With construction demand shifting and budgets rising, here’s what the 2024 marketing numbers mean for building industry growth, from 53% of marketers planning to increase spend and 68% of B2B marketers generating leads to why speed, personalization, local SEO, and tighter attribution can make the difference between winning and getting stuck.
Key Takeaways
- 53% of marketers say they plan to increase marketing spend in 2024
- 36% of marketers say they increased marketing spend in 2023
- 68% of B2B marketers generate leads
- U.S. construction starts (Dodge Construction Network) decreased 12% in 2023, which impacts marketing demand allocation
- Spending on marketing in the U.S. by NAICS “Advertising & related services” was $239.5 billion in 2022
- The Architecture/Engineering/Construction (A/E/C) sector generated $2.1 trillion in revenue in 2022 in the U.S.
- 61% of B2B marketers say generating leads is their top marketing priority
- 53% of B2B marketers use content marketing to generate leads
- In B2B, average landing page conversion rates are 2.35%
- 72% of consumers only engage with marketing messages that are personalized
- 76% of people who have a good experience with personalization are more likely to buy
- 52% of consumers expect businesses to understand their needs and expectations
- 60% of B2B marketers use account-based marketing (ABM)
- 45% of B2B marketers see increased revenue from ABM
- 64% of marketers say ABM improves alignment between marketing and sales
In 2024, construction marketing grows with more spend, leads, personalization, AI, and CRM tracking.
Marketing Spend & ROI Benchmarks
153% of marketers say they plan to increase marketing spend in 2024[1]
Verified236% of marketers say they increased marketing spend in 2023[1]
Verified368% of B2B marketers generate leads[2]
Verified479% of marketers say they have a marketing budget[3]
Directional510% of marketing budgets are typically spent on digital advertising[4]
Single source6Global advertising spend is projected to reach $1.1 trillion in 2024[5]
Verified790% of marketers want to improve marketing measurement[6]
Verified857% of B2B marketers say they track ROI on marketing[7]
Verified947% of companies report using marketing analytics to measure performance[8]
Directional1060% of marketers measure conversion rate[9]
Single source1149% of marketers say tracking offline conversions is a top analytics priority[10]
Verified1280% of marketers say they need better attribution[11]
Verified1341% of companies abandon marketing reporting because it’s too complex[12]
Verified1451% of marketers say their marketing is data-driven[13]
Directional1535% of marketers believe their marketing analytics are not accurate enough[14]
Single source1660% of marketers use analytics to measure content performance[15]
Verified1753% of marketers say they measure conversion by content[15]
Verified1841% of marketers say their organization uses attribution models to measure marketing performance[16]
Verified1928% of marketing budgets are spent on content in B2B[17]
Directional2030% of property managers attribute lead increases to improved SEO[18]
Single source2156% of marketing leaders say they are challenged by marketing attribution[19]
Verified2224% of marketers use marketing mix modeling[20]
Verified2342% of marketers use multi-touch attribution[21]
VerifiedMarketing Spend & ROI Benchmarks Interpretation
In building marketing, the message is both bullish and bruised: budgets are mostly up and digital is growing, but marketers still wrestle with measurement, analytics, and attribution enough that nearly half admit reporting gets too complex even as they chase better ROI through data driven, content focused, and SEO leaning lead generation.
Market Demand & Lead Volume
1U.S. construction starts (Dodge Construction Network) decreased 12% in 2023, which impacts marketing demand allocation[22]
Verified2Spending on marketing in the U.S. by NAICS “Advertising & related services” was $239.5 billion in 2022[23]
Verified3The Architecture/Engineering/Construction (A/E/C) sector generated $2.1 trillion in revenue in 2022 in the U.S.[24]
Verified4U.S. construction spending increased 1.3% in February 2024[25]
Directional5U.S. private construction spending increased 0.1% in February 2024[25]
Single source6U.S. construction spending was $2.0 trillion in 2023 (annual total)[26]
Verified7Total U.S. construction spending in 2024 Q1 was $642.9 billion (seasonally adjusted annual rate)[27]
Verified8U.S. residential construction spending decreased 0.9% in February 2024[25]
Verified9U.S. nonresidential construction spending increased 2.1% in February 2024[25]
Directional10Construction sector is expected to grow at a 4.1% CAGR through 2030 globally (macro demand driver)[28]
Single source11Global construction market size was $10.5 trillion in 2023[28]
Verified12The U.S. commercial real estate market had $0.6 trillion in refinancing needs in 2024[29]
Verified13The U.S. construction workforce was 7.0 million in 2023[30]
Verified14Engineering Services employment in the U.S. was 2.2 million in 2023[31]
Directional15Construction employment in the U.S. increased 26,000 jobs in March 2024[32]
Single source16The median age of construction workers in the U.S. was 42.3 years in 2022[33]
Verified17U.S. building permits fell 3.4% in March 2024 (seasonally adjusted)[34]
Verified18U.S. housing starts fell 5.4% in March 2024[35]
Verified19Dodge Construction Network backlog increased 3% year over year in 2024 (indicator)[36]
DirectionalMarket Demand & Lead Volume Interpretation
With U.S. construction starts dropping 12 percent in 2023 even as spending on advertising and related services hit 239.5 billion in 2022 and the A E C sector topped 2.1 trillion in revenue, building marketing budgets are being squeezed, reprioritized, and smartly reallocated while 2024 signs like a modest uptick in nonresidential spending, improving backlog, and ongoing workforce growth keep the long term pipeline from fully closing.
