Ryan Suydam

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.comLinkedIn: https://www.linkedin.com/in/clientsavvy/ Connect with Katie:https://smartegies.com/

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: <a href="https://clientsavvy.com/about/" rel="nofollow" target="_blank">https://clientsavvy.com/about/</a>Email: <a href="mailto:answers@clientsavvy.com">answers@clientsavvy.com</a>LinkedIn: <a href="https://www.linkedin.com/in/clientsavvy/" rel="nofollow" target="_blank">https://www.linkedin.com/in/clientsavvy/</a> Connect with Katie:<a href="https://smartegies.com/" rel="nofollow" target="_blank">https://smartegies.com/</a>

Creating Data-Driven Client Experiences with Ryan Suydam

Billy McElroy

In this episode, Katie and Judy welcome construction industry veteran Billy McElroy. As Co-Founder of Shell McElroy Construction Company, Billy has amassed 33 years of experience ranging from high-rise towers to mixed-use developments. He shares his experience and insights on the changing construction industry and the importance of focusing on the field, communication skills, relationships, honesty, and hard work. Billy also discusses the key to Shell McElroy’s success, emphasizing the firm's focus on quality, thoughtful decision-making, and the importance of taking clients' business very personally. If you want to hear from a seasoned construction professional about the industry, ownership, and leadership, this is a must-listen! Connect with Billy McElroy:Website: https://shellmcelroy.com/LinkedIn: https://www.linkedin.com/in/billy-mcelroy-a6804312/ Connect with Judy and Katie:Website: https://smartegies.com/Katie Cash LinkedIn: https://www.linkedin.com/in/kacash/Judy Sparks LinkedIn: https://www.linkedin.com/in/judysparks/

In this episode, Katie and Judy welcome construction industry veteran Billy McElroy. As Co-Founder of Shell McElroy Construction Company, Billy has amassed 33 years of experience ranging from high-rise towers to mixed-use developments.  He shares his experience and insights on the changing construction industry and the importance of focusing on the field, communication skills, relationships, honesty, and hard work. Billy also discusses the key to Shell McElroy’s success, emphasizing the firm's focus on quality, thoughtful decision-making, and the importance of taking clients' business very personally.  If you want to hear from a seasoned construction professional about the industry, ownership, and leadership, this is a must-listen! Connect with Billy McElroy:Website: <a href="https://shellmcelroy.com/" rel="nofollow" target="_blank">https://shellmcelroy.com/</a> LinkedIn: <a href="https://www.linkedin.com/in/billy-mcelroy-a6804312/" rel="nofollow" target="_blank">https://www.linkedin.com/in/billy-mcelroy-a6804312/</a> Connect with Judy and Katie:Website: <a href="https://smartegies.com/" rel="nofollow" target="_blank">https://smartegies.com/</a> Katie Cash LinkedIn:<a href="https://www.linkedin.com/search/results/all/?keywords=katie%20cash&amp;origin=GLOBAL_SEARCH_HEADER&amp;sid=aul" rel="nofollow" target="_blank"> https://www.linkedin.com/in/kacash/</a> Judy Sparks LinkedIn: <a href="https://www.linkedin.com/in/judysparks/" rel="nofollow" target="_blank">https://www.linkedin.com/in/judysparks/</a>

Navigating Change in the Construction Industry with Billy McElroy

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.

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.

50 and Fabulous: Tales of an AEC Truthteller

Crawford Loritts

When a company has a strong and authentic character, it can create a sense of trust and loyalty among consumers. In this episode, host Katie Cash is joined by guests Dr. Crawford Lorrits and Smartegies CEO Judy Sparks to discuss the importance of company culture, effective leadership, policies, Diversity, Empowerment, and Inclusion (DEI), and the workforce of the future.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 encourage people to show up consistently and be true to their faith and values while leading in a secular world. Highlights:1.36 Trust in the business4.58 Judy's chance encounter with Dr. Crawford  11.15 All you have is what you say13.23 Staying true to your values15.04 Organizational culture16.20 Brand Living18.50 Pivoting business models21.45 Workforce of the future Connect with Dr. Crawford LorittsDr. 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/

