What happens when market conditions shift and your team has to learn how to sell again? In this episode, Beth talks with Bradley Hartmann, CEO of Bradley Hartmann & Co., about how to train sales teams that have grown used to order-taking, how to clearly define sales activity, and why tightening the feedback loop between sales and marketing might be the most underrated growth lever in building materials today.
Jun 23, 2025•35 min•Ep. 273
What happens when a family-owned manufacturer known for its values decides to take on modern lead generation? In this episode, Beth sits down with Jake Calhoun, Vice President of Marketing at ProVia, to talk about navigating legacy, managing modern messaging, and bridging the gap between product and service in one of the industry’s most competitive categories.
Jun 16, 2025•25 min•Ep. 272
What if being the first in your category made you the Kleenex of your market? And how do you turn that into a lasting advantage? In this episode, we talk to Dean McIntyre, president of Ayrsonics and CEO of the McIntyre Group, about building a brand that stands out in the competitive world of acoustic products. Dean shares why they diversified, how they pivoted during economic downturns, and how they’re bringing manufacturing back to North America to build a more resilient business.
Jun 09, 2025•22 min•Ep. 271
Architects may be the ultimate influencers in the building process, but winning their specification is only the beginning—and one missed detail or a slow sample delivery can lose you the next project. In this episode, Beth PopNikolov and Zach Williams sit down with Benjamin Glunz, CEO of Anguleris (the company behind Swatchbox and other essential tools for architects and designers). Together, they dive into why shifting your strategy from chasing leads to genuinely supporting architects’ workflo...
Jun 02, 2025•21 min•Ep. 270
Navigating today’s unpredictable job market requires more than great products—it demands smart, proactive hiring strategies and transparent leadership. In this episode, Cassie Fosher, President of SnapDragon Associates, shares what building materials manufacturers need to know about recruiting right now. From high-demand sales roles to shifting candidate expectations, you’ll learn what top talent is really looking for—and how your brand can rise to the top, even in uncertain times.
May 26, 2025•27 min•Ep. 269
Technology is finally sticking in the building materials industry—and not just with the younger crowd. In this episode, TOOLBX founder Erik Bornstein and VP of Product Brad Cumiskey join us to unpack what’s driving tech adoption among LBM dealers, how builder expectations have changed post-COVID, and why AI might be the “new Internet” moment for this space.
May 16, 2025•26 min•Ep. 268
On this episode, Beth PopNikolov sits down with the mother-daughter duo behind Concretti Designs to explore how a manufacturing-forward mindset and radical transparency turn handmade concrete into a beloved brand. They dive into the power of showcasing people, process, and imperfections to build trust and loyalty in today’s design-driven market.
May 05, 2025•26 min•Ep. 267
How does a brand-first mindset drive real growth in a traditionally sales-led industry? In this episode, Beth and Zach talk with Dani Zizak, Chief Marketing Officer at National Nail, about why putting brand at the center of everything has been their winning strategy. Dani shares how National Nail's teams work together to shape messaging, build trust with pros and dealers, and navigate the constant evolution of the building materials market.
Apr 28, 2025•27 min•Ep. 266
What if community connections and authentic digital engagement were the secret weapons for building materials growth in a sea of commodity products? On this episode, we talk to the head of marketing for a multi-location dealer in the South East and hear how they are leveraging the power of personal stories and local relationships to drive sales and create deeper customer loyalty.
Apr 22, 2025•16 min•Ep. 265
The building materials industry is evolving, and so are its customers. With younger generations like Gen Z and Millennials becoming key buyers, brands must rethink their marketing strategies to stay relevant. In this episode of Smarter Building Materials Marketing, Zach Williams sits down with Michael Gabbert, Director of Marketing at Tricam and Gorilla, to discuss how brands can evolve their strategies to meet the expectations of modern buyers. Drawing from his experience at Amazon and Target, ...
Feb 03, 2025•18 min•Ep. 264
Thermory USA has redefined what’s possible in the wood industry. In this episode of the Smarter Building Materials Marketing podcast, Zach Williams and Beth PopNikolov are joined by Kevin DeMars, CEO of Thermory USA, to explore how the company’s innovative approach to marketing, transparency, and quality is reshaping the thermally modified wood industry. Kevin shares his perspective on associations, the importance of differentiation, and how down markets can offer unique growth opportunities for...
Jan 27, 2025•13 min•Ep. 263
As the building industry faces growing pressure to adopt sustainable practices, Gensler is leading the charge with innovative approaches that address material sourcing, collaboration, and transparency. In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Erik Barth, Senior Associate Architect and Regional Design Resilience Leader at Gensler, to explore how sustainability has evolved over the past decade. From tackling greenwashing to creating s...
Jan 20, 2025•20 min•Ep. 262
As 2025 approaches, building product companies face a year of uncertainty and opportunity, from shifts in the commercial market to heightened competition. In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to offer their insights into what the future holds for the industry. The conversation delves into market trends, the impact of tariffs and interest rates, and what companies must do to thrive in the...
Dec 16, 2024•23 min•Ep. 261
In this episode of Smarter Building Materials Marketing, Zach Williams and Beth PopNikolov sit down with Jim Wueste, VP of Carlisle Waterproofing, to discuss the challenges, opportunities, and critical shifts shaping the building materials industry. Discover why focusing on execution over market fluctuations matters, the untapped potential of platforms like Reddit, how generational shifts are reshaping consumer trust, the underutilized power of influencer marketing in our industry, and how compa...
