills and abilities to use this type of software at our disposal. So do we? And if we do, is Power BI the one and only platform that can help us achieve greater integration and collaboration at a digital level, empowering decision-makers to navigate the complexities of construction projects with clarity and confidence?

We need to chat with someone who will help us uncover the insights and best practices that can propel construction towards greater efficiency, productivity, and ultimately, success.

Samuel Arsenault-Brassard, Head of Product at VIM AEC, is an authority in BIM data analysis and PowerBI auditing. A dynamic force in architectural innovation and digital artistry, he has carved a niche in blending physical and virtual realms.

As a BIM expert, his work spans from the practical aspects of architectural technology to the creative arenas of lighting design and XR art. 

In the realm of digital art, he is a recognised XR artist and curator, with works displayed at various galleries and his presentations on topics like Metaverse architecture, coupled with his art shows, illustrates his commitment to exploring and shaping the intersection of technology, art, and architecture.

Topics Covered

- The importance of managing and utilising data.

- Power BI and VIM.

- Visualisation, analysis, output, etc (what does good look like)?

- Do we need to up-skill to maximise the success of these tools?

- Space for all system-integrated software or do we need a unified approach?

- AI, Metaverse and the future.

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

www.vimaec.com 

https://cloud.vimaec.com (Cloud Service)

https://www.asite.com/blogs/what-is-the-most-important-data-to-track-on-construction-projects 

https://www.pbctoday.co.uk/news/digital-construction-news/customisation-culture-holds-back-digital-maturity-in-construction/132342/

https://www.citb.co.uk/media/dfuom4ma/ai_and_automation_report.pdf

https://mkt-cdn.procore.com/downloads/ebooks/ConstructionSoftwareManagementBuyersGuide_UK.pdf

Mentioned in this episode:

Adobe Express 30-day Free Trial

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028

If you’re going to host a podcast, make sure you always cover subjects you know something about so that you can engage with your guests and make sure you don’t look the fool when asking questions or inviting healthy debate. 

Well, let’s try something different this week and go with a topic I know very little about, even though we touched upon it in episode 25, Capturing Reality with Derek Lawrence. This week we’re looking into the world of Geospatial Solutions and whether it’s just for the big ass projects we're accustomed to hearing about via our fav construction media (aside from the podcast of course) or if there’s wider scope here, where this type of technology is accessible and affordable for most and usable on projects both large and small. 

Now I’m being slightly flippant in that most (and I’m including myself in this ‘most’) have heard of the likes of Google Earth and projects such as Earth 2, which could be categorised within the Geospatial sphere, but from a construction perspective, these don’t offer the sector-specific solutions we need within construction. To put it simply, we need to chat with someone who knows what they are talking about!

Stuart Gilling is the Managing Director of Malcolm Hughes, geospatial consultants specialising in the capture and processing of measured data in all environments. Stuart also bares the title of MRICS Chartered Surveyor - Geospatial solutions and consulting - RICS Registered Expert Witness specialising in boundary dispute resolution.

Prior to this, Stuart initially managed the CAD production team and was instrumental in the adoption of BIM across the business and the adoption of UAV (drone) services. With 17 years’ experience in the geospatial profession, he also completed a Management and Logistics degree followed by a Masters in Business Administration, becoming a member of the Chartered Institute of Civil Engineering Surveyors in 2006!

Topics Covered

- What is Geospatial Analysis?

- The tech behind it - What do you need to get started vs detailed large-scale projects.

- PUMA128 (PAS128 Utility Mapping Accreditation)

- Potential commoditisation of the industry v bespoke solutions.

- Growth Opportunities.

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

Mentioned in this episode:

Adobe Express 30-day Free Trial

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028

You are what you eat. Not literally true, but technically, yes. 

Bad eating habits are just one way to get yourself into ill health, but not the only way. 

We could all reel off the things that are good for us and those that are classed as bad, from food to the amount you sleep, the exercise you do, what you drink, the content you consume and even the company you keep. There is one factor that doesn’t roll off the tongue however, I’m taking out our environment and the buildings we utilise for work, rest or play. 

We spend around 90% of our time indoors and even when we’re outside this can be made up of commuting, taxiing or doing general life administration such as shopping. Even then we’re still within an environment we’ve created, there is simply no getting away from it. Yet we pay little attention to how this may be impacting our health and wellbeing. 

It’s about time we did, so, fortunately, our guest today knows just how much the built environment can affect our health.

