Building the Construction Marketing Team
In my last couple of blogs, I wrote about defining marketing and developing a marketing program. (check out the links if you’re interested). In this blog, I want to discuss the marketing team. When pulling together a construction marketing team, you need to focus on people that can handle the strategy, lead generation, and sales of new business development. The following are the tasks each team will need to focus on.
The strategy construction marketing team
The members of this team need to look at the big picture regarding the brand and goals of your company. First, an evaluation of your logo and messages to assure they are presenting the image that represents your company while connecting with customers. Next, determine your best potential customers and a plan on how are you going to reach them. Finally, this crew establishes the marketing budget, the program materials, and the milestones for your construction marketing team to measure the program.
The lead generation construction marketing team
Once you’ve established the plan, you need the construction marketing team to implement it. The first part of that assemblage creates and manages the lead generation campaigns. In addition to making sure the campaigns run on schedule, reviewing results to determine effectiveness is essential. If you don’t have in-house staff to create the various components (social media, videos, advertisements, etc.), look for qualified professionals that can help you create the material.
The sales construction marketing team
The second part of the construction marketing team revolves around sales. Once a prospect has come in through the lead generation channels, the sales team takes over. The members of this sales squad nurture the lead, meet with the prospect, and develop and present the proposal. Of course, all this activity should lead to the winning of the contract.
The pulling the construction marketing team together
Now that you have an idea of what each team needs, you can better assemble the people to man them. There may be overlap within your company and you might need outsourced help but understanding the responsibilities of each construction marketing team will help you be successful. While the individual sales construction marketing teams might be separate, they need to be equal and integrated. Each has a critical role and need to provide insight and feedback to each other to have an effective program. Of course, if you need help with the entire process, an agency that provides services in all three areas can be an outsourced solution. Just like Conach is for the majority of our clients.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.