In this episode of Verify in Field, we delve into the world of fractional marketing tailored specifically for the construction industry. Our host, Jacob Edmond, is joined by experts from Alt CMO, Ryan Kovach, Chief Marketing Officer, and Perryn Olson, a fractional CMO for hire. Together, they explore the concept of fractional marketing, how it provides executive-level insights without the cost, and why specializing in the construction niche is crucial for impactful marketing. Discover how Alt CMO’s expertise helps companies in the construction sector navigate the complexities of modern marketing, attract the right clients, and embrace innovation like AI to stay ahead in a rapidly evolving market. Whether you’re in millwork, general contracting, or trades, this episode is packed with valuable insights to elevate your marketing strategy. Tune in to learn how to leverage marketing to not only grow your business but also build stronger relationships with clients and attract top-notch talent.
About our guests
Ryan Kovach is a visionary marketing strategist and the driving force behind AltCMO, a pioneering fractional marketing agency. Recognizing the gap between the need for high-level marketing expertise and the financial constraints faced by many companies, Ryan spearheaded AltCMO to provide executive-level marketing insight without the hefty price tag. Under his leadership, AltCMO stands out by not only devising comprehensive marketing strategies but also executing them through dedicated project management and delivery teams. This hands-on approach distinguishes AltCMO from typical marketing consultants, ensuring clients receive tangible results. Passionate about innovation and efficiency, Ryan continues to redefine what fractional marketing can achieve for businesses of all sizes.
Perryn Olson’s career journey began nearly two decades ago with a referral from an IT firm, which led to a transformative mentorship with a CEO. This pivotal moment launched Perrin into a professional realm that included work with several construction companies. A significant event in his career was the aftermath of Hurricane Katrina in 2005, as the influx of reconstruction projects and funding in New Orleans significantly impacted the local market and shaped the trajectory of his work. With years of experience and expertise, Perrin has navigated the evolving industry’s challenges and opportunities, cementing his role as a seasoned professional.
Listen to the Episode
What You’ll Learn
00:00 “Discover AltCMO’s Fractional Marketing Approach”
07:30 Understanding Digital Marketing Essentials
12:10 Understanding Construction Industry Marketing
17:45 Adapting to Fast Construction Trends
22:39 Mastering Talent Acquisition Storytelling
31:13 Impact of Branding on Perception
33:17 The Purpose of Unbranded Trucks
37:50 Flaws in Lead-Focused Marketing
46:05 Maximizing Local Clientele Strategies
50:46 Understanding AI’s Competitive Edge
55:59 AI Enhances Construction Imagery
01:01:58 Embracing Innovation in Construction
01:05:14 “Stay Updated: Industry Insights”
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