If I was the CRO/CMO of a commercial design-build company, here's how I’d allocate our 2025 budget:
𝟭. 𝗥𝗲-𝗱𝗶𝗿𝗲𝗰𝘁 𝘁𝗵𝗲 𝗼𝘂𝘁𝘀𝗶𝗱𝗲 𝘀𝗮𝗹𝗲𝘀 𝗯𝘂𝗱𝗴𝗲𝘁 𝘁𝗼 𝗔𝗕𝗠 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗳𝗼𝗰𝘂𝘀𝗶𝗻𝗴 𝘀𝗮𝗹𝗲𝘀 𝘁𝗲𝗮𝗺𝘀 𝗼𝗻 𝗶𝗻𝘀𝗶𝗱𝗲 𝘀𝗮𝗹𝗲𝘀.
AI-based sales intelligence tools are the biggest sales and marketing tech advancement over the last decade.
Tools like Clay and Gong can build 99% accurate target accounts and target contact lists for $100s, not $10,000s.
These lists can be dynamically integrated into cold outbound campaigns, guaranteeing exposure with far better engagement rates than even the best salesperson.
Gone are the days of hiring salespeople exclusively for their Excel lists and relying on ZoomInfo to enrich lists.
Don't believe me? Check out ZoomInfo's stock price over the last 5 years...
𝟮. 𝗨𝗽𝗱𝗮𝘁𝗲 𝘁𝗵𝗲 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝘁𝗼 𝗽𝗿𝗼𝘃𝗶𝗱𝗲 𝗮 𝘀𝗲𝗹𝗳-𝘀𝗲𝗿𝘃𝗶𝗰𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘁𝗵𝗮𝘁 𝗺𝗲𝗲𝘁𝘀 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝘄𝗵𝗲𝗿𝗲 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 𝗶𝗻 𝘁𝗵𝗲 𝘀𝗮𝗹𝗲𝘀 𝗰𝘆𝗰𝗹𝗲.
If your prospect is spending $5-$100M+ on a project, your outbound sales call, tradeshow handshake or LinkedIn ad isn't enough to convince them to buy now.
But a clear representation of who your construction company is, how you serve clients and your recent project successes will determine who gets the phone call when the prospect is ready.
Better yet when the prospect can find all of this without the gate of a sales rep.
If your website provides a world-class experience, it can be your company's best sales tool.
𝟯. 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗮𝗻𝘆’𝘀 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼—𝗶𝘁’𝗹𝗹 𝗽𝗮𝘆 𝗱𝗶𝘃𝗶𝗱𝗲𝗻𝗱𝘀, 𝘁𝗲𝗻𝗳𝗼𝗹𝗱.
I see a lot of construction firms build incredible buildings and then take photos with a cell phone—or worse yet, not at all.
Put a professional photographer and videographer on payroll. Document the entire process, publish updates along the way, and produce a dynamic web page when it’s finished, giving viewers a walkthrough of the finished product.
It's the difference between being able to brag about a project and not being able to prove you even did it.
𝟰. 𝗨𝗽𝗱𝗮𝘁𝗲 𝘀𝗮𝗹𝗲𝘀 𝗰𝗼𝗹𝗹𝗮𝘁𝗲𝗿𝗮𝗹—𝘁𝗵𝗲 𝟵𝟬𝘀 𝗮𝗿𝗲 𝗼𝘃𝗲𝗿.
Most design-build firms’ sales collateral does the company an injustice. It says, "We say we care about design and experience, but really, we don't."
With new collateral, you can reassure prospects that you’re forward-thinking, you care about the details, and that they're making the right decision… not a costly one.
AEC is one of the fastest growing sectors in America, yet most struggle with finding the right prospects, effectively nurturing them and spending too much on sales personnel without the right returns.
2025 is the year to upgrade.