When a company has a strong and authentic character, it can create a sense of trust and loyalty among consumers. In this episode, host Katie Cash is joined by guests Dr. Crawford Lorrits and Smartegies CEO Judy Sparks to discuss the importance of company culture, effective leadership, policies, Diversity, Empowerment, and Inclusion (DEI), and the workforce of the future. 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 encourage people to show up consistently and be true to their faith and values while leading in a secular world. Highlights:1.36 Trust in the business4.58 Judy's chance encounter with Dr. Crawford  11.15 All you have is what you say13.23 Staying true to your values15.04 Organizational culture16.20 Brand Living18.50 Pivoting business models21.45 Workforce of the future  Connect with Dr. Crawford LorittsDr. 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: <a href="https://beyondourgeneration.com/" rel="nofollow" target="_blank">https://beyondourgeneration.com/</a>

Inspiring Leadership with Dr. Crawford Loritts

Episode 48 marks the start of season 5 of the AEC Marketing for Principals Podcast. This season is themed “Shifting Gears”. We will be interviewing exciting and impactful new guests on various topics related to the A/E/C 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 A/E/C 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 A/E/C Marketing Industry·       7.58 Humanizing your brand for the Market·       9.26 Understanding what your buyer really needs·       11.07 Relationships with selection committees·       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

Episode 48 marks the start of season 5 of the AEC Marketing for Principals Podcast. This season is themed “Shifting Gears”. We will be interviewing exciting and impactful new guests on various topics related to the A/E/C 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 A/E/C 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 A/E/C Marketing Industry ·       7.58 Humanizing your brand for the Market ·       9.26 Understanding what your buyer really needs ·       11.07 Relationships with selection committees ·       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

Shifting Gears: 6 Key Drivers for Growth in the Design and Construction Space

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 Prospecting08.46.90 Sales Competencies for Professional Services Firms10.32.00 Changes in the Approach to Professional Service Sales12.07.21 Marketing and Sales Alignment16.13.78 Qualifying Your Prospects21.58.48 The Importance of a Sales Pipeline25.40.60 Sales Planning and Preparation27.21.75 Discovery in the Sales Process34.10.61 On-Call Consulting36.42.48 Fractional Sales Management Six Sales Competencies for Professionals: https://www.wainwrightinsight.com/six-sales-competencies-for-professionals/ 

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 Prospecting08.46.90 Sales Competencies for Professional Services Firms10.32.00 Changes in the Approach to Professional Service Sales12.07.21 Marketing and Sales Alignment16.13.78 Qualifying Your Prospects21.58.48 The Importance of a Sales Pipeline25.40.60 Sales Planning and Preparation27.21.75 Discovery in the Sales Process34.10.61 On-Call Consulting36.42.48 Fractional Sales Management Six Sales Competencies for Professionals: <a href="https://www.wainwrightinsight.com/six-sales-competencies-for-professionals/" rel="nofollow" target="_blank">https://www.wainwrightinsight.com/six-sales-competencies-for-professionals/</a>

Importance of Sales in Design & Construction

Ennis Parker

In this episode, Judy Sparks and Katie Cash chat with Ennis Parker. Ennis Parker 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 Georgia Tech06.46.80 The Flourishing Communities Project08.14.31 Changes in the industry12.15.24 Leadership and Growth15.19.70 Winning business and the role of marketing20.11.91 The importance of branding23.56.55 The importance of reputation27.52.44 Social Media and Data33.03.21 Money in architecture34.59.74 The tools available today and differences in generations

In this episode, Judy Sparks and Katie Cash chat with Ennis Parker. Ennis Parker 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 Georgia Tech06.46.80 The Flourishing Communities Project08.14.31 Changes in the industry12.15.24 Leadership and Growth15.19.70 Winning business and the role of marketing20.11.91 The importance of branding23.56.55 The importance of reputation27.52.44 Social Media and Data33.03.21 Money in architecture34.59.74 The tools available today and differences in generations

The Business Side of Architecture with Ennis Parker

Matt Handal

 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 &amp; 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 principals 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 

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 <a href="http://HelpEverybodyEveryday.com" rel="nofollow" target="_blank">HelpEverybodyEveryday.com</a>, 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 &amp; 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 principals 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

Marketing to the Mind with Matt Handal

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&amp;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

