The Build Up

Thomas Dudley: Mark Morris on Balancing Heritage with Modern Marketing

In this episode of The Build Up, Dan chats with Mark Morris, Marketing Manager at Thomas Dudley, recorded live at The Installer Show. Mark shares how the 110-year-old British brand continues to stay relevant through loyalty-building with plumbers, standout product innovation, and bold marketing moves — including sending their Quantum siphon into space. They also talk agency relationships, the power of a great brief, and how Thomas Dudley uses social media and reputation to connect with merchants and end users alike. Whether you’re in-house or agency-side, this one’s full of takeaways for anyone working in construction marketing.

Stair Guys: Inside the AI-Powered Growth of a Modern Construction Business

In this episode of The Build Up, Dan speaks with Scott Jones, founder of Stair Guys, about how he's using artificial intelligence to radically transform his construction business. With a team of just three people, Scott has managed to generate over 6,000 website visitors a month, attract 20–30 qualified leads each week, and replace the equivalent workload of more than three staff members using AI tools that cost under £500 a month. What’s most surprising is that Stair Guys doesn't manufacture staircases—yet they rank among the top four staircase companies in the UK thanks entirely to AI-driven SEO and content strategies. Scott walks us through his complete AI toolkit, from creating blog content that genuinely ranks, to producing customer quotes and 3D renders in under a minute. This conversation is essential for business owners, tradespeople, and marketers working in traditional sectors who want to grow without continually expanding their team. Scott shares his perspective that AI is the great leveller for small businesses, along with a refreshingly honest take on the learning curve, the mindset shift from chasing revenue to buying back time, and the privacy challenges that come with adopting AI tools. From automating compliance documentation and building case studies from Zoom transcripts to training AI for tone of voice and quality control, this discussion shows how even a tiny team can compete with industry giants when they harness the right tools. Whether you're excited about AI or deeply sceptical, this episode offers practical, down-to-earth insights into how AI is already revolutionising traditional industries like construction.

On the Tools: Lee Wilcox on How On The Tools Transformed Construction Marketing

In this episode of The Build Up — the go-to podcast for marketing professionals in the construction industry — host Dan (Creative Director at dissident creative agency) welcomes Lee Wilcox, co-founder of On The Tools, for an unfiltered, inspiring conversation. On The Tools has grown into one of the most influential platforms in the UK trades scene, with millions of followers across social media, a dynamic media arm, and deep roots in the construction community. But its success didn’t happen overnight. Lee shares the full story, from his early career drifting between jobs to the late-night conversation that sparked an idea for a recruitment app. What followed was a series of unexpected pivots: a viral Facebook page, a chaotic merch business run from his mum’s living room, and eventually, a full-blown media company that now helps brands authentically connect with tradespeople. This episode dives into: * The origin story of On The Tools * The power of content and community in construction marketing * The failures that paved the way for success * How to build an audience before a product * Why humour, honesty and relevance win in this industry Whether you're a marketer, founder, or creative working in the built environment, this conversation is packed with insight, practical lessons, and the kind of candour that’s rare in business podcasts.

Russell Payne: The Talking Tradesman on Why Construction Marketing Needs to Get Personal

In this episode of The Build Up, host Dan, sits down with Russell Payne — third-generation tradesman and host of The Talking Tradesman podcast — for an honest conversation about the mental health crisis within the construction industry, and the role brands and marketing can play in driving change. Russell shares his powerful personal story: from growing up on the tools and running his family painting and decorating business by 17, to facing struggles with mental health that ultimately pushed him to become an advocate for change. What begins as a deeply personal narrative expands into a wider discussion about how the construction industry, particularly those shaping its public voice through branding and marketing, can help create a culture where vulnerability isn’t a weakness, but a strength. Together, Dan and Russell explore the opportunity that brands have to go beyond surface-level messaging and build genuine connection by engaging with real issues like mental health. From championing authentic stories to creating safe spaces for open dialogue, Russell explains how companies in the built environment can use their platforms not just to sell, but to support, and why that matters now more than ever. This episode is essential listening for marketers, brand managers, contractors, and anyone who wants to use their voice to build something more meaningful in construction. The Talking Tradesman: Spotify [https://open.spotify.com/show/7kgT8QKfW4xzBG8U6XC57m?si=LJ3wxWLTRZGbScaN06kglw&nd=1&dlsi=42b9e18ea8e24aca] YouTube [https://www.youtube.com/@TheTalkingTradesman] This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content! If breaking rules and standing out is your thing, we want to hear from you... dissident link tree [https://linktr.ee/dissidentagency]

Ben Russell: Marketing Lessons from a One-Man Startup

In this episode of The Build Up, host Dan (Creative Director at dissident creative agency) sits down with Ben Russell — founder of Russell Interiors, part-time carpenter and decorator, full-time fireman and family man. Ben started his business just 18 months ago, and in that short time, he’s been making a name for himself through smart, scrappy marketing and a whole lot of hustle. We dive into how he’s building up his brand while managing a packed schedule and what’s working for him as a startup tradesperson trying to stand out in a competitive market. From Facebook group hacks to trade show networking, Ben shares the marketing tactics that are actually moving the needle — all without a big budget. We also talk about the power of honesty in branding, balancing multiple trades, and why referrals are still king in the construction world. Whether you’re just getting started in the industry or looking for fresh marketing ideas for your own business, this episode is packed with practical tips and real-world insight.