What essentials do younger AEC marketers need to succeed? Recently, our Communications Consultant Christine Nelson facilitated a panel for the Society for Marketing Professional Services – Twin Cities to answer this very question.
The panel consisted of experienced AEC marketing and sales professionals from successful Twin Cities firms. Much of their guidance did not focus on what you would think in a digital field like marketing. They mostly talked about relationships and storytelling.
“It’s interesting that we got through this whole program, and we mostly didn’t talk about AI at all,” said one panelist during the Q and A section.
Why? Professional services is a relationship business that uses technology. Marketers and sales professionals need to understand technology and analytics to set up campaigns and keep the firm visible in the market. But the content of those campaigns is about relationships, strategies and outcomes that set the firm apart.
Know the Lingo
One important aspect of sharing outcomes is to understand AEC lingo. Marketers and sales professionals should know common acronyms to retell the project story. For example, WIP is work in progress. BIM is building information modeling. The panelists suggested learning the lingo, but they also emphasized staying curious. Ask questions if you don’t understand an acronym or an industry concept.
SMPS Twin Cities offers this handy document on AEC acronyms and definitions you may find helpful.
Think Beyond Your Job
AEC marketers and sales professionals have to know their jobs well, but also understand how the company operates and makes a profit. When marketing and sales work together on business goals, they can prove how their efforts result in exponential new business.
This goes beyond writing proposals or tracking leads. When young professionals understand the kind of work that the firm wants, they can build campaigns and tactics around that type of project partner or client. Using digital tools, they can track and measure how those leads came to the firm, demonstrating that marketing is driving business three to five years from now in the pipeline.
Make Friends with Project Managers
Project managers and superintendents may not think they need to know you, but you need to know them and show why they need you. If there isn’t work, they don’t have jobs (but don’t explain it that way to them if you want to build a relationship!).
Every so often, ask for a 15-minute conversation about what they’re working on. Grab a coffee for them. Set a quick conference call. Make a point to say hello at a team event. Any good marketer or sales professional knows who holds the storytelling gold. It’s the people in the field. Show that you can make them look good with proper storytelling, pursuits and even project awards. They’ll say they’re not into awards, but really, who isn’t? It’s great for their personal brand.
Balance the Documentation Beam
Videos and photos are essential for documenting a project, but too often marketers are left out of the loop when they could help create a better result. Even if the firm hires a professional photographer or drone operator, ask to tag along. A more experienced marketer may typically handle art direction, but it doesn’t hurt to ask if you can join them. Show interest and make your career opportunities rather than waiting for them to fall in your lap.
The worst answer you could get is ‘no’ or ‘another time.’ But you’ve planted your interest in their minds. The next time they’re too busy, you’re up!
Make Yourself Valuable
Some marketers like to become indispensable to a firm, but start out by being valuable. This could mean doing research on industry trends and sharing them via email. Identify more efficient ways of engaging with digital tools. Make your boss’ day more efficient by offering to take on new tasks or responsibilities. These tips are true in any career, and they matter in AEC marketing and sales too.
Do you have more questions about how to market an engineering firm? Contact us at Ingenuity.
