This is an early release of our podcast, exclusive for premium subscribers. To get early access, upgrade here.

EARLY RELEASE
The $13 Trillion Messaging Mistake Killing AEC Startups

In this revealing conversation with product marketing guru Kevin Ferguson, we dive deep into the messaging mistakes that are killing AEC tech startups and the frameworks that separate winners from the noise.

Kevin brings a unique perspective, having worked with Microsoft's massive marketing machine before niching down to serve exclusively AEC tech companies—and his insights on why most founders can't clearly articulate what they do will make you rethink your entire go-to-market strategy.

In this episode, you’ll:

• Discover the #1 messaging mistake that's costing AEC tech startups millions in lost deals (and why even industry veterans can't figure out what most companies actually do)

• Learn the "order of benefits" framework that transforms vague promises into compelling, trust-building narratives your prospects actually believe

• Master the art of product launches with Kevin's tier-based system that maximizes ROI on every product investment

• Understand why your website is your biggest defense against the "will they be around in 5 years?" objection that kills enterprise deals

• Get the inside scoop on when to hire product marketing (hint: it's probably sooner than you think, but not how you think)

Chapters

• 00:00 - Why everyone knows Kevin Ferguson in AEC marketing

• 01:10 - The pervasive messaging problem plaguing 2,000+ AEC tech companies

• 02:53 - Why your website is your storefront (and most are broken)

• 05:59 - Kevin's accidental journey from Microsoft to AEC tech consultancy

• 08:54 - The power of niching down: Why specialization wins

• 13:18 - Who are you actually marketing to in AEC?

• 17:19 - Research frameworks: Getting inside your customer's head

• 25:44 - Product positioning strategies that actually work

• 30:05 - Red flags Kevin spots in first founder conversations

• 35:15 - Breaking down complexity without losing impact

• 45:14 - Product launch mastery: From release to market impact

• 52:44 - Post-launch metrics that matter (beyond vanity numbers)

• 56:49 - Attribution challenges and creative measurement solutions

• 01:00:37 - Microsoft lessons that don't apply to startups

• 01:02:49 - Final thoughts on cutting through the noise

»»» Listen Now (Premium Subscribers Only) «««

This is a subscriber only post. Become a paying subscriber of our annual or monthly paid subscriptions to get inside takes on growth in construction tech.

Already a paying subscriber? Sign In.