AEC Marketing for Principals: Recent Episodes

View Details

AI promised AEC marketing teams more speed. What it delivered was a mirror.

Katie Cash sits down with Rachelle Ray, Head of AEC Marketing Innovation at OpenAsset, about what has genuinely changed in proposal production since AI entered the workflow, and what has simply been exposed rather than fixed. Rachelle brings a rare dual perspective, having led marketing and proposals inside an architecture firm before moving to the vendor side, and she is direct about where AI creates real value and where it introduces contractual risk that firms are not yet prepared to manage.

Katie and Rachelle also discuss the guardrails firms need before rolling AI out firm-wide, from approved and prohibited language lists to structured training and review processes.

Key Takeaways:

• Speeding up misaligned pursuits with AI does not save resources; it burns them faster.
• AI-generated proposal language can create real contractual risk without a review process in place.
• Firms that succeed with AI treat it as a firm-wide rollout, with training and guardrails, not a single toggle switch.
• The AEC marketers who thrive in the AI era will build data literacy, relationship intelligence, and systems thinking.
• Knowledge management, capturing what lives in people's heads, is becoming essential infrastructure for AI to work well.

Connect with Rachelle Ray, Head of AEC Marketing Innovation, OpenAsset

https://openasset.com/

https://www.linkedin.com/in/rachelle-ray-marketing/

Connect with Katie:

https://www.linkedin.com/in/kacash/

https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

AEC marketing is shifting from a reactive, proposal-driven function into a strategic discipline that drives demand. Justin Davidson of JE Dunn has helped lead that change from the inside.

Katie Cash talks with Justin about how that shift played out inside one of the country's largest builders, where JE Dunn built a dedicated vertical market model for its fast-growing industrial and manufacturing practice. He shares why a strong digital footprint now wins work from clients who find the firm online, and how video content and AI-optimized search are reshaping the way owners choose their builders.

Whether you support a single office or a national vertical, these lessons will help you move upstream and earn a seat at the strategy table. Listen to hear how JE Dunn turned marketing into a growth engine.

• AEC marketing
• construction marketing strategy
• marketing and business development alignment
• vertical market marketing
• video marketing for construction
• content generation
• industrial and manufacturing construction
• digital footprint for AEC firms
• AI optimized search
• JE Dunn

Connect with Justin Davidson, Marketing Director - Advanced Facilities Group, JE Dunn

LinkedIn:https://www.linkedin.com/in/justindavidson09/

JE Dunn: https://jedunn.com/

Connect with Katie Cash:

https://www.linkedin.com/in/kacash/

https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

If your firm is still waiting for the RFP to show up before getting serious about winning the work, you are already behind.

Katie Cash chats with Noel Brady, Co-Founder and COO of ProjectMark, the CRM built specifically for the architecture, engineering, and construction industry. They talk about what it actually takes to build a firm that grows with intention. Noel challenges the deeply ingrained belief that winning work is about personal relationships alone and makes the case that sustainable growth requires systematizing those relationships so they become a firm-wide asset rather than a liability that leaves when a key person leaves. From pipeline conversion ratios to the go/no-go decisions firms get wrong, this episode is an honest guide to replacing gut instinct with clean, actionable data.

Noel and Katie also dig into the cultural and behavioral shifts that distinguish firms that merely talk about being data-driven from those that actually do it. If your firm is ready to stop reacting and start leading, this episode is the place to start.

• AEC business development

• CRM for AEC firms

• architecture engineering construction marketing

• AEC firm growth strategy

• go/no-go decisions AEC

• pipeline conversion ratio

• data-driven AEC

• seller doer AEC

• project pursuit strategy

• RFP strategy architecture firms

Connect with Noel Brady, Co-Founder & COO, ProjectMark

LinkedIn: https://www.linkedin.com/in/noel-brady-mscsi-mrics-aaaa4547/

ProjectMark: https://www.projectmark.com/

Connect with Katie:

https://www.linkedin.com/in/kacash/

https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

The old AEC marketing playbook is no longer enough, and as the AEC truth teller, Judy Sparks is here to say what the industry has been too polite to admit out loud… the way you’ve always done it is quietly costing you work.

Judy Sparks, Founder and CEO of Smartegies and Amazon bestselling author of "The Modern AEC Marketer," joins Katie Cash for a candid milestone conversation. This is episode 100, and they are celebrating with some long-overdue industry truths. The way you’ve always done work as an AEC firm has changed. And it’s time for your firm to catch up.

There is a disconnect between how AEC leaders think about marketing and how marketing actually works. Judy talks about the gap, from treating the marketing funnel as a discipline rather than a diagram, to why top-of-funnel investment is where most firms are quietly losing ground. She also walks through a practical alignment exercise that will quickly reveal who your firm’s highest-value customers are and how to reach them.

If you are ready to advocate for a seat at the leadership table, this episode will help create a clearer path for you to get there.

Connect with Judy: https://www.linkedin.com/in/judysparks/

Connect with Katie: https://www.linkedin.com/in/kacash/

https://smartegies.com/

Grab Judy Sparks’ new book, The Modern AEC Marketer: How the Next Generation Will Lead the Industry Forward: https://a.co/d/0hNpFy1G

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

View Details

Podcasting may be the most underutilized business development tool in the AEC industry right now.

Tom Schwab, CEO and Founder of Interview Valet, is joining Katie Cash to explain why they believe podcast marketing deserves a real seat at the table in every AEC firm’s growth strategy. Podcasting goes far beyond content creation; it’s a strategic driver for relationships, reputation, and revenue. From podcast guesting to launching your own show, Katie and Tom discuss how architects, engineers, and construction professionals can build trust, deepen client relationships, and improve visibility in both traditional and AI-driven search.

Podcast interviews can be used to influence decision makers, strengthen trust, and create evergreen marketing assets. Katie and Tom even break down the realistic expectations around time, ROI, and how to align podcasting efforts with real business outcomes.

Podcast marketing is no longer just for consumer brands. For AEC firms ready to grow their reputation, strengthen relationships, and drive revenue, the microphone may be the most strategic tool in your marketing mix.

Connect with Tom Schwab, CEO & Founder, Interview Valet:
https://interviewvalet.com/aec

Connect with Katie: https://smartegies.com/

Grab Judy Sparks’ new book, The Modern AEC Marketer: How the Next Generation Will Lead the Industry Forward: https://a.co/d/0hNpFy1G

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Good leadership in architecture has never been just about knowing how to design a building.

Tory Winn, Principal and Co-Managing Director of Gensler's Atlanta office, has thought a lot about what it actually takes to lead well in this industry, and it comes down to people. How you build a team, how you show up for clients, how you bring someone along who's just starting out.

In a conversation with Katie Cash, she talked about why Gensler still believes in getting people in the same room, what mentorship looks like when it's done right, and how firms can stay true to who they are even as the workforce changes around them. She also touched on AI, not as a threat to creativity, but as a tool that helps designers show clients what they're imagining before the words are even there.

The throughline in everything she described? Leadership is less about having the answers and more about making sure the people around you feel like they're part of something.

The firms that get that right, the ones that invest in culture, in connection, in the next generation, those are the ones doing the most interesting work.

Connect with Tory Winn

Principal & Co-Managing Director, Gensler Atlanta
https://www.linkedin.com/in/tory-winn-ncidq-iida-97a087178/

https://www.gensler.com/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Great engineering firms do not scale on talent alone. They scale on repeatable systems and a culture of accountability.

Suzie Engel, PE, President and Owner of Motz Engineering, shares how she transformed her firm by building a process-driven culture that improves communication, protects quality, and creates better client experiences. By implementing structured systems, data tracking, and clear accountability across teams, Motz Engineering delivers consistent results while empowering engineers to focus on solving complex problems.

Suzie also discusses how sharing lessons learned across departments strengthens leadership, improves future project outcomes, and helps engineering firms grow without chaos. For AEC leaders looking to raise standards while protecting team culture, this conversation offers practical insights you can apply immediately.

Connect with Suzie Engel, PE

President and Owner, Motz Engineering

https://www.motzengineering.com/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Brand is no longer a support function in AEC. It is a strategic lever that shapes perception, culture, recruitment, and long-term growth.

Katie Cash sits down with Emily Cannon, Vice President of Brand Strategy at Brasfield & Gorrie, to discuss what it really means to elevate the brand to the executive table. From aligning regional leadership to activating entertainment as a marketing currency, Emily shares how intentional collaboration between marketing and the C-suite is reshaping the firm’s internal culture and external presence. She also explores how brand influences retention, recruiting, pursuit strategy, and even proposal performance.

If your firm is navigating growth, leadership transition, or brand evolution, this conversation offers practical insight on aligning strategy from the inside out and turning brand into a measurable driver of momentum.

Topics discussed in this episode:

• AEC brand strategy
• Construction marketing strategy
• Brand alignment in AEC
• B2B brand strategy
• AEC leadership alignment
• Employer branding in construction
• Construction firm marketing

Connect with Emily Cannon, CPSM

Vice President of Brand Strategy at Brasfield & Gorrie, LLC

https://www.linkedin.com/in/emilycannon1/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

What does it take to lead a 70-year engineering firm into its next chapter of growth without losing the culture that built it?

Katie Cash sits down with Carrie Stokes, President and CEO of Barge Design Solutions, and Erika Booker, Chief Marketing Officer of Barge Design Solutions, to unpack how leadership vision, marketing alignment, and data-driven strategy fuel sustainable growth in today’s competitive AEC market. From intentional CEO transition planning to integrating communications and sales enablement, they share how employee ownership, disciplined client selection, and CRM-backed business development decisions protect both culture and profitability.

If you lead an engineering firm or support one through marketing and business development, this conversation offers a clear look at how alignment across the C-suite and marketing team drives measurable impact and long-term brand strength.

Topics discussed in this episode:

• Engineering firm leadership
• AEC marketing strategy
• Strategic growth planning
• Employee-owned firm model
• CRM implementation in AEC
• Business development analytics

Connect with Erika and Carrie, BARGE:

https://bargedesign.com

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

What does it really take to get a major urban infrastructure project funded, approved, and built?

Jack Cebe, President & CEO of The Stitch at the Atlanta Downtown Improvement District, shares how his team is working to transform three-quarters of a mile of interstate highway into a 17-acre urban park with the potential to generate $9 billion in economic value. The Stitch is designed to reconnect downtown Atlanta, unlock development opportunities, and create a new community asset above the Connector.

With a background in landscape architecture and civil engineering, Jack breaks down how infrastructure capping projects come together, from funding strategies and approvals to design, engineering coordination, and project delivery. He also shares practical guidance for AEC professionals on building authentic networks and developing the communication and project management skills needed to lead complex, multi-stakeholder urban initiatives.

Topics discussed in this episode:

• Infrastructure projects
• Atlanta Downtown Improvement District
• Park development
• Landscape architecture
• Grant funding
• Professional Networking

Connect with Jack Cebe, President & CEO of The Stitch:

https://www.linkedin.com/in/jackcebe/

https://thestitchatl.com/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

The future of the AEC industry is being shaped long before professionals step onto a jobsite, and it starts in the classroom.

Dr. Georg Reichard shares how Georgia Tech’s School of Building Construction is reimagining construction education to better align with industry needs. From hands-on, real-world projects to a renewed focus on communication, leadership, and emerging technologies, the program is designed to prepare students who are ready to contribute on day one. The conversation explores how academia and industry can work together to strengthen the talent pipeline, adapt to rapid technological change, and ensure the next generation of construction professionals is equipped for long-term success.

As the demand for skilled AEC professionals continues to grow, collaboration between educators and industry leaders has never been more important. This discussion highlights why investing in education today is essential to building a stronger, more innovative built environment tomorrow.

Topics discussed in this episode:

• AEC education
• Construction workforce shortage
• Georgia Tech building construction
• Construction leadership development
• Industry-academia collaboration
• Construction technology innovation

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

The future of commercial real estate is being shaped by a more intentional, client-first approach that prioritizes alignment, transparency, and long-term value across every decision. As market conditions shift and expectations evolve, firms that lead with clarity and objectivity are redefining how real estate advisory supports business growth.

Jue Wang shares how T. Dallas Smith & Company has differentiated itself through a conflict-free advisory model that places tenant and buyer representation at the center of its work. She discusses how office, industrial, and mixed-use trends are evolving, how technology and data are raising the bar for insight and accountability, and why deeper collaboration between real estate advisors and AEC partners is essential to delivering better outcomes for clients.

This conversation offers a grounded, forward-looking perspective on what today’s decision makers value, how firms can strengthen trust through smarter advisory services, and what it takes to stay relevant as the built environment continues to evolve.

Topics discussed in this episode:

• Client-First Advisory
• Market Trends
• Real Estate Technology
• AEC Collaboration
• Workplace Strategy
• Next-Gen Leadership

Connect with Jue Wang, Director, T. Dallas Smith & Company

https://www.tdallassmith.com/

https://www.linkedin.com/in/jue-wang-ccim-b6a61851/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

What happens when AEC marketing owns the data story and becomes a true strategic partner to the firm?

Katie Cash sits down with Katie Robinson, Chief Marketing Officer at LS3P, to unpack how a traditional proposal shop evolved into a firmwide, agency-style marketing and knowledge management team. Katie shares how LS3P aligned marketing with business strategy, centralized project data through a data manager program, and used tools like Power BI and AI to unlock insights that support both pursuit strategy and firm leadership. She also explains why open access to project data, clear security rules, and cross-functional collaboration are non-negotiables for sustainable growth.

From Expert Hours that support thought leadership to an AI steering committee that protects IP and improves efficiency, Katie shares a practical roadmap that any AEC firm can start small and scale. Marketers will come away with clear strategies for strengthening relationships across the firm, earning a seat at the strategic table, and elevating marketing from a support function to a true driver of growth.

Topics discussed in this episode:

• AEC marketing
• LS3P
• CRM
• Power BI
• AI in AEC
• Strategic planning

Connect with Katie Robinson, Chief Marketing Officer / Vice President / Principal at LS3P:

https://www.ls3p.com/portfolio/katie-robinson/

https://www.linkedin.com/in/katie-schroer-robinson/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms.

Katie Cash sits down with Jason Kruger, President and Founder of Signature Analytics (now with Citrin Cooperman), to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together, they discuss how to define success, set measurable KPIs, and build budgets from the ground up rather than relying on projections that lack real data. Jason also shares how firms can safeguard cash flow during expansion, create accountability across departments, and prepare their reporting to meet the expectations of potential buyers during an acquisition.

Tune in to hear what sets financially disciplined AEC firms apart. Jason unpacks how intentional budgeting, transparent reporting, and alignment between sales, marketing, and finance drive measurable and lasting growth.

Topics discussed in this episode:

1. AEC marketing
2. Financial strategy
3. Risk Management
4. Profit Margin
5. Sales and Marketing Alignment

Connect with Jason Kruger, Partner at Citrin Cooperman

LinkedIn: https://www.linkedin.com/in/jason-kruger-a0b159b/

Email: JKruger@CitrinCooperman.com

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Knowledge has become one of the most valuable assets in the AEC industry.

Chris Parsons, founder and CEO of Knowledge Architecture, joins host Katie Cash to explore how firms can transform scattered project data and expertise into a true competitive advantage. Together, they discuss the rise of knowledge management as a C-suite priority, the role of AI in accelerating KM 3.0, and why structured data matters more than ever for marketing and proposals.

By focusing on people, process, technology, and culture, firms can unlock smarter collaboration, sharpen their storytelling, and create systems that support sustainable growth.

Topics discussed in this episode:

• AEC marketing
• Knowledge management
• Knowledge strategy
• AI in AEC
• Business development
• Content management

Connect with Christopher Parsons, Founder and CEO, Knowledge Architecture:

https://www.knowledge-architecture.com/

https://www.linkedin.com/in/christopherjparsons/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Winning more of the right work starts long before the RFP. It starts with pipeline discipline, proactive positioning, and breaking down silos.

