“Up in Smoke” and Other Ways B2B Got Interesting

KP Unpacked, the #1 number podcast in AEC breaks down how early-stage teams actually win attention and revenue in 2025. KP and Nick go deep on founder-led distribution, “signature marketing” vs checklist B2B tactics, and why authenticity beats AI-generated slop. You’ll hear concrete examples from guerrilla stunts at conferences, product-led marketing, event strategy (sponsor vs booth), and running tight experiments you can pivot from fast. We also cover brand risk, mission-first messaging, and hyper-legibility: publishing the “exhaust” of your work at a useful cadence. If you build, sell, or invest in AEC or construction tech, this is your field guide to differentiation in the AI era. From Shadow’s portfolio lessons to classics like “1,000 True Fans,” this episode gives you practical moves you can ship this week.The #1 podcast in AEC. KP and Nick. No fluff. Real tactics you can use.Key topics for searchAEC marketing, construction technology marketing, B2B growthFounder-led go-to-market, distribution, demand gen, ABM“AI slop” vs human creativity, signature marketing, guerrilla marketingProduct-led marketing, brand risk, mission-driven storytellingEvent strategy: sponsorship vs booths, trade show timelinesExperiments, attribution limits, small-batch campaigns, “1,000 True Fans”