How Building Materials Manufacturers Can Use Upstream Marketing To Increase Product Sales

A lot of manufacturers target their buyer audience in marketing, and cater their message just to them, whether that’s homeowners, suppliers or contractors. But that strategy can fall short, and there’s a potential to miss out on sales. Zach and Beth talk with Angela Ballisty, the Global Director of Marketing for Lonza Wood Protection, about how manufacturers can effectively engage with wider audiences by using pull-through marketing and upstream strategies.