Maybe Marketing Doesn’t Matter. But Then Be Honest About the Growth You’re Choosing.
I have heard some version of this statement more times than I can count in my career: “Marketing isn’t really how we get work.”
The Funnel Is Not a Diagram
Marketers love talking about the funnel. Most AEC leadership teams understand the concept well enough. Awareness sits at the top. Opportunities move through the middle. Wins happen at the bottom. That is the easy part. The harder part is operating inside the funnel with discipline. As Judy Sparks writes in The Modern AEC Marketer, the funnel was never meant […]
“Look at Me” Marketing: Finding the Right Balance in AEC Social Media
In the AEC industry, marketing often walks a tightrope between showcasing firm capabilities and engaging the audience in a meaningful way. Too much “Look at Me” content (project photos, award wins, company announcements) can make your feed feel like a highlight reel. But too little, and your firm may seem invisible. So what’s the right […]
You Just Needed to Follow the Directions
Why AEC Firms Overcomplicate Marketing and What Happens When You Finally Trust the Strategy In the AEC industry, we’re wired to solve complex problems. That’s the nature of design and construction. But that same strength can create blind spots when it comes to marketing. We see it all the time: Firms want results but resist […]
How to Win Business From the State
How to Win Business From the State When it comes to state projects, it seems as though any and all AEC firms are all looking to get a piece of the pie. But getting that piece of the pie can seem daunting if you are new to Georgia’s procurement process or just new to the […]