Poke the Digital Bear!
Chad Smeltzer
I Help People Build Relationships to Find Solutions to Problems in Civil Infrastructure | CEO Bidcurement | The Infrastructure Network | VP of Technology| Podcast Host | "A Vision Without Action is Merely a Dream"
Hi Everyone,
About two years ago, I had a conversation with some friends in the industry that has stayed with me. I created a controversial video that challenged how sewer rehabilitation impacts people and the environment, following a news article that shook the industry. At the time, I still focused on the sewer industry, which is mostly controlled by a few major companies. I wasn’t sure what to expect, but the response surprised me.
The videos got thousands of views and sparked a lot of conversations. Some people warned me, "Don’t poke the bear!" That phrase stuck. But I had to ask: What is this bear? Who is this bear? Should we even worry about it? Honestly, that bear is probably retired by now.
The most interesting part wasn’t the views or the buzz. It was realizing how few people in the industry understood what social media could do. They didn’t see how fast and far a message could spread. Word got around, and before I knew it, "poking the bear" became a way to describe shaking up the old systems.
Now in 2024, we’ve just started to see what’s possible. Over the last two years, I’ve learned a lot about how digital platforms and social media work. I’ve also realized that the future of industry conversations isn’t at tradeshows or big events. It’s online, where people already spend their time.
The Shift to Data-Driven Marketing
People in their 30s and 40s have families, busy lives, and priorities that don’t always include traveling to events. Remote work and online tools are changing how we connect and share ideas. The civil infrastructure industry needs to catch up. We’ve depended on traditional methods like mailed magazines and webinars for too long. These approaches don’t tell us much about who we’re reaching or what’s working. Internet Crushes Traditional Media: From Print to Digital
On the other hand, tools like Customer Relationship Management (CRM) systems and social media give us real insights. These tools show us how people interact, what they’re interested in, and how we can do better. Instead of guessing, we can use this data to connect with people in meaningful ways. Trade show attendance still 20% below pre-pandemic levels - High Plains Journal
Using CRM Data to Connect Better
CRM systems collect information like names, roles, and contact details, as well as what people do—like opening emails or visiting a website. This data helps us reach people with messages that matter to them. When you use the right tools, you stop wasting time and start building stronger relationships.
Making the Most of Social Media
Most of us spend hours a day on social media, but many industries aren’t using it well. Social media platforms tell us what content works, who’s paying attention, and how they’re engaging. This data helps us refine our approach, post at the right times, and create content that speaks to the people we want to reach.
Rethinking Webinars and Old Tools
Webinars have been a go-to option for years, but they often feel like a one-size-fits-all solution. They depend on people showing up at a set time, which doesn’t always work for busy professionals. Instead of looking at how many people log in, we need to think about how webinars can connect to other tools, like CRMs, to track who’s interested and why.
Moving forward, we need to shift toward tools and strategies that are flexible, on-demand, and tailored to the audience. It’s not about throwing out old methods—it’s about making them work smarter.
What’s Next
Over the next decade, several trends will shape how we engage with people:
Conclusion
The civil infrastructure industry needs to adapt. We’ve relied on traditional methods for too long, but the tools to improve are already here. By leveraging data from CRMs and social media, we can create stronger, more personalized connections. The days of sending out a magazine and hoping for the best are over.
If this is your first time reading one of my articles, you’ll notice that I challenge the status quo.
If you’re in business—especially in the civil infrastructure industry—it’s time to rethink your strategies. Stop spending money on magazines and trade shows that don’t attract the right audience.
We are hiring companies! Over the past four years, we’ve built technology and marketing strategies to disrupt the civil infrastructure space, and it’s about to get even better. Remember, don't cheat your customers—start taking care of them. We’ll teach you how. #pokethebear #infrastructurefacts #water #wastewater #rehabilitation #engineering #roads