Marketing has never been more accessible, or more confusing. Contract cleaning companies are constantly being told they need better SEO, more social media content, additional digital advertising, and now AI-powered marketing tools. But which strategies actually generate qualified leads and profitable contracts?
Kristy Elmore and Aubrey Cain will explore that question during “Digital First: What Actually Works in Janitorial Marketing Today” at Contracting Success 2026. Their session will help contractors cut through the noise and focus on digital marketing strategies that deliver real business results.
Ahead of the event, we asked these two marketing executives about today's biggest marketing priorities, the metrics leaders should actually track, and how companies can leverage AI without losing the human touch that builds trust with customers.
1. Focus on Buyers, Not Buzz
When it comes to marketing advice, Elmore and Cain believe contractors should start with a simple question: Does this approach help us reach the right buyers?
Too often, companies become distracted by the latest trends or platforms without considering whether those activities contribute to meaningful business outcomes. Instead, Elmore and Cain recommend focusing on initiatives that build credibility, generate qualified opportunities, and support sales growth.
The most effective approach is often to pilot new ideas before making a larger investment. If the tactic leads to qualified prospects, sales opportunities, or revenue, the pilot can be expanded.
2. Shift From Visibility to Credibility
For years, marketing has been a game of visibility. Companies wanted their name in front of as many people as possible. At the same time, AI has increased the pressure to create content faster and more efficiently. Cain cautions that efficiency alone is not enough.
The marketing landscape has shifted from visibility to building trust.
Some key areas that help build trust before that first phone call, walkthrough, or bid request include a strong website, targeted search, and authentic content.
3. Measure What Actually Matters
One of the biggest challenges in marketing is the temptation to focus on easy-to-track numbers (e.g., website traffic, social media followers, and clicks). While these metrics provide useful information, Elmore and Cain recommend companies focus on outcomes that connect directly to business contracts.
Metrics such as qualified leads, cost per lead, conversion rates, sales opportunities, and revenue provide a much clearer picture of whether a marketing program is generating profitable contracts.
4. AI Works Best When It Supports Human Expertise
AI continues to reshape how companies create content, communicate internally, and manage information.
According to Elmore and Cain, some of the most practical applications for AI include creating first drafts, conducting research, summarizing meetings, reviewing RFPs, and repurposing existing content for different audiences.
AI should be a support tool, not a substitute for human expertise. Customer knowledge, industry experience, storytelling, and authentic brand voice still require people.
Combining AI-powered efficiency and human insight can help organizations move faster while maintaining the trust and credibility buyers expect.
Want to take your marketing to the next level? Register for CS26, taking place November 17–19 at the Mandalay Bay Resort and Casino in Las Vegas.