Shows
AEC Marketing for PrincipalsAEC Growth, Marketing, and Innovation with Carrie GonzalezWant to make a real impact in your AEC business?Today, Katie chats with Carrie Gonzalez, Director of Marketing at SSOE Group, about her journey from intern to key leader in growing the 1,500-person firm. She talks about how staying flexible and thinking outside the box helped them break into new markets. Carrie also shares how SSOE’s marketing team supports business goals and collaborates with partners to achieve even more.Tune in for practical tips on leadership, marketing, and managing change to help drive your growth.Topics discussed in this episode:mod...2025-04-1635 minAEC Marketing for PrincipalsFrom Startup to SuccessIt’s easy to forget how much architects, engineers, and contractors influence our communities and daily lives.Host Katie sits down to talk with Malory Atkinson, co-founder of the women-led firm Shear Structural, about how the AEC industry does more than just design spaces. She’s all about breaking the mold by bringing fresh energy and a startup mindset to an industry that’s ready for a shake-up. For Malory, it’s not just about the buildings—it’s about creating schools, parks, and spaces that make a real difference.Tune in as Malory talks about the nee...2025-03-2828 minAEC Marketing for PrincipalsWhy Marketing Works Best When Everyone’s On BoardWhen change is in collaboration it never feels forced.Vickie Oshima, VP of Marketing at Architecture & Design Firm AO, joins Katie Cash to unpack how she tackles marketing in a firm with 17 specialized studios. She talks about juggling different business needs, keeping marketing in line with the bigger picture, and building trust to make evolution happen. Vicky believes great marketing isn’t just about strategy but making sure everyone feels confident in the direction they’re headed.Tune in for practical tips on building connections, understanding what people really need, and making sure your marketing matc...2025-03-0534 minAEC Marketing for PrincipalsHarnessing Data for Smarter Growth in AEC FirmsIn the fast-changing AEC industry, building strong relationships and using data-driven strategies are key to staying ahead of the competition.In today’s episode of AEC Marketing for Principals, Katie welcomes Scott Steiding, Chief Growth Officer of Bennett & Pless, to chat about why soft skills, like being responsive and delivering great client service, are becoming more and more important in the AEC industry. Scott talks about how his firm keeps track of client response times and zeroes in on win rates and value conversion to boost business development and strengthen client connections.Listen in to fi...2025-02-1236 minAEC Marketing for PrincipalsSmartWIN25 Speaker Spotlight: Jenn Friedman - Data Strategies for AEC FirmsImagine knowing how to leverage metrics to tell your firm’s story and win your next big project. It’s time to turn data into a powerful ally that drives your business growth!Architecture, engineering, and construction firms can revolutionize their growth strategies by decoding data and creating clear roadmaps. Katie Cash is joined by her co-worker, Jenn Friedman, a self-described data nerd, who shares how embracing tools like Google Analytics can unlock actionable insights. From identifying high-performing website pages to aligning digital efforts with business goals, Jenn outlines simple, effective steps any firm can...2025-01-3114 minAEC Marketing for PrincipalsSmartWIN25 Speaker Spotlight: Erica Wozniak Fisher No Small Feats in MarketingStrategic marketing investments can transform small AEC firms into industry leaders.Katie Cash kicks off the SmartWin 2025 Speaker Spotlight Series with guest Erica Wozniak Fisher, Director of Marketing and Business Development at The Arkitex Studio. Erica shares her journey from managing major projects at Texas A&M University to driving strategic growth for a small Texas-based architecture firm. The discussion highlights how smart, modest marketing moves can lead to big wins. Erica emphasizes the essentials of branding, targeted networking, and leveraging the right tools and partnerships. Even small steps, like refining RFQ templates or attending key conferences c...2025-01-2923 minAEC Marketing for PrincipalsMastering Brand Marketing and Recruitment in AECIn today’s talent war, outdated HR practices are holding firms back. The way forward is to create workplaces that attract and retain the best people. In this AEC Marketing for Principals episode, host Katie Cash and co-host Judy welcome Mark Zweig, founder and CEO of Zweig Group, a leading AEC consulting firm. Mark talks about his journey from consulting to launching his own business and shares his perspective on some of the industry’s biggest challenges—especially when hiring and keeping top talent. Mark’s perspective is both a wake-up call and an...2024-11-2254 minAEC Marketing for PrincipalsMaking An Impact: The Future of AEC Lies in Innovative CRM SolutionsCRM systems are