AEC Marketing for Principals

Christopher Parsons, Founder and CEO of Knowledge Architecture, dives into the transformative power of knowledge in the AEC industry. He shares insights on why knowledge management is now a priority for C-suite executives, particularly with the rise of AI. Parsons emphasizes the importance of structured data for effective marketing and proposals, while also discussing strategies to integrate culture into knowledge management. His practical advice on leveraging internal expertise into marketing assets showcases how firms can gain a competitive edge.

Winning more of the right work starts long before the RFP. It starts with pipeline discipline, proactive positioning, and breaking down silos.Marketer turned business developer Lee Jarboe, FSMPS, CPSM of JE Dunn Construction, shares how accurate pipeline data, smart market mix, and account-based marketing shorten the path from first touch to real conversations about client needs. With examples from large, multi-market operations, Lee explains why sales is a leading indicator, how to time resources, and when to say no so you can win better.She also makes the case for cross-functional alignment. Include marketing and BD in strategic growth talks, communicate the “why” behind pursuits, and stop the silos. The payoff is faster trust, sharper go/no-go calls, and teams that are all in when it counts.Topics discussed in this episode:AEC marketingPursuit strategySales pipelineGo/no-go decisionsAccount-based marketingClient experienceJE Dunn ConstructionConnect with Lee Jarboe, FSMPS, CPSM of JE Dunn Construction:Website- https://jedunn.com/LinkedIn: https://www.linkedin.com/in/leejarboe/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Great firms aren’t just built on great design; they thrive through smart operations, strong culture, and client-focused strategy.Natalia Castro, COO of Saltz Michelson Architects, shares her unconventional path from crime analysis to leading operations in a 50-year-old legacy architecture firm. She explains how prioritizing internal culture directly impacts client satisfaction, why listening is an underrated business advantage, and how strategic thinking can open new market opportunities like aviation. From adapting to AI to navigating generational mentorship, Natalia offers practical and inspiring insights for firm leaders.Her perspective blends honoring the legacy of a firm while embracing innovation, proving that operational excellence is just as critical as design expertise in creating long-term growth.Topics discussed in this episode:AEC marketingCOO LeadershipAviation Market StrategyService-driven industryLegacy ArchitectureConnect with Natalia Castro, COO | Business Operator at Saltz Michelson Architects:Website- https://www.saltzmichelson.com/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

People remember stories, not facts—and that’s why your case studies might be your strongest marketing tool.Leslie Blaize, freelance content strategist and case study expert at Blaize Communications, joins host Katie Cash to dig deep into the power of storytelling in AEC marketing. Together, they explore why a well-crafted client success story is more than a nice-to-have.  It’s a bottom-of-the-funnel essential that helps position your firm as a trusted partner, even in unfamiliar markets. Leslie offers practical advice on how to interview clients, repurpose content across channels, and work smarter with technical teams.By centering your clients in the narrative and connecting strategy to storytelling, your case studies can build trust, showcase results, and win more work.Tune in for tips that will sharpen your proposals and energize your marketing efforts.Topics discussed in this episode:AEC marketingcase studiesclient success storiesproposal developmentstorytelling in AECprocurement strategyConnect with Leslie Blaize, CPSM, Blaize Communications:LinkedIn- https://www.linkedin.com/in/freelance-writer-architecture-engineering-construction/Website- https://blaizecommunications.com/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Trust is no longer earned at the table; it’s built far before the meeting begins.Marcus Sheridan joins Katie Cash to unpack how AEC firms can grow their business by becoming radically transparent and strategically human in their content. From overcoming outdated marketing norms to building trust through cost education, video, and self-service tools, Marcus lays out the new blueprint for becoming a known and trusted brand in a skeptical B2B world.By shifting focus from "we" language to "you" language, and by daring to answer the questions clients are already asking online, firms can stand out in crowded proposals, win hearts before the shortlist, and future-proof their growth strategies.Topics discussed in this episode:AEC marketingcontent marketingB2B trustsales and marketing alignmentdigital transformationcost transparencybuyer journeytrust in construction industrythought leadershipConnect with Marcus Sheridan, Author:Website:https://marcussheridan.com/Endless Customers book: https://a.co/d/7T3ce91 Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