Marketer turned business developer Lee Jarboe, FSMPS, CPSM of JE Dunn Construction, shares how accurate pipeline data, smart market mix, and account-based marketing shorten the path from first touch to real conversations about client needs. With examples from large, multi-market operations, Lee explains why sales is a leading indicator, how to time resources, and when to say no so you can win better.

She also makes the case for cross-functional alignment. Include marketing and BD in strategic growth talks, communicate the “why” behind pursuits, and stop the silos. The payoff is faster trust, sharper go/no-go calls, and teams that are all in when it counts.

Topics discussed in this episode:

• AEC marketing
• Pursuit strategy
• Sales pipeline
• Go/no-go decisions
• Account-based marketing
• Client experience
• JE Dunn Construction

Connect with Lee Jarboe, FSMPS, CPSM of JE Dunn Construction:

Website-https://jedunn.com/

LinkedIn: https://www.linkedin.com/in/leejarboe/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Great firms aren’t just built on great design; they thrive through smart operations, strong culture, and client-focused strategy.

Natalia Castro, COO of Saltz Michelson Architects, shares her unconventional path from crime analysis to leading operations in a 50-year-old legacy architecture firm. She explains how prioritizing internal culture directly impacts client satisfaction, why listening is an underrated business advantage, and how strategic thinking can open new market opportunities like aviation. From adapting to AI to navigating generational mentorship, Natalia offers practical and inspiring insights for firm leaders.

Her perspective blends honoring the legacy of a firm while embracing innovation, proving that operational excellence is just as critical as design expertise in creating long-term growth.

Topics discussed in this episode:

1. AEC marketing
2. COO Leadership
3. Aviation Market Strategy
4. Service-driven industry
5. Legacy Architecture

Connect with Natalia Castro, COO | Business Operator at Saltz Michelson Architects:

Website-https://www.saltzmichelson.com/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

People remember stories, not facts—and that’s why your case studies might be your strongest marketing tool.

Leslie Blaize, freelance content strategist and case study expert at Blaize Communications, joins host Katie Cash to dig deep into the power of storytelling in AEC marketing. Together, they explore why a well-crafted client success story is more than a nice-to-have. It’s a bottom-of-the-funnel essential that helps position your firm as a trusted partner, even in unfamiliar markets. Leslie offers practical advice on how to interview clients, repurpose content across channels, and work smarter with technical teams.

By centering your clients in the narrative and connecting strategy to storytelling, your case studies can build trust, showcase results, and win more work.

Tune in for tips that will sharpen your proposals and energize your marketing efforts.

Topics discussed in this episode:

• AEC marketing
• case studies
• client success stories
• proposal development
• storytelling in AEC
• procurement strategy

Connect with Leslie Blaize, CPSM, Blaize Communications:

LinkedIn- https://www.linkedin.com/in/freelance-writer-architecture-engineering-construction/

Website- https://blaizecommunications.com/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Trust is no longer earned at the table; it’s built far before the meeting begins.

Marcus Sheridan joins Katie Cash to unpack how AEC firms can grow their business by becoming radically transparent and strategically human in their content. From overcoming outdated marketing norms to building trust through cost education, video, and self-service tools, Marcus lays out the new blueprint for becoming a known and trusted brand in a skeptical B2B world.

By shifting focus from "we" language to "you" language, and by daring to answer the questions clients are already asking online, firms can stand out in crowded proposals, win hearts before the shortlist, and future-proof their growth strategies.

Topics discussed in this episode:

• AEC marketing
• content marketing
• B2B trust
• sales and marketing alignment
• digital transformation
• cost transparency
• buyer journey
• trust in construction industry
• thought leadership

Connect with Marcus Sheridan, Author:

Website:https://marcussheridan.com/

Endless Customers book: https://a.co/d/7T3ce91

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

How do you build trust, attract top talent, and finally make your marketing hit home?

This time around, Katie’s chatting with Ethan Okovikas, Operations Manager at HGA, whose fashion background surprisingly led him into the world of AEC. They talk about how storytelling is at the heart of both industries. Ethan shares how firms can flex their influencer muscles with employee-generated content that feels real and relatable.

If you want your brand to connect on a deeper level, this one’s for you!

Topics discussed in this episode:

• storytelling
• user-generated content
• employee-generated content
• telling stories with design
• digital strategy
• content creation
• marketing strategy
• people behind the projects
• human touch
• brand stories

Connect with Ethan Olkovikas, Content Operations Manager, HGA:

Website: https://olkovikas.com/
LinkedIn: https://www.linkedin.com/in/eolkovikas/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Want to make a real impact in your AEC business?

Today, Katie chats with Carrie Gonzalez, Director of Marketing at SSOE Group, about her journey from intern to key leader in growing the 1,500-person firm. She talks about how staying flexible and thinking outside the box helped them break into new markets. Carrie also shares how SSOE’s marketing team supports business goals and collaborates with partners to achieve even more.

Tune in for practical tips on leadership, marketing, and managing change to help drive your growth.

Topics discussed in this episode:

• modern marketing
• marketing strategy
• collaboration
• business partnerships
• AEC marketing
• leadership
• Using AI
• AI in marketing
• business goals
• marketing messaging

Connect with Carrie Gonzalez, Director of Marketing at SSOE Group:

Website: https://www.ssoe.com/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

It’s easy to forget how much architects, engineers, and contractors influence our communities and daily lives.

Host Katie sits down to talk with Malory Atkinson, co-founder of the women-led firm Shear Structural, about how the AEC industry does more than just design spaces. She’s all about breaking the mold by bringing fresh energy and a startup mindset to an industry that’s ready for a shake-up. For Malory, it’s not just about the buildings—it’s about creating schools, parks, and spaces that make a real difference.

Tune in as Malory talks about the need for more diverse leadership, why women should start their own firms, and how Shear Structural is giving back to the community.

Topics discussed in this episode:

• AEC
• making impact
• marketers
• women in business
• designing spaces
• diversity in STEM
• soft skills
• professional development
• adaptive reuse
• sustainability

Connect with Malory Atkinson, CPSM, LEED GA:

LinkedIn: https://www.linkedin.com/company/shearstructural/

Website: https://shearstructural.com/

Connect with Katie

https://smartegies.com/

View Details

When change is in collaboration it never feels forced.

Vickie Oshima, VP of Marketing at Architecture & Design Firm AO, joins Katie Cash to unpack how she tackles marketing in a firm with 17 specialized studios. She talks about juggling different business needs, keeping marketing in line with the bigger picture, and building trust to make evolution happen. Vicky believes great marketing isn’t just about strategy but making sure everyone feels confident in the direction they’re headed.

Tune in for practical tips on building connections, understanding what people really need, and making sure your marketing matches your firm’s vision.

Topics discussed in this episode:

• marketing
• branding
• culture blending
• strategic planning
• relationship building
• value & impact
• marketing & communication
• marketing team
• pitching
• communication expert
• emotional connection

Connect with Vickie Oshima:

LinkedIn: https://www.linkedin.com/in/vickiemoshima/

Website: https://www.aoarchitects.com/

Connect with Katie:

https://smartegies.com/

View Details

In the fast-changing AEC industry, building strong relationships and using data-driven strategies are key to staying ahead of the competition.

In today’s episode of AEC Marketing for Principals, Katie welcomes Scott Steiding, Chief Growth Officer of Bennett & Pless, to chat about why soft skills, like being responsive and delivering great client service, are becoming more and more important in the AEC industry. Scott talks about how his firm keeps track of client response times and zeroes in on win rates and value conversion to boost business development and strengthen client connections.

Listen in to find out how starting with simple metrics and slowly building a data plan can help you make smarter decisions and set the stage for long-term growth.

Topics discussed in this episode:

• structural engineering
• branding
• client experience
• marketing
• data-driven strategy
• AEC industry
• soft skills
• always be selling
• technology integration
• AI
• Business growth
• CRM systems
• Repeat business
• Revenue maximization

Connect with Scott:

https://www.linkedin.com/in/scottsteiding/

Connect with Katie:

https://smartegies.com/

View Details

Imagine knowing how to leverage metrics to tell your firm’s story and win your next big project. It’s time to turn data into a powerful ally that drives your business growth!

Architecture, engineering, and construction firms can revolutionize their growth strategies by decoding data and creating clear roadmaps. Katie Cash is joined by her co-worker, Jenn Friedman, a self-described data nerd, who shares how embracing tools like Google Analytics can unlock actionable insights. From identifying high-performing website pages to aligning digital efforts with business goals, Jenn outlines simple, effective steps any firm can take. She highlights the importance of building a solid foundation, tracking meaningful metrics, and leveraging cutting-edge technologies like AI to stay competitive in today’s fast-paced digital world.

Success begins with preparation and the confidence to make data work for you, not against you. If this resonates, don’t miss Jenn’s presentation at SmartWIN25 on February 11th, where data-driven strategies will take center stage.

Topics discussed in this episode:

• SmartWIN25
• Talk Data to Me
• Google Analytics
• Business Metrics
• Data interpretation
• Digital presence
• Traffic sources

Connect with Katie and Jenn

https://smartegies.com/

View Details

Strategic marketing investments can transform small AEC firms into industry leaders.

Katie Cash kicks off the SmartWin 2025 Speaker Spotlight Series with guest Erica Wozniak Fisher, Director of Marketing and Business Development at The Arkitex Studio. Erica shares her journey from managing major projects at Texas A&M University to driving strategic growth for a small Texas-based architecture firm. The discussion highlights how smart, modest marketing moves can lead to big wins. Erica emphasizes the essentials of branding, targeted networking, and leveraging the right tools and partnerships. Even small steps, like refining RFQ templates or attending key conferences can deliver impressive and measurable results.

Don’t miss Erica’s practical tips for small firms striving to stand out in the AEC world. Tune in to the new SmartWIN25 Speaker Spotlight series for a sneak peek of what’s to come this February.

Topics discussed in this episode:

• SmartWIN25
• strategic investments
• architecture
• Arkitex
• AEC Growth
• Texas A&M University
• Marketing and business development
• small firms

Follow Erica Wozniak Fisher:

https://arkitex.com/

Connect with Katie

https://smartegies.com/

View Details

In today’s talent war, outdated HR practices are holding firms back. The way forward is to create workplaces that attract and retain the best people.

In this AEC Marketing for Principals episode, host Katie Cash and co-host Judy welcome Mark Zweig, founder and CEO of Zweig Group, a leading AEC consulting firm. Mark talks about his journey from consulting to launching his own business and shares his perspective on some of the industry’s biggest challenges—especially when hiring and keeping top talent.

Mark’s perspective is both a wake-up call and an inspiration for you to embrace dynamic strategies for long-term growth and employee retention.

Topics discussed in this episode:

• serial entrepreneur
• consulting
• human resources
• CEO
• marketing
• talent war
• recruiting
• employee retention
• business growth
• open book management
• brand identity

Join Katie and Judy at SmartWin2025 on February 11, 2025. Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/

Connect with Katie

https://smartegies.com/

View Details

CRM systems are revolutionizing project management and collaboration in the construction industry.

Today, Katie talks with Tom Deane, Co-Founder and CEO of ProjectMark, about how their user-friendly CRM helps construction teams of all sizes get started easily. They explore how AI and automation are changing project management, especially in making informed decisions and speeding up proposals. Tom also shares practical tips for organizing information to help your team see real results in their daily work.

If you're looking for solid advice on how to build a team-oriented company culture that helps both field and office teams feel informed and connected, this episode is for you.

Topics discussed in this episode:

• innovation and strategy
• project management
• smart strategies
• construction
• business development
• Technology
• CMRs
• marketing strategy
• design & construction
• sales and marketing

Connect:

Connect with Tom Deane - https://www.linkedin.com/in/tom-deane-5b93b93a/

Join Katie and Judy at SmartWin2025 on February 11, 2025. Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/

Connect with Katie

https://smartegies.com/

View Details

Strategies and operations are key to helping your team make smart decisions, work more efficiently, and adapt to a changing market.

Join Katie in this episode as she sits down with Stu Haney, Management Consultant of AEC OPS to talk about his innovative BOSS method. They’ll talk about the importance of respectful talent acquisition, implementing structured systems, and recognizing operational shortcomings.

Get the insights and practical strategies you need to create a positive workplace culture, boost employee engagement, and drive growth in your business.

Topics discussed in this episode:

• management consulting
• design and construction
• project management
• business strategies
• BOSS method
• talent acquisition
• operational efficiency
• workplace culture
• recruitment strategies
• business success
• systemic approach

Connect with Stu Haney, AEC Management Consultant - AEC OPS

https://aec-ops.com/

https://www.linkedin.com/in/stewart-c-haney/

Join Katie and Judy at SmartWin2025 on February 11, 2025. Use code "Smart40" and get 40% off your registration. https://smartegies.com/smartwin/

Connect with Katie

https://smartegies.com/

View Details

As a professional, you probably work hard to perfect your craft but might be neglecting the essential skills of business management.

In this episode of AEC, Katie chats with Kyle Peterson, Principal and Business Leader at Nelson Worldwide, about his role managing six studio locations and how his design background guides his business approach. Kyle highlights the importance of being a trusted partner and truly understanding clients' needs to drive success.

Tune in to discover how to blend your vision with real operational expertise to achieve powerful strategic growth.

Topics discussed in this episode:

• Nelson Worldwide
• business leader
• sales strategies
• business management
• architecture
• smart marketing
• strategies that make an impact
• business data
• design excellence
• financial success
• business change
• financial literacy
• sales process

Connect with Kyle Peterson, Principal NELSON Worldwide:

https://nelsonworldwide.com/

https://www.linkedin.com/in/kylerpetersonmba/

Join Katie and Judy at PSMJ Resources AEC MarketPro! This year's event will occur on Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration.

Connect with Katie

https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

View Details

Katie is back and talking to Bryce Batts, a seasoned recruiter and co-owner of Career Collective, to explore attracting and retaining top talent in the AEC industry. Bryce emphasizes the need for swift communication and efficient interview processes to capture high-caliber candidates' interest. She advises employers to collaborate closely with recruiters, timing offers strategically to avoid premature proposals that candidates might leverage for better opportunities. They also discuss the importance of making strong initial offers rather than attempting lowball negotiations, which can deter potential hires. Authentic job descriptions and genuine passion in the recruitment process are essential to attract the right talent.

The discussion shifts to the competitive nature of the current job market, highlighting the importance of digital presence and effective employer branding. Embracing platforms like LinkedIn™ for outreach and showcasing company culture is crucial. Bryce advocates for proactive networking and personalized direct outreach over mere job postings. The conversation also underscores the benefits of offering flexible work schedules, generous PTO, and compelling employee perks to remain competitive without straining financial resources. Collaborative efforts between marketing, HR, and recruitment teams are vital for crafting impactful hiring strategies that resonate with prospective hires and align with the company's values and culture.

Topics discussed in this episode:

• Job descriptions
• Recruitment
• AEC Industry
• Career-minded women
• Networking
• Digital platforms
• Work-Life balance

Connect with Bryce Betts, Career Coach and Co-owner of Career Collective
https://www.mycareercollective.com/
Follow her on Podcast: https://podcasts.apple.com/us/podcast/wine-after-work/id1590870145

Founded with a Singular Vision: Providing both candidates and employers with premier access to the best in AEC Industry opportunities. We empower employers with the right talent and candidates with career-defining opportunities ensuring that every placement is not just a job filled, but an effective, strategic fit.

Join Katie and Judy at PSMJ Resources AEC MarketPro! This year's event will take place Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration.

Connect with Katie

https://smartegies.com/

View Details

Katie Cash talks with Tara Bleakley, Associate Director for Market Transformation and Development at the USGBC's Florida chapter. Tara shares a brief overview of her career, starting with a background in art history and art business, which led her to various marketing roles from London to Orlando. She discusses her tenure at TLC Engineering Solutions, where she rose to partnership before taking a sabbatical to reconnect with family. This break steered her toward her current role at USGBC, fueled by her passion for combating climate change.

