In this episode of the AltCMO podcast, we welcome AltCMO’s newest fractional CMO, Ben Roberts, to explore how marketing building materials (and construction services) is shifting from product-focused selling to experience-driven storytelling. The discussion covers why traditional sales-heavy approaches are no longer enough, how intentional content creates long-term impact, and where AI fits without replacing authenticity.

Rather than chasing trends or vanity metrics, the episode emphasizes clarity, education, and relevance as the drivers of real growth.

Key takeaways

• Marketing building materials requires understanding architects, contractors, and homeowners as distinct audiences

• Authentic story-driven, video-first content cuts through crowded feeds

• Niche-focused messaging continuously outperforms broad, generic campaigns

• AI enhances efficiency, but cannot replace real stories or trust

• Education and value-driven content build long-term loyalty

An insightful listen for construction and building materials brands looking to sharpen their marketing strategy and stand out with purpose.

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