revolutionizing project management and collaboration in the construction industry.Today, Katie talks with Tom Deane, Co-Founder and CEO of ProjectMark, about how their user-friendly CRM helps construction teams of all sizes get started easily. They explore how AI and automation are changing project management, especially in making informed decisions and speeding up proposals. Tom also shares practical tips for organizing information to help your team see real results in their daily work.If you're looking for solid advice on how to build a team-oriented company culture that helps both field and office...2024-10-2938 minAEC Marketing for PrincipalsMaking an Impact: Smarter Decisions and Stronger Teams With The BOSS MethodStrategies and operations are key to helping your team make smart decisions, work more efficiently, and adapt to a changing market.Join Katie in this episode as she sits down with Stu Haney, Management Consultant of AEC OPS to talk about his innovative BOSS method. They’ll talk about the importance of respectful talent acquisition, implementing structured systems, and recognizing operational shortcomings.Get the insights and practical strategies you need to create a positive workplace culture, boost employee engagement, and drive growth in your business.Topics discussed in this episode:man...2024-10-0836 minAEC Marketing for PrincipalsMaking An Impact: Unleashing Creativity with Strategic Business SolutionsAs a professional, you probably work hard to perfect your craft but might be neglecting the essential skills of business management. In this episode of AEC, Katie chats with Kyle Peterson, Principal and Business Leader at Nelson Worldwide, about his role managing six studio locations and how his design background guides his business approach. Kyle highlights the importance of being a trusted partner and truly understanding clients' needs to drive success. Tune in to discover how to blend your vision with real operational expertise to achieve powerful strategic growth.Topics discussed in this epi...2024-09-1730 minAEC Marketing for PrincipalsMaking An Impact: Successful AEC Hiring with Bryce BattsKatie is back and talking to Bryce Batts, a seasoned recruiter and co-owner of Career Collective, to explore attracting and retaining top talent in the AEC industry. Bryce emphasizes the need for swift communication and efficient interview processes to capture high-caliber candidates' interest. She advises employers to collaborate closely with recruiters, timing offers strategically to avoid premature proposals that candidates might leverage for better opportunities. They also discuss the importance of making strong initial offers rather than attempting lowball negotiations, which can deter potential hires. Authentic job descriptions and genuine passion in the recruitment process are essential to attract...2024-08-2742 minAEC Marketing for PrincipalsMaking An Impact: Mentorship and Innovation in the AEC Industry with Tara BleakleyKatie Cash talks with Tara Bleakley, Associate Director for Market Transformation and Development at the USGBC's Florida chapter. Tara shares a brief overview of her career, starting with a background in art history and art business, which led her to various marketing roles from London to Orlando. She discusses her tenure at TLC Engineering Solutions, where she rose to partnership before taking a sabbatical to reconnect with family. This break steered her toward her current role at USGBC, fueled by her passion for combating climate change. Tara’s current initiatives at USGBC extend beyond LEED cer...2024-08-0733 minAEC Marketing for PrincipalsMaking an Impact: Shaping the Future of AEC MarketingSecuring future work and attracting top talent are the lifeblood of the AEC industry, a reality that hosts Katie and Judy passionately emphasize in the season six premiere of AEC Marketing for Principals. This season’s theme, “Making an Impact,” focuses on HR and recruiting tactics, business development strategies, and content marketing within the industry. In upcoming episodes, we will spotlight individuals driving change and facing unprecedented challenges in the AEC sector, discussing topics like the integration of technology and AI to streamline business processes and elevate job efficiency. With more gender diversity among architecture studen...2024-07-1733 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Brad Ewing - Building Relationships for Successful AEC Project PursuitsKatie sits down with Associate Principal and Regional Practice Leader, Brad Ewing, AIA, NCARB, LEED AP, from NELSON Worldwide. Brad talks about one of the unexpected skills that architects need to master–sales. He emphasizes the importance of being adaptable and flexible for career progression in the AEC sector.Brad also offers invaluable advice on preparing for procurement season, focusing on understanding client goals and fostering robust client relationships.Connect with Brad Ewing, AIA, NCARB, LEED AP:Brad Ewing is a distinguished