Will Stewart is a WELL Accredited Professional (AP) and Chartered Commercial Property Surveyor working as a Health and Well-Being Consultant at Ekkist.

Will previously worked in property investment and development for 6 years, has an MSc from the Bartlett School of Sustainable Construction and now specialises in advising developers as well as contributing to a RICS document on how to create places which positively impact the health and well-being of the occupants.

Currently, Will is advising on the implementation of a health and well-being strategy on market-leading office spaces across London as well as managing a WELL standard application for several London Co-living schemes. 

Topics Covered

- What is a Health and Wellbeing Consultant?

- The impact our built environment has on our health.

- The key aspects of a healthy building.

- 'The Design, Delivery and Management of Healthy Buildings’ guide; its importance and main takeaways.

- Ensuring buildings are healthy through certifications.

- Looking at the future of healthy buildings.

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

https://www.opinium.com/brits-spend-90-of-their-time-indoors/ 

https://group.legalandgeneral.com/en/inclusive-capitalism/future-proofing-society/levelling-up-through-health-and-housing

https://9foundations.forhealth.org/

https://www.rics.org/profession-standards/rics-standards-and-guidance/sector-standards/real-estate-standards/the-design-delivery-management-of-healthy-buildings-1st-edition

https://www.linkedin.com/pulse/green-building-materials-market-expected-/ 

https://www.ted.com/talks/kamal_meattle_how_to_grow_fresh_air?language=en

Mentioned in this episode:

Adobe Express 30-day Free Trial

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028

3 Step Marketing Plan Template Link: https://www.builddifferent.marketing/post/3-steps-to-implementing-a-basic-integrated-marketing-plan

In today's fast-paced and interconnected business landscape, a well-coordinated marketing approach is essential for success in the UK construction industry.

An integrated marketing plan brings together various tactics to create a harmonious and impactful brand presence, but most start-ups, founders, SMEs and even larger organisations can find it hard to rationalise the time it takes to create a successful marketing plan.

Crazy I know!

By following these steps, you will create a basic marketing plan that will enable you to streamline your efforts, enhance brand visibility, increase sales activation and create a compelling narrative that resonates with your target audience - sounds a lot I know, but if you’re starting from scratch developing this plan will help to achieve these fundamentals for business success, short and long-term.

Note: Things that this guide doesn’t cover where the presumption is these are already in place or will be. If any of these aren’t yet sorted it’s best to get clarity prior to mapping out your next marketing plan:

1 Budget confirmed/understood

2 Analysis of any marketing plan output

3 Resources and capabilities are available

4 A level of marketing competency for understanding basic principles and theory

There is a bank of blank templates at the back of this ebook that will help you complete each stage of this plan. We’re the gift that keeps on giving right?

Probably want to know what these steps are right?

Topics Covered

Step 1: Diagnosis - Understanding The Landscape

Step 2: Strategy - Crafting a Unified Vision

Step 3: Tactics - Executing Your Plan

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

3 Step Marketing Plan Template Link

https://www.builddifferent.marketing/post/3-steps-to-implementing-a-basic-integrated-marketing-plan

Mentioned in this episode:

Adobe Express 30-day Free Trial

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028

When you’ve been in marketing as long as I have there are a number of topics that crop up over and over again. Lack of resources limiting what can be done, difficulty targeting decision-makers and the most common topic - what to do on a limited budget. 

Regardless of budget, you can still make your marketing work for you, as long as you are realistic with your expectations. Entering the market on a small budget and expecting to achieve the reach of a tech giant will only lead to disappointment. But this doesn’t mean you can’t achieve realistic goals to your size and scale. You just need to work that little bit harder at the start to understand your market, and the most efficient channels and of course, be creative.

One company that does this particularly well and you could say has been bootstrapping their marketing since they started is SymTerra (I’ve mentioned them before on the podcast as they are currently one of my favs when discussing tech within construction). I’m also a fan of how they go about their marketing. Everyone seems to get stuck into it.

It’s fun, engaging, doesn’t take itself too seriously, always has a CTA (call to action) and is so typically them - from Dinosaurs at events to using Chat GPT to create fictional rage on a construction site, their marketing is simple, but is it effective? The only way to find out is to look internally and who better to talk us through this than Garrett Chamberlain, Operations Manager who was behind one post that generated 8.9 million views and half a million likes on a YouTube short - but this kind of virality doesn’t equal success or does it?

