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EARLY RELEASE
Stop Marketing Like It's 2010

Most construction tech companies are marketing to the wrong people, in the wrong places, with the wrong message.

David Horesh learned this the hard way. As a "guest" in the construction industry who stumbled into AEC tech seven years ago, he quickly discovered that traditional tech marketing approaches fall flat when selling to superintendents, project managers, and innovation leaders.

Now, after helping 4M Analytics (subsurface infrastructure mapping) scale from early-stage startup to significant ARR growth, David consults with construction tech startups on go-to-market strategies that actually work.

In this episode, you’ll:

• Discover why your "traditional industry = traditional marketing" assumption is costing you deals

• Learn the meme strategy that's generating qualified inbound leads (while your competitors send boring case studies)

• Understand how to build a leaky funnel analysis that shows exactly where your GTM is bleeding money

• Learn the AI automation playbook that's replacing 7-person marketing teams

• Understand the customer journey stages that turn skeptical engineers into paying customers

Chapters

• 00:00 - David's accidental entry into construction and why he stayed

• 03:23 - The biggest GTM mistake construction tech companies make

• 05:31 - Why go-to-market is more than just marketing

• 08:32 - The team structure that actually works for construction sales

• 12:54 - Breaking the handshake dependency (without losing relationships)

• 15:32 - The "AI vs Al" story that changed everything

• 19:11 - Network effects: Getting competitors to recommend your product

• 24:41 - ROI calculators: Why the industry is skeptical (and what works instead)

• 27:53 - Digital marketing in construction: The untapped blue ocean

• 34:02 - Why memes outperform white papers in construction

• 38:45 - Converting content engagement into actual sales

• 43:35 - The leaky bucket framework for GTM optimization

• 54:06 - When and how to hire your first marketer

• 59:30 - AI agents replacing entire marketing teams

• 01:03:34 - The only metric that matters (hint: it's not views)

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