Tara’s current initiatives at USGBC extend beyond LEED certifications to include supporting sustainable and resilient community development. She believes in the critical role of mentorship within the AEC industry, particularly emphasizing the importance of bridging the gap between seasoned professionals and young leaders. Tara emphasizes how her experiences inform her advocacy for sustainable building practices that not only meet but exceed established standards, thereby enhancing equity, affordability, and inclusivity in projects.

Topics discussed in this episode:

• LEED Certification
• Climate change
• Young leaders
• Inclusivity in buildings
• Business development
• Sustainability

Connect with Tara Bleakley, Associate Director, Market Transformation & Development

US Green Building Council

https://www.usgbc.org/people/tara-bleakley/0011562083

Follow her on LinkedIn: https://www.linkedin.com/in/tara-bleakley-576a7613/

As the Florida Associate Director, for the Market Transformation and Development team at the United States Green Building Council (USGBC), Tara plays a pivotal role in driving the organization's mission of transforming the built environment into a more sustainable and environmentally responsible sector. Tara focuses on creating strategic initiatives and partnerships to foster the adoption of green building practices and sustainable design principles within the broader market. Tara contributes to driving sustainability forward in the building and construction industry by fostering collaboration, advocating for policy changes, and promoting LEED building standards and practices. A big focus is engaging with USGBC’s current stakeholder base around core programs and cultivating business opportunities for LEED with new clients in major target sectors.

In Tara's spare time she enjoys adventuring in nature with her family, traveling for food and relaxing with a good book.

Join Katie and Judy at PSMJ Resources AEC MarketPro! This year's event will take place Wednesday, September 25, 2024, in Austin, Texas.Use code "Smartegies" to receive $200 off your registration.

Connect with Katie

https://smartegies.com/

View Details

Securing future work and attracting top talent are the lifeblood of the AEC industry, a reality that hosts Katie and Judy passionately emphasize in the season six premiere of AEC Marketing for Principals. This season’s theme, “Making an Impact,” focuses on HR and recruiting tactics, business development strategies, and content marketing within the industry.

In upcoming episodes, we will spotlight individuals driving change and facing unprecedented challenges in the AEC sector, discussing topics like the integration of technology and AI to streamline business processes and elevate job efficiency.

With more gender diversity among architecture students, the industry is primed for change. However, women are still underrepresented as registered architects, highlighting the ongoing gender equality issues. Katie and Judy also dive into the evolving demographics of B2B buyers, led by Gen Z and Millennials, and how these shifts are shaping new marketing and communication strategies. They discuss the challenges and opportunities in recruiting this younger generation. This season opener offers just a glimpse of what's ahead.

Episode Highlights:

• Making an Impact in the AEC Industry
• Gender Diversity in Architecture
• Gen Z in the Workforce
• B2B Marketing Strategies
• Content Marketing
• Mentoring and Emerging Leaders

Resources:

26 percent of Gen Z applicants bringing parent to job interview: Survey

Join Katie and Judy at PSMJ Resources AEC MarketPro! This year's event will take place Wednesday, September 25, 2024, in Austin, Texas.Use code "Smartegies" to receive $200 off your registration.

Connect with Judy Sparks:
LinkedIn: https://www.linkedin.com/in/judysparks/

Connect with Katie Cash:
LinkedIn: https://www.linkedin.com/in/kacash/

View Details

Katie sits down with Associate Principal and Regional Practice Leader, Brad Ewing, AIA, NCARB, LEED AP, from NELSON Worldwide. Brad talks about one of the unexpected skills that architects need to master–sales. He emphasizes the importance of being adaptable and flexible for career progression in the AEC sector.

Brad also offers invaluable advice on preparing for procurement season, focusing on understanding client goals and fostering robust client relationships.

Connect with Brad Ewing, AIA, NCARB, LEED AP:

Brad Ewing is a distinguished architect and associate principal at NELSON Worldwide, where he brings over 24 years of experience in leading teams and managing complex projects across various sectors. As the regional practice leader for civic, community, justice, and education, Brad is known for his innovative and sustainable design solutions that resonate with stakeholders' needs and expectations.

In his role, Brad not only oversees the production of design and construction drawings but also steers the strategic growth and financial success of his practice across the Southeast region. His expertise extends to advising clients on best practices and lessons learned from his extensive work in institutional, aerospace, aviation, federal, county, and state projects, both in secure and non-secure environments.

Brad's passion for creating quality designs that enhance public spaces and user experiences is evident in his collaborative approach with his team and partners. His commitment to excellence is a driving force behind his successful leadership in the AEC industry.

At SmartWIN24, we invited Brad to share his insights and strategies that led to the winning outcome for the State of Georgia's largest project ever. His experience in leading such a monumental project, coupled with his expertise in sustainable and impactful design, makes him an invaluable contributor to our conference. Attendees will gain a rare glimpse into the strategic thinking and leadership that are essential in securing and executing major AEC projects.

LinkedIn: https://www.linkedin.com/in/jbradewing/

Website: https://www.nelsonworldwide.com/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/

View Details

Do you feel lost in the sea of mergers and acquisitions? Katie is talking with Tiffany Konenkamp, CPSM, from Century Fire, about branding and M&A in the AEC sector.

Tiffany discusses the nuances of acquiring smaller firms, focusing on the need to balance respect for the acquired company's brand while transitioning to the Century Fire identity. She emphasizes the critical nature of value alignment and the importance of effective communication during the rebranding phase, providing actionable advice for firms undergoing similar changes.

Connect with Tiffany Konenkamp, CPSM:

Tiffany is a dynamic force in the AEC industry, exemplifying the trajectory of a marketing expert whose strategic vision and operational acumen have served her well at Century Fire Protection, one of the fastest-growing fire protection companies in the U.S. Her story is one of ascent, from her roots in marketing within the AEC sector to her current dual-hatted role as Director of Marketing and Division Manager.

At Century Fire Protection, Tiffany leads the Alarm & Special Hazards Service Division with a keen eye for innovation and efficiency. Her marketing expertise is equally evident as she spearheads comprehensive marketing strategies, encompassing everything from digital marketing to employee engagement. As a leader, she plays a key role in branding initiatives, particularly during mergers and acquisitions, aligning with Century Fire’s growth and vision.

Tiffany's career is marked by a series of transitions, from marketing to sales and operations and back to marketing again, showcasing her versatility and deep understanding of the AEC industry's multifaceted nature. Her expertise is further solidified by her NICET Level III certification and her recognition within Century Fire’s Sales Achievement Award for outstanding sales achievements.

As a Certified Professional Services Marketer (CPSM), Tiffany has not only led SMPS Atlanta as Past President but has also been honored as Chapter President of the Year. Her commitment to the profession extends to her past role as Co-Chair of the national CPSM certification program, influencing the standards of excellence in AEC marketing.

An Auburn University alumna, Tiffany's spirited "WAR EAGLE!" echoes her enthusiasm and zest, which she brings to every initiative she leads. When she's not driving marketing and operational success, she's devoted to her family in Roswell, GA, and can often be found cheering on her son Hayden at the baseball field.

At SmartWIN24, we're proud to feature Tiffany as a speaker who has not only climbed the ranks within the AEC industry but has also shaped the strategic marketing landscape through her innovative approaches and dedication to excellence. Her insights into branding, digital strategy, and the integration of marketing within operations make her an invaluable contributor to our 'Leap into the Future' theme.

LinkedIn: https://www.linkedin.com/in/tkonenkamp/
Website: https://www.centuryfp.com/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/

View Details

Katie is back with Balfour Beatty's Senior Vice President, Mike Macon, discussing the construction giant's brand strategy and competitive positioning. Mike details the company's approach to winning large public sector projects, emphasizing the necessity of aligning with client expectations, the pivotal role of communications, and the importance of detailed preparation for client presentations.

They dive into the dynamics of project pursuit, stressing vulnerability and feedback's role in navigating the competitive environment. The conversation offers insights for firms aiming to bolster their market stance and confidently tackle strategic projects, underscoring the critical impact of communication skills on trust-building and opportunity acquisition and advocating for ongoing collaboration and improvement within the AEC sector.

Connect with Mike Macon:

Mike Macon brings over 25 years of construction industry experience to the table, currently serving as the Senior Vice President and Business Unit Leader for Balfour Beatty's Georgia business. He's not just a seasoned executive; he's a strategic thinker who has led award-winning projects like Buckhead Atlanta, a $1.5 billion luxury retail and mixed-use community. As part of Balfour Beatty's Southeast Division’s executive leadership team, Mike excels in client relationship building, capturing new prospects, and developing winning strategies. His diverse experience across various markets, from corporate office spaces to multifamily residential projects, has been integral to achieving Balfour Beatty’s growth goals.

We've invited Mike to share his insights at SmartWIN24 for a very specific reason. He recently led his team to secure the largest project ever undertaken by the State of Georgia—a $1B+ Correctional Facility. His session will offer a deep dive into what it takes to position your firm strategically to win such monumental public-sector and private-sector projects under a unified and integrated brand and business development strategy. From initial identification to the final pitch, Mike will share the intricacies of securing mega-projects.

LinkedIn: https://www.linkedin.com/in/mike-macon-93574316/

Website: https://www.balfourbeatty.com/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/

View Details

Katie continues her SmartWIN24 speaker spotlight series with Greg C. Hart. - President of PSMJ. He discusses the critical need for a deep understanding of the nuanced challenges and opportunities that the AEC sector faces, particularly considering the varied effects of macroeconomic trends. By drilling down on the data, he’s able to share insights about the strategic use of data and proposal activity as key indicators for planning and decision-making processes.

He outlines PSMJ's role in equipping AEC firms with essential knowledge and tools in areas like project management, business development, financial management, and strategic planning.

Connect with Greg C. Hart:

Greg Hart, President and Consultant for PSMJ | Resources is passionate about helping A/E/C firm leaders strengthen their businesses. In his career, Greg has completed hundreds of business valuations (the ultimate indicator of business performance and value creation) and advised on various mergers and acquisitions and succession plans. He is a valuable AEC consultant not only because he came out of the industry himself but because he can draw from the financial and analytical side of his background as well as the creative and “just go for it” side.

LinkedIn: https://www.linkedin.com/company/psmj-resources-inc-/
Website: https://www.psmj.com/

Resources:

Episode 53: The Future of AEC Marketing: Embracing Innovation and Adapting to Change: https://smartegies.com/podcasts/the-future-of-aec-marketing-embracing-innovation-and-adapting-to-change/

Connect with Katie:
LinkedIn: https://www.linkedin.com/in/kacash/

View Details

The challenges businesses encounter in generating pipeline and revenue have changed. SmartWIN24 speaker and Smartegies Alliance Partner Megan Gregory joins the podcast. With two decades of sales and marketing expertise, Megan offers insights into contemporary marketing strategies. Specifically targeting AEC firms, she discusses the importance of understanding your audience, pinpointing their issues, and deploying a continuous marketing engine powered by paid media. The conversation sheds light on the shifting paradigms of advertising, stressing the necessity of engaging potential clients and innovating ways to connect and resonate with them.

Marketing has its own intricacies in today’s digital age, and it is important that AEC marketers learn to pursue the latest trends and technologies. Megan advocates for a grounded approach that prioritizes a clear understanding of the business's specific objectives and audience. Her unique perspective offers a balanced view, advocating for strategic, targeted, and intentional marketing efforts.

Connect with Megan Gregory:

For over 20 years, Megan has worked in a variety of sales and marketing roles in data management software companies. And while the roles have been varied and include Business Development, Territory & LOB Sales Management, Partner & Alliances, Content Marketing, Marketing Operations, and Demand Gen; the thread that ties it all together is understanding companies want to gain more customers and keep the ones already earned.

As a Smartegies Alliance Partner, Megan uses this to help clients enhance their digital presence, optimize online campaigns, and integrate innovative media strategies.

LinkedIn: https://www.linkedin.com/in/megan-m-gregory/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/

View Details

Are you enabling the people at your firm to help you grow? Katie welcomes Greg Johnson, PE, a Partner at the distinguished MEP engineering firm Newcomb and Boyd, to the podcast. Greg discusses investments in marketing and business development resources, emphasizing the role of networking and knowledge exchange at events like SmartWIN24. He emphasizes the importance of close-knit networking and open dialogue among industry peers, aiming to learn from their experiences and insights into innovation and technology. He also touches on the need for a synergistic relationship between marketing, business development, and engineering teams to achieve shared success.

Connect with Greg Johnson:

Greg Johnson, PE, is a leader who exemplifies a forward-thinking mindset in the AEC industry. As a Partner at Newcomb & Boyd, a firm with a century-long legacy, Greg has been instrumental in helping steer the company through leadership transitions, growth into new geographies, and growing the complexity of the firm’s collective portfolio.

Greg's approach to design and client service is mirrored in his strategy for marketing and business development. He applies the same level of informed leadership and collaborative decision-making to ensure that the relationships built with clients and employees are as high-quality and enduring as the services his firm provides. This holistic approach to project execution and client and employee engagement is a cornerstone of his firm's century-long success.

At SmartWIN24, Greg will share his journey, helping guide the firm through significant changes and adapting to the evolving landscape of AEC marketing. His experience effectively blending traditional values with modern marketing techniques makes him an invaluable speaker.

LinkedIn: https://www.linkedin.com/in/greg-johnson-pe-6a03774/
Website: https://www.newcomb-boyd.com/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/

View Details

Brooke Lewis, CPSM, Associate Director of Marketing for Stratus Team, LLC, sits down with Katie on today’s episode. Lewis oversees marketing across all firm locations and discusses her first-hand experience with M&A, the challenges of building a marketing team and brand from scratch and adapting to technology's fast pace in the AEC industry.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Brooke Lewis, CPSM:

Brooke Lewis is a seasoned marketing professional with over a decade of experience in the A/E industry. As the Associate Director of Marketing at Stratus Team, LLC, her expertise in marketing strategy and business development contributes to the platform's strategic growth initiatives. Stratus comprises a network of multi-disciplinary engineering, architecture, and consulting firms, providing a united platform for innovative design services and solutions.

Throughout her career, Lewis has demonstrated a deep understanding of market dynamics and client needs. She guides diverse initiatives for business development efforts and delivers in-depth marketing strategies to assist in fostering client relationships and fuel regional market expansion for Stratus in both the private and public sectors. Lewis played a pivotal role in establishing Stratus' brand identity and shaping the marketing department from its inception, laying a robust foundation for the company's growth.

A native of Atlanta, Ga., Lewis holds a Bachelor of Science in Marketing and Entrepreneurial Management from the University of South Carolina and is a Certified Professional Services Marketer. She has served as a marketing volunteer for the annual Forever family 5K 4Kids race in Atlanta and mentor undergraduates at her alma mater. Lewis is an avid tennis player. In her downtime, she enjoys hiking the North Georgia mountains, adding stamps to her passport, and spending time with her dog, Nala.

Website: https://stratusteam.com/
Linkedin: https://www.linkedin.com/in/m-brooke-lewis/

Resources:

Register for SmartWIN24: https://smartegies.com/smartwin/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/

View Details

Jeff Kinsler, Senior Account Executive and Media Consultant for OUTFRONT Media joins the conversation today. Kinsler outlines OUTFRONT's operations, highlighting its commitment to leveraging creative design for business growth. He delves into the evolution of out-of-home advertising, including the integration of digital capabilities and geofencing for more targeted, personalized campaigns.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Jeff Kinsler:

Jeff has over 34 years of sales experience, with 22 of those years focused solely on media. He is a Senior Account Executive-Media Consultant at OUTFRONT – an Out-of-Home (OOH) advertising business.

