A crucial key to making your brand an industry leader is by differentiating it from competitors. Identifying your audiences’ wants and needs is a great start, but understanding how to reach them should be first and foremost. The moment your brand becomes top-of-mind for customers, you’re on your way to big success.

This week, Zach and Beth talk with Gerry Messina, a building products marketing executive, who brings industry experience, along with a marketing and sales perspective to the discussion about selling to architects and contractors.