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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to our deep dive recap of episode 156 of the NTM Growth Marketing Podcast—where practical marketing wisdom comes to life through the voices of industry leaders! In this blog post, we’re taking you behind the scenes with Chaz Ross-Munro (Head of Marketing at Datumate) and Austan Preuett (Director of Marketing at Lynx Systems) for an authentic conversation that covers everything from AI’s real impact, construction tech tactics, CRM mastery, event strategies, and why storytelling is at the heart of great marketing.
Whether you’re a startup marketer, a tech builder, or just trying to navigate the changing landscape, get ready to explore actionable strategies and personal lessons from two professionals who live and breathe the realities of digital marketing every day.
Let’s start by getting to know our two seasoned marketers.
Both Chaz and Austan blend technical know-how with a practical, hands-on approach. Throughout the episode, they deliver advice and stories with a fresh, candid tone—no jargon, no fluff, just actionable marketing wisdom.
Chaz’s career is a testament to embracing change and following curiosity. She started out in traditional marketing roles at architecture, engineering, and construction (AEC) firms before making the leap into construction technology.
“Even when I was a marketer working for engineering firms and contractors, I’d always try to find new marketing products and tech I could bring in and use. That flowed into my interest and led me into construction tech.”
Chaz’s current organization, Datumate, offers Data Bim—a platform for heavy civil contractors to manage drone and LiDAR project data, build 3D models, and get highly accurate measurements.
How does this work?
“It’s a fun product to bring to market.”
Marketing in construction tech is unique—unlike SaaS companies that rely on subscriptions, project volume fluctuates.
Chaz’s Approach:
Standout Result: Higher engagement and better pilot opportunities thanks to hyper-targeted outreach.
Switching gears to the security and safety sector, Austan shares her ground-level experience as Director of Marketing at a small but mighty team.
“We’re in every VA in the US… All American made, manufactured, and supported.”
Austan comes from enterprise backgrounds where marketing teams were 50-plus people. At Lynx, it’s just her and two others. Her workday is a constant shuffle between:
Austan loves making short, authentic product videos—often right in the newly opened “experience center.”
“LinkedIn’s loosened up a bit; content doesn’t need to be a fully edited movie. More real, more human.”
She’s seen a surge of raw selfie-videos on LinkedIn, bringing more authenticity and relatability.
Whether it’s shooting videos in an airport escalator or swapping languages for captions in Canva, both Austan and Chaz embrace “real life” in their marketing.
Both guests drive home the importance of workflows and the right software stack.
After implementing more than 100 CRMs, Chaz claims her initials (CRM) are more than just a coincidence.
“My superpower is using a CRM—organizing a ton of information so I can get what I need out of it.”
Key Tools:
By combining data exports from project research platforms with HubSpot’s campaign functionality, Chaz can:
Result: Less wasted outreach, more relevant leads, and pilots.
Austan’s sales background means her marketing isn’t just flashy content—it’s designed to equip sales with exactly what they need.
“It’s great to have beautiful graphics, but if it’s not addressing client needs, sales won’t use it… We are one team, one dream.”
AI is transforming marketing workflows—both Chaz and Austan reflect on how it’s changing their jobs.
Chaz uses AI tools like “airops” to create blog posts, add internal links, and polish drafts—getting to the 80% “done” mark before stepping in as editor.
“The role of editor and QAQC is more important with AI… What it spits out isn’t always right.”
Bullet Points on AI Use:
Austan states she could not do her job as efficiently without AI:
“AI allows me to get a lot more done in the day… But you still need a human touch.”
Austan shares that higher education is moving toward embracing AI—as a calculator for the modern age.
“It reminds me of when calculators came out… now ChatGPT is that kind of revolution for this era. Teach people to use it right, so it’s not generic.”
Both guests acknowledge a preference for data, systems, and functional creativity over pure artistic flair.
Chaz admits:
“I’m not the most creative marketer, but what I do with the tools—in this age, especially—is fun and cool.”
There’s a “science side” to modern marketing: organizing data, designing smart workflows, and using technology to maximize impact. Yet the creative spark is still essential, especially in storytelling.
Both marketers swear by Canva for easy design and cloud-based collaboration.
How they use Canva:
“Canva is indispensable. I started with Adobe Suite, but now only use it when I need that extra level of refinement.”
Canva’s cloud ecosystem lets teams across time zones and languages make fast edits—essential for modern, global marketing.
In the security industry (and many B2B sectors), face-to-face demos and product interaction remain powerful.
Austan shares Lynx’s success pushing their new American-made LED sign—a big hit at trade shows and conferences.
“Nothing compares to showing a product in person that people can touch and feel.”
Austan’s team prioritized quality over quantity in their approach:
“I’d rather have one hundred great leads than ten thousand randoms.”
One of the most memorable segments comes when the podcast delves into storytelling—using WWE (pro wrestling!) as a model for engaging, sustained audience experiences.
“Storytelling is the number one thing in marketing. You’re not just selling a product or service, you’re selling a solution—and by doing that, you’re selling a story.”
Austan reflects that wrestling’s scriptwriting, ever-changing weekly content, and hyper-loyal fan base are all results of creative storytelling.
Austan’s unique sales-to-marketing career path brings extra punch to her work.
Benefits:
“Recently, I had a cross-department meeting with development. I don’t write code, but knowing what’s coming lets me put PR buzz out, work together, not as separate entities.”
Chaz echoes this with her smart use of CRMs—making sure marketing hands off actionable, relevant data.
Marketers are wrestling with existential questions: will AI make us irrelevant?
Sam Altman (OpenAI CEO) has famously suggested marketers could become less relevant as AI progresses—a sentiment that’s sparked some 2am panic.
“AI’s another tool at the end of the day… True creativity and amazing work come from the marriage of AI tools and a real person.”
She sees her role as an “architect” of systems—merging tech with content and human perspective.
“AI is an asset, not a human. Get the most out of it, but you still need a human touch.”
Both agree that learning to use AI as a tool—not an automatic replacement—is crucial.
This episode pulls back the curtain on the real lives of marketers in construction tech and security. The tools are powerful, but the people—armed with practical knowledge, authentic storytelling, and smart workflows—make all the difference.
If there’s one thing to take away, it’s this:
“It’s about the marriage of AI tools and human creativity. Be the architect—use every tool, ace every system, but never lose the spark that real people bring to a brand.”
Ready for your own leap into smarter, more human-centered marketing? Dive into the full episode, explore resources, and connect with Chaz and Austan—and watch your brand’s story take center stage!
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