He is also a dedicated family person, happily married, and a proud parent to five children. The family is excitedly anticipating the arrival of a grandchild.

Website: https://www.outfront.com/

Resources:

Register for SmartWIN24: https://smartegies.com/smartwin/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/

View Details

Host Katie Cash chats with Smartegies Alliance Partner, Katie Harris. In this episode, Katie provides growth strategy insights for design, engineering, and development firms. She highlights the evolving marketing role in the AEC industry, focusing on the vital need for effective internal and external communications for business growth. She also discusses marketing, business development, and communication teams' crucial contributions to mergers and acquisitions (M&A) success.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Katie Harris:

Katie is a creative, strategic, and driven leader with a passion for making things better today than they were yesterday. She has worked exclusively in the architecture/engineering industry for more than 15 years, where she has provided leadership in areas such as marketing, branding, internal communications, mergers and acquisitions, recruitment and retention, business development, and strategic business planning.

As a Smartegies Alliance Partner, Katie utilizes her full range of marketing skills to manage and execute large projects for AEC clients across the United States.

LinkedIn: https://www.linkedin.com/in/katieharrisprofile/

Connect with Katie Cash:

LinkedIn: https://www.linkedin.com/in/kacash/

Resources:

SmartWIN24: https://smartegies.com/smartwin/

View Details

Host Katie Cash sits down with Beth Ament - Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company. Together, they reflect on the evolution of business development and marketing within the AEC industry. They discuss the importance of knowing your intended audience and the effectiveness of diversifying marketing approaches, from direct interactions to digital platforms.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Beth Ament:

As the Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company, Beth Ament stands at the intersection of sustainability and storytelling. With a career spanning over 15 years, Beth has honed her expertise in sustainability consulting, transportation demand management, and community outreach, all while leading a dynamic team of creatives dedicated to broadcasting the Epsten Group narrative.

Beth's approach to marketing is deeply rooted in her commitment to health and wellbeing, principles that resonate with the core values of Epsten Group. Her leadership extends beyond traditional marketing roles; she is an integral part of the company's Health and Wellness Committee, a TRUE Advisor, and a LEED Green Associate. Her dedication is also evident in her personal pursuits as a certified yoga instructor and a chairperson for the USGBC Georgia Market Leadership Advisory Board.

The organic growth of Epsten Group and its recent acquisition by Salas O'Brien have been milestones marked by Beth's leadership in ensuring the brand's authenticity and customer experience remain intact. She champions a brand living strategy that not only communicates but embodies the company's mission in every facet of its operations.

Beth's presence at SmartWIN24 is particularly impactful as she embodies the conference's ethos of 'Leap into the Future.' Her insights into brand stewardship post-acquisition and her innovative approach to internal brand alignment offer invaluable perspectives to AEC firms navigating similar paths of growth and change.

In a world where brand authenticity is paramount, Beth Ament's story is a compelling narrative of how a brand can not only survive an acquisition but thrive through it, maintaining a genuine connection with its audience and empowering its team to be brand ambassadors in the truest sense.

LinkedIn: https://www.linkedin.com/in/elizabethcament/

Epsten Group Website: https://epstengroup.com/

Salas O’Brien Website: https://salasobrien.com/

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/

Resources:

Register for SmartWIN24 Today: https://smartegies.com/smartwin/

View Details

Katie continues her speaker spotlight series with Joe Walker, the Founding Principal of Walker Architects and host of the "Design For An Agile World” podcast. The discussion centers on the firm's agile design approach, particularly in sectors like higher education, advanced manufacturing, and healthcare. He shares insights into leveraging innovative marketing tools to articulate the firm's narrative and establish a distinctive brand identity.

The conversation also explores Joe’s involvement in the upcoming SmartWIN24 event, shedding light on strategies for small firms to build prominent brands. Key topics include the importance of smart positioning, the utilization of new media, and the challenges and successes in founding a new design firm. Joe highlights the value of clear communication in conveying the firm's worth to clients and discusses his podcast's role in amplifying their message through discussions with notable guests.

Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Joe Walker:

Joe Walker is the visionary behind Walker Architects' rapid ascent in the competitive Atlanta AEC market. With a firm belief in the brand promise of "Design for an Agile World," Joe has spearheaded the firm's expansion with a people-first mindset that resonates deeply within the industry. Under his leadership, Walker Architects has not only established a new office in less than two years but has also secured significant projects with the Georgia Department of Education and Columbus State University.

Joe's strategic approach is rooted in his unapologetic commitment to his company's core values, which has been instrumental in navigating the firm through the complexities of market penetration and brand establishment. His dedication to cultivating a culture that prioritizes people has enabled Walker Architects to attract top talent and foster an environment where innovative design meets practical application.

As a champion of agile methodologies, Joe has positioned Walker Architects at the forefront of the AEC industry, where adaptability and responsiveness are not just concepts but the cornerstones of every project undertaken. His participation in SmartWIN24 is a testament to his willingness to share the insights and strategies that have propelled his firm to success in a remarkably short period.

Joe's journey is a compelling narrative of strategic growth, brand integrity, and the relentless pursuit of excellence. His story is not just inspiring but also a blueprint for AEC firms looking to make their mark in today's dynamic landscape.

Website: https://walker-arch.com/

LinkedIn: https://www.linkedin.com/in/joe-walker-335b0914/

Connect with Katie Cash:

LinkedIn: https://www.linkedin.com/in/kacash/

Resources:

Register for SmartWIN24: https://smartegies.com/smartwin/

View Details

There are several things to consider when you are creating your brand and trying to differentiate it from others in the design and construction industry. Katie and Judy engage in a discussion about the challenges of crafting a positioning statement, particularly for multidisciplinary firms and smaller subsidiaries within larger brands. They provide practical insights and tips for developing compelling positioning statements that resonate with the target audience and set businesses apart from their competitors.

Katie and Judy also explore how brand positioning impacts the procurement process, shedding light on the need for concise and impactful responses in competitive bidding scenarios. They highlight the significance of making human connections during procurement and sharing compelling narratives to stand out in a limited timeframe.

You can learn about this and so much more at our upcoming SmartWIN24 event. Use code "VIP400" to receive $400 off your registration.

This must-attend event is where AEC firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.

Connect with Judy and Katie -

Judy LinkedIn: https://www.linkedin.com/in/judysparks/
Katie LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/

Resources -

SmartWIN24 Registration: https://smartegies.com/smartwin/

View Details

Host Katie Cash sits down with Eric Anest, Senior VP of Marketing and Communications at Salas O'Brien, to discuss the integral role of marketing and effective communication in Mergers and Acquisitions (M&A) in the AEC industry.

Eric shares insights from Salas O'Brien's 30+ mergers that grew the company from 300 to over 2,500 employees. They discuss the importance of strategic communication for successful integration and talent retention post-merger. Eric also highlights Salas O'Brien's collaborative and partnership-orientated approach, which emphasizes customized marketing integration playbooks, internal marketing to help employees understand the combined strengths of the merged entity, and a focus on building emotional connections for smooth transitions to foster organic growth and leverage internal expertise.

Connect with Eric Anest:

Eric Anest serves as VP of Marketing & Communications at Salas O'Brien. He has overseen the expansion and transformation of Salas O'Brien's marketing, playing a pivotal role in the company's growth from 300 to over 2,500 team members, the merger of more than 30 firms into Salas O'Brien, and a major rebranding effort that resulted in a simple, clear, and inspirational message.

But most importantly, he has assembled a team of AEC marketers who are collaborative, humble, intelligent, and dedicated to making Salas O'Brien the best AEC firm in the galaxy.

LinkedIn: https://www.linkedin.com/in/ericanest/
Salas O'Brien LinkedIn: https://www.linkedin.com/company/salasobrien/
Website: https://salasobrien.com/

Connect with Katie Cash:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/

Resources:

Register for SmartWIN24. Use code "SmartListen" for a special discount: https://smartegies.com/smartwin/

View Details

This SmartWIN24 speaker spotlight features Mike Hoffman, i-Heart Media's Director of Brand Partnerships. He sits down with Katie Cash to talk about radio advertising's effectiveness for B2B companies, with a focus on the AEC industry.

Mike shares his insights and emphasizes the importance of using data and targeted advertising for specific audiences.

Join Mike at SmartWIN24 for his panel "Navigating the Media Multiverse: A 101 Guide to Media Buying in the AEC Industry," where he'll offer practical media buying strategies for design and construction firms.

Don't miss your opportunity to register for SmartWIN24. The event takes place February 28-29, in Atlanta, GA. Reserve your seat today at smartegies.com/smartwin.

Connect with Mike Hoffman:

Mike Hoffman is a seasoned media professional with a rich history in the marketing and advertising sector. Having been with iHeartMedia for nearly a decade, Mike has honed his skills in radio advertising, media buying, and market research, making him a go-to expert in the field.

At SmartWIN24, Mike will delve into the expansive digital capabilities of iHeartMedia. With assets that span thousands of station and show websites and a user base of over 167 million registered iHeartRadio enthusiasts, iHeartMedia's influence in the audio industry is undeniable. Their digital strategies, rooted in their stature as America's #1 Audio Company, encompass everything from brand awareness to conversions through their radio and digital advertising channels.

The reason Mike is on our roster? His adeptness at crafting bespoke solutions for the AEC sector. Whether the goal is brand visibility, lead generation, or recruitment campaigns, Mike's strategies have consistently hit the mark for AEC clients, making his insights a must-hear at our event.

LinkedIn: https://www.linkedin.com/in/michaelhoffmanuf88/

Resources:

SmartWIN24: https://smartegies.com/smartwin/
Discount Code for 30% off: "SmartListen"

Connect with Katie:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/

View Details

We’re kicking off a special series of episodes to introduce our brilliant lineup of SmartWIN24 speakers! We’re excited for you to get the opportunity to hear from each one of them and see what we have in store for our annual conference happening February 28-29, at the Commerce Club in Atlanta, GA.

Industry expert and Smartegies Alliance Partner, Scott Steiding, is the first to join host, Katie Cash, to talk about the future of AEC marketing, his past experience at SmartWIN, and why this is a must-attend event for anyone looking to enhance their firm’s marketing and business development efforts.

They discuss networking between top-tier executives and marketers, cutting-edge marketing strategies, data-driven decision-making, and the impact of emerging technologies and AI advancements.

Tune in, and don’t miss your opportunity to join us at SmartWIN24!

We’re offering our listeners $300 off registration when you use code “SMARTLISTEN” at www.smartegies.com/smartwin to secure your spot.

Connect with Scott Steiding:

Scott Steiding is an executive with a rich history in the AEC industry, boasting nearly three decades of experience across multiple continents. He's worn many hats—sales, marketing, operations, and corporate communications—to name a few. Scott is currently the President of Productive Pursuits, a consultancy that specializes in optimizing people, processes, and technologies for remarkable outcomes. His deep understanding of scalable, technology-driven systems makes him a go-to expert for firms navigating the digital transformation era.

We've invited Scott to SmartWIN24 for his unparalleled expertise in bridging the gap between IT, Marketing, and Sales. Before launching Productive Pursuits, Scott served as the Vice President of Marketing at Morrison Hershfield for over 22 years, where he revolutionized the firm's approach to strategic accounts and automated marketing production. His session will delve into the upcoming technologies that are set to disrupt traditional business development and marketing operations in the AEC industry. If you're looking to future-proof your firm by understanding and adapting to the technological shifts on the horizon, Scott's session is one you won't want to miss.

LinkedIn: https://www.linkedin.com/in/scottsteiding/

Resources:

SmartWIN24: https://smartegies.com/smartwin/

Coupon Code for Registration: SMARTLISTEN

Connect with Katie and Judy:

Website: https://smartegies.com/

Katie’s LinkedIn: https://www.linkedin.com/in/kacash/

Judy’s LinkedIn: https://www.linkedin.com/in/judysparks/

View Details

In this brand new episode of AEC Marketing for Principals, we are joined by Sarah Keane, Marketing Principal for HOK. We have an in-depth conversation about the evolution of AEC marketing and explore her dynamic career as a younger Principal in the AEC industry.

We discuss the role of Marketing Principals in aligning internal and external stakeholders, the importance of integrating marketing throughout the customer journey, and Sarah reflects on her experience at SmartWIN and the value of continuous education for AEC marketers.

Topics Covered:

• Sarah's unexpected entry into AEC marketing and her ascension to a Marketing Principal role at HOK.
• Insights into HOK's recognition of marketing's value, creating a career path that cultivates leadership and drives revenue.
• The importance of empathy, collaboration, and asking the right questions in building a successful marketing strategy.
• The future of AEC marketing, including technological advancements and innovative market approaches.
• Sarah’s reflections on the SmartWIN conference, its value for like-minded marketers, and the anticipated discussions at SmartWIN 2024.

Connect with Sarah Keane:
Website: https://www.hok.com/people/leadership/view/sarah-keane/

LinkedIn: https://www.linkedin.com/in/sarahkeane/

Connect with Smartegies:

Website: https://smartegies.com/

Judy's LinkedIn: https://www.linkedin.com/in/judysparks/

Katie's LinkedIn: https://www.linkedin.com/in/kacash/

Register for SmartWIN24: https://smartegies.com/smartwin/

View Details

No matter how you feel about it, advances in technology are like a snowball rolling downhill. You can’t stop it, but you can leverage its power!

In today’s episode, Katie talks with Frank Lazaro, Sobo’s Chief Marketing Officer, and a seasoned expert in AEC sales, marketing, and technology. Frank shares his perspective on how AI can revolutionize current marketing strategies by enabling highly targeted campaigns, streamlining business processes, and enhancing the customer journey through automation.

Understanding the pivotal roles that AI and CRMs play in today’s marketing landscape will help you foster real growth in your business while getting a leg up from your competitors.

Connect with Frank Lazaro:

LinkedIn: https://www.linkedin.com/in/lazaro/
Website: https://sobo.ai/
Email: frank@sobo.ai

Connect with Katie Cash:

LinkedIn: https://www.linkedin.com/in/kacash/
Website: https://smartegies.com/

View Details

Welcome to another episode of AEC Marketing for Principals! Hosts Katie and Judy are excited to have Greg Hart from PSMJ as their special guest. He’s joining them for an in-depth exploration of the ever-evolving landscape of marketing and business development in the architecture, engineering, and construction industry.

They kick off this podcast with just a round table chat on the debate of remote work. Which in turn, starts the conversation about the intersection between HR andmarketing. Greg underscores the profound connection between talent acquisition and effective marketing strategies. A company's ability to attract and retain top talent is not only influenced by HR practices but also by the brand's reputation and how it communicates with potential employees through marketing efforts.

Their conversation moves over to constantly changing trends in social media behavior, how it will affect the workforce in the years to come, and also have a profound impact on the way businesses connect with their audiences.

Join us at the upcoming A/E/C MarketPRO event in Salt Lake City, Utah! Greg shares more about the speakers you can expect, and there is even a special offer to join Smartegies and PSMJ at this one-day event on September 20, 2023.

Use "SMARTEGIES400" for $400 off your registration.

Connect with Greg Hart:

LinkedIn: https://www.linkedin.com/in/gregory-hart/

Website: https://go.psmj.com/aec-marketpro-2023-home

Connect with Katie and Judy:

Katie Cash LinkedIn: https://www.linkedin.com/in/kacash/

Judy Sparks LinkedIn: https://www.linkedin.com/in/judysparks/

Website: https://smartegies.com/

View Details

Host, Katie Cash, welcomes Ryan Suydam from Client Savvy in this brand-new episode of AEC Marketing for Principals. 

Katie and Ryan take you on a journey to explore the power of data and the importance of empathy in modern business relationships. They also discuss the six most important words to use when analyzing challenging client feedback and offer valuable insights on how your business can transition from process-oriented to relationship-oriented while increasing your share of wallet and growth. 

