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 […]
Marketing’s First Job Is to Know the Audience
5 Ways AEC Marketers Can Stop Guessing and Start Getting It Right Marketers spend a lot of time focused on proposals, messaging, and deadlines. But if you don’t understand who you’re trying to influence, none of that holds up. That’s why so much content looks good on the surface and still misses. If you want […]