Construction Marketing Association

What Construction Marketing Association does

The Construction Marketing Association (CMA) is a private trade association operating as a DBA of RB Communications, Inc., an Illinois corporation headquartered at 1220 Iroquois Avenue, Suite 210, Naperville, IL. Founded in 1996 and led by Chairman and CMO Neil M. Brown, CMA serves marketers, executives, and business development professionals in the construction industry across North America (US and Canada). Its core offering is a free professional community of over 250,000 subscribers built around educational resources, webcasts, a career center, certification, and content marketing, supplemented by a full-service marketing agency arm that delivers websites, content, PR, events, email marketing, and new product launch support to construction brands including contractors, equipment manufacturers, building product manufacturers, and construction software companies.

CMA's product portfolio is centred on services rather than proprietary technology. Core products include Website Design and Development (WordPress, HubSpot, Shopify, Drupal, Joomla, WooCommerce), Content Marketing, Publicity and PR, Events and Tradeshows, Email Marketing (HubSpot and Pardot certified), and New Product Launch services. Supporting offerings include the CMA Career Center (powered by JobTarget), the CCMP professional certification tied to the proprietary 214-page "Tools of the Trade: Modern Marketing for Construction Brands" book, free webcast series, whitepapers, and industry surveys. The underlying platform integrations (HubSpot, Pardot, JobTarget, VeriSign SSL, analytics) are standard marketing technology rather than proprietary infrastructure.

The revenue model is diversified across five streams: professional services fees (project-based and retainer), Career Center transaction fees from employers posting jobs, CCMP certification subscriptions (the only paid membership component), sponsorships sold to companies seeking visibility to the 250,000+ subscriber base, and one-time resource/book sales. The community membership itself is free following a 2019 pivot away from dues. Customer concentration spans enterprise brands (Knaack/Emerson Electric, USG, Vermont American, Acumatica Construction, Auto Truck Group, Norix) through mid-market (WeatherGuard, Enespro, FC Lighting, Mac Metals, Stevenson Crane) to SMB (Blue Sky Builders, Reasonable Electrician, Optimum Safety Management), with no public funding, no disclosed revenue, and operations contained to a small 11-50 employee team.

Name

Construction Marketing Association

Legal name

RB Communications, Inc.

Website

https://constructionmarketingassociation.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Construction Marketing Association is a North American trade association and niche marketing agency, founded 1996, serving construction brands and marketing professionals with a free 250,000+ subscriber community, full-service marketing (web, content, PR, email, events), CCMP certification, and a construction-focused career center.

Ownership category

akta.pro rank

Product category

Marketing Services

NAICS

Business Associations (813910), Professional Organizations (81392)

SIC

Services-Advertising Agencies (7311), Services-Membership Organizations (8600)

akta.pro industry

PRIMARYBPAFACAA

Search Engine Marketing (SEM) / Paid Search (PPC)

Business & Public Services/Marketing, Advertising & PR Services/Digital Marketing & Performance Advertising (SEM, Social, Programmatic)

Keywords

• Construction marketing services
• Marketing agency
• Professional certification
• Industry association
• Career center job board

Headquarters

HQ city

Naperville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Marketing Services: Full-service marketing agency offering websites, content marketing, email marketing, public relations, event marketing, and new product launch services to construction brands. Revenue generated through service fees for completed marketing projects and retainer arrangements.
2. Career Center: Job board platform for construction industry careers. Free for job seekers; employers pay a modest fee to post positions through a secure portal.
3. CCMP Certification: Certified Construction Marketing Professional (CCMP) program is the only paid membership component. Professionals pay for certification and ongoing professional development.
4. Sponsorships: Sponsorship program with multiple sponsorship options for companies relevant to the construction industry seeking visibility to CMA's 250,000+ subscriber community.
5. Resources and Publications: Sale of whitepapers, guides, and the 'Tools of the Trade: Modern Marketing for Construction Brands' book, along with training programs delivered on-site at member companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Construction Marketing Association (CMA) provides specialized marketing services and resources to the construction industry. Its core offerings include website design and development, content marketing, publicity/PR, event marketing, email marketing, and new product launch services for contractors, equipment manufacturers, building product manufacturers, and construction software companies. The organization also operates a free professional community of 250,000+ subscribers, a Career Center job board (powered by JobTarget), and the Certified Construction Marketing Professional (CCMP) certification program.