Don't miss the opportunity to learn how Ryan's "Client Feedback" Tool can bring you one step closer to a healthier business and happier clients! 

Connect with Ryan Suydam:

Website: https://clientsavvy.com/about/

Email: answers@clientsavvy.com

LinkedIn: https://www.linkedin.com/in/clientsavvy/

Connect with Katie:

https://smartegies.com/

View Details

Katie and Judy are joined today by construction veteran and industry legend Billy McElroy, who shares his experience from entering the construction industry to owning and leading a construction firm in today's business climate.

Billy is the senior vice president of Shell McElroy Construction Company, which he founded with a partner in 2014. A 33-year veteran of construction, he has seen it all. From 50-story high-rise towers to sprawling mixed-use developments, Billy has successfully navigated the complexities of challenging site work packages, intricate structural details, phased logistics plans, and the most extreme schedule constraints, all within tight urban environments.

With his vast knowledge and experience, Billy talks about his vision for Shell McElroy, how he and his partner have prioritized quality and good decision-making, and how they have succeeded in growing their company.

If you want to hear from a seasoned construction professional about the industry, ownership, and leadership, this episode is a must-listen!

Connect with Billy McElroy:

https://shellmcelroy.com/

Connect with Judy and Katie:

https://smartegies.com/

View Details

Join us for a very special episode as we celebrate hitting two milestone numbers -- our 50th episode and Judy Sparks' 50th birthday! 

In this episode,  Katie and Judy reflect on how far the industry has come, and thank you, the amazing listener, who has supported the podcast along the way.

As a veteran marketer and CEO of Smartegies, Judy shares her biggest lesson learned, which involves accepting the AEC industry's resistance to marketing and finding ways to help engineers and architects understand its value. Katie and Judy also discuss the intentional decisions they've made at Smartegies to better serve their clients and bring purpose to their work every day.

Join them as they share their insights and offer advice for others navigating their own challenges and finding purpose in their prime. And be sure to stay for the inspirational words of wisdom in celebration of Judy’s birthday.

View Details

Consumers want trust from companies, and they need to be convinced to trust a particular brand over another. Judy feels that it comes down to the company's character and commitment to delivering what they say. After a speaking engagement at SMPS in North Carolina, Judy had a chance encounter with Dr. Crawford Loritts.

Dr. Loritts is a nationally renowned Pastor, motivational speaker, and author. He has served on the Chick-fil-A board and now leads Beyond Our Generation. His message helps lead in a way to consistently show up and how to be true to your faith and values while leading in a secular world.

Listen in as Judy, Katie, and Dr. Loritts discuss the importance of company culture, policies, DEI, what the future workforce would look like, and staying true to your values.

Highlights:

1.36 Trust in the business

4.58 How I met Crawford Loritts

11.15 All you have is what you say

13.23 Staying true to your values

15.04 Organization culture

16.20 Brand Living

18.50 Pivoting business models

21.45 What the future workforce looks like

28.33 Company culture

Connect with Dr. Crawford Loritts

Dr. Loritts’ ministry work has given him the opportunity to travel throughout the United States and much of the world, speaking in churches, evangelistic outreaches, conferences, colleges, and seminaries. He has been the featured speaker at Super Bowls, NCAA Final Four Chapel, and the Pentagon with senior military officers.

Beyond Our Generation: https://beyondourgeneration.com/

View Details

Episode 48 marks the start of a new season for the AEC Marketing for Principles Podcast. This season is themed “Shifting Gears”. We will be interviewing exciting and impactful new guests on various topics related to the AEC industry as well as other industries.

In this episode, Katie Cash and Judy Sparks discuss the new season in more detail and talk about various topics including how to go to market in a new era, diversification in the industry, and six scalable strategies that can be used in marketing your AEC business. Judy Sparks shares her insights into the biggest transformation in B2B marketing, which includes brand positioning, digital strategy, DEI and community investments, data-informed sales enablement, and account-based marketing and account-based sales.

Listen in to learn how to differentiate your brand by understanding customer needs, how to make an emotional connection with buyers, and how sales and marketing can work together to generate marketing-qualified leads.

A few highlights of today’s show:

· 6.04 Evolution of the AEC Marketing Industry

· 7.58 Humanizing your brand for the Market

· 9.26 Understanding what your buyer really needs

· 11.07 Relationships with selection comities

· 12.59 How firms are winning cold RFPs

· 16.40 How technology is enabling more billable hours

· 18.40 Changing the narrative

· 21.05 Competing on the terms of resume

· 22.38 Scalable Mindsets

· 23.42 Diversity and Inclusion

· 26.32 What to expect in this season

· 27.30 Scalable Six

· 30.16 Aligning Sales and Marketing

· 34.01 Proposal Automation

View Details

In this episode, Katie Cash talks to Mark Wainwright and brings up the dreaded “S” word. SALES in design and construction. Mark is a marketing and sales professional with 25 years of experience, the majority spent building and growing professional services firms. He coaches individuals, develops sales processes, manages pipelines, and when appropriate, implements CRM systems.

The discussion covers what you need to know from a sales perspective in firms and why it is important to focus on getting the right people for the job for sales planning and developing sales functions. Mark tells us how to manage sales pipelines and the importance of having appropriate sales measures in place.

What role do compassion and social media play in today’s business landscape and what to focus on when building and maintaining sales pipelines? Mark and Katie answer all these questions and more.

Highlights:

06.10.98 Prospecting

08.46.90 Sales Competencies for Professional Services Firms

10.32.00 Changes in the Approach to Professional Service Sales

12.07.21 Marketing and Sales Alignment

16.13.78 Qualifying Your Prospects

21.58.48 The Importance of a Sales Pipeline

25.40.60 Sales Planning and Preparation

27.21.75 Discovery in the Sales Process

34.10.61 On-Call Consulting

36.42.48 Fractional Sales Management

Connect with Mark Wainwright:

https://www.wainwrightinsight.com/#about

View Details

In this episode, Judy Sparks and Katie Cash chat with Ennis Parker. Ennis Parker is a Brookwood shareholder and Senior Advisor. He also is a Professor of Practice at Georgia Tech and a Principal at Parker|Bailey Advisors. He brings more than 52 years of experience managing large complex projects and has directed the design and construction efforts for more than $2 billion in public sector capital projects, nearly half of which have been completed for colleges and universities. In addition, he is extensively knowledgeable in all forms of project delivery, including design/build, bridging, and construction management at risk.

The discussion is about what professional practice looks like and the shortage of appropriate knowledge in the field. Ennis gives examples of what his course at Georgia Tech covers and tells us a bit more about his journey and where his knowledge and experience come from. He also highlights the importance of reputation and the tools available today that were not around in earlier years.

Judy speaks about winning business and the important role marketing plays. The discussion covers points of interest about social media, how data influences business today, winning business, and the role of branding. The episode finishes off with a discussion about money in architecture and the skills you need to grow. They discuss the tools available today and how the generational gap influences business.

Highlights:

04.47.00 The Professional Practice Course and Georgie Tech

06.46.80 The Flourishing Communities Project

08.14.31 Changes in the industry

12.15.24 Leadership and Growth

15.19.70 Winning business and the role of marketing

20.11.91 The importance of branding

23.56.55 The importance of reputation

27.52.44 Social Media and Data

33.03.21 Money in architecture

34.59.74 The tools available today and differences in generations

View Details

An out-of-the-box thinker, Matt’s passion is doing what others assume can’t be done. He is an aggressive marketer who has helped construction, engineering, architectural, and real estate consulting firms realize tens of millions in fees from projects ranging from $500K to $2B.

He has been quoted in Engineering News-Record, written about in Zweig White’s Marketing NOW, is an award-winning speaker, and hosts HelpEverybodyEveryday.com, a blog authored by some of the brightest minds in the marketing field. Matt wrote the book, Proposal Development Secrets: Win More, Work Smarter, and Get Home on Time. He is also a co-author of the Marketing Handbook for the Design & Construction Professional and author of the Society for Marketing Professional Services’ research white paper on “Marketing to the Mind.” His interest in reaching audiences stems from a lifelong obsession with music. His work in podcasting, social media, and website development was born from a love of exploring new technologies. And his competitive edge and drive to always improve the firms he works with can be traced to his past as a competitive runner.

In this show we will discuss the following:
02:20 How have times changed for submitting proposals
08:24 Being a modern-day project manager
10:15 New hiring trends in the industry
14:53 Working smarter
16:48 Tips for helping marketing principles function around sales and marketing activities
21:25 The buyer’s journey and cold proposals
25:21 The million-dollar question when submitting proposals
28:12 Never talk about the due date
30:10 What to take into account when publishing a production schedule
32:45 Resources for learning proposal writing

View Details

Bill Johnson, Senior Vice President and Design Principal for HOK Sports and Recreation and Entertainment Practice, discusses the design of the Mercedes-Benz Stadium in Atlanta. He describes how his team found out about the project and how they won the design competition.

He talks about the challenges of designing such a large and complex facility, and how the stadium has become an icon in Atlanta. His creative and innovative approach ultimately won them the project. The architect leading the design of the new retractable roof stadium for the Atlanta Falcons describes the process of creating the stadium and the competitive landscape leading up to the final pitch.

Bill answers questions from Steam students who created a replica of the stadium and shared with him their struggles with the design.

Topics of discussion:

• [2:43] - When did HOK first find out about the lead to design the Mercedes-Benz Stadium?
• [4:58] - What led HOK to accept the project?
• [7:11] - Who were you up against for the project and what was your approach?
• [10:33] - What happened leading up to the interview and what approach did HOK take?

Steam students Q&A:

• [14:04] - Building the roof of the stadium.
• [16:30] – How the roof of the stadium opens.
• [17:57] – Inspiration behind the Halo board
• [20:18] – What were the roadblocks in the project and how it was overcome?
• [21:40] – What was the hardest part of transforming the idea into the design?
• [24:00] – How long did the design process take?
• [24:59] – How long did you have to pitch?
• [27:00] – How was the scoreboard designed

View Details

On this episode of AEC Marketing for Principals, our host Katie Cash is joined by Executive Vice President of Smartegies, Donya Edler, to discuss why Diversity, Equity and Inclusion (DEI) is a growth strategy, not a policy.
In this discussion, Edler breaks down how the AEC industry is using DEI to drive growth and strategic initiatives across their firms.
You will learn how DEI drives growth through:

• Improved innovation
• Increased teamwork & productivity
• Greater access to talent & improved retention
• Better access to clients/buyers
• Enhanced reputation

View Details

On this episode of AEC Marketing for Principals, our host Katie Cash is joined by Senior Vice President of HITT Contracting, Ashley Campbell, and Smartegies CEO, Judy Sparks, to discuss the importance of bridging the gap between the employee and client experience. 

Campbell, a 16-year AEC veteran, breaks down the key factors to implementing a strong employee experience strategy that defines your brands and culture and sets firms apart from the rest.

What you will learn: 

• How to navigate the shift in what the employee experience means today
• How to connect employees to your firm’s purpose
• How to ensure the client experience is consistent across your entire firm
• The importance of approaching each employee relationship as a business partnership

View Details

Season Four of “AEC Marketing for Principals” has been thoughtfully programmed to focus on the “gaps” in the AEC industry. Over the course of the season, show host Katie Cash and her team of subject matter experts from Smartegies interview industry legends, leaders, and up-and-coming learners who share their stories, lessons learned, and practical advice for today's Marketing Principals and tomorrow’s leaders.

In this episode, our host Katie Cash is joined by her partner in strategy, Smartegies CEO and AEC expert Judy Sparks, to break down the “gaps” in the AEC industry that make business development and marketing challenging for marketers and non-marketers alike. Gaps such as:

• Generational gaps
• Communication gaps
• Skills gaps

View Details

The AEC industry is becoming more and more reliant on technology. From project tracking to timekeeping to accounting, everything is going digital. Cloud-based technology allows firms to stay up-to-date and on track, anywhere in the world. 

On this episode of AEC Marketing for Principals podcast, host Katie Cash is joined by Lindsay Diven, a full-time consultant with Full Sail Partners and a Deltek CRM expert, to discuss how utilizing technology in a strategic way can give firms a competitive advantage. Lindsay also discusses her project Marketers Take Flight, an online resource for marketing professionals new to the AEC industry. 

What You Will Learn:

• How CRM can track Data
• Why this gives firms an advantage
• Why sales and marketing need to work together
• The revenue impact of a successful CRM integration
• Resources for new marketing professionals

Additional Resources:

https://www.fullsailpartners.com/

https://www.marketerstakeflight.com/

View Details

The conversations surrounding diversity and inclusion are not absent from the design and construction industry, and in fact, have been commonplace for quite some time. On this episode of AEC Marketing for Principals, host Katie Cash is joined by co-host Donya Edler and guest Jim Beall, Chairman and CEO of Collaborative Work Environment, to discuss the Diversity Consortium and how it can help AEC clients who seek to improve their diversity inclusion, empower minority companies to compete more effectively, and position both sides at a competitive advantage in the long run.

What you’ll learn about in this episode:

• An overview of the Diversity Consortium and how it benefits corporate and minority businesses
• How the Diversity Consortium is standardizing the vetting environment for corporate entities through a tiered vetting system
• What makes the diversity consortium unique when compared to other organizations focused on helping companies find work
• Next steps for primes and minority businesses and how they can become involved in the Diversity Consortium

Resources:

• https://thediversityconsortium.com/

View Details

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Howard Wertheimer to discuss budgeting for 2022, the talent war, minority firm inclusion, and the rise in M&A’s within the AEC industry. 

Wertheimer, former EVP and COO of the Piedmont Park Conservancy, started his career as an architect where he was Principal at Lord Aeck Sargent. He served as the AVP for capital planning and space management at the Georgia Institute of Technology. With nearly 40 years of industry experience, Wertheimer has seen the AEC industry transition and offers a unique perspective on how firms can successfully move into 2022.

What you’ll learn about in this episode:

• The lasting impacts from COVID principals need to take into consideration for 2022 planning.
• Why being flexible as an owner goes a long way
• What it takes to win the talent war
• Importance of minority firm inclusion and mentorships
• What you need to know before moving forward with an M&A

Resources:

• UPCOMING: Stay tuned for more information on the 2022 Fall Workshop brought to you by Judy Sparks and Howard Wertheimer

View Details

The quality of our life is in direct relationship to the number of difficult conversations that we’re willing to have. Sometimes letting go of a client is a necessary step towards driving revenue, profitability, and employee satisfaction.
On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Bill Hinsley from PSMJ to discuss the value equation, when to raise your costs, and the importance of sales training. As an established AEC consultant and speaker, Hinsley will walk you through how to have the difficult conversations that lead to revenue growth and staff retention.

What you’ll learn about in this episode:

• How listening will help you grow your business and win more work
• Using the Value Equation to drive revenue while building staff retention
• When to raise or lower costs, and how to have the conversation.
• How to train your “doers” to sell.

Resources:

• https://go.psmj.com/thrive-2021-home

View Details

**On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Dan Oblinger and Allan Tsang of Oblinger and Tsang to discuss the power of negotiation, associative listening, and the different types of empathy. The duo emphasizes the distinct relationship between marketing and negotiation and why it’s important for a firm internally and externally.

What you’ll learn about in this episode:**

• ‘Seven Deadly Sins’ of communication
• The negative side of “Associative Listening”
• The When and How of the negotiation process
• Different types of empathy

Additional Resources:https://oblingertsang.com/

View Details

Season 3 of AEC Marketing for Principals Podcast is all about the revenue driver. Hosts Judy Sparks and Katie Cash discuss changes to the marketing and business landscape in the world of AEC and the changes firms adapted to continue to drive revenue. This season, our episodes will focus on tactics and skills you can use moving forward. 

