Connecting Marketing and Sales Strategies to the Specification Process
Understanding how to effectively align your marketing and sales strategies with the specification process can be a game changer for your business. By following a structured approach, you can create a seamless pathway from product awareness to specification and installation, ultimately driving long-term relationships with key stakeholders. Effective marketing and sales strategies are essential for businesses to differentiate themselves in a competitive market. It ensures your products get noticed by architects, specifiers and builders, influencing their decisions during the specification process. By clearly communicating the value and unique features of your products, you increase the chances of being chosen over competitors. Our Connecting Your Marketing and Sales Strategies to the Specification Process webinar, presented by Archify’s Group Sales Manager, Natasha Leyte, walks you through how to develop an effective marketing and sales strategy that will help position your product as the preferred choice in the specification process. You can also check out our handy summary of the webinar below! Marketing and Sales Strategies: Breaking Down the Process 1. Awareness The first step is ensuring that your target audience knows your product exists. Visibility is key, starting with an optimised website designed to appear in relevant Google searches. Search Engine Optimisation (SEO) helps you rank higher, ensuring that architects and specifiers can easily find your products. Content marketing plays a big role here: offering white papers, case studies and Continuing Professional Development (CPD) presentations builds credibility. Sales teams also need to understand their target audience and tailor their outreach based on project sector, size and stage. 2. Interest Once awareness is established, the focus shifts to generating genuine interest. Your website should make it easy for architects to find the information they need, including high-quality product imagery and case studies. Highlighting projects you’ve been involved in boosts credibility. Offering educational content like CPD presentations further engages specifiers, as it provides them with the learning outcomes they need while showcasing your product. 3. Selection Now that architects are interested, the next challenge is securing your product as the preferred choice. At this stage, providing detailed technical information is crucial. Specifications, material schedules and 3D models (BIM) help architects meet their design objectives. Ensure your data is easily accessible and have experts available to answer any questions. 4. Specification Your product has been selected, but the work doesn’t stop here. Ensuring that your product is written into the specification correctly is essential. This involves providing up-to-date technical details and Australian standards compliance, either through your website or direct collaboration with the architect. Creating specification templates can streamline this process and solidify your relationship with the architect. 5. Construction As the project moves into the construction phase, builders and subcontractors become key players. They will be looking for product availability, lead times and warranties. Ensuring your product remains specified and isn’t substituted requires maintaining strong relationships with both the architect and the builder. Consider providing installation guides or videos to support the construction team. 6. Re-engagement By analysing past projects, you can refine your content marketing and re-engage with architects for future opportunities. CPD presentations, case studies and CRM tools can all help ensure your team stays connected with key decision-makers. Conclusion Aligning your marketing and sales strategies with the specification process may seem complex, but it’s all about breaking it down into manageable steps. Start by building awareness, then look to foster interest and guide your product through to specification and installation. Through a staged approach, you can establish your product as the go-to solution for architects and builders alike. Watch the Connecting Your Marketing and Sales Strategy to the Specification Process webinar here. Looking to boost your brand? Get in touch today to learn more about creating an Archify Profile for your product.