Product overview

The Construction Marketing Association (CMA) is a professional marketing services organization for the construction industry, offering a comprehensive suite of services spanning digital and traditional marketing. The core service portfolio includes Website Design and Development Services (with WordPress, HubSpot, Shopify, Drupal, Joomla, WooCommerce platforms), Content Marketing Services, Publicity and PR Services, Events and Tradeshows Services, Email Marketing Services (HubSpot and Pardot certified), and New Product Launch Services. Supporting offerings include the CMA Career Center (powered by JobTarget), the Tools of the Trade reference book, the Construction Lead Generation Guide, free CMA Webcast Series, and the Certified Construction Marketing Professional (CCMP) certification program. The organization serves contractors, equipment manufacturers, building product manufacturers, and construction software companies across North America, operating as a DBA of RB Communications, Inc. since 1996.

Differentiator

Problem solved

Functional benefit

Brands

• CMA Career Center: Web-based career center connecting job seekers with prospective employers in the construction industry, powered by JobTarget.
• Certified Construction Marketing Professional (CCMP)
• CMA STAR Awards

Quantifiable outcome

• Hundreds of new products and companies launched successfully for construction brands
• +1 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Four partnerships are on record, tiered core and minor.

• JobTargetcoreTechnology or IntegrationJobTarget powers the CMA Career Center, a web-based job board connecting job seekers with prospective employers in the construction industry. JobTarget is the nation's largest provider of third-party career services software for professional associations, powering over 1,000 custom-designed and private-label job boards.
• Construction Marketing AdvisorscoreStrategic or Co-development PartnerConstruction Marketing Advisors is the agency partner to CMA, providing marketing support services to construction brands. Recognized by BtoB Magazine as a Top-Agency for 2010. Helps launch CMA and provides marketing services to brands including Emerson Electric, Bosch Power Tools, and Crane Composites.
• Dodge Data & AnalyticsminorOthersMcGraw-Hill Construction Dodge (Dodge Reports) is one of the two major construction lead services referenced by CMA in its Construction Lead Generation guide. Founded 1903, serves US and Canada markets with project lead data for commercial construction.
• ConstructConnectminorOthersReed Construction Data (now ConstructConnect) is one of the two major construction lead services referenced by CMA in its Construction Lead Generation guide. Founded 1975, serves US and Canada markets with project lead data including partnership with AIA.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Others

• ConstructConnect: ConstructConnect is a construction data and lead generation platform serving US and Canada construction markets. It is comparable as a construction data/services company referenced by CMA for lead generation, though its model is data/lead gen rather than marketing services.
• Dodge Data & Analytics: Dodge Data & Analytics (formerly McGraw-Hill Construction) provides commercial construction project leads and analytics across the US and Canada. Referenced by CMA in its lead generation guide, it operates an adjacent construction data/services model supporting construction marketing and business development.
• Construction Marketing Advisors: Construction Marketing Advisors is the sister agency entity partnered with CMA, providing marketing services to construction brands. It is run by Neil Brown and shares staff/leadership with CMA, making it a related rather than competing peer with an intertwined business model.

Direct peers

• Content Marketing Institute: Content Marketing Institute is a professional education organization serving B2B marketers with content marketing training, certification, events, and resources. It mirrors CMA's professional-development-plus-content-community model adapted for general content marketing rather than construction specifically.
• Society for Marketing Professional Services (SMPS): SMPS is a national association for marketing professionals in the A/E/C (architecture, engineering, construction) industry. It is the most direct peer to CMA, operating a similar professional association model with members in construction marketing, certification, education, and career services.

Broad incumbents

• National Association of Home Builders (NAHB): NAHB is a large trade association representing home builders, remodelers, and suppliers in the residential construction industry. It is comparable to CMA as a major construction-vertical association offering member services, publications, and marketing support to its members.
• MarketingProfs: MarketingProfs is a B2B marketing professional development organization offering training, webinars, and certification. It shares CMA's model of monetizing free professional communities via paid training and events, but operates horizontally across B2B marketing rather than within a construction vertical.
• American Institute of Architects (AIA): AIA is the professional association for architects, providing member services, continuing education, and resources. While architect-focused rather than marketing-focused, AIA is comparable as a large professional association serving the A/E/C industry, operating similar member-services-plus-content models.
• American Marketing Association (AMA): AMA is the largest professional marketing association in North America, providing training, certification, publications, and events. It is a much larger, broader incumbent operating in the same professional marketing association space as CMA, but without construction-specific specialization.
• Associated General Contractors of America (AGC): AGC is the leading trade association for the construction industry, representing general contractors, specialty contractors, and service providers. It shares CMA's construction-vertical focus and association/community model but covers the broader industry rather than its marketing professional subset.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/constructmarket
• YouTubeyoutube.com/user/ConstructMarket
• Facebookfacebook.com/ConstructMarket
• LinkedInlinkedin.com/company/construction-marketing-association-cma-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Construction Marketing Association