What You Will Learn

• The theme of Driving Revenues
• The Impact of 2020 on AEC Marketing
• How AEC firms have adapted to virtual marketing
• How to fix it when it’s broken
• The role of technology moving forward

View Details

What you’ll learn in this episode:

• Key takeaways from season 2 of AEC Marketing for Principals
• Pivoting from traditional to digital marketing
• Best practices for virtual interviews
• 2021 marketing and budget planning
• Marvin Woodward discusses GSFIC’s changing procurement process
• Evelina Roseman’s perspective on COVID’s economic impact
• Jake Stefan’s insight on the emerging trends in the industrial industry
• Paul Springthorpe’s approach to building successful corporate relationships
• Joe Mynhier’s secret for being super at sales
• Katie Leonard’s advice on becoming a great healthcare industry partner
• Jere Smith gives an update on the K-12 market

View Details

Click Here for the Full Transcript

View the Smart Notes for this Episode

The K-12 market has seen a lot of change this year. School closures have caused students and teachers to adapt a virtual lifestyle and capital improvement projects to be put on hold. On the flip side, without students and faculty occupying schools, it has allowed the construction process to become more streamlined. Some projects are now projected to finish ahead of schedule.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Jere Smith, Director of Capital Improvements for Atlanta Public Schools, to discuss the changing K-12 Market. Smith talks about the impact technology is having on the procurement process, what K-12 owners are looking for in proposals and in interviews, and what he sees on the horizon for 2021.

What you’ll learn about in this episode:

• COVID’s impact on the K-12 market
• Technology shaping the procurement process
• Best practices for proposal submission
• What to expect in 2021

Resources:

• https://smartegies.com/podcasts/jere-smith/
• https://ga4le.org/
• https://www.aiaga.org/events/the-future-of-k-12-design-post-covid-consequences-and-consideration/
• https://aps.bonfirehub.com/

View Details

It’s no secret the healthcare market has been impacted heavily by COVID-19. From virtual patient care and equipment shortages to freezing capital construction projects, healthcare systems have had to pivot tremendously. So what does capital spend look like in the future? How can AEC firms be a good partner for healthcare systems?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Katie Leonard, Vice President of Real Estate and Facilities Department at Wellstar Health Systems, to discuss the impact of the current low or no touch economy and how it will continue to shape the healthcare market. Leonard also breaks down what it takes to win work with Wellstar.

What You Will Learn:

• How AEC firms can bring value to healthcare systems
• Ways to connect with healthcare owners
• Capital spend and project type future trends
• How to approach design in the low touch economy
• Importance of the consumer experience
• How to build a relationship with Wellstar
• Top things Wellstar looks for in proposals and the interview

Resources:

• Don’t Lose it in the Interview
• The Art of the Pitch, with Katie Cash and Judy Sparks
• Don’t Lose it in the [Virtual] Interview, with Katie Cash

View Details

As we approach 2021, it’s time to start thinking about annual marketing budgets and where to allocate funds moving into the new year. For the AEC industry, tradeshows, client events, and conferences are common line items up for discussion during budget planning, but COVID through a wrench in those plans for 2020, causing many firms to pivot and embrace other tactics like digital marketing. So what pre-pandemic marketing, sales, and business development tactics stay or go in 2021, and what post-pandemic tactics need to stay?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash discuss the liminal space and how AEC firms should reallocate their marketing funds to adapt to the new low touch economy. During the discussion, you will hear five recommendations AEC firms should include in their 2021 plans and budgets.

What You Will Learn:

• Top 5 things to plan for in 2021
• How to allocate resources around seller-doer development
• Benefits of account-based marketing and account-based sales
• The importance of embracing digital advertising
• Taking traditional communication platforms virtual
• The keys to successful mergers & acquisitions

Resources:

• Account-Based Marketing with Judy Sparks and Katie Cash
• Using ABM to Generate Marketing Qualified Leads and Grow your Business with Katie Fisher, JLL
• AEC Branding After a Merger or Acquisition with Donya Edler

View Details

“You can’t be good at sales if you’re an introvert!” In the AEC industry, there are preconceived notions of who can and can’t sell. But what is the key to becoming super at sales? As an introvert with a successful 30-year architecture career, Joe Mynhier knows what it takes to become a top seller-doer, against all odds.

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Mynhier to discuss his new book, The Introverted Hunter: An Introvert’s Field Guide to Become Super at Sales! Mynhier debunks the common misconceptions of sales in the AEC industry and how strategic listening and trust play a huge role in building relationships.

What You Will Learn:

• The process known as “The Hunting Continuum”
• Advice for young AEC professionals and how to grow your network
• The importance of strategic listening
• Why quid pro quo is the key to sales
• How to close the deal

Resources:

• https://www.amazon.com/INTROVERTED-HUNTER-Introverts-Field-Become-ebook/dp/B089KR48RH

View Details

Ryan Companies US, Inc. is a national leader in commercial real estate. With over 80 years in business, Ryan Companies has adopted new strategies internally and externally to become a better partner for their clients, which include Amazon, Kroger, Target, and John Deer, to name a few. Ryan Companies serves many different markets offering a wide variety of services, so how has COVID-19 impacted their business, and what new market trends are they seeing?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Paul Springthorpe, Chief Integration and Operations Officer of Ryan Companies, to discuss how client relationships play a significant role in long-term business success and the importance of internal alignment. Springthrope breaks down COVID-19’s impact on the different markets Ryan Companies serves and the main problem they are seeing throughout the industry. He also discusses what Ryan Companies looks for in an industry partner.

What You Will Learn:

• How vertical integration has enhanced the customer experience
• The benefit to approaching business as a “farmer, not a hunter”
• The impact the low-touch economy is having on the different markets
• What Ryan Companies looks for in industry partners

Resources:

• https://www.ryancompanies.com/
• https://www.ryancompanies.com/careers
• https://www.ryancompanies.com/offices

View Details

ARCO Design/Build (ARCO), named the 7th largest design-build firm by ENR, is a national leader in industrial construction. As such, ARCO has seen many changes and emerging trends throughout industrial development. In recent months the world has been rocked with shortages across many markets from respiratory systems to masks and even toilet paper. It’s clear COVID-19 has impacted distribution and manufacturing, so how are firms like ARCO adapting?

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by the President of ARCO Design/Build – BTS to discuss how the industrial industry continues to move forward as more companies look for ways to maximize distribution in the future. Stefan breaks down how companies are using “just in time” delivery for consumer products and design and construction services. He also discusses how to get in touch with ARCO and what they are looking for in future partners.

What You Will Learn:

• Changes ARCO has seen internally
• How COVID has impacted “Just in time” and “Last mile” delivery
• Ecommerce vs. Brick and Mortar
• Automation in the world of distribution
• How to connect and build a partnership with ARCO

Resources:

• www.arcodb.com
• https://arcodb.com/contact/
• https://www.linkedin.com/company/arco-designbuild-inc/
• https://arcodb.com/news/arco-named-7th-largest-design-build-firm-by-engineering-news-record/

View Details

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Chief Economist Evelina Roseman to talk about the economic impact of COVID-19 and living in this time of transition. Roseman is an economic thought leader with demonstrated successes in global business planning, innovation, and B2B/B2C program management. She serves corporate and small business executives by applying the long view of economic perspectives and data-driven insights for efficient global business strategies.

From Roseman’s perspective, the COVID-19 may have started as a healthcare/medical crisis, its effects on the economy are starting to show. There will be debt, finance, and capital situation, including shifting levels of price and risk. It will take months, if not years, to get past the economic consequences of COVID-19. However, this crisis did not bring anything radically new. Good and bad economic trends have been in development for years, and COVID-19 simply accelerated the effects of these trends. In other words, we’ve been “rear-ended” into this crisis.

What You Will Learn:

• What makes this economic downturn different
• How technology has shaped the global economy
• The impact a low or no touch economy will have on businesses and employment
• The top three operational risks for professional service firms moving forward

Resources:

• https://advantagetalentinc.com/covid-19-pandemic-the-jobs-impact-by-evelina-roseman-ph-d-mba-chief-economist/

View Details

On this special episode of AEC Marketing for Principals, host Katie Cash is joined by Smartegies Executive Vice President, Donya Edler, to talk about the importance of corporate communication during a social movement. 2020 has brought a lot of uncertainty and unrest, so how should firms address these topics the right way and what can we do to evoke change throughout the AEC industry?

During the episode, Katie and Donya provide examples of what AEC firms are doing to address diversity and inclusion internally and externally. Check out the examples below under Resources.

What You Will Learn:

• Importance of employee communication during this time
• Socially sensitive marketing
• How AEC firms are responding
• Why being silent diminishes brand loyalty and trust

Resources:

• Chasm Architecture- The Human Spirit in Unbreakable: https://www.chasmarchitecture.com/the-human-spirit-is-unbreakable/
• H.J. Russell- CEO Speaks on Racial Injustice in America: https://www.hjrussell.com/h-j-russell-company-ceo-michael-b-russell-sr-s-statement/
• JLL- Building Pride: https://www.us.jll.com/en/careers/diversity-inclusion/building-pride-business-network
• NELSON Worldwide- Commitment to their Community: https://www.nelsonworldwide.com/community-statement/
• The Beck Group- Addressing Mental Health: https://www.beckgroup.com/culture-community/reducing-the-stigma-around-mental-health-in-construction/
• Jacobs- Speaking Up and Out for Equality: https://www.jacobs.com/equality?utm_source=site&utm_content=carousel

View Details

View the Smart Notes for this Episode

Kicking off season 2 of AEC Marketing for Principals, Marvin Woodward, the Deputy Director for the Georgia State Financing and Investment Commission, joins hosts Judy Sparks and Katie Cash to discuss how GSFIC is shifting their procurement process.

The state of Georgia is actively living in the liminal space in the wake of COVID-19. The agency has adopted remote work procedures, shifted its procurement process, opting for virtual interviews to keep projects moving forward, and is looking at updating its design standards and state construction manual with new processes, procedures, and guidelines.

What You Will Learn:

• What impact COVID-19 has had and will have on the state of Georgia’s design and construction market
• What GSFIC is doing to keep the procurement process moving during quarantine and beyond
• The importance of team dynamics in a project interview
• How the state is approaching construction in a low touch economy
• Skill sets GSFIC looks for when hiring a firm

View Details

During this special AEC Marketing for Principals episode, host Katie Cash discusses how AEC firms can pivot their interview presentations to the virtual world. Public and private owners are continuing to leverage technology and transition their procurement process to online virtual experiences. So, how can shortlisted AEC firms inform, influence, and entertain the selection committee virtually and secure their next project win?

This episode is an excerpt from a webinar Smartegies recently hosted. Access the entire webinar and view the presentation slides below.

What You Will Learn:

• How to convert traditional in-person presentations to online interviews
• Creative ways firms are taking advantage of this virtual adaptation
• Key presentation tips to win your next interview

View Details

During this special AEC Marketing for Principals episode, hosts Judy Sparks and Katie Cash discuss how AEC firms are pivoting their marketing strategies as a result of the COVID-19 pandemic. Smartegies recently put on a webinar for leaders in the AEC industry answering the question, “How do you market during a pandemic?” This episode is an excerpt from our webinar.

Prior to the webinar, Smarteiges conducted a survey asking attendees how they are reallocating canceled events spend during this time. During the episode, Judy will talk through the findings. She will also discuss two tools she developed to help AEC firm owners, principals, and marketing departments analyze their business, and devise the right marketing response to keep their business moving during COVID-19.

What You Will Learn:

• Insight into how Smartegies is helping clients keep their business moving
• Creative ways firms are staying visible and relevant
• How digital media usage has changed over the last several weeks

View Details

What You Will Learn:

• The key takeaways from season 1 of AEC Marketing for Principals
• Jere Smith’s advice for the proposal process
• Judy and Katie’s approach to the formal presentation
• Marvin Woodward’s insights about winning work with GSFIC
• Brenda Christman’s advice for in-house marketers
• Larry Callahan’s take on the industrial market in the Southeast
• Dave Loeffel’s perspective on multifamily developments

Resources:

• Website: https://smartegies.com
• Twitter: @Smartegies

View Details

Click Here for the Full Transcript

View the Smart Notes for this Episode

ARCO specializes in industrial development, an industry that has been moving in a new direction as recent trends in e-commerce, cold storage, and sustainability continue to grow stronger. In that space, Jake Stefan and his team have built a strong reputation for the innovative, solutions-based approach that ARCO brings to every project. That said, it takes a strong AEC marketing strategy to win their business.

They are in the people business, and because ARCO operates on a national scale, they need AEC partners who reflect their values and put customer service first. Stefan looks for honest design, subcontracting, and engineering partners who are going to challenge the team and look for better ways to achieve their goals.

In this episode of AEC Marketing for Principals, Jake Stefan joins host Judy Sparks and Katie Cash to speak in detail about what he wants to see in ARCO’s partnerships. Stefan breaks down the different requirements for each discipline and explains how firms can build a relationship with ARCO so they can start winning work.

What You Will Learn:

• ARCO’s primary focus on industrial development
• How industrial real estate is being driven in a different direction by new trends in e-commerce, cold storage, and the sustainability culture.
• What Jake Stefan looks for in a design, subcontractor, and engineering partner
• Insights to help you build an AEC marketing strategy that will get you in the door
• How to start building a relationship with ARCO
• The three things Jake Stefan wants to know when you reach out to ARCO

Resources:

• Website: www.arcodb.com
• LinkedIn: https://www.linkedin.com/company/arco-designbuild-inc/
• Facebook: https://www.facebook.com/arcodb/
• Twitter: @ARCODesignBuild

View Details

Click Here for the Full Transcript

Many seller-doers at boutique firms assume marketing responsibilities, but there comes a time where half-hearted marketing starts to hinder productivity without yielding any results. Owners often ask themselves if they need a marketing department, but hiring a team is inevitable if you plan to grow.

AEC firms can benefit from building a marketing team because when it comes to principals and technical professionals, the business needs eventually outweigh their marketing skillsets and external resources are required. Your resources should match your desired level of sophistication at the firm, but more importantly, they should reflect your plans for growth.

In this episode of AEC Marketing for Principals, Whitney Thrower joins hosts Judy Sparks and Katie Cash to talk about marketing as an investment with serious ROI. Thrower explains what it takes to build an effective marketing team at any size and how to tell when your firm is ready to do so.

What You Will Learn:

• Whitney Thrower’s journey into AEC marketing
• How an internal marketing team is structured
• The different roles in a marketing team and their responsibilities
• Marketing leadership
• Decentralized vs. centralized marketing teams
• The right time to build a marketing department

Resources:

• Website: www.smartegies.com
• Twitter: @Smartegies

View Details

Highlands Residential is an apartment development company specializing in multifamily developments that target an empty-nester clientele. By focusing on recently-retired individuals, aged 55 and older, Highlands’ founder and CEO, Dave Loeffel, can deliver destinations unique to the desires and needs of this age exclusive audience.

Experiential living is a hot trend in multifamily right now, and Loeffel works hard to keep Highlands ahead of the curve. By delivering an unparalleled brand experience and prioritizing quality in every project, Loeffel continues to build thriving communities that enhance the neighborhoods around them and maintain occupancy over time.

In this episode of AEC Marketing for Principals, Loeffel discusses the internal and external factors that make Highlands’ business model successful, and what they look for in AEC partners. Listen to this episode and see what it takes to chase multifamily work with Highlands Residential

What You Will Learn:

• What Dave Loeffel look for in ideal AEC partners
• Introducing multifamily developments into thriving communities
• What three things your content should cover during your first meeting
• The importance of understanding your firm’s capabilities relative to the project at hand

Resources:

• Website: www.highlandsresidential.com

View Details

Click Here for the Full Transcript

For 70 years, Pattillo has focused strictly on the vertical of industrial development, erecting over 1000 facilities of quality and scale while building a significant portfolio of prime industrial real estate. However, the explosion of e-commerce is creating an entirely new set of needs and unique problems that must be met by developers with no playbook and limited resources.

