Most building products companies are stuck in the past — pouring 30–40% of their marketing budget into trade shows, swag, and print while starving the digital channels that actually generate sales-ready leads.

In this no-holds-barred kickoff to the Platinum Business Media podcast, Dan Owens delivers an indictment of outdated marketing practices in the building products and materials industry — and hands both C-suite leaders and marketing pros a 5-step playbook for making marketing a true revenue driver.

You’ll learn:
• Why 5–7.5% of revenue spent on marketing is often wasted in the wrong places
• The budget trap: trade shows vs. digital ROI
• Why measurement gets only 2–6% of spend (and why that’s a disaster)
• How to shift from vanity metrics to real sales attribution
• The exact strategies to go from invisible to industry authority

If your marketing still looks like it did in 2003, this episode is your wake-up call.

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