How do you build trust, attract top talent, and finally make your marketing hit home?This time around, Katie’s chatting with Ethan Okovikas, Operations Manager at HGA, whose fashion background surprisingly led him into the world of AEC. They talk about how storytelling is at the heart of both industries. Ethan shares how firms can flex their influencer muscles with employee-generated content that feels real and relatable.If you want your brand to connect on a deeper level, this one’s for you!Topics discussed in this episode:storytellinguser-generated contentemployee-generated contenttelling stories with designdigital strategy content creationmarketing strategypeople behind the projectshuman touchbrand storiesConnect with Ethan Olkovikas, Content Operations Manager, HGA:Website: https://olkovikas.com/LinkedIn: https://www.linkedin.com/in/eolkovikas/ Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Want to make a real impact in your AEC business?Today, Katie chats with Carrie Gonzalez, Director of Marketing at SSOE Group, about her journey from intern to key leader in growing the 1,500-person firm.  She talks about how staying flexible and thinking outside the box helped them break into new markets. Carrie also shares how SSOE’s marketing team supports business goals and collaborates with partners to achieve even more.Tune in for practical tips on leadership, marketing, and managing change to help drive your growth.Topics discussed in this episode:modern marketingmarketing strategycollaborationbusiness partnershipsAEC marketingleadershipUsing AIAI in marketingbusiness goalsmarketing messagingConnect with Carrie Gonzalez, Director of Marketing at SSOE Group:Website: https://www.ssoe.com/Connect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

It’s easy to forget how much architects, engineers, and contractors influence our communities and daily lives.Host Katie sits down to talk with Malory Atkinson, co-founder of the women-led firm Shear Structural, about how the AEC industry does more than just design spaces.  She’s all about breaking the mold by bringing fresh energy and a startup mindset to an industry that’s ready for a shake-up. For Malory, it’s not just about the buildings—it’s about creating schools, parks, and spaces that make a real difference.Tune in as Malory talks about the need for more diverse leadership, why women should start their own firms, and how Shear Structural is giving back to the community.Topics discussed in this episode:AECmaking impactmarketerswomen in businessdesigning spacesdiversity in STEMsoft skillsprofessional developmentadaptive reusesustainability Connect with Malory Atkinson, CPSM, LEED GA:LinkedIn:  https://www.linkedin.com/company/shearstructural/ Website: https://shearstructural.com/Connect with Katiehttps://smartegies.com/

When change is in collaboration it never feels forced.Vickie Oshima, VP of Marketing at Architecture & Design Firm AO, joins Katie Cash to unpack how she tackles marketing in a firm with 17 specialized studios. She talks about juggling different business needs, keeping marketing in line with the bigger picture, and building trust to make evolution happen. Vicky believes great marketing isn’t just about strategy but making sure everyone feels confident in the direction they’re headed.Tune in for practical tips on building connections, understanding what people really need, and making sure your marketing matches your firm’s vision.Topics discussed in this episode:marketingbrandingculture blendingstrategic planningrelationship building value & impactmarketing & communicationmarketing teampitchingcommunication expertemotional connectionConnect with Vickie Oshima:LinkedIn:  https://www.linkedin.com/in/vickiemoshima/Website: https://www.aoarchitects.com/ Connect with Katie:https://smartegies.com/

In the fast-changing AEC industry, building strong relationships and using data-driven strategies are key to staying ahead of the competition.In today’s episode of AEC Marketing for Principals, Katie welcomes Scott Steiding, Chief Growth Officer of Bennett & Pless, to chat about why soft skills, like being responsive and delivering great client service, are becoming more and more important in the AEC industry. Scott talks about how his firm keeps track of client response times and zeroes in on win rates and value conversion to boost business development and strengthen client connections.Listen in to find out how starting with simple metrics and slowly building a data plan can help you make smarter decisions and set the stage for long-term growth.Topics discussed in this episode: structural engineeringbrandingclient experiencemarketingdata-driven strategyAEC industrysoft skillsalways be sellingtechnology integrationAIBusiness growthCRM systemsRepeat businessRevenue maximizationConnect with Scott:https://www.linkedin.com/in/scottsteiding/ Connect with Katie:https://smartegies.com/