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:<ul><li> [2:43] - When did HOK first find out about the lead to design the Mercedes-Benz Stadium?</li><li>[4:58] - What led HOK to accept the project?</li><li>[7:11] - Who were you up against for the project and what was your approach?</li><li>[10:33] - What happened leading up to the interview and what approach did HOK take?</li></ul>Steam students Q&amp;A:<ul><li>[14:04] - Building the roof of the stadium.</li><li>[16:30] – How the roof of the stadium opens.</li><li>[17:57] – Inspiration behind the Halo board</li><li>[20:18] – What were the roadblocks in the project and how it was overcome?</li><li>[21:40] – What was the hardest part of transforming the idea into the design?</li><li>[24:00] – How long did the design process take?</li><li>[24:59] – How long did you have to pitch?</li><li>[27:00] – How was the scoreboard designed</li></ul>

Mercedes-Benz Stadium: A Look Back at the Journey

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 innovationIncreased teamwork &amp; productivityGreater access to talent &amp; improved retentionBetter access to clients/buyersEnhanced reputation

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:<ul><li>Improved innovation</li><li>Increased teamwork &amp; productivity</li><li>Greater access to talent &amp; improved retention</li><li>Better access to clients/buyers</li><li>Enhanced reputation</li></ul>

Closing The DEI Gap

AEC Marketing for Principals is brought to you by Judy Sparks and Katie Cash of Smartegies LLC. Katie and Judy are expert marketers in the AEC industry and built environment. They guide AEC Principals toward building stronger brands, implementing effective communications, and developing winning strategies and proposals.Over the course of this series, you'll hear smart advice, practical strategies, new marketing techniques, and diverse guests with a range of specialties and experience. The goal is to help you do more than just survive in today’s aggressive environment: you’ll be able to learn and thrive through relevant, timely, and informative conversations.

This is the kind of stuff YOU need to listen to if you want to increase your business.

Gold. Solid gold.

AEC Marketing for Principals is brought to you by Judy Sparks and Katie Cash of Smartegies LLC. Katie and Judy are expert marketers in the AEC industry and built environment. They guide AEC Principals toward building stronger brands, implementing effective communications, and developing winning strategies and proposals.Over the course of this series, you'll hear smart advice, practical strategies, new marketing techniques, and diverse guests with a range of specialties and experience. The goal is to help you do more than just survive in today’s aggressive environment: you’ll be able to learn and thrive through relevant, timely, and informative conversations.

AEC Marketing for Principals

Tracey Sibley

About Tracey SibleyAs Brasfield &amp; Gorrie’s Vice President of Marketing, Tracey Sibley leads one of the nation’s largest and most respected construction industry brands. Brasfield &amp; 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 &amp; 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 &amp; 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 &amp; 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 &amp; Gorrie but now is one of seven, and she shares how providing value is the key to getting a seat at the table.

About Tracey SibleyAs Brasfield &amp; Gorrie’s Vice President of Marketing, Tracey Sibley leads one of the nation’s largest and most respected construction industry brands. Brasfield &amp; 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 &amp; 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:<ul><li>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.</li><li>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.</li><li>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.</li><li>Tracey talks about the remarkable brand and culture that Brasfield &amp; Gorrie has created and nurtured, and she shares why passion and enthusiasm are primary components of that culture.</li><li>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.</li><li>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.</li><li>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.</li><li>Tracey talks about collaboration tool Slack and how it has been a significant game-changer for interoffice communications. She shares why Slack is Brasfield &amp; Gorrie’s exclusive communication platform.</li><li>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.</li><li>Tracey talks about how she was initially the first female Vice President at Brasfield &amp; Gorrie but now is one of seven, and she shares how providing value is the key to getting a seat at the table.</li></ul>

Episode 5: Understanding the Importance of Company Culture, with Tracey Sibley

Marvin Woodward

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 TranscriptServing 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 CommissionGeorgia State Financing and Investment Commission (GSFIC) and the types of projects they facilitateWhat GSFIC looks for in potential AEC partnersHow to gain visibility with GSFICGSFIC’s selection process and what it takes for an AEC firm to make the shortlistWho composes the typical selection committeeResources:Georgia Procurement Registry: http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governmentsLinkedIn: https://www.linkedin.com/in/marvin-woodward-68772221GSFIC: https://gsfic.georgia.gov/

