Brand, Culture, and Growth: A Marketing Blueprint for Construction Leaders
Growth marketing is about navigating the noise, understanding what truly matters to your audience, and pushing the envelope to deliver meaningful, targeted experiences. For organizations hoping to succeed in today's fast-paced digital world, growth marketing is more crucial than ever. At its core, growth marketing is not only about recruiting new customers; it's about developing long-term relationships, harnessing data, and continuously improving your strategy. Nichole Gunn is the Global Chief Marketing & Sales Officer at Extu, bringing over 20 years of marketing expertise in B2B sectors. With a passion for data-driven strategies and innovative leadership, she excels in demand generation, brand development, and customer experience. Across 3,500+ industry partners, Extu’s award-winning content marketing has consistently increased sales by 30%. She joined us today to talk about the importance of growth marketing. Nichole starts the conversation by defining marketing and its five components: brand awareness, account-based marketing (ABM), demand generation, internal marketing, and sales enablement. Nichole then talks about strengthening relationships with current clients because successful marketing isn't just about acquiring new customers. According to her, by tracking and understanding their behaviors and needs, you can offer more personalized solutions that increase loyalty and are more cost-effective than seeking new clients. We then pay attention to the importance of celebrating both successes and learning moments within the team. Celebrate victories as a means of inspiring and bringing the group together. At the same time, encourage a culture of openness and growth by accepting failures as teaching moments that can help you avoid making the same mistakes again. Further down in the conversation, we discuss the following areas regarding growth marketing: a good brand vs. a great brand, marketing and sales, key data metrics, targeted marketing strategies, education in marketing, digital presence in marketing, and more. We end today’s conversation with Nichole sharing the top three things every construction CEO should focus on in their marketing if they want to make progress. EPISODE HIGHLIGHTS [01.56] What is marketing? [03.09] A good brand versus a great brand. [05.39] Strengthening relationships with current clients. [06.24] The distinction between marketing and sales. [07.16] Leveraging data and customer insights to optimize marketing strategies. [08.24] Celebrating wins and learning from mistakes. [12.35] Key data metrics you can't afford to ignore. [14.24] How to cut through the noise and engage high-value prospects. [20.11] The power of education in marketing. [22.43] Building a strong digital presence. [25.44] The top three things every construction CEO should focus on when marketing. KEY TAEWAYS Focus on understanding the needs and preferences of existing clients. Instead of relying on gut feelings alone, use data to understand the customer journey. Celebrate both successes and learning moments within your team. Focus on building a strong organizational culture where employees are motivated to contribute to the greater good of the company and its community Focus your marketing efforts on Account-Based Marketing (ABM) to target high-value prospects. Prioritize education in your marketing strategy, using content like blogs and webinars to provide value to your audience. THE SHIFT Imagine making the shift from building projects to truly leading people. You’ve taken projects from start to finish—now it’s time to build a team of people who can do the same. In construction, authentic leadership goes beyond managing tasks; it’s about inspiring and guiding people. The Shift: Move from Project Builder to People Leader is a no-BS, hands-on course I designed specifically for construction professionals ready to make that transition. The Shift is all about mastering the skills that matter: Direct, clear communication. Handling tough conversations with confidence. Guiding your team toward quick, practical solutions. Setting the standard for high performance. And let’s be honest—you’re busy. That’s why I’ll also give you the tools to manage your time and energy efficiently so you can lead without getting overwhelmed. This course combines a self-paced masterclass with highly practical materials to help you shift from managing projects to leading people. Click the link to learn more about The Shift, including a detailed description, free bonuses, and testimonials from construction leaders like you who have already made the shift: https://theshift.constructiongenius.com/ RESOURCES Connect with Nichole Website - extu.com/about/leadership/ extu.com/ LinkedIn - linkedin.com/in/nichole-gunn/ linkedin.com/company/extu/ Are people problems eroding your company's profits? Discover proven strategies to lead, strategize, and sell effectively, ensuring your projects stay profitable. Elevate your construction business by purchasing Construction Genius: Effective, Hands-On, Practical, Simple, No-BS Leadership, Strategy, Sales, and Marketing Advice for Construction Companies today and turn your people problems into profit!: www.amazon.com/Construction-Genius-Effective-Hands-Leadership/dp/B0BHTRDY1T/ Is an executive or leader in your company struggling? Reach out to Eric to discuss how his transformative executive coaching approach can help. Schedule a 10 minute call with Eric today to learn more: 10minuteswitheric.youcanbook.me
