How manufacturers can improve reach, drive engagement, and generate leads.

Targeting the right audience

Identifying your target audience is crucial for effective marketing. For manufacturers in the construction industry, AEC professionals—Architects, Engineers, and Construction experts—are primary targets. Understanding their roles and preferences is essential for tailoring your marketing efforts. 

But are you clear on how to reach your target audience today? Your answer is BIM (Building information modeling)! 

BIM has become the go-to method for working digitally in construction, bringing a fresh wave of innovation to the industry. BIM helps people who build and maintain buildings understand everything about them, from how they look to how they work. 

Sounds interesting? You can get a BIM crash course in this webinar. 

In marketing terms, BIM is indispensable for audience data tracking and understanding the needs of AEC professionals. 

You might be wondering… why BIM is so important to AECs. BIM is how AECs work in the modern age; it is how they discover products for their projects. That means BIM is the vehicle for getting your products discovered and specified. According to USP’s Architectural Barometer Q4 2023 report, 44% of architects utilized BIM in 2022. This number is expected to rise to 61% by 2025. 

BIM adoption and the number of governments mandating BIM for construction projects in both public and private sectors is on the rise. As a result, BIM is rerouting purchasing decisions and forcing manufacturers to rethink their marketing strategies to get their products discovered.

BIM is becoming a legal necessity worldwide. Complying with BIM standards is no longer optional if you want to be considered in your current market or enter new ones.

Do you want to know if your market mandates BIM? This FREE global guide to BIM mandates and initiatives will give you the answer—and much more.

Why BIM is the way to reach AECs and increase your brand awareness

Now that you are familiar with the importance of BIM, you might be wondering how BIM can help you reach and engage with AEC professionals. According to BIMobject’s user statistics, 68% of specifiers expressed that they discover products online, so if you want greater brand awareness, you need greater online presence. 

While your website remains a critical touchpoint, its reach can be limited and is no longer enough. To maximize your market presence, it is vital to ensure your products are accessible across various online platforms. Omni-channel marketing guarantees that your offerings can be accessed through multiple channels beyond your website, widening your potential audience reach.

Many building product manufacturers recognize the importance of making their products available as BIM content in marketplaces like bimobject.com. 

Integrating BIM into your digital marketing strategy allows you to distribute your products as BIM content on platforms frequented by AEC professionals everyday.

As a result, you get improved brand visibility throughout the construction process, increasing awareness and consideration among the key players in BIM projects. 

Want to know more? Check out our ebook series covering Strategies to Thrive in the Digital Era of Construction.

Where to publish your BIM content

Now that we've explored BIM's significance and its role in connecting with AEC professionals, you might be eager to publish your BIM content. But where exactly should you publish it?

BIMobject is a marketplace for BIM content. For more than a decade, we have been helping manufacturers digitize their product catalogs. The BIM files we create have been downloaded, integrated into design models, and ultimately specified in projects on a global scale. 

As of 2024, BIMobject has 4+ million users. Architects and engineers coming to BIMobject are hungry for content - but why do they choose our platform? 

The answer is that our marketplace serves as a direct-to-design channel where AECs can integrate your products as BIM objects into their digital designs with a single click. This makes it an easy and time-saving option to draw generic material from scratch. In addition, BIM objects contain valuable product information that helps them make smart choices and avoid mistakes later in the building process. 

Many design decisions are being made at BIM marketplaces like bimobject.com. This means that manufacturers that don’t provide BIM content can miss out on the chance of getting considered in projects. 

Don’t miss out. Get started with BIM Content Development today.

How BIMobject boosts product reach

Reach is one of the most important marketing metrics to understand your brand and increase awareness. Through the BIMobject platform, marketers gain valuable insights into their audience size, current reach, and potential market penetration. This data-driven approach allows manufacturers to tailor their marketing strategies, securing maximum impact and engagement.

Want to target potential customers or introduce a popular product to a new market? Tools like promoted products allow marketers to position their offerings in relevant search results on bimobject.com. Whether introducing new products or tapping into new markets, promoted products make it easy to grow your reach and audience faster.

“ Without the slightest hassle, we were able to strengthen our brand and product awareness substantially.” - VELUX, roof window manufacturer who promoted their products at BIMobject.

Want to read more about companies that have benefited from the business value of BIM? Get your hands on our ebook here.   

Spawn engagement and leads with BIMobject 

Generating leads and nurturing them is an effective way of creating new business opportunities. 

Lead generation marketing involves attracting potential customers, engaging them, and ultimately converting them into buyers. However, every organization's approach to defining leads varies. 

In the building industry, lead generation is different. Genuine product interest is often signaled by downloading BIM content. When someone downloads a manufacturer's products on BIMobject, they essentially become a lead for their company. 

The challenge for marketers lies in persuading potential customers to integrate their products into the models. 

Want to learn more about lead generation strategies tailored to BIM and the manufacturing landscape? Don’t miss this valuable resource.

Nurture your leads with the BIMobject email campaign tool 

At this point, you might wonder what happens after AECs download your BIM content? Well, now is a good time to reach out to users interested in your products and nurture those leads. 

Email campaigns are powerful marketing tools. They provide direct communication with your audience and help build lasting supplier relationships with personalized communication.

BIMobject's built-in email campaign tool has a 74% higher open rate and a 4% higher click rate than the industry standard. By utilizing this tool, you can cultivate trust, loyalty, and lasting customer relationships. By regularly delivering valuable content through email campaigns, you establish your brand as a trusted industry leader.

Are you launching a new product on the BIMobject marketplace? Have you improved your BIM content, or are you participating in a trade show? With our built-in email campaign tool, you can reach a pool of architects and engineers.

Craft your message thoughtfully and initiate meaningful conversations with users interacting with your BIM content. In doing so, you will leverage the potential of your digital marketplace presence and lay the groundwork for fostering enduring relationships.

Analyze your performance and identify emerging trends

For digital marketing, data is key to understanding your outcomes. At BIMobject, we understand you want to know that your actions impact the results. 

BIMobject’s built-in analyze tool gets you access to the data you need to understand your performance. You get a real-time overview of your brand’s performance, allowing you to plan your next actions.

It also helps you understand how each product or category of products performs. It allows you to filter your data based on geography, occupation, and much more. See what is being downloaded and where it is popular.

See how your brand is performing against the competition in your market and spot opportunities to get ahead. 

In addition, architects downloading your files can leave feedback, giving you a great database showing insights into how your BIM objects perform when implemented into projects. You can deepen your knowledge and adapt your strategies by analyzing the feedback provided, patterns, and trends. 

Using BIM as a marketing tactic

To sum up, by providing high-quality BIM content on platforms like BIMobject, you not only expand your reach and attract potential leads but also establish a solid foundation for fostering strong, long-lasting relationships with them.

Whether your goal is to increase brand and product visibility, enhance engagement, or generate leads, BIM could be the key tool to help you reach those goals. 

Developing BIM content meets specifier needs on various levels. Your BIM content will provide architects and engineers with the necessary data to incorporate your products into their designs. 

BIMobject's marketplace provides manufacturing marketers with precisely these tools. In addition to distributing your BIM content to 4 million users, you can leverage the platform to analyze brand interactions, identify emerging trends, and segment your audience for targeted email campaigns and search ads.

Ready to take your marketing to the next level? Get started today and learn the benefits of BIMobject for marketers!