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INDUSTRY INSIGHTS
How To Market Your Tech Solution: Insights from Industry Innovation Leaders

Recently, we have been having tons of conversations with innovation heads and executives at large general contractors. We’ve learnt about what turns these people on (and off) and in today’s newsletter we give some guidance on how to effectively market your construction tech solution, so it speaks directly to your potential customers.

Through conversations with innovation leaders at top general contractors, we've uncovered a consistent pattern of what makes construction technology succeed—and what causes it to fail.

The truth is, technology adoption in construction isn't primarily about the technology itself. It's about understanding the industry's unique challenges, speaking its language, and solving real problems that impact the bottom line.

Solving Real Problems, Not Pushing Solutions

Innovation in construction only matters when it delivers tangible value: cost savings, quality improvements, time efficiency, or enhanced safety. Without these concrete benefits, even the most advanced technology becomes merely "cool" rather than useful.

This sentiment resonates across the industry. The most successful construction technology companies don't lead with their solution—they start by deeply understanding the problem. Across multiple interviews with innovation leaders, the consistent message is clear: focus on the problem first, then the solution.

From a marketing perspective, this means your messaging should lead with the problem you solve, not the features you offer. Construction professionals want to know how you can reduce risk, save time, improve quality, or increase safety. Your technology is merely the vehicle to achieve these outcomes.

Domain Expertise: Speak Their Language or Be Ignored

If you can't speak the language of construction and demonstrate genuine industry knowledge, you'll struggle to gain traction. This extends beyond knowing terminology—it means understanding workflows, recognizing constraints, and appreciating the high-stakes, low-margin environment where most construction companies operate.

Innovation leaders consistently cite alignment of values and understanding of the construction process as key factors when evaluating technology partners. If you're not familiar with construction workflows, safety protocols, or project delivery methods, your solutions will likely miss the mark regardless of their technical merits.

The ROI Question: Concrete Benefits, Not Theoretical Gains

Construction technology must demonstrate clear, measurable ROI—but this goes beyond simple cost savings. At DPR Construction, for example, they recognize that companies don't fully realize technology benefits until approximately two years after implementation due to adoption curves and necessary cultural shifts.

This long-term view of ROI is critical for marketers to understand. Construction companies want partners who recognize the full complexity of implementation, including:

1. The time required for adoption

2. The process changes needed

3. The cultural shifts that must occur

4. The concrete benefits that will ultimately materialize

Rather than promising immediate returns, successful vendors articulate a realistic timeline for value realization and support clients through the entire journey.

Implementation Excellence: Where Most Technology Fails

"Stop testing, start building" is Windover Construction's approach to technology implementation. This philosophy highlights a critical truth: construction companies want technology that's ready for real-world deployment, not endless pilots.

Implementation excellence has emerged as perhaps the most significant differentiator for construction technology. Companies that invest in onboarding, training, and ongoing support consistently outperform those with superior technology but weaker implementation capabilities.

The lesson? Marketing messages should highlight your implementation approach just as prominently as your technology's capabilities.

Integration Over Point Solutions

The days of standalone point solutions are numbered. Construction companies are increasingly seeking integrated platforms that connect to their core project management systems.

Innovation leaders consistently express a preference for fewer, more integrated tools rather than a multitude of specialized solutions. This preference is driven by practical considerations: construction teams face significant cognitive burden when required to learn and switch between multiple systems.

For marketers, this means clearly articulating how your technology fits into the broader technology ecosystem, particularly with platforms like Procore, Autodesk, and Trimble products. The ability to integrate with existing systems is no longer optional—it's a baseline requirement.

Building Industry Relationships: The Collaborative Edge

Contrary to what many assume, construction technology adoption is increasingly collaborative across companies. Innovation leaders regularly share insights about which technologies work—and which don't.

The industry is moving away from the "close to the chest" approach of years past. Today, when multiple general contractors adopt a technology, they can collectively influence product development and share implementation best practices.

This industry-wide collaboration creates both opportunities and challenges for technology providers. Reference customers and case studies are more important than ever, as innovation leaders increasingly seek validation from their peers before making technology decisions.

The Early Stage Advantage

Interestingly, many construction innovation leaders express a preference for working with earlier-stage companies. There's a growing recognition that working with startups provides an opportunity to shape products to specific needs rather than adapting to pre-established solutions.

For construction tech marketers, this creates an opportunity to leverage flexibility as a competitive advantage against more established players. The ability to customize and co-develop solutions with clients can outweigh the stability advantages of larger, more established technology providers.

The Path Forward for Construction Tech Marketers

The insights from these innovation leaders point to a clear path for construction technology marketing:

1. Lead with problems, not solutions - Demonstrate your understanding of construction challenges before discussing your technology

2. Speak the language - Show genuine industry knowledge and avoid tech jargon

3. Focus on implementation excellence - Highlight your approach to onboarding, training, and ongoing support

4. Integrate, don't isolate - Show how your solution fits into existing technology ecosystems

5. Build relationships, not just customer lists - Invest in industry partnerships and reference customers

6. Be transparent about ROI timelines - Set realistic expectations about value realization

The needs and wants for each of your customers is pretty consistent across the board. So, for technology marketers who understand these dynamics, the opportunity has never been greater.

The most successful construction technology providers are those who take the long view—partnering with their clients to build not just better technology, but a better industry.

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