The <a href="https://gsfic.georgia.gov/" rel="nofollow" target="_blank">Georgia State Financing and Investment Commission (GSFIC)</a>, 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.<a href="https://smartegies.com/construction-marketing-marvin-woodward-transcript/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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 <a href="https://ssl.doas.state.ga.us/PRSapp/" rel="nofollow" target="_blank">Georgia Procurement Registry</a> 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:<ul><li>Marvin Woodward’s role as Deputy Executive Director of Construction of the Georgia State Financing and Investment Commission</li><li>Georgia State Financing and Investment Commission (GSFIC) and the types of projects they facilitate</li><li>What GSFIC looks for in potential AEC partners</li><li>How to gain visibility with GSFIC</li><li>GSFIC’s selection process and what it takes for an AEC firm to make the shortlist</li><li>Who composes the typical selection committee</li></ul>Resources:<ul><li>Georgia Procurement Registry: <a href="http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governments" rel="nofollow" target="_blank">http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governments</a></li><li>LinkedIn: <a href="https://www.linkedin.com/in/marvin-woodward-68772221" rel="nofollow" target="_blank">https://www.linkedin.com/in/marvin-woodward-68772221</a></li><li>GSFIC: <a href="https://gsfic.georgia.gov/" rel="nofollow" target="_blank">https://gsfic.georgia.gov/</a></li></ul>

Episode 10: Winning AEC Projects From the State, with Marvin Woodward

Donya Edler

Click Here for the Full TranscriptSince 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 spaceWhat 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 periodImportance of internal communication during the transitionWhy 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 trustThe importance of bringing acquired employees into the cultural conversationThe value of investing in a strategy firm specializing in AEC marketing and AEC branding to help lead a rebranding effortResources:Website: https://smartegies.comLinkedIn: www.linkedin.com/in/donyaedler/Facebook: https://www.facebook.com/arcodb/Twitter: @Smartegies&lt;

<a href="https://smartegies.com/aec-marketing-donya-edler-transcript/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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 <a href="http://www.aecmarketingpodcast.com" rel="nofollow" target="_blank">www.aecmarketingpodcast.com</a>. 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:<ul><li>Why mergers and acquisitions are becoming increasingly common in the design and construction space</li><li>What it looks like from all sides of mergers, acquisitions, and joint ventures.</li><li>The crucial period immediately after announcing a merger or acquisition and why employee trust and morale tend to drop in that period</li><li>Importance of internal communication during the transition</li><li>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</li><li>The importance of bringing acquired employees into the cultural conversation</li><li>The value of investing in a strategy firm specializing in AEC marketing and AEC branding to help lead a rebranding effort</li></ul>Resources:<ul><li>Website: <a href="https://smartegies.com/" rel="nofollow" target="_blank">https://smartegies.com</a></li><li>LinkedIn: <a href="http://www.linkedin.com/in/donyaedler/" rel="nofollow" target="_blank">www.linkedin.com/in/donyaedler/</a></li><li>Facebook: <a href="https://www.facebook.com/arcodb/" rel="nofollow" target="_blank">https://www.facebook.com/arcodb/</a></li><li>Twitter: <a href="https://twitter.com/smartegies?lang=en" rel="nofollow" target="_blank">@Smartegies&lt;</a></li></ul>

Episode 4: AEC Branding After a Merger or Acquisition, with Donya Edler

Judy Sparks

Katie Cash

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 TranscriptThe 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 developmentCurrent AEC marketing trends and strategiesChallenges your AEC firm might face in ramping up your marketing effortsUsing marketing to cut through the noise and reach your target audienceABM and how to practice itResources:Smartegies website: https://smartegies.com

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.<a href="https://smartegies.com/aec-marketing-sales-marketing-business-development-whats-difference-duocast-05-transcript/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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:<ul><li>The difference between sales, marketing, and business development</li><li>Current AEC marketing trends and strategies</li><li>Challenges your AEC firm might face in ramping up your marketing efforts</li><li>Using marketing to cut through the noise and reach your target audience</li><li>ABM and how to practice it</li></ul>Resources:<ul><li>Smartegies website: <a href="https://smartegies.com/" rel="nofollow" target="_blank">https://smartegies.com</a></li></ul>

Episode 9: Sales, and Business Development – What’s the Difference? with Judy Sparks and Katie Cash

Click Here for the Full TranscriptAlthough 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 marketingAccount-based sales vs. account-based marketingWhat makes up an ABM strategy, and how to structure itKPIs and behaviors that determine a customer’s level of interestHow ABM impacts the sales and marketing teamsDifferent tiers of clientsResources:Website: www.smartegies.com