Since launching in March 2021, SymTerra has built a client portfolio that includes £5bn worth of construction and infrastructure projects for Thames Water, to Transport for London and closed its $1.7million seed investment round in 2022.

Garrett’s background is unique transitioning from Traffic Marshal to entrepreneur, swapping construction sites for websites. Throughout this journey, Garrett has gained hands-on experience, honing his skills in Health, Safety, Quality, and Environmental management, but instead of taking a cushy little number he decided to make a move and joined SymTerra as a Founding Team member and Operations Manager, bringing his expertise and unique perspective to the tech industry.

Topics Covered

- How does a H&S advisor find his way into (in my opinion) one of the most exciting tech start-ups in construction?

- Convincing those above AND those on the ground (plus supply chain)

- Challenges around integration with other technologies and keeping up with the pace of change

- We chat about SymTerra's marketing output :)

- Making the practical, unglamorous tech look (sexy) appealing

- How much is it about the people behind the tech?

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

https://www.symterra.co.uk/

https://www.linkedin.com/company/symterra/

https://evenbound.com/blog/how-much-should-construction-company-spend-on-marketing#:~:text=B2B%20companies%20with%20a%20service,of%20their%20revenue%20on%20marketing.

https://www.zeiss.co.uk/vision-care/eye-health-and-care/health-prevention/why-good-vision-is-so-important.html#:~:text=By%20far%20the%20most%20important,by%20means%20of%20our%20sight%20.

https://www.constructionbusinessowner.com/technology/how-integration-brings-construction-digital-age

Mentioned in this episode:

Adobe Express 30-day Free Trial

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028

Thought it was about time I jumped back behind the mic for a solo episode, been a while hasn’t it? But this episode has been sparked by the previous 20 or so guests who have given up their valuable time to chat about topics and news that are disrupting the industry.

With this in mind, I wanted to turn your attention to the one thing that connects all of this together, that binds the market together and, in my mind, is the only true route towards a more sustainable industry.

Call it what you will, building partnerships, collaborative working or helping each other, the construction industry relies on strong connections to get things done - I’m talking about working together as a more cohesive unit to get sh* (stuff) done.

So in this episode, I’m going to share my top 20 ways to collaborate that will benefit

you and the rest of the construction industry. By this I mean I’m not covering the more obvious contractor/sub-contractor type relationship, we’re focusing on reciprocal gains rather than direct payments for services.

Aside from this podcast, I’m building a network, a database if you will, of individuals and organisations that genuinely want to build a collaborative industry by getting involved in each other's projects. And we’d like you to be part of it! Here’s what you have to do:

Step 1: Go to the website (link is in the show notes): https://www.builddifferent.marketing/become-collaborative-partner

Step 2: Complete the form and click submit.

Step 3: You’re done actually. Nice1.

We're always on the lookout for amazing people and amazing companies to join this collaborative effort. So, do something amazing and sign up!

There is also another link in the show notes to a blog post that compliments this episode so check it out if reading stuff off a screen is more your thing.

Now with that out of the way, let’s get into this episode. Here are my top 20 ways to collaborate, that benefit you and the rest of the construction industry.

Topics Covered

1 Joint Content Creation

2 Podcasts and Webinars

3 Cross-Promotion on Social Media

4 Guest Blogging

5 Infographics

6 Co-branded Marketing Collateral

7 Thought Leadership Panels

8 Networking Events

9 Workshops

10 Market Research, Industry Reports and Surveys

11 E-books

12 Trade Shows and Exhibitions

13 Joint Press Releases/Case Studies

14 Social Media Takeovers

15 Cross-Industry Collaborations

16 Resource Sharing

17 Community/Local Business Engagement Projects

18 Knowledge Sharing

19 Training and Skills Development

20 Industry-wide Data Analytics

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

https://www.builddifferent.marketing/become-collaborative-partner

https://www.builddifferent.marketing/post/2-wenty-ways-to-collaborate-that-benefit-you-and-the-rest-of-the-construction-industry

Mentioned in this episode:

Adobe Express 30-day Free Trial

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028

Within the ever-expanding world of technology, there is one process that is a constant, it can sometimes feel like it is the only way to create that single source of truth which most tech needs to function and more organisations need to successfully deliver projects. 

I am of course talking about BIM (Building Information Modelling) and even though it has been around in theory since the 1970’s it wasn’t until the 80’s that BIM as we know it now started to become the software we used today, which is quite a lengthy period of time for technology to advance and with these advances came more sophisticated ways of utilising BIM as a tool within construction with the only real ceiling being the computer power we can place behind it.

