If you market building products, you know that reaching AEC (Architecture, Engineering, and Construction) professionals can be tricky. This audience is technical, pressed for time, and focused on finding ready-to-use products that meet their precise project requirements. Architects, in particular, are also among the most brand-loyal customers in the market, making it essential to build trust, establish a strong reputation, and prove your product’s value from the very first interaction.
Here are 5 proven marketing tactics to help you stand out and win more specifications.
Lead scoring helps you identify your most valuable prospects so your sales team can focus on high-conversion opportunities. For building product manufacturers, a strong lead scoring model might include:
Engagement Signals: Views and downloads of CAD/BIM files, spec sheets, RFQs.
Job Role: Architects, engineers, and other design professionals should score higher than general interest audiences.
Company Type: Architecture firms, engineering firms, and construction companies relevant to your product category.
Project Details: Shorter timelines and confirmed budgets indicate stronger intent.
By weighting these factors, you can zero in on leads most likely to specify and purchase your product, while keeping others in nurture campaigns until they’re ready.
Need help scoring your leads? Our Lead Scoring Template is coming soon!
Nearly half of B2B marketers (47%) lack streamlined marketing data management and reporting. That means valuable insights are being left on the table, and with them, the chance to measure and improve your efforts. Tracking your marketing campaigns isn’t just about knowing if they worked, it’s about understanding why they worked (or didn’t) and using that knowledge to improve future results.
With the right analytics tools in place, you can:
This gives you clear visibility into how your marketing drives specifications and sales, helping you double down on high-impact tactics while refining or replacing underperforming ones.
CADdetails Analytics offers high-quality intent data designed to provide actionable proprietary insights into AEC engagement with your products. Learn more here.
One of the best ways to make your products stand out is to give AECs ready-to-use design files and other resources, including:
Editable 3-Part Specifications that make it easy to integrate your products into project documents.
3D, CAD, and BIM content that meets the latest industry standards for accuracy and compatibility.
Installation guides and video demonstrations that help teams move quickly from design to construction.
By offering these assets, you position yourself as a true project partner, someone who makes their workflows smoother and their jobs easier. You’re not just promoting products, you’re becoming part of their design and build process—and that’s where long-term loyalty begins.
Need help keeping your design files current, accurate, and always ready for specification? Our Technical Member Program connects you with a team of experts ready to help you with all your design content needs. Learn more here.
For AEC professionals, trust is built on seeing how a product performs in real-world conditions. Case studies and project spotlights are powerful tools to show your product in action. Highlight notable projects that used your products, and bring them to life with:
AEC professionals don’t just stumble across building products—they actively search for solutions during the planning stage of a new project. If you want to be considered, you need to ensure your products are visible at every stage of their search.
Here’s how to get found:
Optimize your website for high-intent SEO keywords tied to your product category so you appear front and center when AEC professionals search for solutions.
Partner with trusted product listing platforms like CADdetails to put your products where professionals actively look for design content.
Run retargeting campaigns to stay visible after an initial visit, reminding prospects of your solution right when they’re ready to specify.
Join industry forums, associations, and online communities to build trust, share expertise, and connect directly with decision-makers.
Leverage PPC campaigns targeting specific, high-value keywords for your product category and type to capture ready-to-buy leads.
To stay top of mind when specification decisions are made, consider using Design Hub, a dedicated product portal where AEC professionals can quickly browse and specify your products. Learn more about Design Hub here.
We hope these 5 tips help you level up your marketing efforts for building products in the AEC community. Remember: a top-tier marketing strategy isn’t about using just one of these tactics, but combining them for maximum impact.
By scoring leads effectively, using analytics to guide decisions, providing high-quality design files, showcasing real-world applications of your products, and staying visible during the search process, you can position your brand as the go-to choice..
At CADdetails, we offer a full range of marketing services designed to help your products get specified more often. Ready to get started? Book a demo today!
Cover image by Jason Leung on Unsplash