In this episode of the Smarter Building Materials Marketing podcast, host Beth PopNikolov interviews Benjamin Glunz, CEO of Angularis, about architects, technology, and manufacturer relationships. Glunz describes architects as optimistic problem-solvers who are overworked but passionate about impacting the built environment. He emphasizes that architects are influencers who are legally liable for their specifications, urging manufacturers to help architects mitigate risk by providing support and innovation. The discussion covers trends in manufacturer marketing, highlighting the importance of demand generation over lead generation, and the need for readily available support and resources, like BIM content and quick sample delivery. Glunz and PopNikolov discuss the significance of a manufacturer's digital presence and website user experience in shaping architects' perceptions and influencing specification decisions.
