B2B Construction Marketing: Leverage Technology to Be More Competitive 

Technology has become the no.1 trend in the construction industry. Building Information Modelling (BIM), drones, 3D printing, and augmented reality are changing the industry for the better. These technologies not only improve project efficiency, but also offer a unique opportunity in making your business more competitive. The problem is, not many are leveraging technology as a competitive factor in their B2B construction marketing strategies. Let’s us explore the benefits of tech adoption and how you can use it to sell to your customers.  

BIM makes detailed and accurate project planning, reduces errors and improves project outcomes. Drones can capture high-resolution images and videos of construction sites, providing unmatched visibility. 3D printing allows for rapid production of complex building components, speeding up construction schedules. What do all these things have in common? They make your construction business more efficient, and when you’re more efficient you provide a better a service to your customers, making you more competitive.  

In this case, Efficiency = Competitiveness.

But there’s more. Adopting advanced technologies ahead of your competition will make you the progressive leader in the industry. Let’s take Bechtel Corporation for example. A US construction and engineering company adopted tech like BIM, AI, and augmented reality (VR) and achieved these 4 things:

Improved Efficiency: Significantly increased project executing, reduced costs, and timelines.

Enhanced Safety: Tech like drones, robotics, and AI improved Bechtel’s safety on construction sites by minimising human exposure to hazardous conditions.

Innovation Leadership: Their use of cutting-edge technology has established it as an industry leader in innovation, attracting large-scale and complex projects.

Sustainability: Utilising tech reduced waste and optimised resource usage, contributing to their sustainability targets.

Do know what else they’ve adopted? B2B marketing to tell everyone about it. So, what exactly does this involve?

Content marketing is one of the most effective ways to engage your customers and prove to them that you are top dog. It’s about showcasing your knowledge and expertise through blogs, videos, and case-studies. In the context of technology, content marketing provides an opportunity for construction companies to leverage technology as a unique selling point to their customers.  

For example, a case-study explaining how you used BIM to simplify a complex project and delivered the project ahead of schedule. Or a video demonstrating the use of drones for site inspections to highlight your commitment to safety.  

Position yourself as an industry expert by consistently producing high-quality content that highlights technological innovations. This not only helps in building a strong online presence but also ensures your brand stays top of mind when key decision makers are looking to start a new project.  

In this market, differentiation is key. Why should your customers choose you? Branding can position your company as the tech leader in construction. Marketing strategies should focus on highlighting your differentiation with messaging that communicates the benefits of technology as a service to your customers. For example, a campaign centred around your use of 3D printing that rescued construction waste from landfill and promotes sustainability.  

Again, leverage case-studies and client testimonials to improve your brand positioning. Sharing stories of how a project was completed faster, more efficiently, or with higher quality from the use of innovative technology can significantly impact potential customers’ perceptions.  

Now you’ve got high-quality content and campaigns, you need a platform to deliver them through. Social media and email marketing are great ways to reach a wider audience. Post your high-quality visual content, such as drone footage or 3D models on platforms where your audience are most likely to be i.e., LinkedIn. Post in engineering groups to engage with potential customers in a more interactive and dynamic way. If you’ve got a database of existing customers, why not deliver content straight to their inbox and achieve repeat business.  

Additionally, digital advertising targets specific demographics and industries to help attract new business and generate leads. Or for more quality leads, we recommend SEO to ensure your content ranks high on search engines, effectively driving organic traffic to your website.  

Let’s wrap this up 

Innovative construction technologies, combined with specialist B2B marketing offer immense potential for construction companies. The tech provides a competitive advantage, and marketing plays a role in communicating this to your audience and driving business growth.  

We appreciate that of all this sounds like a lot of work, but that’s why we exist. We’re a B2B construction marketing agency that does it for you – and delivers results.