Last month, I reached a personal milestone—becoming a keynote speaker at a national industry conference. While I often tout myself as a communications professional, public speaking has always intimidated me. The journey from accepting the invitation to standing on that stage was both humbling and terrifying!
But now that it’s behind me, I feel a sense of relief and accomplishment. My greatest fear was that my perspective on AEC marketing wouldn’t resonate with the audience. Thankfully, it did—big time. So, what was the crux of my message?
For years, the AEC industry has relied on relationships and word-of-mouth for lead generation. This has led some to claim that “AEC marketing isn’t real marketing.” I couldn’t disagree more. AEC marketing is very much real; it’s just been focused on the bottom of the sales funnel, close to the point of purchase. But the industry is evolving, and we need to adapt our marketing strategies accordingly.
During my keynote, I emphasized the need to shift our focus from bottom-of-the-funnel sales enablement to top-of-the-funnel demand generation. This is vital, especially given the ‘perfect storm’ our industry is facing:
1) Gen X is now in C-suite positions, and Millennials and Gen Z make up the majority of B2B buyers. They interact and build relationships differently, often through technology.
2) Diversity, Equity, and Inclusion (DEI) are becoming vital for recruiting the next generation of talent. The demographic landscape is changing, and firms with strong DEI programs will have a competitive edge.
3) Our most experienced staff are stretched thin, juggling multiple responsibilities. With labor being the biggest barrier to growth these days, firm Principals need to focus their efforts where they can be most effective.
The takeaway? It’s time for AEC marketers to evolve from being reactive proposal managers to proactive demand generators. This isn’t just about churning out content; it’s about building a strong brand, crafting compelling communications, and telling a story that resonates with your audience. AEC marketers need to be customer-obsessed, understanding what clients value and ensuring the firm’s brand is perfectly aligned. The goal is to feed our seller-doers and business development teams with Marketing Qualified Leads (MQLs), not just respond to sales-initiated asks.
Another critical aspect is investing in training for our marketing teams. Historically, the AEC industry has lagged in this area compared to other B2B sectors. Training should cover areas like data analytics, customer journey mapping, ABM, media buying, using AI, and even storytelling techniques. This investment is not just a cost; it’s an investment in future-proofing your firm.
As I navigate my 50s, wearing multiple hats—wife, mom, daughter, caretaker, business owner, CEO, speaker, podcaster, writer, and more—I’ve come to realize that time is my most valuable asset. I’m far from alone in this. The younger generation has already embraced technology for life’s most significant milestones, from online dating and distance learning to telehealth and hybrid work environments. So why can’t we forge meaningful relationships with them online? Why do we burden our most valuable, billable team members with top-of-the-funnel lead generation through networking? With the right investment in training, our marketing teams are perfectly capable of filling the funnel with inbound leads. Wouldn’t it make more sense to deploy our most valuable resources only after these leads have been qualified and are ready to transition from marketing to sales?
In this new era of AEC marketing, it’s not just about adapting; it’s about leading the change. We’ve got the tools, the talent, and the technology to make a real impact. So, let’s focus on what really matters—generating demand where it counts and saving our most valuable resources for where they can be most effective.
Looking forward to navigating these changes together.
