The Future of Building Materials Marketing with Beth PopNikolov of Venveo

Audree Grubesic Founder of Offsite Dirt Network is happy to introduce Beth PopNikolov from Venveo, a leader in building materials marketing and digital strategy.

When it comes to the intersection of building materials, supply chain, and digital strategy, one name stands out — Beth PopNikolov, CEO of Venveo. Beth has become a trusted voice in the building products space, helping manufacturers, distributors, and builders navigate a changing landscape where marketing is no longer optional, but essential.

Venveo: Digital Marketing for Building Materials

Founded in 2008, Venveo has grown into a leading digital marketing agency dedicated exclusively to the building materials industry. Their clients include manufacturers, distributors, retailers, and builders — essentially anyone involved in producing, moving, or installing the materials that fuel construction.

While many industries embraced digital transformation years ago, building materials has traditionally lagged behind. Long sales cycles, relationship-driven deals, and complex supply chains made companies hesitant to embrace digital marketing. But Beth and her team at Venveo have flipped that narrative, showing how marketing can become a revenue engine, not just a “nice-to-have.”

Marketing as a Relationship Builder

One of Beth’s key messages is that marketing isn’t about replacing relationships — it’s about extending them. In building materials, where B2B decisions are often thought to be rational and data-driven, Beth points out that 70–80% of decisions still have an emotional component. People buy from people they trust.

That’s why Venveo focuses on blending digital tools with authentic, human-centered marketing. As Beth puts it, “Everything we do online should further relationships, foster relationships — not replace them.”

Insights from Research: The Building Products Customer Workshop

To better understand the industry’s needs, Venveo created the Building Products Customer Workshop, now heading into its fifth year. This event, held September 30 – October 1, 2026 in Nashville, brings together manufacturers, distributors, and marketing leaders to dive deep into customer research.

Each year, Venveo surveys over 1,200 customers across multiple segments — from architects and engineers to installers and homeowners. The result is a comprehensive report that doesn’t just list numbers, but translates them into actionable strategies for sales and marketing teams.

The workshop emphasizes quality conversations, networking, and strategy development. Unlike large trade shows, it’s intentionally kept small so attendees can get one-on-one time with experts, ask questions, and walk away with practical solutions.

Why This Matters for Offsite Construction

Efficiency and innovation are top of mind for the offsite and modular construction industry. From panelization to prefab, builders are looking for materials and processes that save time, reduce costs, and improve quality. Marketing and customer insights play a critical role in that shift.

By helping manufacturers and builders better understand their audiences, Venveo is driving conversations that lead to more efficient building processes and smarter product adoption. As Beth notes, “Efficiencies aren’t just about profit. They’re about affordability for homeowners and productivity for the industry as a whole.”

Final Thoughts

Beth PopNikolov and Venveo are leading the charge in bringing building materials marketing into the digital age. Through events like the Building Products Customer Workshop, they’re not only sharing knowledge but also helping the entire industry adapt, innovate, and thrive.

If you’re in the building materials or offsite construction industry, this is an event — and a conversation — you don’t want to miss.

Learn more at https://www.venveo.com/2026.

FAQ's

1. Who is Beth PopNikolov?

Beth PopNikolov is the CEO of Venveo, a digital marketing agency dedicated to the building materials industry. She is a trusted voice who helps manufacturers and builders navigate digital strategy.

2. What is the Building Products Customer Workshop?

The Building Products Customer Workshop is an event created by Venveo where industry leaders analyze comprehensive research from over 1,200 customers. It is designed to provide sales and marketing teams with actionable strategies.

3. Why is digital marketing important for the building materials industry?

Digital marketing is essential because it serves as a revenue engine and an extension of traditional relationships. It helps companies reach their audience, build trust, and ultimately drives more efficient product adoption.

4. How does Venveo help the offsite construction industry?

Venveo helps the offsite construction industry by providing marketing and customer insights that lead to smarter product adoption and more efficient building processes. This helps drive affordability for homeowners and productivity for the entire industry.