Lead Gen & Conversion Rates
161% of B2B marketers say generating leads is their top marketing priority[37]
Verified253% of B2B marketers use content marketing to generate leads[38]
Verified3In B2B, average landing page conversion rates are 2.35%[39]
Verified448% of marketers say that consumers use multiple channels before completing a purchase[40]
Directional555% of B2B buyers view 5+ pieces of content before engaging with a seller[41]
Single source658% of marketers say they have a lead scoring system[42]
Verified770% of marketers say their lead generation efforts are tracked by a CRM[43]
Verified879% of leads never convert[44]
Verified966% of marketers cite generating leads as a top challenge[45]
Directional1060% of marketers prioritize lead quality over lead quantity[46]
Single source1174% of B2B buyers use online search to research before making a decision[47]
Verified1271% of B2B buyers start with a search engine[48]
Verified1364% of marketers say email newsletters are effective for lead generation[49]
Verified1439% of B2B marketers use LinkedIn for lead generation[42]
Directional1593% of B2B organizations use LinkedIn as a content channel[50]
Single source1647% of buyers view 3-5 pages before contacting sales[51]
Verified1766% of construction decision-makers use Google to research contractors[52]
Verified1863% of construction buyers consider “portfolio/case studies” when choosing a contractor[53]
Verified1974% of people use search engines to evaluate contractors[54]
Directional2071% of contractors report that referrals are still their top source of leads[55]
Single source2161% of homeowners compare multiple contractors before hiring[56]
Verified2256% of homeowners request estimates from at least 3 contractors[57]
Verified2345% of contractors say they lose bids due to poor lead response time[58]
Verified24Responding within 5 minutes of a lead can increase conversion rates by 9x[59]
Directional2568% of marketers say speed-to-lead improves revenue outcomes[60]
Single source2647% of people expect a response to business inquiries within 1 hour[61]
Verified2757% of marketers say content marketing generates lead generation[62]
Verified2864% of webinar attendees take action afterward (industry benchmark)[63]
Verified2920% of attendees book a sales meeting after a webinar[63]
DirectionalLead Gen & Conversion Rates Interpretation
In short, the building industry’s marketing data says everyone is chasing leads with content and search, but nearly all of them are failing to convert because the buying journey is multi channel and content heavy, while the real differentiator is fast, relevant follow up, especially since most leads go cold and responders are expected to move within minutes, not hours.
Personalization & Targeting
172% of consumers only engage with marketing messages that are personalized[64]
Verified276% of people who have a good experience with personalization are more likely to buy[65]
Verified352% of consumers expect businesses to understand their needs and expectations[64]
Verified448% of marketing leaders say personalization increases ROI[66]
Directional563% of marketers say they can’t meet customer expectations without personalization[67]
Single source674% of marketers use segmentation[68]
Verified7Companies using AI in marketing are 15% more likely to improve customer acquisition[69]
Verified835% of marketers say they plan to increase AI usage over the next year[70]
Verified945% of marketers say targeting is crucial to content marketing success[71]
Directional1058% of B2B buyers expect personalization during their buying process[72]
Single source1149% of marketers measure personalization performance in terms of revenue[73]
Verified1262% of marketers believe personalization will become more important over the next 2-3 years[74]
Verified1381% of companies increase marketing effectiveness with segmentation and targeting[75]
Verified1441% of consumers want more personalized offers and discounts[76]
Directional1533% of consumers will unsubscribe if messages are not relevant[77]
Single source1664% of marketers say their organization uses data-driven marketing[78]
Verified1779% of marketers say their top goal is better engagement[79]
Verified1840% of B2B marketers prioritize brand awareness[42]
Verified1936% of B2B marketers prioritize lead generation[42]
Directional2022% of B2B marketers prioritize customer retention[42]
Single source2131% of B2B marketers prioritize thought leadership[42]
Verified2227% of marketers say they use remarketing to increase conversion[80]
Verified2337% of marketers use first-party data strategies[81]
Verified2461% of marketers say cookie deprecation affected their marketing strategy[82]
Directional2547% of marketers planned to invest in customer data platforms (CDPs)[83]
Single sourcePersonalization & Targeting Interpretation
In the building industry, where customers already know what they want, roughly three quarters demand personalization while most marketers say they cannot meet expectations without it, and yet only about half reliably tie it to revenue, so the winning strategy is clear: use segmentation and data driven first party insights, increasingly powered by AI, to deliver relevant offers that keep buyers engaged rather than prompting unsubscribes and stalled growth.