<a href="https://smartegies.com/account-based-marketing-duocast-07-transcript/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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:<ul><li>The difference between sales, biz dev, and marketing</li><li>Account-based sales vs. account-based marketing</li><li>What makes up an ABM strategy, and how to structure it</li><li>KPIs and behaviors that determine a customer’s level of interest</li><li>How ABM impacts the sales and marketing teams</li><li>Different tiers of clients</li></ul>Resources:<ul><li>Website: <a href="https://www.smartegies.com/" rel="nofollow" target="_blank">www.smartegies.com</a></li></ul>

Episode 16: Account Based Marketing, with Judy Sparks and Katie Cash

About Judy SparksJudy 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 CashKatie 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 MarketingThis 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

About Judy SparksJudy 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 CashKatie 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:<ul><li>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.</li><li>Judy discusses the stigma that has persisted around marketing for architectural firms, even after the ban was lifted.</li><li>Judy explains that traditional relationship-building and networking have been the primary avenues for generating new business for firms.</li><li>Katie shares how clients are slowly embracing AEC marketing principles as digital media creates a highly connected environment.</li><li>Judy explains the difference between marketing and sales/business development.</li><li>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.</li><li>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.</li><li>Judy shares the advantage of asking: “should the way we have always done our marketing evolve to meet the evolving landscape?”</li></ul>Overcoming the Skills Gap in AEC MarketingThis 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

Episode 6: Overcoming the Skills Gap in AEC Marketing, with Judy Sparks and Katie Cash

Brent Darnell

Click Here for the Full TranscriptAs 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 intelligenceHow emotional intelligence is being used in the workplaceNuanced changes that can make a significant impact on clients and selection committeesCompany-wide emotional intelligence training and its proven resultsThe impact of emotional intelligence training on sales and marketingResources:Website: www.BrentDarnell.comTwitter: @brentdarnell

<a href="https://smartegies.com/what-owners-have-to-say-duocast-6-transcript/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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:<ul><li>What is emotional intelligence</li><li>How emotional intelligence is being used in the workplace</li><li>Nuanced changes that can make a significant impact on clients and selection committees</li><li>Company-wide emotional intelligence training and its proven results</li><li>The impact of emotional intelligence training on sales and marketing</li></ul>Resources:<ul><li>Website: <a href="http://www.brentdarnell.com/" rel="nofollow" target="_blank">www.BrentDarnell.com</a></li><li>Twitter: <a href="https://twitter.com/brentdarnell?lang=en" rel="nofollow" target="_blank">@brentdarnell</a></li></ul>

Episode 14: The Emotional Side of Marketing, with Brent Darnell

LEAD

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 TranscriptWhile 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 learnHow digital strategies can provide similar benefits to PRWhy organic visibility of social media content is dead and Facebook is the dominant ad platform for B2B audiencesHow radio was used to attract high-quality candidates for senior-level positions within an AEC firmWhy you cannot have a successful digital media application run by people who do not understand your businessSolving Lead Gen ChallengesChallenge 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 

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.<a href="https://smartegies.com/transcripts/transcript-digital-media-as-a-powerful-aec-marketing-tool/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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:<ul><li>How a properly structured webinar series can accelerate lead gen while dramatically reducing cost and time of the traditional lunch and learn</li><li>How digital strategies can provide similar benefits to PR</li><li>Why organic visibility of social media content is dead and Facebook is the dominant ad platform for B2B audiences</li><li>How radio was used to attract high-quality candidates for senior-level positions within an AEC firm</li><li>Why you cannot have a successful digital media application run by people who do not understand your business</li></ul>Solving Lead Gen ChallengesChallenge 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

Episode 7: How AEC Firms are Solving Today’s Difficult Lead Gen, Recruiting, and Marketing Challenges, with Judy Sparks and Katie Cash

Scott Jones

Click Here for Full TranscriptAs 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 opportunitiesThe importance of weighing project scope and your AEC firm’s team, expertise, and capacity before submitting a proposalWhat Jones and his team look for in successful candidates during the proposal processWhere the funding for Georgia Tech’s AEC projects come from, and how it impacts the selection processThe importance of highlighting your project team instead of your portfolio during the interview phaseThe PDC and their involvement in the selection of design firms and involvement in design projectsWhy design firms should form a collaborative unit with a local production architect when seeking work from Georgia TechResources:Georgia Procurement: http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governmentsGT Design &amp; Construction Office – https://facilities.gatech.edu/design-constructionLinkedIn: https://www.linkedin.com/in/dsjonesaia/Twitter: @ScottJonesAIA