It would be foolish of us not to cover BIM in some detail here due to its importance. So we need someone who knows a thing or two about it.

Our guest today Paul Wilkinson, who has been working in construction industry marketing and PR for over 30 years and has become a leading authority on the use of construction collaboration technology platforms. What started out as a temporary job has lasted (in various guises) over the last three decades.

Writing about construction IT, Paul produced a guide on website development for Construct IT in 2000, and has contributed technology chapters to several books on construction business development, collaborative working, and e-business in construction, leading to the release of his own book - Construction Collaboration Technologies: The Extranet Evolution in 2005.

More recently Pauls’ experience has focused on SaaS, Web 2.0 and BIM as well as public speaking and lecturing, and is the vice-chair of nima (formerly the UK BIM Alliance).

Topics Covered

- Why is BIM at the heart of most construction technological advancements?

- Industry-wide transition from traditional to BIM

- The implementation of BIM

- 3D, 4D, 5D…. 6D?

- Emerging trends and tech

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

nima

https://wearenima.im/ 

https://wearenima.im/events-calendar/nima-virtual-spring-conference-20243/ 

Others

http://extranetevolution.com/about-paul-wilkinson/

http://pwcom.co.uk/about/ 

https://www.andersenwindows.com/for-professionals/pro-views/bim-evolution/#:~:text=In%201975%2C%20Charles%20Eastman%20published,that%20gave%20users%20a%20sortable

https://www.construction-europe.com/news/bim-a-game-changing-technology-/8015162.article 

https://www.thenbs.com/knowledge/bim-dimensions-3d-4d-5d-6d-bim-explained 

https://constructiondigital.com/technology-and-ai/interview-why-bim-is-central-in-making-the-construction-industry-smart

https://www.amazon.co.uk/Construction-Collaboration-Technologies-Paul-Wilkinson/dp/0415358590

Transverse, diverse, universe, metaverse, versatile. Odd way to start I know, but for most there doesn’t seem to be a solidified answer to what the metaverse is. Ask most people and they will say that the metaverse is a mere extension of what Facebook is developing—a misconception that it's "Facebook on steroids." 

This could not be further from the truth and in this episode, we’ll uncover the true potential of the metaverse within the construction sector and how it holds the promise of reshaping the industry in profound and exciting ways.

Before we do that we need to take a step back and look at the broader picture here in terms of construction and digital transformation. Where do we start with this kind of change that can present a plethora of opportunities for innovation, collaboration, and positive transformations within construction? I suppose we better start by meeting the chap who will help us through answering this question and more.

Our guest today, Henry Fenby-Taylor founded his company, Athenophilia (the love of wisdom) in 2019 after a diverse professional career of 19 years writing books, delivering digital twins, information management, innovation, research and providing science communication. 

As the former Head of Information Management for the Centre for Digital Built Britain, he brings with him a breadth of experience from research to implementation that includes everything from getting his hands dirty on projects to leading programmes of work for clients. Henry has also worked as a digital consultant working on diverse projects in sectors from Nuclear to Water.

Henry is also a firm believer in the power of entrepreneurialism and innovation to solve many of the problems facing the built environment today and that this innovation can help deliver greater sustainability and profitability.

Topics Covered

- Where to start with digital transformation

- The digital selection box - getting it right

- The path to successful innovation implementation

- Change environments within a company

- Examples that include the Metaverse

- Rules and regs (especially with AI) - do we need them?

Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028 

Website: https://www.builddifferent.marketing/

Further Links

https://www.futurebuild.co.uk/speaker/henry-fenby-taylor-athenophilia-ltd/

https://www.cdbb.cam.ac.uk/AboutCDBB/directory/henry-fenby-taylor 

https://www.softwareone.com/en-gb/webinars/emea/your-digital-journey-how-to-get-it-started-right?utm_source=GoogleAds&utm_medium=cpc&utm_campaign=ondemandwebinars&utm_content=Search&gclid=Cj0KCQiAgqGrBhDtARIsAM5s0_kNPy4kHm_2x6gxgRferb3tS7VMkGrfiMswJDStCD0nfeBFiPNpQHUaAsDtEALw_wcB

https://www.mckinsey.com/capabilities/operations/our-insights/decoding-digital-transformation-in-construction

https://constructionblog.autodesk.com/construction-innovations/ 

https://www.fmlink.com/articles/adapting-to-change-in-a-rapidly-changing-business-environment/