"Hiring young, cheap marketers is actually more expensive than hiring experienced ones."

That's just one of the eye-opening insights from Phil Carpenter, a fractional CMO who specializes in AEC tech startups.

In today's episode of Bricks, Bucks & Bytes, we had Phil Carpenter and we got to learn about why most AEC startups fail at marketing, the hidden costs of inexperienced hires, and how to actually reach construction professionals... and many more!

Tune in to find out about:

✅ Why AEC customers are more skeptical than other industries and what they really want to see

✅ The "crossing the chasm" strategy that determines startup success or failure

✅ Why LinkedIn marketing doesn't work for most construction professionals

✅ How to build a cost-effective marketing team without breaking the bank

Phil's 30 years of experience in tech marketing reveals some uncomfortable truths about how startups waste money on the wrong strategies.

Ready to learn from his wins and failures? Listen to the full episode on Spotify now.

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Chapters

00:00 Intro

02:00 Introduction to Phil Carpenter

03:59 The AEC Industry and Marketing Needs

06:01 Crossing the Chasm in Technology Marketing

08:01 Identifying Target Segments

10:53 Customer Research and Validation

13:05 Content Marketing Strategies

15:10 The Role of Content Creators in Marketing

16:56 SEO and AI in Marketing

18:56 Testing Marketing Channels

21:52 Public Relations in AEC Marketing

24:58 Budgeting for Startups

36:13 Measuring Marketing Performance

39:59 Finding the Right Marketing Strategy

41:53 The Experimenter's Mindset in Marketing

42:56 Creative Marketing Stunts

44:14 The Importance of Customer Case Studies

47:08 Building the Right Marketing Tech Stack

49:59 Scaling Marketing Strategies as Startups Grow

53:18 Aligning Marketing and Sales for Success

55:24 Consultative Approach to Startup Marketing

59:58 Learning from Marketing Campaigns

01:03:13 The Fast Follower Strategy

01:05:07 Emerging Trends in AEC Technology Marketing