Our “Frontline insights” series brings together perspectives from B2B marketing leaders who are navigating the industry’s challenges in real time. We're exploring what's working, what's not, and how teams are adapting to economic uncertainty, shifting buyer behavior, and the latest technologies.
This conversation features Georgiana Floroiu, Head of Marketing and Investor Relations at Bright Spaces.
With more than a decade of experience as a digital marketing strategist and over four years shaping brand and product marketing at Bright Spaces, Georgiana shares how clarity drove results, why industry events sharpened their narrative, and what it takes to market tech solutions in a traditionally slow-moving industry.
Last year at Bright Spaces meant refocusing strategy around one core product. That shift required deep work on messaging:
Georgiana also says that content played a supporting role by reinforcing that positioning. The focus went to answering real buyer questions, mapping to sales conversations, and strengthening the founder's existing thought leadership platform. This combination of crisp messaging, strong product narratives, and strategic content increased both velocity and quality across the funnel.
The decision to concentrate efforts proved valuable not just for internal alignment but also for standing out in a crowded market.
Georgiana expected industry events to help with awareness. What surprised her was how much they contributed to sharpening the message itself:
The true validation came from differentiation:
While many companies approached budgets cautiously this year, Bright Spaces made a different decision:
The investment wasn't reckless. Efficiency remained important, but the added budget created space to move with clarity and consistency across all customer touchpoints. This strategic increase aligned with observable shifts in their target market's behavior.
Marketing to real estate has historically meant working with buyers resistant to change. This year showed movement:
This shift creates new opportunities and also demands clearer communication about value and implementation.
When asked about the most important skill for B2B marketing leaders right now, Georgiana emphasizes adaptability over expertise:
She practices this with AI tools that have become part of her workflow for first drafts, summarizing transcripts, and extracting insights from long documents. Her toolkit includes ChatGPT and Gemini for writing and refining messaging, HubSpot AI for email drafts and campaign tweaks, Framer for landing page generation, and Grammarly for tone and clarity.
Her perspective on AI usage is practical:
Balancing long-term strategy with quick results requires deliberate planning from the start, says Georgiana.
The critical part is clarity about purpose and timing:
Looking ahead, Georgiana anticipates real estate becoming more data-driven and operationally focused, with owners and developers under pressure to improve efficiency and make faster decisions. This evolution means marketers in the space need to focus more on clarity, education, and helping clients navigate complexity.
Her advice for staying relevant cuts through tactical debates:
Spread the word with other marketers on the front lines so they can learn from these insights, or at least breathe a sigh of relief, knowing they're not the only ones navigating this chaos.
If you want to contribute and share your insights, reach out to us here or on LinkedIn.