AEC Marketing for Principals

EXPLORE

Society & Culture

Religion & Spirituality

Health & Fitness

© 2024 PodJoint

https://is1-ssl.mzstatic.com/image/thumb/Podcasts221/v4/9f/48/34/9f483486-ebc9-cbcc-bdac-1eedbc0a412d/mza_3928926387534898546.jpg/600x600bb.jpg

AEC Marketing for Principals

Katie Cash and Judy Sparks

90 episodes

1 week ago

Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, President and Founder of Signature Analytics (now with 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 ...

Show more...

All content for AEC Marketing for Principals is the property of Katie Cash and Judy Sparks and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, President and Founder of Signature Analytics (now with 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 ...

Show more...

Episodes (20/90)

AEC Marketing for Principals

AEC Marketing Budgeting From the Ground Up with Jason Kruger

Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, President and Founder of Signature Analytics (now with 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 ...

1 week ago

40 minutes

AEC Marketing for Principals

Knowledge Is Power: How AEC Firms Are Leveraging Data to Win Smarter with Chris Parsons

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...

1 month ago

49 minutes

AEC Marketing for Principals

Driving Impact at the Intersection of Marketing, Sales, and Strategy in AEC with JE Dunn Construction’s Lee Jarboe

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 res...

2 months ago

38 minutes

AEC Marketing for Principals

Building a Business, Brand, and Culture with Natalia Castro

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 lik...

3 months ago

38 minutes

AEC Marketing for Principals

Why Case Study Stories Matter More Than Ever with Leslie Blaize

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...

3 months ago

41 minutes

AEC Marketing for Principals

They Ask, You Answer: Winning Work Through Trust and Transparency in AEC

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"...

4 months ago

40 minutes

AEC Marketing for Principals

From B2B to P2P: Building Brand Through Employee-Generated Content in AEC with Ethan Olkovikas of HGA

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 yo...

5 months ago

40 minutes

AEC Marketing for Principals

AEC Growth, Marketing, and Innovation with Carrie Gonzalez

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 manag...

7 months ago

35 minutes

AEC Marketing for Principals

From Startup to Success

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 space...

7 months ago

28 minutes

AEC Marketing for Principals

Why Marketing Works Best When Everyone’s On Board

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. Tun...

8 months ago

34 minutes

AEC Marketing for Principals

Harnessing Data for Smarter Growth in AEC Firms

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...

9 months ago

36 minutes

AEC Marketing for Principals

SmartWIN25 Speaker Spotlight: Jenn Friedman - Data Strategies for AEC Firms

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 h...

9 months ago

14 minutes

AEC Marketing for Principals

SmartWIN25 Speaker Spotlight: Erica Wozniak Fisher No Small Feats in Marketing

Strategic marketing investments can transform small AEC firms into industry leaders. Katie Cash kicks off the SmartWin 2025 Speaker Spotlight Series with guest Erica Wozniak Fisher, Director of Marketing and Business Development at The Arkitex Studio. Erica shares her journey from managing major projects at Texas A&M University to driving strategic growth for a small Texas-based architecture firm. The discussion highlights how smart, modest marketing moves can lead to big wins. Erica emph...

9 months ago

23 minutes

AEC Marketing for Principals

Mastering Brand Marketing and Recruitment in AEC

In today’s talent war, outdated HR practices are holding firms back. The way forward is to create workplaces that attract and retain the best people. In this AEC Marketing for Principals episode, host Katie Cash and co-host Judy welcome Mark Zweig, founder and CEO of Zweig Group, a leading AEC consulting firm. Mark talks about his journey from consulting to launching his own business and shares his perspective on some of the industry’s biggest challenges—especially when hiring an...

12 months ago

54 minutes

AEC Marketing for Principals

Making An Impact: The Future of AEC Lies in Innovative CRM Solutions

CRM systems are revolutionizing project management and collaboration in the construction industry. Today, Katie talks with Tom Deane, Co-Founder and CEO of ProjectMark, about how their user-friendly CRM helps construction teams of all sizes get started easily. They explore how AI and automation are changing project management, especially in making informed decisions and speeding up proposals. Tom also shares practical tips for organizing information to help your team see real results in their...

1 year ago

38 minutes

AEC Marketing for Principals

Making an Impact: Smarter Decisions and Stronger Teams With The BOSS Method

Strategies and operations are key to helping your team make smart decisions, work more efficiently, and adapt to a changing market. Join Katie in this episode as she sits down with Stu Haney, Management Consultant of AEC OPS to talk about his innovative BOSS method. They’ll talk about the importance of respectful talent acquisition, implementing structured systems, and recognizing operational shortcomings. Get the insights and practical strategies you need to create a positive workplace...

1 year ago

36 minutes

AEC Marketing for Principals

Making An Impact: Unleashing Creativity with Strategic Business Solutions

As a professional, you probably work hard to perfect your craft but might be neglecting the essential skills of business management. In this episode of AEC, Katie chats with Kyle Peterson, Principal and Business Leader at Nelson Worldwide, about his role managing six studio locations and how his design background guides his business approach. Kyle highlights the importance of being a trusted partner and truly understanding clients' needs to drive success. Tune in to discover...

1 year ago

30 minutes

AEC Marketing for Principals

Making An Impact: Successful AEC Hiring with Bryce Batts

Katie is back and talking to Bryce Batts, a seasoned recruiter and co-owner of Career Collective, to explore attracting and retaining top talent in the AEC industry. Bryce emphasizes the need for swift communication and efficient interview processes to capture high-caliber candidates' interest. She advises employers to collaborate closely with recruiters, timing offers strategically to avoid premature proposals that candidates might leverage for better opportunities. They also discuss the imp...

1 year ago

42 minutes

AEC Marketing for Principals

Making An Impact: Mentorship and Innovation in the AEC Industry with Tara Bleakley

Katie Cash talks with Tara Bleakley, Associate Director for Market Transformation and Development at the USGBC's Florida chapter. Tara shares a brief overview of her career, starting with a background in art history and art business, which led her to various marketing roles from London to Orlando. She discusses her tenure at TLC Engineering Solutions, where she rose to partnership before taking a sabbatical to reconnect with family. This break steered her toward her current role at USGBC, fue...

1 year ago

33 minutes

AEC Marketing for Principals

Making an Impact: Shaping the Future of AEC Marketing

Securing future work and attracting top talent are the lifeblood of the AEC industry, a reality that hosts Katie and Judy passionately emphasize in the season six premiere of AEC Marketing for Principals. This season’s theme, “Making an Impact,” focuses on HR and recruiting tactics, business development strategies, and content marketing within the industry. In upcoming episodes, we will spotlight individuals driving change and facing unprecedented challenges in the AEC sector, discussing to...

1 year ago

33 minutes