architect and associate principal at NELSON Worldwide, where he br...2024-02-2609 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Tiffany Konenkamp - AEC Branding and MergersDo you feel lost in the sea of mergers and acquisitions? Katie is talking with Tiffany Konenkamp, CPSM, from Century Fire, about branding and M&A in the AEC sector. Tiffany discusses the nuances of acquiring smaller firms, focusing on the need to balance respect for the acquired company's brand while transitioning to the Century Fire identity. She emphasizes the critical nature of value alignment and the importance of effective communication during the rebranding phase, providing actionable advice for firms undergoing similar changes.Connect with Tiffany Konenkamp, CPSM: Tiffany is a d...2024-02-2316 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Mike Macon - Strategies for Pursuing Large-Scale ProjectsKatie is back with Balfour Beatty's Senior Vice President, Mike Macon, discussing the construction giant's brand strategy and competitive positioning. Mike details the company's approach to winning large public sector projects, emphasizing the necessity of aligning with client expectations, the pivotal role of communications, and the importance of detailed preparation for client presentations. They dive into the dynamics of project pursuit, stressing vulnerability and feedback's role in navigating the competitive environment. The conversation offers insights for firms aiming to bolster their market stance and confidently tackle strategic projects, underscoring the critical impact of communication skills on trust-building a...2024-02-2216 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Greg C. Hart - Navigating AEC Industry Data DynamicsKatie continues her SmartWIN24 speaker spotlight series with Greg C. Hart. - President of PSMJ. He discusses the critical need for a deep understanding of the nuanced challenges and opportunities that the AEC sector faces, particularly considering the varied effects of macroeconomic trends. By drilling down on the data, he’s able to share insights about the strategic use of data and proposal activity as key indicators for planning and decision-making processes. He outlines PSMJ's role in equipping AEC firms with essential knowledge and tools in areas like project management, business development, financial management, and strategic planning. 2024-02-2110 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Megan Gregory - Leveraging Paid Media to Build Know, Like and Trust FactorsThe challenges businesses encounter in generating pipeline and revenue have changed. SmartWIN24 speaker and Smartegies Alliance Partner Megan Gregory joins the podcast. With two decades of sales and marketing expertise, Megan offers insights into contemporary marketing strategies. Specifically targeting AEC firms, she discusses the importance of understanding your audience, pinpointing their issues, and deploying a continuous marketing engine powered by paid media. The conversation sheds light on the shifting paradigms of advertising, stressing the necessity of engaging potential clients and innovating ways to connect and resonate with them.Marketing has its own intricacies in today’s digital ag...2024-02-2014 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Greg Johnson - Enabling Your Growth SherpasAre you enabling the people at your firm to help you grow? Katie welcomes Greg Johnson, PE, a Partner at the distinguished MEP engineering firm Newcomb and Boyd, to the podcast. Greg discusses investments in marketing and business development resources, emphasizing the role of networking and knowledge exchange at events like SmartWIN24. He emphasizes the importance of close-knit networking and open dialogue among industry peers, aiming to learn from their experiences and insights into innovation and technology. He also touches on the need for a synergistic relationship between marketing, business development, and engineering teams to achieve shared success. 2024-02-1911 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Brooke Lewis - Leveraging Mergers and Acquisitions to Build Your AEC BrandBrooke Lewis, CPSM, Associate Director of Marketing for Stratus Team, LLC, sits down with Katie on today’s episode. Lewis oversees marketing across all firm locations and discusses her first-hand experience with M&A, the challenges of building a marketing team and brand from scratch and adapting to technology's fast pace in the AEC industry. Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.Connect with Br...2024-02-1610 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Jeff Kinsler - Navigating the Media Multiverse in the AEC IndustryJeff Kinsler, Senior Account Executive and Media Consultant for OUTFRONT Media joins the conversation today. Kinsler outlines OUTFRONT's operations, highlighting its commitment to leveraging creative design for business growth. He delves into the evolution of out-of-home advertising, including the integration of digital capabilities and geofencing for more targeted, personalized campaigns.Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.Connect with Jeff Kinsler:...2024-02-1508 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Katie Harris - Communications Strategies for AEC M&A SuccessHost Katie Cash chats with Smartegies Alliance Partner, Katie Harris. In this episode, Katie provides growth strategy insights for design, engineering, and development firms. She highlights the evolving marketing role in the AEC industry, focusing on the vital need for effective internal and external communications for business growth. She also discusses marketing, business development, and communication teams' crucial contributions to mergers and acquisitions (M&A) success. Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations...2024-02-1415 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Beth Ament - Diversifying the Tools in Your AEC ToolboxHost Katie Cash sits down with Beth Ament - Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company. Together, they reflect on the evolution of business development and marketing within the AEC industry. They discuss the importance of knowing your intended audience and the effectiveness of diversifying marketing approaches, from direct interactions to digital platforms. Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing wit...2024-02-1309 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Joe Walker – Building Big Brands with Small FirmsKatie continues her speaker spotlight series with Joe Walker, the Founding Principal of Walker Architects and host of the "Design For An Agile World” podcast. The discussion centers on the firm's agile design approach, particularly in sectors like higher education, advanced manufacturing, and healthcare. He shares insights into leveraging innovative marketing tools to articulate the firm's narrative and establish a distinctive brand identity. The conversation also explores Joe’s involvement in the upcoming SmartWIN24 event, shedding light on strategies for small firms to build prominent brands. Key topics include the importance of smart positioning, the utilization of new...2024-02-1213 minAEC Marketing for PrincipalsSmartWIN24 Insights: Secrets of AEC Brand PositioningThere are several things to consider when you are creating your brand and trying to differentiate it from others in the design and construction industry. Katie and Judy engage in a discussion about the challenges of crafting a positioning statement, particularly for multidisciplinary firms and smaller subsidiaries within larger brands. They provide practical insights and tips for developing compelling positioning statements that resonate with the target audience and set businesses apart from their competitors.Katie and Judy also explore how brand positioning impacts the procurement process, shedding light on the need for concise and impactful responses in...2024-02-0932 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Eric Anest – Strategies for Successful M&A for AEC FirmsHost Katie Cash sits down with Eric Anest, Senior VP of Marketing and Communications at Salas O'Brien, to discuss the integral role of marketing and effective communication in Mergers and Acquisitions (M&A) in the AEC industry. Eric shares insights from Salas O'Brien's 30+ mergers that grew the company from 300 to over 2,500 employees. They discuss the importance of strategic communication for successful integration and talent retention post-merger. Eric also highlights Salas O'Brien's collaborative and partnership-orientated approach, which emphasizes customized marketing integration playbooks, internal marketing to help employees understand the combined strengths of the merged entity, and a focus...2024-02-0611 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: Mike Hoffman on the Application of Digital Marketing for AEC FirmsThis SmartWIN24 speaker spotlight features Mike Hoffman, i-Heart Media's Director of Brand Partnerships. He sits down with Katie Cash to talk about radio advertising's effectiveness for B2B companies, with a focus on the AEC industry. Mike shares his insights and emphasizes the importance of using data and targeted advertising for specific audiences. Join Mike at SmartWIN24 for his panel "Navigating the Media Multiverse: A 101 Guide to Media Buying in the AEC Industry," where he'll offer practical media buying strategies for design and construction firms.Don't miss your opportunity to register fo...2024-01-2412 minAEC Marketing for PrincipalsSmartWIN24 Speaker Spotlight: AEC Marketing Advancements with Scott SteidingWe’re kicking off a special series of episodes to introduce our brilliant lineup of SmartWIN24 speakers! We’re excited for you to get the opportunity to hear from each one of them and see what we have in store for our annual conference happening February 28-29, at the Commerce Club in Atlanta, GA. Industry expert and Smartegies Alliance Partner, Scott Steiding, is the first to