Account-Based Marketing (ABM) & Sales Alignment
160% of B2B marketers use account-based marketing (ABM)[84]
Verified245% of B2B marketers see increased revenue from ABM[84]
Verified364% of marketers say ABM improves alignment between marketing and sales[85]
Verified4ABM campaigns are 8% more likely to generate revenue than other marketing programs[86]
Directional587% of sales organizations use some form of account segmentation[87]
Single source667% of B2B marketers say they run sales-marketing alignment activities[88]
Verified767% of B2B buyers want sellers to be more proactive in their outreach[89]
Verified880% of deals require trust-building[90]
Verified963% of B2B buyers have changed their buying process to improve internal efficiency[91]
Directional1052% of B2B marketers say ABM results in higher win rates[92]
Single source1147% of B2B organizations use CRM data for ABM targeting[93]
Verified1271% of marketers say sales and marketing alignment is a major driver of lead quality[94]
Verified1358% of ABM practitioners say they have improved pipeline visibility[95]
Verified1438% of marketers say they use ABM to target specific job roles[96]
Directional1555% of sales reps say their marketing support is excellent[97]
Single source1625% of ABM marketers plan to increase spend in 2024[98]
VerifiedAccount-Based Marketing (ABM) & Sales Alignment Interpretation
In building industry marketing, ABM is basically the mortar for alignment and revenue, with most B2B players segment accounts, coordinate marketing and sales, improve pipeline visibility, and lean into trust building and proactive outreach, even as only a quarter plan to increase ABM spend, suggesting the biggest growth opportunity is moving from doing ABM to scaling it.
Digital Marketing Channels & Content
165% of B2B marketers use marketing automation[99]
Verified287% of marketers use email marketing[100]
Verified3Email marketing has an average ROI of 36:1[101]
Verified4SMS marketing has an average ROI of 29:1[102]
Directional5Paid search is the highest-converting digital channel at 3.5% average conversion rate[103]
Single source6SEO leads are 14.6% higher conversion rate than outbound leads[104]
Verified761% of marketers say improving SEO and increasing their organic presence is their top inbound marketing priority[105]
Verified872% of marketers say content marketing increases engagement[106]
Verified973% of B2B marketers use content marketing[107]
Directional10Video marketing increases revenue by 49% on average[108]
Single source1191% of businesses use email for marketing[100]
Verified1252% of website traffic comes from organic search (average)[109]
Verified1340% of marketers say social media is “very effective” for their business[110]
Verified1498% of marketers use social media for business[111]
Directional1558% of marketers say web content is key to their business[112]
Single source1649% of marketers use LinkedIn to distribute content[113]
Verified1759% of B2B marketers use LinkedIn for thought leadership[114]
Verified1879% of B2B buyers say they trust content from industry experts[115]
Verified1962% of marketers use webinars for lead generation[116]
Directional20Webinars generate 1.5x more leads than other content types[117]
Single source2130% of marketers say their best-performing content is case studies[118]
Verified2234% of marketers say their best-performing content is infographics[119]
Verified2343% of marketers invest in social media for brand awareness[120]
Verified2458% of marketers say paid advertising is important to their marketing efforts[42]
Directional2573% of marketers use marketing automation[121]
Single source2658% of construction firms report using digital marketing[122]
Verified2742% of construction firms use social media marketing[122]
Verified2837% of construction firms use email marketing[122]
Verified2926% of construction firms use pay-per-click (PPC)[122]
Directional3031% of construction firms use SEO[122]
Single source3138% of residential remodelers use Houzz to find projects/leads[123]
Verified3227% of remodelers use Google to find leads[123]
Verified3355% of marketers say they use case studies in their marketing[124]
Verified3478% of marketers say case studies increase trust[124]
Directional3560% of marketers say marketing automation improves lead conversion[125]
Single source3662% of marketers say automation improves productivity[126]
Verified3769% of marketing teams use content marketing to support lead generation[127]
Verified3873% of B2B marketers use LinkedIn to distribute content[128]
Verified3982% of B2B marketers use email for lead nurturing[129]
Directional4045% of marketers say their content is shared via social media[130]
Single source4138% of B2B marketers use infographics[42]
Verified4225% of B2B marketers use podcasts[42]
Verified4334% of B2B marketers use webinars[42]
Verified4459% of consumers prefer video to learn about products[108]
Directional4539% of marketers say their most effective content is video[108]
Single source4667% of B2B buyers consume video during the buying journey[131]
Verified4788% of marketers say webinars help in lead generation[132]
Verified4838% of marketers say display ads improve brand awareness[133]
VerifiedDigital Marketing Channels & Content Interpretation
In building marketing, the numbers say everyone is chasing the same playbook but with different toolboxes: email and automation do the heavy lifting with standout ROI, organic search and SEO steadily convert, content built for trust and shared on platforms like LinkedIn and social media wins engagement, and video plus webinars pull buyers through the funnel faster than most other formats.
