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The power of online information gathering fundamentally has changed how purchasing decisions are made. Architects—just like everyone else these days—tend to turn to online sources first to research and collect product data when working on projects.

In a recent proprietary study conducted by Dodge Data & Analytics, 83 percent of the architects surveyed said they turn to architectural building product manufacturers’ websites first when looking for product information. After that, they turn to other online sources like Sweets (50 percent), ARCAT (47 percent) ARCOM/Avitru/Masterspec (30 percent), SpecLink (21 percent) and others.

As the adage goes, breakfast is the most important meal of the day.

That proved especially true at the annual Architectural Record Advertising Excellence Awards Breakfast where Pipitone Group (Pipitone) clients racked up a total of nine awards across print, digital and social media categories.

Every building product manufacturer has technical experts within their organization who provide value to the business in a multitude of ways. Often, their primary responsibility is advising customers and specifiers on product selection and design best practices. But their technical expertise also can provide tremendous value for the marketing team.