“If I could do some things over, I would have hired marketing leadership earlier, even before sales.” That’s what Document Crunch CEO Josh Levy told his VP of Marketing, Lori Peters. In today’s episode of Bricks and Bytes, we had Lori Peters from Document Crunch and we got to learn about why construction tech marketing is fundamentally different from other SaaS industries, how to scale from seed to Series B, and what’s actually working in 2025. Tune in to find out about: ✅ Why conferences are their biggest lead generation channel (while other SaaS companies avoid them) ✅ How they expanded nationally by going where their customers were, not just selling remotely ✅ The shift from marketing-led pipeline to fully integrated go-to-market teams ✅ Why LinkedIn still dominates and how AI is changing organic search forever Watch now to hear how a 10-year construction tech marketing veteran built a winning strategy from the ground up. Our Sponsor: Archdesk – “The #1 Construction Management Software for Growing Companies – Manage your projects from Tender to Handover” check archdesk.com BuildVision – streamlining the construction supply chain with a unified platform – http://www.buildvision.io Chapters 00:00 Intro 03:26 Introduction to Document Crunch and Construction Tech 06:28 Evolution of Marketing in Construction Tech 09:23 Marketing Strategies Through Funding Stages 12:23 Challenges in Scaling Marketing Operations 15:11 Effective In-Person Marketing Channels 18:29 Community Initiatives: Built by Builders and Crunch Community 21:28 Targeting Customers and Tailoring Messages 30:03 The Costly Disruptions in Construction 30:58 Understanding Disputes and Their Impact 32:28 The Role of Customer Advisory Boards 34:43 Navigating the AI Landscape in Construction 37:39 Building Trust in AI Solutions 38:59 Leveraging Investor Relationships 40:17 Partnerships and Trust in Marketing 42:23 AI in Marketing Strategies 47:30 Marketing Nuances in the Construction Industry 49:19 The Importance of Thought Leadership 52:12 Structuring a Growing Marketing Team 53:49 Technology in the Marketing Stack 54:57 Future Predictions for Marketing in AEC