Dec 09, 2024•16 min•Ep. 260
In this episode of Smarter Building Materials Marketing, Beth and Zach explore some key insights into giving customers and clients the kind of experience that will not only bring them to the table, but will build loyalty that will keep them there. Director of B2B Marketing for Techo-Bloc, Alex Cadieux, talks about how they moved from just building great products, to the next level of supporting their customers through education on the way to build things properly. Entering a new phase, they have...
Nov 11, 2024•27 min•Ep. 259
In this episode Zach talks with Matt Nichols, the founder and owner of Digiwise, about digital transformation. Matt breaks the process down into how to achieve and sell the strategies to digitally transform as a manufacturer as well as how to implement those strategies and hold to the milestones. Zach asks Matt to give the listeners some ideas about how organizations go wrong in this area. They end the episode with talking about what can happen after you achieve the basic steps.
Oct 28, 2024•13 min•Ep. 258
In this episode Beth and Zach are joined by Grant Farnsworth to talk about the main questions they get asked about the sales and marketing outlook for 2025. They share stats as well as some of their own thoughts to help the listener understand the trends from the past few years following the pandemic, to what they see that will drive decisions in 2025. The three are joined by Dave King and Sophia Wedeen, experts in the area of marketing research in the industry. From earning contractor loyalty, ...
Oct 21, 2024•44 min•Ep. 251
In this episode hosts Zach Williams and Beth PopNikolov dive into the world of innovation and market disruption with Michael Rigney, the CEO and co-founder of Cala Systems. Cala Systems is introducing the first intelligent heat pump water heater for residential use. They are revolutionizing water heating with advanced sensors, software, and hardware to optimize energy efficiency, integrate with solar systems, and much more. Michael shares his 20+ years of experience in energy and climate startup...
Oct 14, 2024•22 min•Ep. 249
The CEO of SnapDragon, Mark Barnard, and host Beth PopNikolov sit down and talk about the labor market from multiple perspectives. As a recruiting firm, SnapDragon sees the side of both the people being recruited and the company looking for the right candidate. Mark gives some insights into the importance of candidates being introspective about what kind of position they are looking for, as well as doing good research about the company they are interviewing with. He and Beth also discuss the key...
Aug 05, 2024•30 min•Ep. 255
AI integration in your operations could be the game-changer for your building materials business. From enhancing customer engagement to revolutionizing installation procedures, the future of AI offers untapped potential to streamline processes and outperform competition. In this episode of the Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov discuss some exciting applications of AI with Fran Walker, the Director of Marketing at Trim-Tex.
May 27, 2024•24 min•Ep. 253
You don’t have to “go all in” with AI in order for it to help you create a more efficient workflow that will free you up to spend more time on what really matters. In this episode of Smarter Building Materials Marketing podcast, hosts Zach Williams and Beth PopNikolov follow up their conversation with Fran Walker, the Director of Marketing at Trim-Tex. They talk about how implementing AI in your business can streamline processes, enhance productivity, and level the playing field against competit...
May 27, 2024•10 min•Ep. 250
Most sales organizations in the building materials industry are failing to equip their teams with the right skills, leading to high turnover and missed opportunities. Learn how a shift from product training to sales story training can transform your team's success and drive your business forward.
May 20, 2024•18 min•Ep. 251
Beth and Zach reflect on their conversation with Tim Rethlake, recapping the evolving role of the salesperson and why adapting to the changes is crucial for staying competitive in today's market.
May 20, 2024•10 min•Ep. 248
Discover the dynamic interplay between customer-driven market demands and strategic pricing in the building materials industry. Learn how these forces shape product availability, influence business strategies and ultimately determine competitive success.
May 13, 2024•21 min•Ep. 250
As the construction landscape shifts, unforeseen challenges and innovations are redrawing the blueprint of success. Discover how emerging trends, from artificial intelligence pricing strategies to service-oriented product offerings, are shaping the building materials industry and could redefine your bottom line.
Apr 15, 2024•23 min•Ep. 249
Hear about the latest changes in email deliverability that are set to impact businesses in a big way. Learn about the new requirements from major email providers and how these changes could affect your marketing and sales initiatives.
Apr 01, 2024•16 min•Ep. 248
The evolution of distributor-customer relationships and the impact of online education on consumer behavior are reshaping the building materials industry. Understanding these shifts and adapting your marketing and distribution strategies is crucial for staying ahead in an increasingly competitive market.
Mar 18, 2024•21 min•Ep. 247
Discover how building materials manufacturers can become better partners with contractors by understanding their financial needs. Learn how to connect with and support contractors in their financial and business growth, to build trust, improve product adoption and ultimately increase sales.
Mar 11, 2024•14 min•Ep. 246
2024’s International Builders’ Show (IBS) was the biggest show in 15 years. The Venveo team is back from Vegas and here to share their takeaways, top booths and biggest trends from this year’s event! We also dive into key ways to make a lasting impression at trade shows and how to embrace experiential marketing and tailored follow-up strategies to elevate your brand and drive meaningful connections with your trade show leads.
Mar 08, 2024•24 min•Ep. 245
Big shake-ups are happening in the building materials industry. Discover the latest news on major acquisitions and housing market trends that are sending ripples through the sector, along with how strategic partnerships and innovations will redefine the competitive landscape and drive future growth opportunities for your business.
Feb 19, 2024•13 min•Ep. 244
