Digital Marketing Handbook Part 1: Understanding the AEC Marketing Funnel & Specifier’s Journey

Part 1 of our 2026 Digital Marketing Handbook is built for building product manufacturers ready to elevate how they market to AEC (Architecture, Engineering, and Construction) professionals in today’s digital, AI-driven landscape. Filled with proven strategies, practical templates, and expert insights, this guide provides everything you need to reach and engage key AEC decision-makers and get specified more often.

What's Inside?

• A breakdown of the AEC marketing funnel differs from traditional models and how it maps onto the specifier's journey
• The core marketing channels that matter most for reaching AEC audiences, including:
  
  • Your website
  • SEO and AEO
  • Social media
  • Industry forums
  • Specification platforms
• How to implement a digital-forward, AI-first marketing approach across all your channels

Why You Need This Handbook

An Industry-Specific Roadmap for Success: Follow a step-by-step approach to using the most effective digital marketing tools and tactics to engage today’s AEC audience.

Stay Ahead of the Curve: Understand emerging trends like AEO and learn how to adapt your marketing strategy to stay competitive in a rapidly evolving landscape.

Strengthen Your Brand’s Impact: Build a stronger online presence with compelling, AEC-focused content that earns trust and credibility with specifiers.

Drive More Specifications: Learn how to turn digital marketing efforts into measurable ROI and real-world results that positively impact your bottom line.