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: 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: 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 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 min
Design Development32: Strategic Growth, Marketing + Digital Strategies for AEC with Judy Sparks, SmartegiesJudy Sparks, CEO of Smartegies, a marketing company that helps Architecture, Engineering, and Construction (AEC) firms achieve scalability and growth, emphasizes the importance of understanding the highest-value customers and targets and how to bring value to them. She believes that having a different infrastructure for marketing and sales can allow companies to scale faster, and conferences and pounding the pavement are no longer as effective as most professions and targets are reachable via digital.Sparks is an expert in account-based marketing (ABM), which involves identifying high-value accounts and creating personalized campaigns that resonate with them. Marketing departments...2023-06-2054 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 min
Marketers Take Flight071: AEC Marketing Campaigns Geared Towards WinningUsing digital ads, LinkedIn ads, and email campaigns, how can you reach the influencers and decision-makers before the RFP is out? Getting in front of your clients before the proposal is even written isn't as hard as you might think.This week I'm joined by Katie Cash and Jeni Dzenis of Smartegies. The conversation is about different types of marketing data, marketing campaigns, and how data is used by marketing or business development to assist sales. In addition, they provide examples of how these strategies or tactics can be used during the prepositioning and capture planning process.2022-07-1353 min