Advertise on podcast: AEC Marketing for Principals

The future of the AEC industry is being shaped long before professionals step onto a jobsite, and it starts in the classroom. Dr. Georg Reichard shares how Georgia Tech’s School of Building Construction is reimagining construction education to better align with industry needs. From hands-on, real-world projects to a renewed focus on communication, leadership, and emerging technologies, the program is designed to prepare students who are ready to contribute on day one. The conversation explores how academia and industry can work together to strengthen the talent pipeline, adapt to rapid technological change, and ensure the next generation of construction professionals is equipped for long-term success. As the demand for skilled AEC professionals continues to grow, collaboration between educators and industry leaders has never been more important. This discussion highlights why investing in education today is essential to building a stronger, more innovative built environment tomorrow. Topics discussed in this episode: AEC educationConstruction workforce shortageGeorgia Tech building constructionConstruction leadership developmentIndustry-academia collaborationConstruction technology innovationConnect 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.

The future of commercial real estate is being shaped by a more intentional, client-first approach that prioritizes alignment, transparency, and long-term value across every decision. As market conditions shift and expectations evolve, firms that lead with clarity and objectivity are redefining how real estate advisory supports business growth. Jue Wang shares how T. Dallas Smith & Company has differentiated itself through a conflict-free advisory model that places tenant and buyer representation at the center of its work. She discusses how office, industrial, and mixed-use trends are evolving, how technology and data are raising the bar for insight and accountability, and why deeper collaboration between real estate advisors and AEC partners is essential to delivering better outcomes for clients. This conversation offers a grounded, forward-looking perspective on what today’s decision makers value, how firms can strengthen trust through smarter advisory services, and what it takes to stay relevant as the built environment continues to evolve. Topics discussed in this episode: Client-First AdvisoryMarket TrendsReal Estate TechnologyAEC CollaborationWorkplace StrategyNext-Gen Leadership Connect with Jue Wang, Director, T. Dallas Smith & Company https://www.tdallassmith.com/ https://www.linkedin.com/in/jue-wang-ccim-b6a61851/ 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.

What happens when AEC marketing owns the data story and becomes a true strategic partner to the firm? Katie Cash sits down with Katie Robinson, Chief Marketing Officer at LS3P, to unpack how a traditional proposal shop evolved into a firmwide, agency-style marketing and knowledge management team. Katie shares how LS3P aligned marketing with business strategy, centralized project data through a data manager program, and used tools like Power BI and AI to unlock insights that support both pursuit strategy and firm leadership. She also explains why open access to project data, clear security rules, and cross-functional collaboration are non-negotiables for sustainable growth. From Expert Hours that support thought leadership to an AI steering committee that protects IP and improves efficiency, Katie shares a practical roadmap that any AEC firm can start small and scale. Marketers will come away with clear strategies for strengthening relationships across the firm, earning a seat at the strategic table, and elevating marketing from a support function to a true driver of growth. Topics discussed in this episode: AEC marketingLS3PCRMPower BIAI in AECStrategic planning Connect with Katie Robinson, Chief Marketing Officer / Vice President / Principal at LS3P: https://www.ls3p.com/portfolio/katie-robinson/  https://www.linkedin.com/in/katie-schroer-robinson/  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.

Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, Partner at Citrin Cooperman, to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together, they discuss how to define success, set measurable KPIs, and build budgets from the ground up rather than relying on projections that lack real data. Jason also shares how firms can safeguard cash flow during expansion, create accountability across departments, and prepare their reporting to meet the expectations of potential buyers during an acquisition. Tune in to hear what sets financially disciplined AEC firms apart. Jason unpacks how intentional budgeting, transparent reporting, and alignment between sales, marketing, and finance drive measurable and lasting growth. Topics discussed in this episode: AEC marketingFinancial strategyRisk ManagementProfit MarginSales and Marketing AlignmentConnect with Jason Kruger, Partner at Citrin Cooperman LinkedIn: https://www.linkedin.com/in/jason-kruger-a0b159b/ Email: [email protected] 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.

Knowledge has become one of the most valuable assets in the AEC industry. Chris Parsons, founder and CEO of Knowledge Architecture, joins host Katie Cash to explore how firms can transform scattered project data and expertise into a true competitive advantage. Together, they discuss the rise of knowledge management as a C-suite priority, the role of AI in accelerating KM 3.0, and why structured data matters more than ever for marketing and proposals. By focusing on people, process, technology, and culture, firms can unlock smarter collaboration, sharpen their storytelling, and create systems that support sustainable growth. Topics discussed in this episode: AEC marketingKnowledge managementKnowledge strategyAI in AECBusiness developmentContent management Connect with Christopher Parsons, Founder and CEO, Knowledge Architecture: https://www.knowledge-architecture.com/ https://www.linkedin.com/in/christopherjparsons/ 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.

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 strategy Connect 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 leadership Connect 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 stories Connect 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 messaging Connect 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 Katie https://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 connection Connect 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 maximization Connect with Scott: https://www.linkedin.com/in/scottsteiding/  Connect with Katie: https://smartegies.com/

Imagine knowing how to leverage metrics to tell your firm’s story and win your next big project. It’s time to turn data into a powerful ally that drives your business growth! Architecture, engineering, and construction firms can revolutionize their growth strategies by decoding data and creating clear roadmaps. Katie Cash is joined by her co-worker, Jenn Friedman, a self-described data nerd, who shares how embracing tools like Google Analytics can unlock actionable insights. From identifying high-performing website pages to aligning digital efforts with business goals, Jenn outlines simple, effective steps any firm can take. She highlights the importance of building a solid foundation, tracking meaningful metrics, and leveraging cutting-edge technologies like AI to stay competitive in today’s fast-paced digital world. Success begins with preparation and the confidence to make data work for you, not against you. If this resonates, don’t miss Jenn’s presentation at SmartWIN25 on February 11th, where data-driven strategies will take center stage. Topics discussed in this episode: SmartWIN25Talk Data to MeGoogle AnalyticsBusiness MetricsData interpretationDigital presenceTraffic sources Connect with Katie and Jenn https://smartegies.com/