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Your Host

Katie Cash Headshot
Katie Cash

Katie 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.


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Howard 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…
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Know Your Value: Empowering Seller-Doers, Driving Profitability, and Having Tough Conversations
The 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…
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Everything’s a Negotiation: How Effective Communication Drives Revenue
On 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…
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The AEC Revenue Driver
Welcome to Season 3 of the AEC Marketing for Principles Podcast! To kick-off our season of Driving Revenues, our hosts Judy Sparks and Katie Cash dive into the impact 2020 had on marketing in the AEC world, and how firms are embracing new business strategies in a post-pandemic world.  What You Will Learn: The theme…
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Season 2 Wrap-Up, with Katie Cash
What you’ll learn in this episode: Key takeaways from season 2 of AEC Marketing for Principals Pivoting from traditional to digital marketing Best practices for virtual interviews 2021 marketing and budget planning Marvin Woodward discusses GSFIC’s changing procurement process Evelina Roseman’s perspective on COVID’s economic impact Jake Stefan’s insight on the emerging trends in the…
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The K-12 Market Outlook: Technology, Procurement, and COVID’s Impact with Jere Smith, Director of Capital Improvements for Atlanta Public Schools
Click Here for the Full Transcript The K-12 market has seen a lot of change this year. School closures have caused students and teachers to adapt a virtual lifestyle and capital improvement projects to be put on hold. On the flip side, without students and faculty occupying schools, it has allowed the construction process to…
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Breaking Down the Healthcare Market: What Owners Look For in AEC Partners, with Katie Leonard of Wellstar Health System
Click Here for the Full Transcript It’s no secret the healthcare market has been impacted heavily by COVID-19. From virtual patient care and equipment shortages to freezing capital construction projects, healthcare systems have had to pivot tremendously. So what does capital spend look like in the future? How can AEC firms be a good partner…
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2021 Planning and Budgeting: What AEC Firms Should Include in their Sales & Marketing Plans Next Year
Click Here for the Full Transcript As we approach 2021, it’s time to start thinking about annual marketing budgets and where to allocate funds moving into the new year. For the AEC industry, tradeshows, client events, and conferences are common line items up for discussion during budget planning, but COVID through a wrench in those…
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Selling Trust and Building Relationships, with Joe Mynhier, Author of, The Introverted Hunter
Click Here for the Full Transcript “You can’t be good at sales if you’re an introvert!” In the AEC industry, there are preconceived notions of who can and can’t sell. But what is the key to becoming super at sales? As an introvert with a successful 30-year architecture career, Joe Mynhier knows what it takes…
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How to Build Successful Corporate Relationships, with Paul Springthorpe of Ryan Companies US, Inc.
Click Here for the Full Transcript Ryan Companies US, Inc. is a national leader in commercial real estate. With over 80 years in business, Ryan Companies has adopted new strategies internally and externally to become a better partner for their clients, which include Amazon, Kroger, Target, and John Deer, to name a few. Ryan Companies…
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Living in the Liminal Space: State of Industrial Development, with Jake Stefan of ARCO Design/Build – BTS, Inc.
Click Here for the Full Transcript   ARCO Design/Build (ARCO), named the 7th largest design-build firm by ENR, is a national leader in industrial construction. As such, ARCO has seen many changes and emerging trends throughout industrial development. In recent months the world has been rocked with shortages across many markets from respiratory systems to…
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Living in the Liminal Space: Economic Impact of COVID-19, with Evelina Roseman
On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Chief Economist Evelina Roseman to talk about the economic impact of COVID-19 and living in this time of transition. Roseman is an economic thought leader with demonstrated successes in global business planning, innovation, and B2B/B2C program management. She…
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