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 From overcoming outdated marketing norms to building trust through cost education, video, and self-service tools, Marcus lays out the new blueprint for becoming a known and trusted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 marketing
• content marketing
• B2B trust
• sales and marketing alignment
• digital transformation
• cost transparency
• buyer journey
• trust in construction industry
• thought 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:

• storytelling
• user-generated content
• employee-generated content
• telling stories with design
• digital strategy 
• content creation
• marketing strategy
• people behind the projects
• human touch
• brand 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 marketing
• marketing strategy
• collaboration
• business partnerships
• AEC marketing
• leadership
• Using AI
• AI in marketing
• business goals
• marketing 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:

• AEC
• making impact
• marketers
• women in business
• designing spaces
• diversity in STEM
• soft skills
• professional development
• adaptive reuse
• sustainability 

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:

• marketing
• branding
• culture blending
• strategic planning
• relationship building 
• value & impact
• marketing & communication
• marketing team
• pitching
• communication expert
• emotional 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 engineering
• branding
• client experience
• marketing
• data-driven strategy
• AEC industry
• soft skills
• always be selling
• technology integration
• AI
• Business growth
• CRM systems
• Repeat business
• Revenue 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:

• SmartWIN25
• Talk Data to Me
• Google Analytics
• Business Metrics
• Data interpretation
• Digital presence
• Traffic sources

Connect with Katie and Jenn

https://smartegies.com/

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 emphasizes the essentials of branding, targeted networking, and leveraging the right tools and partnerships.  Even small steps, like refining RFQ templates or attending key conferences can deliver impressive and measurable results.

Don’t miss Erica’s practical tips for small firms striving to stand out in the AEC world. Tune in to the new SmartWIN25 Speaker Spotlight series for a sneak peek of what’s to come this February.

Topics discussed in this episode:

• SmartWIN25
• strategic investments
• architecture
• Arkitex
• AEC Growth
• Texas A&M University
• Marketing and business development
• small firms

Follow Erica Wozniak Fisher: 

https://arkitex.com/

Connect with Katie

https://smartegies.com/

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 and keeping top talent.

Mark’s perspective is both a wake-up call and an inspiration for you to embrace dynamic strategies for long-term growth and employee retention.

Topics discussed in this episode:

• serial entrepreneur
• consulting
• human resources
• CEO
• marketing
• talent war
• recruiting
• employee retention
• business growth
• open book management
• brand identity

Join Katie and Judy at SmartWin2025 on February 11, 2025.   Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/

Connect with Katie

https://smartegies.com/

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 daily work.

If you're looking for solid advice on how to build a team-oriented company culture that helps both field and office teams feel informed and connected, this episode is for you.

Topics discussed in this episode:

•  innovation and strategy
• project management
• smart strategies
• construction
• business development
• Technology
• CMRs
• marketing strategy
• design & construction
• sales and marketing

Connect:

Connect with Tom Deane - https://www.linkedin.com/in/tom-deane-5b93b93a/

Join Katie and Judy at SmartWin2025 on February 11, 2025.   Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/

Connect with Katie

https://smartegies.com/