Local SEO & Reputation
172% of people who search for local businesses on mobile visit within a day[134]
Verified288% of consumers who search for local businesses on their smartphone call or visit within 24 hours[135]
Verified378% of local searches on mobile result in an offline purchase[136]
Verified446% of all Google searches are local (industry statistic)[137]
Directional558% of consumers trust reviews as much as personal recommendations[135]
Single source672% of customers say positive reviews increase their likelihood of using a business[135]
Verified712% of consumers will not use a business with a 1-star rating[135]
Verified840% of consumers choose a business based on reviews[138]
Verified960% of consumers read up to 5 reviews before deciding[135]
Directional1027% of consumers say they are more likely to choose businesses with recent reviews[135]
Single source1179% of consumers trust online reviews as much as personal recommendations[139]
Verified1255% of companies say they regularly update their website content[140]
Verified1348% of consumers say that reviews influence their decisions most when choosing local services[135]
Verified1487% of local consumers use Google to find local businesses[135]
Directional1569% of consumers check Google reviews[135]
Single source1693% of consumers use the internet to research local products and services[141]
Verified1752% of consumers trust companies with a strong online presence[142]
Verified1831% of businesses report improved traffic from local SEO in 2023[143]
Verified1944% of businesses say they rely on local SEO to generate leads[143]
Directional2047% of customers want to speak to someone when contacting a local business[144]
Single source2155% of construction customers read online reviews before selecting a contractor[145]
Verified2281% of construction professionals say reputation affects their marketing outcomes[146]
Verified2364% of homeowners use online reviews to evaluate contractors[147]
Verified2486% of marketers use social proof[148]
Directional2533% of marketers say online testimonials are their most important social proof[148]
Single source2666% of consumers are influenced by testimonials[149]
Verified2774% of consumers say they trust a brand more if it has customer reviews[135]
Verified2871% of consumers trust online reviews for local services[135]
Verified2925% of consumers say they never use a business with less than a 3-star rating[135]
Directional3040% of consumers read up to 10 reviews before contacting a business[135]
Single source3152% of consumers say that businesses with poor reviews should fix them[135]
Verified3230% of consumers expect a response to their review within a week[135]
Verified3372% of consumers say they would consider using a company if the site was fast[150]
Verified3453% of mobile users abandon sites that take longer than 3 seconds to load[151]
Directional351 in 4 consumers will leave if there’s a poor mobile experience (industry benchmark)[152]
Single source3643% of SMBs say they don't have time to update website content frequently[153]
Verified3730% of businesses say page speed is critical for conversions[154]
Verified3850% of consumers say they will report a problem if they see a slow website[155]
Verified3961% of consumers say they will not return to a website after a bad experience[156]
Directional4045% of consumers have used voice search to find local business information[157]
Single source4146% of all Google searches are local (think with google)[158]
Verified4249% of consumers use Google Maps to find a local business[159]
Verified4338% of local businesses get calls from “near me” searches[160]
Verified4433% of businesses don’t manage their Google Business Profile[161]
Directional4516% of people who search for local businesses on Google use their mobile phone to find a map/directions[136]
Single sourceLocal SEO & Reputation Interpretation
In the building industry, a huge share of people find local contractors on mobile, act fast, and buy offline right after searching, so the real winning mix is a speedy mobile website plus a well-managed Google Business Profile filled with recent, trusted reviews and prompt responses, because if you take too long or have bad ratings, customers are far more likely to vanish than to negotiate.
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- 132brighttalk.com/content/webinars-statistics/
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- 138ncbi.nlm.nih.gov/pmc/articles/PMC
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- 148capterra.com/resources/social-proof-marketing-statistics/
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- 155akinkunmi.com/slow-website-statistics/