join host, Katie Cash, to talk about the future of AEC marketing, his past experience at SmartWIN, and why this is a must-attend event for anyone looking to enhance their...2023-12-2019 minAEC Marketing for PrincipalsRedefining AEC Marketing: Insights from HOK’s Sarah KeaneIn this brand new episode of AEC Marketing for Principals, we are joined by Sarah Keane, Marketing Principal for HOK. We have an in-depth conversation about the evolution of AEC marketing and explore her dynamic career as a younger Principal in the AEC industry. We discuss the role of Marketing Principals in aligning internal and external stakeholders, the importance of integrating marketing throughout the customer journey, and Sarah reflects on her experience at SmartWIN and the value of continuous education for AEC marketers. Topics Covered:Sarah's unexpected entry into AEC m...2023-11-2150 minAEC Marketing for PrincipalsSurefire Ways to Use AI and CRMs In AEC Marketing with Frank LazaroNo matter how you feel about it, advances in technology are like a snowball rolling downhill. You can’t stop it, but you can leverage its power!In today’s episode, Katie talks with Frank Lazaro, Sobo’s Chief Marketing Officer, and a seasoned expert in AEC sales, marketing, and technology. Frank shares his perspective on how AI can revolutionize current marketing strategies by enabling highly targeted campaigns, streamlining business processes, and enhancing the customer journey through automation.Understanding the pivotal roles that AI and CRMs play in today’s marketing landscape...2023-09-1431 min
On PrincipleOpportunity on the Line: Akeem ShannonAkeem Shannon was stressed. In three weeks, his Shark Tank episode would air, the episode where he’d pitch Flipstik—a novel cellphone attachment that doubles as a kickstand and a sticky wall mount.He knew one thing with absolute certainty: Whether or not the “sharks” on the popular ABC-TV show offered him a deal, he was going to sell some Flipstiks. Probably a lot of them. And he didn’t have any. Or any money.At the time, in mid-October 2020, Shannon’s startup was so young he sometimes sold only one Flipstik a day. One bright s...2023-09-1232 minAEC Marketing for PrincipalsThe Future of AEC Marketing: Embracing Innovation and Adapting to ChangeWelcome to another episode of AEC Marketing for Principals! Hosts Katie and Judy are excited to have Greg Hart from PSMJ as their special guest. He’s joining them for an in-depth exploration of the ever-evolving landscape of marketing and business development in the architecture, engineering, and construction industry.They kick off this podcast with just a round table chat on the debate of remote work. Which in turn, starts the conversation about the intersection between HR and marketing. Greg underscores the profound connection between talent acquisition and effective marketing strategies. A company's abi...2023-08-2342 minAEC Marketing for PrincipalsCreating Data-Driven Client Experiences with Ryan SuydamHost, 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...2023-06-2836 minAEC Marketing for PrincipalsNavigating Change in the Construction Industry with Billy McElroyIn 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 abou...2023-05-2549 minAEC Marketing for Principals50 and Fabulous: Tales of an AEC TruthtellerJoin 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...2023-03-3040 minAEC Marketing for PrincipalsInspiring Leadership with Dr. Crawford LorittsWhen 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...2023-03-0132 minAEC Marketing for PrincipalsShifting Gears: 6 Key Drivers for Growth in the Design and Construction SpaceEpisode 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 b...2023-02-2239 minAEC Marketing for PrincipalsImportance of Sales in Design & ConstructionIn 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...2022-11-1638 minAEC Marketing for PrincipalsThe Business Side of Architecture with Ennis ParkerIn 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 lik...2022-11-0941 minAEC Marketing for PrincipalsMarketing to the Mind with 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...2022-11-0236 minAEC Marketing for PrincipalsMercedes-Benz Stadium: A Look Back at the JourneyBill 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 an...2022-10-2630 minAEC Marketing for PrincipalsClosing The DEI GapOn 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 & productivityGreater access to talent & improved retentionBetter access to clients/buyersEnhanced reputation2022-06-0821 minAEC Marketing for PrincipalsBridging the Gap: How the Employee Experience Shapes Client ExperiencesOn this episode of AEC Marketing for Principals, our host Katie Cash is joined by Senior Vice President of HITT Contracting, Ashley Campbell, and Smartegies CEO, Judy Sparks, to discuss the importance of bridging the gap between the employee and client experience. Campbell, a 16-year AEC veteran, breaks down the key factors to implementing a strong employee experience