The demand for e-commerce grows by roughly 10% each year. The need for fulfillment centers increases simultaneously, but there is not an abundance of 1M sq/ft facilities in the market, so developers generally start from scratch. For industry leaders like Larry Callahan, the trend of younger and taller buildings is demanding, but Pattillo has made great strides to adapt and help their clients respond to significant changes in consumer behavior.

In this episode of AEC Marketing for Principals, Larry Callahan, CEO of Pattillo Industrial Real Estate, joins host Judy Sparks and Katie Cash to discuss the current trends in the industrial real estate space. Callahan shares his perspective on the effects of e-commerce on development, as well as what it takes to partner with Pattillo on a project of that magnitude.

What You Will Learn:

• How retail and industrial are converging to support the needs of e-commerce
• The size of new industrial developments and the parcels they’re built on
• How Last-mile delivery and technological evolution are driving the warehouse needs
• Why fulfillment center location preferences are starting to change
• What Pattillo looks for in potential AEC partners, and how to win work with them
• Who is involved in the selection process for Pattillo Industrial Real Estate

Resources:

• Website: www.pattillore.com
• Twitter: @pattillore

View Details

Click Here for the Full Transcript

When it comes to AEC marketing, account based marketing (ABM) is changing the way that AEC firms communicate with their high-value accounts by improving efficiency and increasing booked revenue. For the longest time, relationships took precedence when design and construction firms sought out new business, but everyone has those relationships now. ABM is the new strategy design and construction firms are adopting to help sell more at a faster pace and keep their sales team focused on the best prospects.

ABM enables marketing teams to form relationships with key prospects that spend habitually before the sales team makes the first touchpoint. By creating a carefully constructed digital dialogue with high-end clients, they will know your firm better than your competitors’ and vice versa. That means strategically building brand equity so that your sales team is reaching marketing qualified leads at a point in the sales cycle when they are ready to buy.

Katie Fisher and the corporate solutions division of JLL dedicate their efforts to become experts in ABM because of the positive results it can generate. As they pilot the program in their division, they have been able to produce consistent messaging in a consistent voice that is tailored to the target and created for the buying authority.

What You Will Learn:

• Katie Fisher’s role as Sr. Director of Field Marketing at JLL
• Account-based marketing and why it’s effective as an AEC marketing strategy
• How Fisher’s team is using ABM at JLL
• Measuring the results of your ABM strategy

Resources:

• Website: www.us.jll.com
• Twitter: @KFish2482

View Details

Click Here for the Full Transcript

Although account-based marketing (ABM) is a recently adopted practice in the design and construction industry, many firms have been employing strategies of account-based sales (ABS) for some time now. If you are unfamiliar with the concept, account-based sales uses conventional one-to-one sales tactics but focuses strictly on higher-end clients that are spending habitually.

Similar to the synergistic nature of sales and marketing that we discussed in our previous duocast⁠—“Sales, Marketing, and BD – What’s the Difference?— ABM and ABS also work in unison, but at a higher level. The objective is to know your key prospects better than your competitors and vice versa because it will increase your chances of closing before you ever pick up the phone. ABM and ABS invalidate the traditional method of building an abundant but unqualified pipeline, shifting your resources and manpower to areas where your firm will see the highest return.

By taking the path of least resistance, your firm can work efficiently to build relationships and develop marketing qualified leads online before the sales team ever makes the first touchpoint. The cost of client acquisition continues to be problematic, but ABM and ABS provide a solution that will maximize your biz dev efforts and position your brand to win big.

What You Will Learn:

• The difference between sales, biz dev, and marketing
• Account-based sales vs. account-based marketing
• What makes up an ABM strategy, and how to structure it
• KPIs and behaviors that determine a customer’s level of interest
• How ABM impacts the sales and marketing teams
• Different tiers of clients

Resources:

• Website: www.smartegies.com

View Details

Click Here for the Full Transcript

Aaron Wright built an impressive resume on the technology side of construction with major firms like Robins & Morton and Hoar Construction. But his passion for all-things-building transcended his role and inspired him to explore all facets of the industry. Wright always saw a need for a platform that was dedicated to construction video content and three years ago, The Construction Channel made its debut.

Wright entered the industry at a point where virtual construction technology was taking off and digital streaming was in a breakout stage as well. It was a tough sell in an industry where traditional marketing methods reigned, but the more Wright saw the industry evolve, the more he was convinced that his idea could provide a new means for building brand recognition, winning projects, and attracting new talent.

The Construction Channel now has over 23,000 YouTube subscribers and it continues to find new applications for AEC video content with a storytelling focus. In this episode of AEC Marketing for Principals, Wright joins hosts Judy Sparks and Katie Cash to tell his story, and talk about the impact that niche video content is making on the industry as a whole.

What You Will Learn:

• Aaron Wright’s story and why he created The Construction Channel
• The role of construction-focused video content in recruiting
• B2B applications of content on The Construction Channel
• Why you should use video to tell your brand story
• Different types of content that The Construction Channel has produced

Resources:

• Website: www.constructionchannel.tv
• Twitter: @constructtv

View Details

Click Here for the Full Transcript

As an international, best-selling author and the authority on emotional intelligence, Brent Darnell works with technical seller-doers in the AEC industry to help them master critical people skills and become service-focused leaders. Emotional intelligence plays a significant role in the workplace today, but it is not what it seems at face value.

Emotional intelligence is the art of understanding and managing your emotions and understanding and managing the emotions of others for the best outcomes. Once your team members can master the use of emotional skills like empathy and assertiveness at the right time with the right people, your organization will transform and gain forward momentum.

In this episode of AEC Marketing for Principals, Brent Darnell joins hosts Judy Sparks and Katie Cash to talk about training AEC teams in using emotional intelligence, and how that has an impact on the health of your organization as a whole. Never underestimate the effect that nuanced changes can have if they are learned and turned into habits on a large scale.

What You Will Learn:

• What is emotional intelligence
• How emotional intelligence is being used in the workplace
• Nuanced changes that can make a significant impact on clients and selection committees
• Company-wide emotional intelligence training and its proven results
• The impact of emotional intelligence training on sales and marketing

Resources:

• Website: www.BrentDarnell.com
• Twitter: @brentdarnell

View Details

Click Here for the Full Transcript

When you are marketing and selling professional services to Owners, it’s important to know what they are looking for and how your AEC marketing strategy should reflect that. Smartegies recently conducted a survey in order to better understand procurement processes, buying preferences and online habits of some of Georgia’s most coveted public sector and institutional building Owners. These individuals are habitual buyers and key decision-makers who have spent countless hours running through stacks of proposals and sitting through many presentations to find the most qualified candidates for their projects.

The procurement process has changed over the years and with shorter sales cycles, an abundance of relationships, and an increased number of specializations, Owners are placing more weight on categories that were not nearly as important in the past. The marketing-centric culture that the AEC industry has adopted is creating a level playing field, and Smartegies’ goal with their study is to help you gain an advantage by crafting a response that has everything Owners want to see.

In this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash talk about the biggest revelations that their survey produced, and distill the statistics so that you can adjust your marketing and proposal strategies.

What You Will Learn:

• How to win work with institutional and public sector Owners
• Smartegies’ survey of Owners and its results
• What has changed in the procurement process and what remains the same
• The significance of AEC marketing and brand strength in the digital age of the AEC industry
• How to see your proposal through once your firm makes the shortlist

Resources:

• Download the Owner’s Survey Here: https://smartegies.com/architects-engineers-contractors-owners-really-think-sales-marketing-efforts/
• Website: www.smartegies.com

View Details

Click Here for Full Transcript

As the Assistant Vice President of Facilities, Design, and Construction at the Georgia Institute of Technology, Scott Jones runs a progressive operation that oversees all of Georgia Tech’s design and construction projects. The institution consistently releases around $450M-$500M in AEC projects per year, and competition to be awarded those contracts is fierce.

Jones is very transparent about what he looks for in AEC partners – good listeners, relevant experience from the project team, ability to deliver as promised. So if you are interested in chasing Georgia Tech projects, visit the Georgia Procurement Registry where all of their opportunities are posted. The scope and scale of the projects vary drastically, so it is important to understand the needs of each project relative to your AEC firm’s team, expertise, and capacity before submitting a proposal.

Georgia Tech is a leading, global research institution that prides itself on using cutting edge innovation which also includes pioneering design and construction technology, methodology, and materials. In this episode of AEC Marketing for Principals, Jones joins hosts Judy Sparks and Katie Cash to discuss opportunities for AEC firms at GT, how projects are funded, and what GT looks for in AEC partners.

What You Will Learn:

• How and where to find all of Georgia Tech’s opportunities
• The importance of weighing project scope and your AEC firm’s team, expertise, and capacity before submitting a proposal
• What Jones and his team look for in successful candidates during the proposal process
• Where the funding for Georgia Tech’s AEC projects come from, and how it impacts the selection process
• The importance of highlighting your project team instead of your portfolio during the interview phase
• The PDC and their involvement in the selection of design firms and involvement in design projects
• Why design firms should form a collaborative unit with a local production architect when seeking work from Georgia Tech

Resources:

• Georgia Procurement: http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governments
• GT Design & Construction Office – https://facilities.gatech.edu/design-construction
• LinkedIn: https://www.linkedin.com/in/dsjonesaia/
• Twitter: @ScottJonesAIA

View Details

Click Here for Full Transcript

In this day and age, you have the ability to build and scale your business without a sales force, and AEC firms are finally adopting an innovative approach to digital and inbound marketing after seeing it work in so many other industries. Developing an effective marketing plan starts with putting the right people in place because your marketing leaders need to maintain a strong grasp on current trends, tools, and technologies, as well as how they fit into the big picture—fundamentals that Brenda Christman has built her entire team around. She is a marketer who started on the ground level during a massive industry transformation, and everything she learned was brought into the next role, tailored, and implemented to drive growth and revenue for the firm.

As Christman got higher on the ladder, Hunt Companies took an interest in her proactive, forward-thinking marketing mindset and it became clear that she was the missing link in their leadership team. Hunt Companies is a global enterprise and holding company with over six thousand employees, managing a broad spectrum of real estate-focused businesses from developers to management companies. But, every AEC firm—large and small—can benefit significantly from having an ambitious and capable marketer who is driven by innovation. Christman’s job is to maintain the image and communications across Hunt’s vast array of affiliates and subsidiaries while finding new ways to increase the effectiveness of her team members on an individual basis.

In this episode of AEC Marketing for Principals, Christman joins Judy Sparks and Katie Cash to talk about building your marketing strategy and team around an innovative marketing leader, and how your firm will benefit from doing so.

What You Will Learn:

• Brenda Christman’s role as the SVP of Marketing for Hunt Companies, and how your AEC firm can benefit from hiring a veteran marketer
• Current AEC marketing trends, tools, and technologies and how they’re being used by leadership
• How to hire ‘smart’ when choosing new candidates for your marketing team
• The benefits of giving your team flexibility and trusting them to get the job done

Resources:

• Website: huntcompanies.com
• LinkedIn: www.linkedin.com/in/brendachristman

View Details

The Georgia State Financing and Investment Commission (GSFIC), was created by a constitutional amendment in 1972 and is responsible for the proper application of proceeds from general obligation debt and the issuance of all public debt by the State. No agency or authority can incur debt or employ other financial or investment advisory counsel without Commission approval.

Click Here for the Full Transcript

Serving as the Deputy Executive Director of Construction of GSFIC, Marvin Woodward and his team help other state agencies with infrastructure and capital projects by facilitating funding, overseeing the procurement process, providing design review and project management services, and managing the warranty and complaints for projects. The GSFIC aims to be the State’s premier resource for financial and construction management services where the scale of these state projects varies drastically from project to project. Each year, the GSFIC is involved in roughly $1B in projects around the State and works with countless service providers from the AEC industry.

All state projects are advertised on the Georgia Procurement Registry and administered through a standard qualifications-based two-step selection process. GSFIC’s goal is to connect highly qualified AEC firms with projects that are a good fit while creating a highly competitive bidding process.

In this episode of AEC Marketing for Principals, Woodward joins hosts Judy Sparks and Katie Cash to discuss the projects GSFIC handles, what they are looking for in AEC partners, and how your firm can win work with the State.

What You Will Learn:

• Marvin Woodward’s role as Deputy Executive Director of Construction of the Georgia State Financing and Investment Commission
• Georgia State Financing and Investment Commission (GSFIC) and the types of projects they facilitate
• What GSFIC looks for in potential AEC partners
• How to gain visibility with GSFIC
• GSFIC’s selection process and what it takes for an AEC firm to make the shortlist
• Who composes the typical selection committee

Resources:

• Georgia Procurement Registry: http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governments
• LinkedIn: https://www.linkedin.com/in/marvin-woodward-68772221
• GSFIC: https://gsfic.georgia.gov/

View Details

There is a common misconception in the AEC industry that sales, marketing, and business development all serve the same purpose, but ‘sales and marketing’ are not synonymous and they represent completely independent efforts in your growth strategy. In this episode of AEC Marketing for Principals, Judy Sparks and Katie Cash have broken down each term so that you can understand the different roles they play in reaching new inflection points at your firm.

Click Here for the Full Transcript

The only terms that can be appropriately grouped together are sales and business development, because biz dev is just a stilted version of the term ‘sales’ and they mean the exact same thing. Your sales efforts refer to growth opportunities pursued by the seller-doer or member of the sales team on a one-to-one basis, and they are embodied by direct exchanges with your clients or prospects in an attempt to move the needle.

Marketing is completely independent of that process. While sales includes everything that is done one-to-one, marketing is conducted with a notion of one-to-many, because it embodies the communication of your brand to your entire target audience. Marketing controls the way your brand is elevated and projected across a wide variety of channels, and when it is carried out in tandem with successful sales tactics, the seller-doer can start collecting market-qualified leads and drastically improve his or her close ratio.

If you are not aware of the distinct differences in these three concepts, it will only cause confusion, deficiency, and missed opportunities within your AEC firm. This is a battle for business between firms and the AEC firms that understand the different applications of sales, business development, and marketing efforts are going to see more success. In this week’s episode of AEC Marketing for Principals, you will learn the differences among these commonly misused terms, and how they fit with current AEC marketing strategies and trends.

What You Will Learn:

• The difference between sales, marketing, and business development
• Current AEC marketing trends and strategies
• Challenges your AEC firm might face in ramping up your marketing efforts
• Using marketing to cut through the noise and reach your target audience
• ABM and how to practice it

Resources:

• Smartegies website: https://smartegies.com

View Details

Episode 8:

Click Here for the Full Transcript

In the engineering industry, mastering the art of communication as an individual can help move the needle for an entire organization. At Morrison Hershfield, Scott Steiding did just that. He became well versed in the language of his technical staff and leadership, which led to successive prosperity, heightened brand awareness, and strong, inter-departmental collaboration within his AEC marketing and engineering community.

There are benefits to this on many levels, both internally and externally, but as a Vice President and head of sales and marketing, he found it to be a necessity just to get his ideas in motion. In the highly analytical environments of AEC firms, data-driven concepts must be at the core of any marketing pitch. Once Steiding was speaking the engineer’s language, his scope became larger, and his goals loftier.

In this episode of AEC Marketing for Principals, Scott Steiding joins hosts Katie Cash and Judy Sparks to talk about marketing as a company-wide effort. He breaks down some of the key strategies which separate them from the competition, and he discusses all of the tools and moving parts behind those strategies.

What You Will Learn:

• Empowering sales, marketing, and business-unit leaders with data tools so they are better prepared to go to market
• How to measure sales and marketing efforts against true ROI
• Leveraging third-party perspectives to differentiate your AEC marketing strategy from your competitors’
• Strategies for creating a forward-facing AEC marketing plan
• Data capture, reporting, and tools to make it efficient

Resources:

• Email: ssteiding@morrisonhershfield.com
• LinkedIn: www.linkedin.com/in/scottsteiding
• Twitter: @ScottSteiding

View Details

Oftentimes, when we talk about digital marketing with our clients and prospects—that is, principals of AEC firms and their teams—we see an immediate glaze go over the faces of the people in the room. Why? Because there is a widely held assumption within the AEC industry that digital cannot solve real business challenges like lead gen, driving sales, or recruiting top talent.