<a href="https://smartegies.com/how-win-work-georgia-tech-scott-jones-transcript/" rel="nofollow" target="_blank">Click Here for Full Transcript</a>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:<ul><li>How and where to find all of Georgia Tech’s opportunities</li><li>The importance of weighing project scope and your AEC firm’s team, expertise, and capacity before submitting a proposal</li><li>What Jones and his team look for in successful candidates during the proposal process</li><li>Where the funding for Georgia Tech’s AEC projects come from, and how it impacts the selection process</li><li>The importance of highlighting your project team instead of your portfolio during the interview phase</li><li>The PDC and their involvement in the selection of design firms and involvement in design projects</li><li>Why design firms should form a collaborative unit with a local production architect when seeking work from Georgia Tech</li></ul>Resources:<ul><li>Georgia Procurement: <a href="http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governments" rel="nofollow" target="_blank">http://doas.ga.gov/state-purchasing/georgia-procurement-registry-for-local-governments</a></li><li>GT Design &amp; Construction Office – <a href="https://facilities.gatech.edu/design-construction" rel="nofollow" target="_blank">https://facilities.gatech.edu/design-construction</a></li><li>LinkedIn: <a href="https://www.linkedin.com/in/dsjonesaia/" rel="nofollow" target="_blank">https://www.linkedin.com/in/dsjonesaia/</a></li><li>Twitter: @ScottJonesAIA</li></ul>

Episode 12: How to Win work with Georgia Tech, with Scott Jones

Scott Steiding

Episode 8:Click Here for the Full TranscriptIn 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 marketHow to measure sales and marketing efforts against true ROILeveraging third-party perspectives to differentiate your AEC marketing strategy from your competitors’Strategies for creating a forward-facing AEC marketing planData capture, reporting, and tools to make it efficientResources:Email: ssteiding@morrisonhershfield.comLinkedIn: www.linkedin.com/in/scottsteidingTwitter: @ScottSteiding

Episode 8:<a href="https://smartegies.com/transcripts/transcript-digital-media-as-a-powerful-aec-marketing-tool/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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:<ul><li>Empowering sales, marketing, and business-unit leaders with data tools so they are better prepared to go to market</li><li>How to measure sales and marketing efforts against true ROI</li><li>Leveraging third-party perspectives to differentiate your AEC marketing strategy from your competitors’</li><li>Strategies for creating a forward-facing AEC marketing plan</li><li>Data capture, reporting, and tools to make it efficient</li></ul>Resources:<ul><li>Email: <a href="mailto:ssteiding@morrisonhershfield.com">ssteiding@morrisonhershfield.com</a></li><li>LinkedIn: <a href="http://www.linkedin.com/in/scottsteiding" rel="nofollow" target="_blank">www.linkedin.com/in/scottsteiding</a></li><li>Twitter: @ScottSteiding</li></ul>

Episode 8: Picking Up the Slack: Marketing as a Company-Wide Effort, with Scott Steiding

Brenda Christman

Click Here for Full TranscriptIn 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 marketerCurrent AEC marketing trends, tools, and technologies and how they’re being used by leadershipHow to hire ‘smart’ when choosing new candidates for your marketing teamThe benefits of giving your team flexibility and trusting them to get the job doneResources:Website: huntcompanies.comLinkedIn: www.linkedin.com/in/brendachristman

<a href="https://smartegies.com/transcript-missing-link-your-aec-marketing-strategy-brenda-christman/" rel="nofollow" target="_blank">Click Here for Full Transcript</a>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:<ul><li>Brenda Christman’s role as the SVP of Marketing for Hunt Companies, and how your AEC firm can benefit from hiring a veteran marketer</li><li>Current AEC marketing trends, tools, and technologies and how they’re being used by leadership</li><li>How to hire ‘smart’ when choosing new candidates for your marketing team</li><li>The benefits of giving your team flexibility and trusting them to get the job done</li></ul>Resources:<ul><li>Website: <a href="https://www.huntcompanies.com/" rel="nofollow" target="_blank">huntcompanies.com</a></li><li>LinkedIn: <a href="https://www.linkedin.com/in/brendachristman/" rel="nofollow" target="_blank">www.linkedin.com/in/brendachristman</a></li></ul>

