AEC Tech Marketing Guide
Why standard B2B SaaS marketing fails in construction, and what actually works. Insights from the leaders behind Levelset ($500M exit), Simpro ($1B+ valuation), Planera, 4M Analytics, and more.
Free. No sales call. Instant access.
What’s inside
Insights from Phil Carpenter (Planera), Ricky Sevta (Simpro, $1B+ valuation), Scott Wolfe (Levelset, $500M exit), David Horesh (4M Analytics), Kevin Ferguson (AECO consultant), and Kalyn Lengieza (Grindstone Consultants).
The Unique AEC Landscape
Why traditional B2B marketing fails in construction. The trust first reality, quiet professionals on digital platforms, and the blue ocean opportunity.
Winning Marketing Strategies
Building credibility in a trust based industry, founder brand as marketing asset, competing against manual processes, and the help first content revolution.
Channel Selection
The LinkedIn paradox, maximising event ROI beyond the booth, email marketing that actually works, and emerging channels like Reddit.
Content for Technical Solutions
The customer journey framework, the 80/20 content rule, visual content strategies, case studies that operators trust, and Levelset’s WebMD model.
Scaling Marketing Operations
Why your first marketing hire needs domain expertise over SaaS skills. Team structures by growth stage, metrics that matter, and marketing sales alignment.
Future Trends & Action Plan
AI that enhances rather than replaces, community based marketing, the generational shift, plus a stage by stage implementation roadmap with tools and templates.
“The more you try to market construction tech like generic B2B SaaS, the less effective your marketing becomes. Success requires embracing the industry’s unique characteristics, not fighting against them.”
From the report
Built for early stage construction tech CEOs
Whether you are burning through your marketing budget with nothing to show for it, or just getting started and want to avoid that fate.
ConTech CEOs & Founders
Stop applying generic SaaS playbooks. Get marketing strategies built specifically for construction’s trust first, relationship driven culture.
Marketing Leaders
Channel strategy, content frameworks, team structures, and measurement systems adapted for construction’s quiet professionals.
Sales Leaders
Understand how marketing should support relationship driven sales cycles, not automate them away.
Investors
Evaluate whether your portfolio companies are marketing to construction correctly, or wasting budget on approaches that do not work in this industry.
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