Click Here for the Full Transcript

While we agree that it is unlikely any of your prospective clients will send you an electronic check online as a way to engage your engineering services, we also know that digital strategies have been proven effective for reducing cost per acquisition, driving biz dev, and attracting highly qualified candidates for hard to fill senior-level positions within firms.

We often hear complaints from within an organization that the leaders of the firm are slow to adopt digital marketing strategies because they don’t understand the technology.

The reality is, most of the leaders in our industry are technically trained and operationally focused. They did not grow up in the digital age. Many of our clients are CEOs of architecture, engineering, and construction firms in their 50s, 60s, or older.

They did not have the Internet when they were working their way up through the ranks, and they certainly didn’t have social media.

But, they’re not old fashioned by any means. They simply need somebody to explain how any strategy—digital or not—is going to make a difference to the firm’s bottom line.

It has been our experience that once we are able to make a tangible connection, they are not slow to adopt. It is actually quite the contrary.

The very first time they see a lead come through their website as a result of a digital campaign, they are eager to do it again because it’s cheaper and it takes less time.

Our goal for this episode is to share some tangible examples for how you and your team can use digital marketing strategies to advance your brand visibility, engage with an audience, influence buyers, and convert those buyers into leads that your business development or seller-doer team can connect with.

We are going to share three real-world case studies where AEC firms used digital strategies to solve significant business challenges and drive ROI as a result.

Our hope is that the ideas will help you and your team to start thinking about how digital marketing can play into your overarching goals and strategic initiatives.

What You Will Learn:

• How a properly structured webinar series can accelerate lead gen while dramatically reducing cost and time of the traditional lunch and learn
• How digital strategies can provide similar benefits to PR
• Why organic visibility of social media content is dead and Facebook is the dominant ad platform for B2B audiences
• How radio was used to attract high-quality candidates for senior-level positions within an AEC firm
• Why you cannot have a successful digital media application run by people who do not understand your business

Solving Lead Gen Challenges

Challenge 1: the time and cost of providing clients and prospects with in-person “lunch and learns”

Engineering firms, architectural firms, contractors, fire protection contractors, etc. often propose an educational “lunch and learn” session. In most applications, there’s someone within the firm who is tasked with preparing the materials, getting it approved for continuing education, and sent office to office seeking out potential clients.

It is a time consuming and expensive process. Katie shares a detailed example of how one AEC firm decided to forgo the traditional, door-to-door lunch 

View Details

About Judy Sparks

Judy is the founder, CEO, and President of Smartegies LLC. Founded in 2008, Smartegies is a specialty marketing agency that has helped more than 150 companies across North America build stronger brands, implement effective communications, and develop winning strategies and proposals. Judy has worked in B2B marketing and sales roles exclusively since 1993, specializing in the AEC industry. Judy is a true expert in AEC marketing and has a proven record of success across her 25 years in the field.

About Katie Cash

Katie is an architecture, engineering, and construction marketer with over 15 years of experience serving the AEC industry. Katie is an expert strategist who helps her clients win big projects through creative marketing methods. Katie believes in thinking outside the box and has a gift for tackling challenges by using innovative and unconventional solutions. Today, Katie serves as the Vice President of Smartegies, working alongside Judy to help clients achieve maximum impact in their marketing efforts.

In this episode of AEC Marketing for Principals, Judy and Katie discuss the marketing skill gap present in so many AEC firms, where that skill gap came from, and methods to overcome the gap and better market your firm.

What You Will Learn:

• Judy explains why the skills gap exists, especially within architectural firms where, until fairly recently, marketing was illegal. Katie explains that clients are often surprised to learn this fact, even though it has created a pervasive stigma.
• Judy discusses the stigma that has persisted around marketing for architectural firms, even after the ban was lifted.
• Judy explains that traditional relationship-building and networking have been the primary avenues for generating new business for firms.
• Katie shares how clients are slowly embracing AEC marketing principles as digital media creates a highly connected environment.
• Judy explains the difference between marketing and sales/business development.
• Judy explains why the cost of client acquisition under traditional methods has gotten out of control, highlighting the heavy expenses in order to be considered for a project.
• Judy discusses in-house AEC marketing professionals and the challenges they face in doing their jobs. She explains why the industry at large hasn’t done much to empower in-house marketers or create robust teams and how firms can support those teams through tools, training, and outsourced help.
• Judy shares the advantage of asking: “should the way we have always done our marketing evolve to meet the evolving landscape?”

Overcoming the Skills Gap in AEC Marketing

This episode of AEC for Marketing Principals features a conversation between Judy Sparks and Katie Cash of Smartegies LLC, a specialty marketing agency that works with clients in AEC and the built environment to build a stronger brand, develop winning strategies, communicate their story, implement effective social/digital campaigns, and produce winning proposals. For this episode, we discuss the skills gap found in AEC marketing, its causes, and the problems it creates. We also discuss ways to close the skills gap, the value of setting realistic expectations of your in-house team, supporting your team with various resources, and the changing AEC environment that is altering the effectiveness of networking and other “traditional” methods of AEC marketing.

Unfortunately, there is a pervasive stigma against modern marketing practices within the industry, particularly within many architectural firms. In fact, architectural marketing is a relatively new space that didn’t exist until around 30 years ago. Prior to that time, marketing for architectural firms was, in fact, illegal. Even after the ban was lifted, most firms were hesitant to embrace marketing efforts as the

View Details

About Tracey Sibley

As Brasfield & Gorrie’s Vice President of Marketing, Tracey Sibley leads one of the nation’s largest and most respected construction industry brands. Brasfield & Gorrie provides general contracting, design-build, and construction management services for a variety of markets including healthcare, commercial, institutional, federal, municipal, industrial, infrastructure, and water treatment. With more than 25 years of experience working in marketing in the construction industry, Tracey is an expert in supporting her team in developing new, innovative, and effective marketing strategies while establishing and maintaining a strong company culture.

In this episode of AEC Marketing for Principals, hosts Katie Cash and Judy Sparks talk with Tracey about the opportunities and challenges of working in marketing at a dominant industry leader like Brasfield & Gorrie, how the company has worked to create a powerful company culture that attracts and keeps top talent, and how new innovations in technology have changed marketing, communications and team-building for the better.

What You Will Learn:

• Tracey shares her career journey as well as how hard work and networking were key to getting her foot in the door and building her career.
• Tracey discusses how her current role involves supporting her team and making herself available as a resource to them, strategizing with the executive team on new and future opportunities for growth, and maximizing the efficiency of her department.
• Tracey explains why a marketing degree is not required for new entry-level members of her team. She shares why a great culture fit is much more important than educational background.
• Tracey talks about the remarkable brand and culture that Brasfield & Gorrie has created and nurtured, and she shares why passion and enthusiasm are primary components of that culture.
• Tracey shares her thoughts on how the industry has changed with the integration of new technologies and strategies, and she shares why reading and continuing to learn are vital skills to stay current with new trends and tech.
• Tracey explains why Salesforce’s San Francisco-based Dreamforce conference is a valuable resource for learning new knowledge and a better understanding of data and content management systems.
• Tracey discusses working twelve-hour days and the need to be “always on,” and she shares her thoughts on the importance of finding a balance between hard work and self-care.
• Tracey talks about collaboration tool Slack and how it has been a significant game-changer for interoffice communications. She shares why Slack is Brasfield & Gorrie’s exclusive communication platform.
• Tracey discusses the importance of the IT department and why partnering with them has been a powerful component of the marketing team’s success, and she shares how knowledge from the IT team helps support their marketing efforts.
• Tracey talks about how she was initially the first female Vice President at Brasfield & Gorrie but now is one of seven, and she shares how providing value is the key to getting a seat at the table.

View Details

Click Here for the Full Transcript

Since guesting on our podcast, Donya Edler has joined Smartegies as our new Executive Vice President. She brings over 25 years of professional marketing, communications, and human resources experience in both the public and private sectors. Throughout her career, she has experienced several mergers and acquisitions with very different outcomes on employee trust and morale, company culture, and branding.

During the episode, Donya talks to hosts Katie Cash and Judy Sparks about the critical period following the announcement of a merger or acquisition. She also shares powerful strategies for addressing employee concerns and building a new company culture for the resulting organization.

Honesty, authenticity, and openness are the keys to smoothing the process in a merger or acquisition. Investing the time and resources necessary can help AEC firms retain talent and boost morale through the process. Rather than attempting to go it alone, firms should consider hiring experienced outside advisors to help them rebrand following a merger or acquisition. Firms can also consult with clients for feedback that helps identify and address hidden pain points that may have been created by the merger.

We hope that Donya’s wisdom will be invaluable in helping you navigate the sometimes tricky internal and external challenges that are created by a merger or acquisition. You can find this episode, and many other informative conversations dedicated to helping your firm maximize the impact of your AEC marketing, by visiting us at www.aecmarketingpodcast.com. As always, we would greatly appreciate it if you gave us a rating to let us know how we’re doing. Thanks for listening!

What You Will Learn:

• Why mergers and acquisitions are becoming increasingly common in the design and construction space
• What it looks like from all sides of mergers, acquisitions, and joint ventures.
• The crucial period immediately after announcing a merger or acquisition and why employee trust and morale tend to drop in that period
• Importance of internal communication during the transition
• Why firms of all sizes can struggle with the challenge of merging cultures, and why it is important to have a trusted brand as well as employees within the company who share that trust
• The importance of bringing acquired employees into the cultural conversation
• The value of investing in a strategy firm specializing in AEC marketing and AEC branding to help lead a rebranding effort

Resources:

• Website: https://smartegies.com
• LinkedIn: www.linkedin.com/in/donyaedler/
• Facebook: https://www.facebook.com/arcodb/
• Twitter: @Smartegies<

View Details

About Judy Sparks

Judy is the founder, CEO, and President of Smartegies LLC. Founded in 2008, Smartegies is a specialty marketing agency that has helped more than 150 companies across North America build stronger brands, implement effective communications, and develop winning strategies and proposals. Judy has worked in B2B marketing and sales roles exclusively since 1993, specializing in the AEC industry. Judy is a true expert in AEC marketing and has a proven record of success across her 25 years in the field.

About Katie Cash

Katie is an architecture, engineering, and construction marketer with over 15 years of experience serving the AEC industry. Katie is an expert strategist who helps her clients win big projects through creative marketing methods. Katie believes in thinking outside the box and has a gift for tackling challenges by using innovative and unconventional solutions. Today, Katie serves as the Vice President of Smartegies, working alongside Judy to help clients achieve maximum impact in their marketing efforts.

What You Will Learn:

• Judy explains why many people within the industry struggle with and dislike giving presentations, since many of them were not taught this skill when they were learning their business.
• Judy discusses the process the Smartegies team uses to help clients produce winning presentations. She explains why the key is to tell an authentic, compelling story about the firm through presentations that inform, influence, and entertain.
• Judy and Katie talk about why understanding what the customer wants is the key to differentiating from competitors. Judy provides specific examples of how doing research on customers and telling stories can help win bids.
• Judy shares why a pitch memo (a storyboard) is a valuable tool for a presentation, outlining the steps to take during the presentation meeting. She shares why it is important to do this early in the process, well in advance of the pitch.
• Judy explains why presentations are becoming more expensive as competition has increased. She shares why it is important that firms be intentional in their presentations to win as often as possible and justify the costs.

View Details

Jere Smith is the Director of Capital Improvements for Atlanta Public Schools, one of the nation's largest urban school districts. He is also the President of the Construction Owners Association of America (COAA), and serves on the Atlanta Public Schools Career and Technical Education Advisory Board and the Clemson University Industry Advisory Board and has served as the President of the Association for Learning Environments. Prior to that, he served as a project manager at architectural firms, as a building inspector for the city of Atlanta, and as an engineer.

In this episode of AEC Marketing for Principals, Jere discusses best practices for firms looking to make an impact with their AEC proposals and interviews, he discusses common mistakes that firms often make that can be jarring or distracting for the selection committee, and he offers specific details for firms interested in being considered for Atlanta Public Schools’ pre-qualified pool of firm partners.

What You Will Learn:

• Jere shares how he started working with Atlanta Public Schools more than twenty years ago and discusses working on the owner-side of business. He also talks about the size of his school district and how it generates $100 million in new projects a year.
• Jere discusses how the school district pre-qualifies firms to create a pool of partners to choose from, ensuring that the firms are fully prepared and capable of doing the work.
• Jere shares why firms should spend only a third of their proposal "checking all the boxes" and then use the other two-thirds to explain why they stand out from the competition and why they are the best option for the project.
• Jere talks about the common mistakes firms often make in their proposals, including boilerplate responses, using the wrong school district name, and being too wordy and not concise in their proposals.
• Jere outlines why the physical dimensions and mechanical qualities of a proposal matters, and he discusses why overthinking a proposal with gimmicks runs the risk of distracting the reader or coming across as fake.
• Jere explains why anyone on the short list can win a project, and he discusses why it is important to go to the interview fully prepared, rehearsed, and with each speaker bringing something specific and serving a purpose.
• Jere explains why impressive technology such as fly-throughs can be attention-grabbing and can be helpful for non-technical members of the selection committee to better understand the proposal.

View Details

About Judy Sparks

Judy is the founder, CEO, and President of Smartegies LLC. Founded in 2008, Smartegies is a specialty marketing agency that has helped more than 150 companies across North America build stronger brands, implement effective communications, and develop winning strategies and proposals. Judy has worked in B2B marketing and sales roles exclusively since 1993, specializing in the AEC industry. Judy is a true expert in AEC marketing and has a proven record of success across her 25 years in the field.

About Katie Cash

Katie is an architecture, engineering, and construction marketer with over 15 years of experience serving the AEC industry. Katie is an expert strategist who helps her clients win big projects through creative marketing methods. Katie believes in thinking outside the box and has a gift for tackling challenges by using innovative and unconventional solutions. Today, Katie serves as the Vice President of Smartegies, working alongside Judy to help clients achieve maximum impact in their marketing efforts.

About Stephen Woessner

Stephen is the CEO of Predictive ROI, a digital marketing firm that helps clients with $1-30 million in annual revenue boost their marketing reach and break into digital marketing media with maximum impact and return on investment. Stephen is also the host of Onward Nation, a top-rated and long-running podcast dedicated to helping today’s leading business owners Think, Act & Achieve through smart strategies, accountability, and interviews with other top business professionals across countless industries and specialties.

What You Will Learn:

• Katie and Judy discuss what you will learn over the course of the AEC Marketing for Principles podcast, including relevant, timely, and actionable tips and information you can employ in your firm.
• Special guest Stephen Woessner discusses how he initially got involved in podcasting, and how podcasting is a powerful, relevant marketing platform for businesses and business leaders of all kinds.
• Learn why podcasting is a steady growth medium and why now is a great time to get started with your own podcast to attract an audience and expand your reach. Judy explains why podcasting can be an incredible marketing tool that adds value for your clients by addressing common pain points.
• Stephen discusses the depth of experience his team at Predictive ROI has gained, having produced more than five thousand podcast episodes over the years. Stephen shares a case study of working with an AEC firm and discusses how podcasting has benefitted them.
• Judy outlines the marketing benefits a firm can gain from podcasting, social media outreach, blog articles, and other forms of client engagement. She shares the importance of commitment and building an audience over time.
• Stephen explains how firms can measure the KPIs and growth metrics of their podcast, including the numbers for monthly downloads, countries the podcast has spread to globally, monthly listener opt-ins, and overall revenue gains.