AEC Marketing for Principals

Click Here for the Full TranscriptFor 70 years, Pattillo has focused strictly on the vertical of industrial development, erecting over 1000 facilities of quality and scale while building a significant portfolio of prime industrial real estate. However, the explosion of e-commerce is creating an entirely new set of needs and unique problems that must be met by developers with no playbook and limited resources.The demand for e-commerce grows by roughly 10% each year. The need for fulfillment centers increases simultaneously, but there is not an abundance of 1M sq/ft facilities in the market, so developers generally start from scratch. For industry leaders like Larry Callahan, the trend of younger and taller buildings is demanding, but Pattillo has made great strides to adapt and help their clients respond to significant changes in consumer behavior.In this episode of AEC Marketing for Principals, Larry Callahan, CEO of Pattillo Industrial Real Estate, joins host Judy Sparks and Katie Cash to discuss the current trends in the industrial real estate space. Callahan shares his perspective on the effects of e-commerce on development, as well as what it takes to partner with Pattillo on a project of that magnitude.What You Will Learn:How retail and industrial are converging to support the needs of e-commerceThe size of new industrial developments and the parcels they’re built onHow Last-mile delivery and technological evolution are driving the warehouse needsWhy fulfillment center location preferences are starting to changeWhat Pattillo looks for in potential AEC partners, and how to win work with themWho is involved in the selection process for Pattillo Industrial Real EstateResources:Website: www.pattillore.comTwitter: @pattillore

Click Here for the Full TranscriptWhen it comes to AEC marketing, account based marketing (ABM) is changing the way that AEC firms communicate with their high-value accounts by improving efficiency and increasing booked revenue. For the longest time, relationships took precedence when design and construction firms sought out new business, but everyone has those relationships now. ABM is the new strategy design and construction firms are adopting to help sell more at a faster pace and keep their sales team focused on the best prospects.ABM enables marketing teams to form relationships with key prospects that spend habitually before the sales team makes the first touchpoint. By creating a carefully constructed digital dialogue with high-end clients, they will know your firm better than your competitors’ and vice versa. That means strategically building brand equity so that your sales team is reaching marketing qualified leads at a point in the sales cycle when they are ready to buy.Katie Fisher and the corporate solutions division of JLL dedicate their efforts to become experts in ABM because of the positive results it can generate. As they pilot the program in their division, they have been able to produce consistent messaging in a consistent voice that is tailored to the target and created for the buying authority.What You Will Learn:Katie Fisher’s role as Sr. Director of Field Marketing at JLLAccount-based marketing and why it’s effective as an AEC marketing strategyHow Fisher’s team is using ABM at JLLMeasuring the results of your ABM strategyResources:Website: www.us.jll.comTwitter: @KFish2482

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

Click Here for the Full TranscriptAaron Wright built an impressive resume on the technology side of construction with major firms like Robins & Morton and Hoar Construction. But his passion for all-things-building transcended his role and inspired him to explore all facets of the industry. Wright always saw a need for a platform that was dedicated to construction video content and three years ago, The Construction Channel made its debut.Wright entered the industry at a point where virtual construction technology was taking off and digital streaming was in a breakout stage as well. It was a tough sell in an industry where traditional marketing methods reigned, but the more Wright saw the industry evolve, the more he was convinced that his idea could provide a new means for building brand recognition, winning projects, and attracting new talent.The Construction Channel now has over 23,000 YouTube subscribers and it continues to find new applications for AEC video content with a storytelling focus. In this episode of AEC Marketing for Principals, Wright joins hosts Judy Sparks and Katie Cash to tell his story, and talk about the impact that niche video content is making on the industry as a whole.What You Will Learn:Aaron Wright’s story and why he created The Construction 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

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

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

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 & Construction Office – https://facilities.gatech.edu/design-constructionLinkedIn: https://www.linkedin.com/in/dsjonesaia/Twitter: @ScottJonesAIA

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

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/

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