Specification marketing is a phrase that gets used frequently across the construction industry. Manufacturers invest significant time and resources into product promotion, technical literature, thought leadership, digital content and face-to-face engagement. But how much of that activity actually aligns with what architects and specifiers need?
That was the question at the heart of a recent webinar hosted by Architecture Today and the School of Specification, Beyond the Buzzwords: How can manufacturers better support specifiers? Bringing together voices from architecture, specification and technical publishing, the discussion explored how product decisions are really made, how digital tools are changing the research process, and why trust continues to be one of the most important factors in successful specification.
So, what was the takeaway? And how do manufacturers move beyond the buzzwords?
Trust remains the foundation
One of the most interesting contributions came from Scott Farrar, Associate and Sustainability Lead at Scott Brownrigg, who explained that specification often starts with products and manufacturers that architects already know and trust.
While platforms such as NBS Source make it easier than ever to find and compare products, the reality is that specifiers are often working to tight deadlines and managing significant project risk. Proven performance, previous experience and confidence in a manufacturer frequently become important factors in shortlisting products.
However, the discussion also highlighted a challenge facing the industry. As demand for lower-carbon and more sustainable construction solutions grows, architects are increasingly keen to explore innovative products and materials. The issue is that many of these newer solutions do not yet have the extensive project track record, testing history or body of evidence that specifiers traditionally rely upon.
Scott referenced FirstPlanit, a platform that enables product comparisons using objective and unbiased information. Tools such as this are helping professionals make more informed decisions, particularly when assessing emerging products that may not yet have widespread market adoption.
AI is helping, but people still matter
Artificial intelligence was another major talking point throughout the webinar.
Paola Boffo, Head of Specification at WilkinsonEyre explained how AI is increasingly being used within architectural practices to help compare products, undertake research and process large amounts of technical information more efficiently.
However, she was equally clear that technology is only part of the solution. AI can help narrow options and accelerate research, but human expertise remains essential when evaluating suitability, understanding project-specific requirements and making final specification decisions. More importantly, direct collaboration with manufacturers continues to play a vital role.
The message was clear: while AI may change how information is gathered, it is unlikely to replace meaningful conversations with knowledgeable technical teams.
Expertise cuts through the noise
John Ramshaw, Technical Editor of Architecture Today highlighted something that should resonate with every construction marketer.
Architects and specifiers are increasingly sophisticated audiences. They are not searching for promotional messaging or marketing jargon. Instead, they want evidence, expertise and insight.
Technical content that addresses real project challenges, explores regulatory requirements, shares lessons learned and provides genuine thought leadership is far more likely to engage specification audiences than product-centric sales messages.
For manufacturers, this reinforces the value of investing in high-quality content that educates and informs. Technical articles, CPDs, detailed case studies, expert commentary and project evidence all have an important role to play in building credibility and trust.
There is no single route to information
Another key theme was the increasingly fragmented nature of product discovery.
The panel agreed that there is no longer one channel through which architects and specifiers gather information. Product research and decision-making now takes place across multiple touchpoints, including specification platforms, trade media, webinars, podcasts, social media, industry events and peer recommendations.
Events such as Futurebuild were highlighted as particularly valuable because they provide opportunities for face-to-face interaction with technical experts, allowing specifiers to ask detailed questions and gain a deeper understanding of products and systems.
For manufacturers, this underlines the importance of adopting a genuinely integrated marketing approach. Success is rarely achieved through a single activity or channel. Instead, it comes from maintaining a consistent presence across the platforms and forums where specifiers consume information.
Moving beyond the buzzwords
Perhaps the biggest lesson from the webinar was that successful specification marketing is not really about marketing at all. It is about building confidence.
Confidence that a product will perform as expected. Confidence that the data is accurate. Confidence that technical support is available when needed. And confidence that a manufacturer understands the challenges architects and specifiers face every day.
Whether through trusted product data, independent comparisons, expert content, meaningful engagement or face-to-face conversations, the manufacturers that succeed will be those that focus less on selling and more on supporting.
Because in a world of AI-powered research, multiple information channels and an ever-growing number of product choices, one thing hasn't changed: trust remains the most valuable currency in specification.
And perhaps that's the real answer to moving beyond the buzzwords. Rather than asking how manufacturers can market better, should we instead be asking how they can help specifiers make better decisions?
David Ing is Founder of Ing Marketing, a specialist communications consultancy supporting organisations across construction, housing, manufacturing and the built environment.
