The Ultimate Guide to Channel Marketing

Indirect Channel Marketing Strategy and Best Practices for manufacturers that will fuel a digital transformation of an indirect channel.

June 25, 2021 | 4 Min Read

Applying the Principles of GAF's Digital Transformation to Your Indirect Sales Strategy

Posted By
Will Smith

Brian Baker, former Senior Manager and Digital Product Owner for GAF for 9 years and an employee for 14 years, shares his behind the scenes experiences in helping GAF overcome a decade's worth of iterative digital transformation challenges while also looking ahead to the future of building materials digital marketing.



  • 3:00 - Meet Brian Baker
  • 7:08 - Primary Challenges to Help GAF Overcome During Digital Transformation
    • The Internet Allowed GAF to Reach Consumers Directly, Rather than Through the Channel and Roofing Contractors Especially
  • 11:43 - Challenge: Overcoming the Challenge of Organizing, Classifying, and Modeling Immense Amounts of Product Data Across Different Mediums
  • 16:00 - Challenge: Business Intelligence Replacing Golf Conversations
  • 18:07 - Challenge: How to Cope with Organizational & Channel Transformation Required During Digital Transformation Process
  • 20:33 - Challenge: Getting into eCommerce when Building Materials is Not Sold with Price Transparency Models
  • 22:34 - How to Decide What to Do Next
  • 27:22 - Brand Transformation & Company Culture Transformation
  • 35:53 - How Building Materials Manufacturers Can Better Utilize Social Media
  • 42:28 - Focus and Avoiding the "Shiny Object Syndrome"
  • 46:07 - 4:41 The Value of a Contractor Directory to Your Partner Contractors
  • 5:09 - Creating a Community with Your Channel Partners, like Contractors
  • 6:49 - Achieving Clarity of Purpose for Users on Building Materials Websites
  • 11:43 - The History of Dodecahedron
  • 13:57 - Looking Ahead for Digital Strategies in Building Materials Marketing and Sales
  • 15:25 - The Best Advice Brian Has Ever Received

Part 1:


Part 2:


Join host Will Smith live as he brings in a guest and speaks with them about their experiences, expertise, and advice around Building Materials Marketing.

Tune in live every 2nd and 4th Tuesday at 2:00 pm EST via ManoByte's Facebook, LinkedIn, or YouTube page!

Sell More Building Materials, Better

Looking to implement solutions to disruptions in the building materials industry and channel sales methods? That's what we're all about!

Channel Growth Readiness Assessment, Learn More

Topics: Podcast, For C-Level Executives

Related Posts

Podcast | For Channel Managers

Building Products Buyer's Journey Automations | Tats Nakagawa Hosts Kevin Dean

Our very own Kevin Dean joined Tatsuya Nakagawa, host of the Specified Growth Podcast to address the kinds of buyer's journey automations that can be ...

Read More
Podcast | For Channel Managers | For Sales Directors

eCommerce Channel Management and Indirect Selling Trends Shaping Buying Behavior

In this episode, Brian Beck, Managing Partner at Enceiba and author of "Billion Dollar B2B Ecommerce" digs into the 5 Mistakes to Avoid When Launching...

Read More
Podcast | People | For Channel Managers

How to Successfully Implement an Enterprise Sized CRM System and Sales Process

Chris Camfferman, Managing Director of Marketing at UFP Industries walks us through their successful implementation of the HubSpot CRM. Chris will spe...

Read More
Podcast | People | For Channel Managers

How Successful BPMs Leverage A "Pull Through Sales" Mindset with Partners

Building Materials Sales & Marketing Consultant, Mark Mitchell of Whizard Strategies Joins Us Again. This Time, Mark Shares His Perspective on How...

Read More
Podcast | People | For Sales Directors

The Role of Construction Job Site Visits for Successful Building Products Sales

Carolina Albano, Vice President of StoCorp's Rainscreen Division shares her perspective on the role of job site visits in securing the sale and provid...

Read More
Podcast | Looking Ahead | For Marketing Directors

The Future of Samples in the Building Product Specifier's Workflow

Benjamin Glunz of Anguleris, Swatchbox and BIMsmith discusses how the role of physical samples has changed in the last two years and how he expects it...

Read More
Podcast | For C-Level Executives

Creating a Connected Channel Experience | Jay Skinner Hosts Kevin Dean

Our very own Kevin Dean will join Jay Skinner, host of the Buyers and Sellers Show on Friday, September 10th to address one of the most pressing chall...

Read More
Podcast | For C-Level Executives | For Marketing Directors

How To Know What Kind of Change is Required in Building Materials Offerings

Grant Farnsworth, President of The Farnsworth Group, gives us his highly informed perspective on the the top three things Building Products Manufactur...

Read More
Podcast | For Marketing Directors

The Future of American Living Spaces & How Manufacturers Should Respond

In this panel interview of three building products trends experts from John Burns Real Estate Consulting, you'll hear more on the consumer trends and ...

Read More
Podcast | For Marketing Directors

Content Marketing Strategies For Building Products Manufacturers

Matt Lee, founder of Lead Generation Experts and fellow specialist in the building materials sector, joins us on Building Materials Marketing Unboxed....

Read More