Episode 11: The Missing Link in Your AEC Marketing Strategy, with Brenda Christman

Aaron Wright

Click Here for the Full TranscriptAaron Wright built an impressive resume on the technology side of construction with major firms like Robins &amp; 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 ChannelThe role of construction-focused video content in recruitingB2B applications of content on The Construction ChannelWhy you should use video to tell your brand storyDifferent types of content that The Construction Channel has producedResources:Website: www.constructionchannel.tvTwitter: @constructtv

<a href="https://smartegies.com/emotional-side-of-marketing-transcript/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>Aaron Wright built an impressive resume on the technology side of construction with major firms like Robins &amp; 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:<ul><li>Aaron Wright’s story and why he created The Construction Channel</li><li>The role of construction-focused video content in recruiting</li><li>B2B applications of content on The Construction Channel</li><li>Why you should use video to tell your brand story</li><li>Different types of content that The Construction Channel has produced</li></ul>Resources:<ul><li>Website: <a href="http://www.constructionchannel.tv/" rel="nofollow" target="_blank">www.constructionchannel.tv</a></li><li>Twitter: <a href="https://twitter.com/constructtv" rel="nofollow" target="_blank">@constructtv</a></li></ul>

Episode 15: The Construction Channel, with Aaron Wright

Click Here for the Full TranscriptWhen 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 OwnersSmartegies’ survey of Owners and its resultsWhat has changed in the procurement process and what remains the sameThe significance of AEC marketing and brand strength in the digital age of the AEC industryHow 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

<a href="https://smartegies.com/what-owners-have-to-say-duocast-6-transcript/" rel="nofollow" target="_blank">Click Here for the Full Transcript</a>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:<ul><li>How to win work with institutional and public sector Owners</li><li>Smartegies’ survey of Owners and its results</li><li>What has changed in the procurement process and what remains the same</li><li>The significance of AEC marketing and brand strength in the digital age of the AEC industry</li><li>How to see your proposal through once your firm makes the shortlist</li></ul> Resources:<ul><li>Download the Owner’s Survey Here: <a href="https://smartegies.com/architects-engineers-contractors-owners-really-think-sales-marketing-efforts/" rel="nofollow" target="_blank">https://smartegies.com/architects-engineers-contractors-owners-really-think-sales-marketing-efforts/</a></li><li>Website: <a href="https://www.smartegies.com/" rel="nofollow" target="_blank">www.smartegies.com</a></li></ul>

Episode 13: What Owners Have to Say, with Judy Sparks and Katie Cash

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 movingCreative ways firms are staying visible and relevantHow digital media usage has changed over the last several weeks

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

Episode 23: Driving Your Business & Staying Connected During COVID-19, with Judy Sparks and Katie Cash

What You Will Learn:The key takeaways from season 1 of AEC Marketing for PrincipalsJere Smith’s advice for the proposal processJudy and Katie’s approach to the formal presentationMarvin Woodward’s insights about winning work with GSFICBrenda Christman’s advice for in-house marketersLarry Callahan’s take on the industrial market in the SoutheastDave Loeffel’s perspective on multifamily developmentsResources:Website: https://smartegies.comTwitter: @Smartegies

What You Will Learn:<ul><li>The key takeaways from season 1 of AEC Marketing for Principals</li><li>Jere Smith’s advice for the proposal process</li><li>Judy and Katie’s approach to the formal presentation</li><li>Marvin Woodward’s insights about winning work with GSFIC</li><li>Brenda Christman’s advice for in-house marketers</li><li>Larry Callahan’s take on the industrial market in the Southeast</li><li>Dave Loeffel’s perspective on multifamily developments</li></ul>Resources:<ul><li>Website: <a href="https://www.smartegies.com/" rel="nofollow" target="_blank">https://smartegies.com</a></li><li>Twitter: <a href="https://twitter.com/smartegies?lang=en" rel="nofollow" target="_blank">@Smartegies</a></li></ul>

Episode 22: AEC Marketing for Principals Season 1 Wrap-Up, with Katie Cash

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