strategy that defines your brands and culture and sets firms apart from the rest.What you will learn: How to navigate the shift in what the employee experience means todayHow to connect employees to your firm’s pu...2022-05-251h 06AEC Marketing for PrincipalsNavigating the GapsSeason Four of “AEC Marketing for Principals” has been thoughtfully programmed to focus on the “gaps” in the AEC industry. Over the course of the season, show host Katie Cash and her team of subject matter experts from Smartegies interview industry legends, leaders, and up-and-coming learners who share their stories, lessons learned, and practical advice for today's Marketing Principals and tomorrow’s leaders.In this episode, our host Katie Cash is joined by her partner in strategy, Smartegies CEO and AEC expert Judy Sparks, to break down the “gaps” in the AEC industry that make business development and marketing...2022-04-1229 minAEC Marketing for PrincipalsHow Data and Technology Can Drive Revenue and What Your Firm Should be Doing to Take AdvantageThe AEC industry is becoming more and more reliant on technology. From project tracking to timekeeping to accounting, everything is going digital. Cloud-based technology allows firms to stay up-to-date and on track, anywhere in the world. On this episode of AEC Marketing for Principals podcast, host Katie Cash is joined by Lindsay Diven, a full-time consultant with Full Sail Partners and a Deltek CRM expert, to discuss how utilizing technology in a strategic way can give firms a competitive advantage. Lindsay also discusses her project Marketers Take Flight, an online resource for marketing professionals new to th...2021-10-0635 minAEC Marketing for PrincipalsDiversity & Inclusion Programs: How to Do Them RightThe conversations surrounding diversity and inclusion are not absent from the design and construction industry, and in fact, have been commonplace for quite some time. On this episode of AEC Marketing for Principals, host Katie Cash is joined by co-host Donya Edler and guest Jim Beall, Chairman and CEO of Collaborative Work Environment, to discuss the Diversity Consortium and how it can help AEC clients who seek to improve their diversity inclusion, empower minority companies to compete more effectively, and position both sides at a competitive advantage in the long run.What you’ll learn about in...2021-09-0833 minAEC Marketing for PrincipalsHoward Wertheimer Explains it All: 2022 Planning, Winning Top Talent, Hybrid Work Environments, and Diversity and Inclusion.On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Howard Wertheimer to discuss budgeting for 2022, the talent war, minority firm inclusion, and the rise in M&A’s within the AEC industry. Wertheimer, former EVP and COO of the Piedmont Park Conservancy, started his career as an architect where he was Principal at Lord Aeck Sargent. He served as the AVP for capital planning and space management at the Georgia Institute of Technology. With nearly 40 years of industry experience, Wertheimer has seen the AEC industry transition and offers a uni...2021-08-1835 minAEC Marketing for PrincipalsKnow Your Value: Empowering Seller-Doers, Driving Profitability, and Having Tough ConversationsThe quality of our life is in direct relationship to the number of difficult conversations that we’re willing to have. Sometimes letting go of a client is a necessary step towards driving revenue, profitability, and employee satisfaction.On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Bill Hinsley from PSMJ to discuss the value equation, when to raise your costs, and the importance of sales training. As an established AEC consultant and speaker, Hinsley will walk you through how to have the difficult conversations that lead to...2021-08-0443 minAEC Marketing for PrincipalsEverything’s a Negotiation: How Effective Communication Drives RevenueOn this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Dan Oblinger and Allan Tsang of Oblinger and Tsang to discuss the power of negotiation, associative listening, and the different types of empathy. The duo emphasizes the distinct relationship between marketing and negotiation and why it’s important for a firm internally and externally.What you’ll learn about in this episode:‘Seven Deadly Sins’ of communicationThe negative side of “Associative Listening” The When and How of the negotiation processDifferent t...2021-07-0751 minAEC Marketing for PrincipalsThe AEC Revenue DriverSeason 3 of AEC Marketing for Principals Podcast is all about the revenue driver. Hosts Judy Sparks and Katie Cash discuss changes to the marketing and business landscape in the world of AEC and the changes firms adapted to continue to drive revenue. This season, our episodes will focus on tactics and skills you can use moving forward. What You Will LearnThe theme of Driving Revenues The Impact of 2020 on AEC Marketing How AEC firms have adapted to virtual marketing How to fix it when it’s broken The role of technology moving forward 2021-06-0917 min