Point To Point

We’ve helped dozens of building product brands get into more architect specs without spending on ads. So... What's the trick? Use the assets you already have, like look books or design guides, to create simple entry points for architects to learn more (and eventually adopt) your products. We built a five email sequence for architects that turns those assets into requests and conversations. What’s inside: • The exact 5-email sequence to show off your assets • Messaging that raises the perceived quality of your brand • Option of two subject lines and preheaders for you to customize, based on best practices • Positioning that shows why your product is the better choice, not just another option Want a copy of this swipe file? Comment “Sequence” and I’ll send it to you.

Most BPM teams have ‘we-thought-you-were-promoting-it’ loops with specialty dealers. Here’s how to keep them from ghosting your brand or going rogue:

There’s a reason marketing still feels like a cost center in this industry. You’ve got strong sales leadership, and marketing is “happening”... But it’s filled with onesie-twosie campaigns. → Content built for one meeting, then forgotten → Campaigns that start and stop with no follow-up → And whatever other random things you’ve “always done” That’s not strategy that will grow specs or shorten lead times. That’s just a recipe for busy calendars and scattered, unmeasurable wins. If you're stuck in this cycle, the right marketing leadership turns that around fast. (And wouldn’t you know it, I know just the team to get you there) With Point To Point's AEC Strategy, BPM brands swap random acts of marketing for aligned, spec-driving strategy. We refocus your efforts to align with how architects, engineers, and contractors actually choose products. That way, you’re influencing the spec before the first design is even done.

Are you in marketing, sales, product or leadership for a building products manufacturer and want to know why architects aren't spec'ng your product? It's probably not your product, something is off in your positioning or organizational alignment. We built a free scorecard that lets you grade your marketing across the core factors that actually influence architects. We've helped 50+ building product manufacturers refine their AEC strategy to drive up their spec numbers, and this assessment is the first part of that process. Inside, you’ll assess: > How effective your brand relevance is in the eyes of specifiers > Whether your positioning actually stands out in a crowded category > If your website experience builds trust (or kills it) > How well your architect-specific content guides decisions Drop SCORECARD in the comments below if you want the scorecard and I’ll DM it straight to you. (Make sure we're connected first!)

I'm willing to bet that your best BPM sales content isn’t online. I bet it’s stuck in brochures and sales presentations. And that's a real problem. If your website isn’t doing the heavy lifting between meetings, you’re leaving specs (and sales) on the table. I sit in the room with building product reps and specifiers on a regular basis. I hear the stories live from their sales teams... The clarity, the logic, the “aha” moments that move specs forward. But when I go back to their websites? The compelling sales story they told in-person is nowhere to be found. That disconnect will make specifiers bounce... straight to your competition. At Point To Point, we capture the story your reps already know how to tell and translate it into web content that mirrors the in-person experience. That's the key to shorter spec cycles, more qualified leads, and deeper trust with the whole buying committee. Ready to make your website your best-performing rep? Start by sending over the brochure your team keeps reprinting. My DMs are open.

Want more specs? Try giving architects a little breathing room. Timing is everything. Show up too soon and you’re a distraction. Show up right-on-time and you’re indispensable. An architect in concept mode doesn’t want a cold call. They want to play with options, test ideas, see what fits. But once the spec takes shape and decisions get real? That’s when they want your reps and their expertise. Your website should earn trust in those quiet early moments by offering clarity, answers, and tools that speak their language. At Point To Point we help building product brands create websites that meet specifiers where they are... early, often, and on their terms. → Content that answers questions before they need to ask → Clear product navigation by category, use case, or application → A digital presence that sets your reps up to win when timing is right If your website doesn’t do the early heavy lifting, your reps may never get the chance. Want to see what “specifier-ready” looks like in practice? DM me.